A SEMIOTIC ANALYSIS OF KENTUCKY FRIED CHICKEN ADVERTISEMENTS: THE MEANING OF VERBAL AND VISUAL SIGNS

This study aims to analyze the verbal and visual signs found in Kentucky Fried Chicken (KFC) advertisements and to interpret the meanings conveyed through those signs. The data were obtained from six KFC fried chicken advertisements posted on the official Instagram account @kfc during the period of 2024–2025. A descriptive qualitative method was applied in analyzing the data. The identification of verbal and visual signs was conducted using Saussure’s (1983) semiotic theory, while the meanings of the signs were analyzed based on Barthes’ (1977) theory of denotation and connotation, supported by Wierzbicka’s (1996) color theory. The data were collected through observation and analyzed by classifying the verbal and visual signs found in the advertisements. The findings show that verbal signs are dominated by sentence that associate the product with happiness, comfort, and temptation, while interrogative forms create curiosity and engagement. Visually, fried chicken and KFC buckets are placed centrally as signs of enjoyment and satisfaction. Golden-brown chicken connotes freshness and quality; red suggests warmth and appetite, while white signals cleanliness and trust. These signs construct KFC’s myth. The study concludes that verbal and visual signs in KFC advertisements are closely interconnected and work together to construct both denotative and connotative meanings, conveying emotions, values, and brand identity to effectively attract consumer interest.