AN ANALYSIS OF VERBAL AND NON-VERBAL SIGNS IN “QUAKER” ADVERTISEMENTS

Advertisements communicate persuasive messages by combining verbal and nonverbal signs to influence consumers’ perceptions and promote product values. This study aims to identify the verbal and non-verbal signs found in Quaker advertisements and analyse their meanings. The data were collected from six selected Quaker advertisements obtained from Quaker’s official website and social media platforms. This study applied a descriptive qualitative method. The analysis was conducted using Saussure’s theory to classify verbal and non-verbal signs, Barthes’ theory of denotation and connotation to interpret meanings, and Wierzbicka’s theory of color terms to analyse the meanings conveyed through colors. The findings revealed that the advertisements contained 20 verbal signs and 17 non-verbal signs. The verbal signs were represented through words, phrases, and sentences that provided information about product names, ingredients, nutritional values, and health benefits. Meanwhile, the non-verbal signs were represented through images, colors, logos, typography, and product packaging. The analysis showed that the denotative meanings referred to the literal information presented in the advertisements, while the connotative meanings conveyed ideas related to health, nutrition, freshness, trust, energy, and healthy lifestyles. Furthermore, the use of colors such as blue, white, brown, yellow, and orange strengthened the persuasive messages and reinforced Quaker’s brand identity as a healthy and trustworthy food product. Therefore, verbal and non-verbal signs work together to construct meaning and effectively communicate the values promoted by Quaker advertisements.