VERBAL AND NON-VERBAL SIGNS IN QUAKER ADVERTISEMENTS: A SEMIOTIC STUDY

Abstrak

This study investigates the use of verbal and non-verbal signs in Quaker advertisements, focusing on oatmeal and cereal products. The study was motivated by the lack of scholarly attention given to health-oriented food advertisements, compared to more commonly studied categories such as fast food and cosmetics. Using a qualitative descriptive design, the study applied semiotic analysis based on Saussure’s and Barthes’ theories to examine two advertisement images retrieved from Instagram, a widely used platform for product promotion. Data collection was conducted through observation of verbal elements, including written texts, slogans, health claims, and product descriptions, alongside non-verbal elements such as imagery, colors, typography, brand logos, and layout. The results show that verbal signs primarily highlight product identity, nutritional value, novelty, and credibility, while non-verbal signs reinforce freshness, vitality, tradition, and emotional appeal. For instance, the Puffed Granola advertisement emphasizes naturalness and balance through imagery of apples, cinnamon, blueberries, and calm packaging colors, while the Fruit Fusion advertisement employs a bold red background, fruit visuals, and health claims to associate oatmeal with vitality and modern wellness. At the connotative and mythic levels, both advertisements extend beyond product information, embedding Quaker products into broader cultural narratives of healthy living, lifestyle enhancement, and brand heritage. This study concludes that verbal and non-verbal elements work synergistically to construct persuasive meanings in health food advertising.