SEMIOTICS ANALYSIS OF MCDONALDS VIDEO ADVERTISEMENT ON YOUTUBE

Abstract

This research uses semiotic analysis to find the meaning behind McDonald's video advertisements. Using Barthes' semiotic theory and Saussure's concept of signifier and signified, this research analyzes the verbal and visual signs in McDonald's advertisements. This research was conducted using the observation method to gain detailed information. The method applied in the analysis of this research is descriptive qualitative method. This analysis uses the theory presented by Saussure (1983:65) to analyze and describe verbal and visual signs, and Barthes' theory (1967) to analyze the meaning of verbal and visual signs in the advertisement. From the results of the research, several verbal and visual signs were found. In the advertisement contains 9 verbal signs and 25 visual signs. Visual signs are the most frequent signs found in the McDonald’s video advertisements. This research shows how these signs play a role in McDonald's branding. Verbal signs provide a direct message, while visual signs indirectly influence emotions and perceptions, therefore powering consumer engagement and loyalty to the brand.