The Decoding Verbal and Non-Verbal on Falala Chocolate's Advertisements
Unraveling The Massages Conveyed Through Text and Imegery in Advertising
DOI:
https://doi.org/10.24843/JH.2026.v30.i01.p03%20Keywords:
Verbal sign, Non-Verbal Sign, AdvertisementsAbstract
Abstract
This study aims to examine the elements of verbal and nonverbal signs contained in Falala Chocolate Instagram advertisements. To analyze the formation of meaning through language, visual, and color elements, Ferdinand de Saussure's semiotics theory (1983) and Roland Barthes' media semiotics (1986), are used. The method applied is a qualitative approach with the stages of systematic data collection, grouping, and interpretation of the signs found. The results of the study show that the combination of text, facial expressions, body movement, build emotional appeal, and reflect cultural meaning in Falala Chocolate advertisements. This study collected 15 data which were analyzed based on verbal and nonverbal sign categories.
Abstrak
Penelitian ini bertujuan untuk meneliti elemen-elemen tanda verbal dan nonverbal yang terdapat dalam iklan Instagram Falala Chocolate. Untuk menganalisis pembentukan makna melalui unsur bahasa, visual, dan warna, digunakan teori semiotika Ferdinand de Saussure (1983) dan semiotika media Roland Barthes (1986). Metode yang digunakan adalah pendekatan kualitatif dengan tahapan pengumpulan data secara sistematis, pengelompokan, dan penafsiran tanda-tanda yang ditemukan. Hasil penelitian menunjukkan bahwa kombinasi teks, ekspresi wajah, gerakan tubuh yang mampu menyampaikan citra merek, membangun daya tarik emosional, dan merefleksikan makna kultural pada iklan Falala Chocolate. Penelitian ini mengumpulkan 15 data yang dianalisis berdasarkan kategori tanda verbal dan nonverbal.
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