Decoding Verbal and Non-Verbal on Falala Chocolate’s Advertisements
DOI:
https://doi.org/10.24843/JH.2026.v30.i01.p03%20Keywords:
Verbal sign, Non-Verbal Sign, AdvertisementsAbstract
This study aims to analyze the verbal and nonverbal signs in Falala Chocolate’s Instagram advertisements and to understand the implicit meanings within them. The background of this study is the important role of social media advertising in shaping audience perceptions and conveying emotional and cultural messages. The analysis uses Roland Barthes’ media semiotics (1986) to explore meaning through denotation and connotation. This study applies a qualitative approach through systematic data collection, classification of signs, and interpretation of verbal and nonverbal elements. Barthes’ analysis reveals connotative meanings such as luxury, warmth, and cultural values expressed through facial expressions, gestures, and the interaction between text and visuals. Therefore, Falala Chocolate’s advertisements not only provide product information but also build emotional appeal and communicate cultural values.
References
Barthes, R (1977). Image, Music, Text. London: Fontana Press.
Barthes, R. (1972). Mythologies. New York: Hill and Wang.
Barthes, R. (1986). Element of Semiology. New York: Hill & Wang.
Chandler, D. (2017). Semiotics: The Basics (3rd ed). London: Routledge.
Cobley, P., & Jansz, L. (2010). Introducing Semiotics. Cambridge: Icon Books.
Cook, G. (2001). The Discourse of Advertising (2nd ed). London: Routledge.
Dewi, Winarta. (2024). Verbal and Non-Verbal Sign on Inflight E-Magazine Garuda Indonesia “Colours”. Elysian Journal. Vol.4 No. 4. https://doi.org/10.36733/elysian.v4i4.9766
Dharma, Pratami, Sadiyyah. (2024). Family Meanings in Perunggu's '33X' Music Video: The Study of Semiotic Analysis Roland Barthes. Journal.sinergi.or.id. 2 ISSUE 1 (13-27).
Fahmi, Kepirianto, Nurhayati. (2024). An Analysis Meaning of the Verb ‘to See’ in Banjarese Language: A Natural Semantic Metalanguage Studies. Ojs.unud.co.id. 28 No 2. https://doi.org/10.24843/JH.2024.v28.i02.p11
Falala Chocolate. (2020). Falala Chocolate Bali (about us): falalachocolate.com. https://falalachocolate.com
Halliday, M. A. K. (1978). Language as Social Semiotics: The Social Interpretation of Language and Meaning. London: Edward Arnold.
Harnum. (2023). Ferdinand de Sausure's Structural Semiotic Analysis on Axis Ads. Ssrnjournal. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4485117
Leech, G. (1981). Semantics: The Study of Meaning (2nd ed). Harmondsworth: Penguin Books.
Manu, Hikmaharyanti. (2024). Youth Representative of Verbal and Visual Signs on Music Concert Posters: A Semiotic Analysis. Ojs.unud.co.id. 28 No 2. https://doi.org/10.24843/JH.2024.v28.i02.p02
Nafiry, Wijaya, Safiirah. (2022). Roland Barthes Semiotics Analysis in Tokopedia Advertising Ramadhan Special. Jurnalspektrumkomunikasi.10 No 4. https://doi.org/10.37826/spektrum.v10i4.233
Prasetya. (2025). The Role of Semiotics Analysis In Advertisement: Bibliometric Analysis. Jounal La Sociale. 06, ISSUE 03 (711-720). https://doi.org/10.37899/journal-la-sociale.v6i3.2029
Purba, Tambunan. (2021). Semiotic Analysis of Roland Barthes on Wardah Advertisement Version “I Face of Indonesia. Biarjournal.com. https://doi.org/10.33258/linglit.v2i3.511
Saussure, F. de. (1916). Course in General Linguistics. New York: McGraw-Hill.
Saussure, F. de. (2006). Writings in General Linguistics. Oxford: Oxford University Press.
Suryani, Suastini. (2023). Semiotic: Analysis of Verbal and Nonverbal Signs of Canggu Weekly Advertisement. Ojs.unud.co.id. 27 No 2. https://doi.org/10.24843/JH.2023.v27.i02.p03
