Verbal and Visual Sign in Feastables Chocolate Advertisement

Authors

  • Bagas Arief Ramadhan Faculty of Letters, Universitas Warmadewa
  • I Ketut Subagia Faculty of Letters, Universitas Warmadewa
  • Dewa Ayu Kadek Claria Faculty of Letters, Universitas Warmadewa

Keywords:

Discourse analysis, semantic, visual, verbal

Abstract

This research analyzes the verbal and visual signs in the Feastables Chocolate advertisement using a qualitative approach based on discourse analysis and semiotic theory. The purpose of this study is to examine how language and imagery are used to deliver meaning and influence consumer perception. The source of data is the Feastables advertisement uploaded on YouTube, with data in the form of visual imagery and spoken/written text. The research employs observation and documentation methods to collect the data, which are then analyzed using theories from Gee & Handford (2013) and Geoffrey Leech (1981), particularly focusing on conceptual meaning. The analysis identifies two examples of verbal signs that reflect conceptual meaning, conveying logical, factual, and structured information about the product and its development. One key visual sign is the use of light blue color, which connotes calmness, trust, and reliability. The results show that verbal and visual signs work together to communicate brand identity and build consumer trust. This study fills a gap in previous research by focusing on a chocolate product, where advertising strategies rely heavily on both emotional appeal and clear information delivery. The findings highlight how verbal and visual signs are effectively integrated to influence audience interpretation and consumer behavior.

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Published

2026-01-29

Issue

Vol. 2 No. 1 (2026)

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Articles

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