Connotative and Denotative Meaning in Indonesian Milk Slogans: A Semantic Study Based on Roland Barthes Theory
Keywords:
Barthes, connotation, denotation, semantics, slogans.Abstract
This study explores the denotative and connotative meanings found in Indonesian milk product slogans by using Roland Barthes’ theory of semiotics. The purpose of this research is to understand how language in advertisements can shape consumer perception through hidden and symbolic messages. This research uses a descriptive qualitative method. Ten popular milk slogans in Indonesia were selected as the data source. The analysis shows that each slogan carries a denotative meaning (the literal or direct meaning) and a connotative meaning (the symbolic or emotional meaning) related to health, strength, intelligence, or family values. These meanings influence how people see and respond to the product. This study shows that advertising language is rich in meaning, it communicates not only facts, but also emotions and cultural messages.
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