Semiotic Analysis of Signs and Symbols in Digital Instant Noodle Advertisements: A Marcel Danesi Approach

Heri Suheri, Somadi Sosrohadi, Tetet Sulastri, Rurani Adinda and Citra Andini
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Heri Suheri: Universitas Nasional Jakarta, Indonesia.
Somadi Sosrohadi: Universitas Nasional Jakarta, Indonesia.
Tetet Sulastri: Universitas Nasional Jakarta, Indonesia.
Rurani Adinda: DepUniversitas Nasional Jakarta, Indonesia.
Citra Andini: Universitas Hasanuddin, Makassar, Indonesia.

International Journal of Research and Innovation in Applied Science, 2025, vol. 10, issue 4, 545-554

Abstract: The popularity of Korea in the field of digital advertising in Indonesia is the result of a synergy between the Hallyu phenomenon, the implementation of innovative digital marketing strategies, and the strong interest of the Indonesian public in Korean products and culture. This study aims to understand how visual and verbal elements function to convey messages, create emotional appeal, and build a product image that is relevant to Korean popular culture through instant noodle advertisements on digital media starring Korean artists, Choi Siwon and NewJeans. The method used is descriptive-qualitative analysis based on Marcel Danesi’s semiotic theory, which classifies signs into icons, indexes, and symbols. The data analyzed includes visual elements (color, images, model poses) and verbal elements (text on packaging, slogans, Hangul writing) found in the advertisements. The results show that icons, indexes, and symbols in these advertisements effectively represent the taste, quality, and cultural values of the product. The packaging images, chili peppers, red color, and cheerful expressions of the models visually depict enjoyment, spiciness, and emotional appeal that connect the product with a young audience through pop culture elements (icons and indexes), while the use of Hangul text and the presence of Korean artists as models reflect the authenticity of Korean culture (symbols). These elements are designed to attract consumers, especially fans of Korean culture, and to create the impression of a premium and modern product

Date: 2025
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