Semiotic Analysis of Zeera Plus Biscuit Advertisement: Unraveling Sign Systems and Meanings

Faiz Ullah, Muhammad Aqeel Shahbaz and Muhammad Farukh Arslan
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Faiz Ullah: M.Phil. Scholar, Department of English Linguistics, National University of Modern Languages, Faisalabad, Pakistan
Muhammad Aqeel Shahbaz: M.Phil. Scholar, Department of English Linguistics, National University of Modern Languages, Faisalabad, Pakistan
Muhammad Farukh Arslan: Lecturer, Department of English Linguistics, National University of Modern Languages, Faisalabad, Pakistan

Journal of Policy Research (JPR), 2023, vol. 9, issue 2, 410-415

Abstract: The current study presents a semiotic analysis of Zeera plus biscuit advertisement by focusing on the sign systems and meanings embedded within this visual communication medium. In completing this research, this study uses 1 zeera plus biscuit advertisement, as material used to determine the meaning of denotation and connotation signs using Roland Barthes’ (1964) theory. This present study uses a qualitative approach to describe the semiotic phenomena of signs of denotation and connotation in Zeera plus biscuit. From the analysis, the study conducted verbal and non-verbal analysis of words, pictures, and colors of the advertisement. Through the application of semiotic theory, this study examines the various signs, and symbols employed in Zeera plus to convey messages, and create meaning. This analysis unravels the underlying semiotic structure and implications of Zeera Biscuit, shedding light on the complex relationship between consumers, producers, and the broader socio-cultural context. After analyzing verbal and non-verbal signs of Zeera plus biscuit advertisement based on Roland Barthes's semiotics theory, the study finds that verbal signs are more significant than non-verbal signs, but the differences are minor. This research contributes to the sympathetic of visual communication, Zeera plus design, and consumer culture, offering valuable perceptions for marketers, designers, and researchers in these fields.

Keywords: connotation; denotation; semiotic; zeera plus biscuit advertisement (search for similar items in EconPapers)
Date: 2023
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