Smeitikos: A Semiotic Analysis of five Billboards of McDonalds

West Visayas State University

College of Arts and Sciences

La Paz, Iloilo City

An Academic Paper

in Language in the MEDIA

Submitted by:

Christia Gay T. Calanuga

AB ENGLISH, 4B

Submitted to:

Dr. Claudette A. Baluran

Faculty

October, 2017
Introduction

Humans life is filled by different signs. These signs have a powerful influence over
people especially those who are watching advertisements, reading newspapers and other
materials which there is a presence of communication. This paper gives semiotic analysis of five
different billboards advertisement of McDonalds to know what is being communicated, how it is
communicated and the interpretation of different text colors and images by adopting Roland
Barthes theory which are the denotation and connotation, and the use of colors in verbal and
non verbal signs. This academic paper emphasized the role of context to reveal its functions,
the underlying meaning of text, the interpretations of images, and the use of different signs in
attracting the consumers, urging them to purchase the product. This study will further
investigate what is it in McDonalds advertisement that influence most of the Filipino to
purchase its product.

Everything we see in this world is sign. Even our own self can be seen as sign. This
presence of sign is visible even in our own room, in our school, or in any place we go. All we do
or any action we simply made produces sign. We can also generate ideas and make things
happen because of these signs. This study of signs is called semiotic. Etymologically, word
semiotics derived from word seme or semeion as in semiotikos. It is a root from Greek language
that means the sign or the interpretation of signs. Semiotics is the analysis of signs or the
study of the function of sign systems. Furthermore, Swiss linguist Ferdinand de Saussure, and
by many seen as the founder of semiotics, coined it as the study of signs as part of social life
(Chandler, 2000 ; cited in Jensen, 2014). Moriarty (1995) explains how semiotics is a
philosophical approach that seeks to interpret (visual) messages in the terms of their signs and
patterns of symbolism. It also focuses on visual and symbolic representation of language use
when designing, for example, advertisement, bill boards, trademarks and other forms of media
that we use to transmit messages in our target consumers.

According to Roland Barthes who was a French philosopher and literary theorist,
semiotics could be used to study the meanings, messages and techniques used in advertising.
Also, together with other theorists inspired by his initial work, they viewed that advertisements
have two levels, a surface and an underlying level. The underlying level uses signs in very
creative and sometimes highly complex manner to create a personality for the products
(Beasly & Danesi 2002, 20). The surface level constructs traces to the underlying level through
the use of images, words, colors etc. which reveals the true meaning intend of the
advertisement. He further developed significant-signifie theory from Saussure to be a theory of
grammar and its connotation meaning. The significant term was changed to be expression E
and the signifie changed to be content C (Akmal, 2008). He further noted that there must be a
relation (R) between expression (E) and content (c) to form a sign. Barthes also took over the
concepts of denotation, connotation, and metasemiotics from Hjemsleves which he changed it
to metalanguage. Thus, for Barthes anything which furnishes meanings becomes a sign, and
any group of sign becomes a system.

Two of the most central concepts in semiotics are denotation and connotation.
According to Barthes these are the two orders of signification and constitute what was
previously explained as the surface level and the underlying level. Barthes means that
signification arises when the expression plane (denotation) and the content plane (connotation)
is connected via the relation of the two planes (Beasley & Danesi 2002, 44-45). For Barthes,
connotation is the tone of a text or the manner which has been decorated. Connotation
works on the subjective level that makes it present cannot be realized.

Another concept of semiotics is codes which connect semiotic systems of meaning that
the receiver interprets based on cultural and social inventions, like for example the contrasting
color of black and white that can be interpreted in many ways, it can be seen in paradigmatic
relations (it is very useful in advertising because it is often very easy to understand).
Paradigmatic analysis seeks to identify the signifiers that are present in a certain context on an
underlying level (Chandler 2000). The using of color is a vital aspect of art in printed media and
billboard advertisements (Ibid). Colors are also used a logos which arranged by the advertising
maker to increase the readers recognition, to make the link between the brand (the picture)
and the message. Color is a meaningful constant for sighted people and its a powerful
psychological tool.

These semiotic signs are also present in McDonalds billboards. As we all know,
McDonalds is one of the leading fast food chains with more than 500 restaurants nationwide. It
is also one of the well-known fast food chains in Philippines. McDonalds is now a multibillion
Peso company that continues to serve Filipinos all over the country. It became closer to every
Filipino by providing best great-tasting food and the most relevant customer delight experience.
It might not be originally from Philippines but it had become 100% Filipino-owned company
which remains all-Filipino to this day. Its visions are: first to respond to the fast changing needs
of the Filipino family, first choice when it comes to food and dining experience, first mention as
the ideal employer and socially responsible company, and first to respond to the changing
lifestyle of the Filipino family (Ibid). It also has word-class standards for quality, service and
cleanliness and provides efficient and convenient services while maintaining cleanliness in their
restaurants.

Thus, this study will primarily be based on Roland Barthes definitions and
terminology because he was one of the first to apply semiotics to analysis of advertisement.
And this paper will examine the five different billboards of McDonalds and the reason why most
Filipino purchase its product even though it is not originally from Philippines. This study will
further examine how different styles of typeface, color, foregrounding, framing devices and the
various angles at which photographs can be shot, can all be used as semiotic resources, either
individually, or in correlation with one another in order to create visual compositions which
convey specific messages to their viewers
Denotation

The first billboard, which will be examined is one of the billboards of McDonalds . It
shows two McMuffins with beef and cheese, one in the front shows the whole picture and the
other one is in the rear showing lesser view of Mcmuffin, but both has the same size. While in
the upper right, it says Eye opener, with the capitalized letter E and with the full stop after the
word opener. Under that another words show Sausage McMuffin with Egg and in the lower
part, it shows 2 for $333 with the last two digits of 3 in smaller fonts and in upper line of
the text but with the same level with the big 3. While in the lower right end corner of the
billboard shows the logo of McDonalds with caption under it Im lovin it.

Connotation

The two McMuffins was not displayed to show their numbers, but it is to show their
relationship with each other, which would imply that if the consumer buys one McMuffin, he will
get another one. This supported by the verbal sign Eye opener. which is written in bold, with
the purpose to emphasize the message it wants to relay, that is, to show to the consumers the
opportunity that they must grab while the product are giving promos. We can also see that in
Eye opener., letter E is the only capitalized letter and with full stop after the word opener.
This is to show that it is an imperative sentence which acts as instructions, advice and invitation
to the consumers to buy the product. Pragmatically, they function as indirect orders used in the
context of cheapness, and affordability. The aim of this billboard is to cause desirability in the
consumer through practical, moral or aesthetic judgment. Another verbal sign which is visible is
the Sausage McMuffin with Egg. This verbal sign tries to tell that the product is not just a
plain McMuffin but it is a Sausage McMuffin with Egg, which means it has add-on which is the
egg. This idea also adds to the effectiveness of the product because it isnt just a buy one take
one promo but it also has add-ons. It is also visible that the verbal sign wants to emphasize
about the product, because of capitalization of each word such as S for sausage, M for
McMuffin and E for egg. This is to engrave to the consumers mind the emphasis of the
products name with add-on.
 Lastly, under the verbal sign Sausage Mcmuffin with Egg, we can see another verbal
sign which shows 2 for $333. In this verbal sign, it is mainly composed of numbers where in
two is expressed in the two numbers of McMuffin on the billboard. The combination of these
two signifies that they can be purchase at only $333. Also the price of the product which shows
the three 3 creates an imaginary image of persuasion because of the repetition of the three
numbers which also appears appealing to the consumers eyes and ears. Furthermore, the two
three that appears in upper line of the text create an illusion to the consumers mind that the
product is affordable because they give emphasis on the big 3.

Also, the use of the logo of McDonalds gives emphasis that the product is clearly made
by the producer. Also, it clearly gives the readers that the product is meticulously made for the
consumers because it is assumed that McDonalds is one of the biggest and prominent fast food
chains that create best quality of food. Furthermore, this logo also carries an ideological status
of power and dominance over its consumers. Under the logo, the verbal sign im lovin it
creates an ideological opinion that affects the consumers because of the pronoun im which
constitutes to the belongingness of the product. In other words, this verbal sign wants to
emphasize that the product is not yours, not theirs, but it concerns in every individual
perspectives by using I am. This kind of approach by the advertiser greatly affects to the
preference of every consumers.

The Use of Colors

This billboard is supported by red background which used to catch attention especially
childrens attention because it is associated with movement and excitement (Barthes, 1957).
This color also connected with attractiveness of the product, because even in a broad daylight
or in the middle of the night, it will catch everyone attention, even the passerby because this
color tends to elicit a more powerful effect on consumers eyes to be noticeable. The use of
color white in verbal signs Eye opener., 2 for $333 and im lovin it gives an interpretation
that the product is reliable and it means the purity of advertisers intention. This allows the
consumer to trust the product and be persuaded unconsciously. Also, this color symbolizes the
cleanliness of the food which is mainly important to a food consumer. By just using white color
in these verbal signs, it can ultimately persuade ones interest to purchase and to conclude that
they must truly trust the product.

Lastly, the use of color yellow in the verbal sign Sausage McMuffin with Egg mirrors
the color of the muffin and the egg in the product which further adds to the attractiveness of
the food. Also, this color is visible in the logo which can easily overpower the consumers
interest. This color is associated with laughter, happiness, and good times that the advertiser
wants to share with everyone. It connotes that purchasing and eating this food made by the
McDonalds Company, one can experience genuine happiness. This color in the logo is the same
with the red color that attracts primarily childrens attention.
Denotation

The second billboard shows two burgers with two layers of beef and cheese with
different vegetables. One in the front is smaller than the one in the rear. In the left lower
corner of the billboard, it shows the verbal sign NEXT EXIT which is in capitalized form, while
in the right upper part of the big burger shows the verbal sign $2 and it is also placed between
the two burgers. It is written in bold with white background. Also, the logo of McDonalds is
placed in the left uppermost corner with the verbal sign under it that says MCDONALDS, which
is also written in capitalized form. Lastly, in the left lower corner, verbal sign BUY ONE GET
ONE FREE is placed with the phrase ONE FREE under the BUY ONE GET and all words are
capitalized and in boldface.

Connotation

This billboard shows two burgers, but it doesnt connote the numbers of burgers shown,
but it is to show the relation of each burger in each other, that is, if one buys one, he can get
another one for free. However, it may not be visible in consumers eye what the pictures trying
to convey, but by connecting the two burgers with one overlapping the other, it would be
enough to send an indirect message that the other one is given for free. The picture also
emphasizes indirectly its content by showing or emphasizing the picture of the bigger burger in
the rear which would arouse the viewers craving to eat this food. Also, by making the burger in
the rear bigger, it can create a desire for the consumer to purchase the product just by merely
looking at the picture. The verbal sign in upper reght part of the burger in the rear which is also
placed between the two burgers supported its indirect content which is to show that the price
of the two burgers is only at $2. This verbal sign is very effective because the number 2
would also imply to the number of the burger in the billboard, so it would greatly affect the
consumers decision in selecting the product. And this verbal sign would send them a message
about the cheapness of the product which they must purchase in lower price. This means that
the producer makes an evidence of their true intention which is to convey a certain meaning
that can persuade the receiver by providing evidence. Also, this verbal sign is given an
emphasis by placing it in white background which makes it more striking and appealing.
Another verbal sign is NEXT EXIT which assumes that consumers will continually purchase the
food, and it connotes the goal of the product which is to affect the consumers preference. It
also connotes that the consumer must purchase the product while it is free. In this verbal sign,
the producer already concluded that many customers will buy the product because of its
effectiveness in consumers view. Another verbal sign is BUY ONE GET ONE FREE which
mainly give importance to the content of the text. Also, by placing the verbal sign ONE FREE
under the BUY ONE GET ONE gives emphasis of the word one free which would first catch
the consumers attention. We notice that the verbal sign is in capitalized and in boldface, it is
because by using such strategy, it can appeal and attract more eyes. The arrangement of
verbal sign which has indented in the second line is also the same with the placing of the two
burgers in the billboard, in which the bigger one is flushed left, all in all, the verbal sign mirrors
the pictures of the two burgers.

Lastly, the logo of McDonalds which has a verbal sign of its name MCDONALDS
signifies the brand and the name of the company. By using this, it can send signals to consumer
that the product is made by one of the well-known fast food chains companies. These signs
would attract the consumers reasoning because the companys name mirrors its own credibility
in making best foods. Also it gives an assurance that the food is safe and delicious because the
name of the company, by the use of the logo, appears with it.

The Use of Colors

In this billboard, it comprises by three different colors, namely, red, white, and yellow.
Red is primarily used as the background of the billboard which it would attract mostly
everyones attention whether in broad daylight or in the middle of the night. It also shows the
lives that evolve around it and the burning desire of the company to catch the consumers
attention and to continue its flourishing achievement. Color red also stimulates hunger and
arousal (Elliot & Maier, 2007), so by just staring at this billboard, one may encouraged to eat
and to buy this food.

Next, the color white which mainly used in verbal sign like NEXT EXIT, BUY ONE GET
ONE FREE, MCDONALDS and used as the background of the verbal sign $2. The use of color
white in these verbal signs connote that the intention of the advertiser is purely genuine and
that is to satisfy the cravings of the costumers. It also shows the cleanliness of the intention
and of the product that the company wants to relay. Also this cleanliness is very visible as how
the contents in the billboard are arranged.

Lastly, as for the uses of the color yellow which is visible in the logo of McDonalds and
in the price of the product, this is to ignite childrens desire to eat the food and parents desire
to buy the food because its very affordable. It is also a presentation of an object or the symbol
being consistent with cheap, quick, simple, consistent, inexpensive, American food (Oswald,
2007) as well as an atmosphere of family and fun (Rowley, 2004).
Denotation

This third billboard of McDonalds shows one large burger with two layers beef with
cheese and vegetables and was placed in a white table napkin. In the left uppermost corner of
the billboard, the logo of the product is visible with verbal sign under it that says im lovin it
which is written in white. While in the right side of the large burger, verbal sign new which is
written in color red with yellow background and with white outlined. While
LETTUCE.TOMATO.MAYO is a verbal sign placed in the right upper corner of the billboard. It
has full stop after each word, but without any spaces, it is written in capitalized form and uses
white color. Under that, another verbal sign aligned with the first that shows ON THE DOUBLE.
it ended in full stop and the text is written in capitalized and in an italicized form; the text uses
the color yellow. Aligned with the two previous verbal signs, another verbal sign daily double
$ 99
1 is written in white and yellow color for the price. The words double is written in bold
face.

Connotation

This billboard connotes the changes of the product which is the transformation of the
food from ordinary to larger and yummier one. This product also wants to show the continuous
transformation of food to meet the standard taste and preference of every individual. The
verbal sign LETTUCE.TOMATO.MAYO is written to emphasize what composes the burger,
especially it wants to attract those who like vegetables and those who think that fast-food foods
are unhealthy. Here, the advertiser wants to show that the food is healthy, also by using the full
stop in each word without putting space after, it connotes that these three come together and
was given emphasis so the consumer would know what comprises the burger. It was also
supported by the verbal sign under it which says ON THE DOUBLE which refers not only to the
burger but also referring to the vegetables. This verbal sign is in an italicized and in capitalized
form because it wants the viewers to focus just on the phrase ON THE DOUBLE which signifies
that they must buy the product because it was transformed into bigger one.
 Moreover, another verbal sign is the word new which was given emphasis by putting it
in a circle, and it follows by the verbal sign daily double $199. First, the verbal sign new
connotes its literal meaning which the product is new, but it doesnt only connotes that, it also
wants to emphasize this word to attract readers eyes. The consumer would easily recognize the
idea that the advertiser is selling new product which is way better than the previous, and it
would trigger their curiosity to buy and to try the new product if it would fit to their taste. Next
verbal sign that follows it is daily double $199 which connotes another indirect message, that
tells the consumers that the food can be purchased everyday with the same size as what it is at
only $199. We can also notice that the dollar sign and the last two digits are smaller and lined
in upper level of the text and only the number 1 is in bigger size, this is because it wants to
give the costumers an illusion that the food is very cheap just by emphasizing the number 1
alone.

Lastly, the logo of McDonalds can be seen in the left uppermost corner of the billboard.
This is to show the ownership of the product and would primarily attract the consumers mind
just by looking at the logo, because it is assumed that McDonalds is one of the most well-
known fast food chains Company all over the world. Also, the verbal sign just below the logo
connotes the ownership of whom the McDonalds is for. By the use of the first pronoun I with
the linking verb am which was contracted, the consumer would unconsciously encourage to
buy the food, because it doesnt state that hes lovin it or theyre lovin it, but it is im lovin it
which the consumers would greatly agree to this, so they would purchase the product to also
claim that they love the product.

The Use of Colors

In this third billboard, colors white, red and yellow are greatly visible. The red is used as
the background of the billboard which could attract everyones eyes even they are miles away
from it. The red background also gives the picture and the verbal signs a more attractive vibe
that gives more emphasis to each text. Also, just by seeing the red color, it can immediately
elicit hunger and arousal, and would attract primarily childrens eye. The verbal sign also uses
red color, because the sign primarily wants to highlight the new information describing the
product. As for the use of color white, it is clearly visible in the use of table napkin shown in
the billboard. This is to show the cleanliness of the product. As based on what we can see, we
can conclude that each product is taken properly by the producer because of the representation
of the white table napkin where the burger is placed. The napkin wasnt placed there just
simply because it needs to, but it is to show to the costumers how organize and clean the food
is. It also comes along with the intention of the company to primarily serve the costumer with
genuine heart. This color is also visible in verbal signs like LETTUCE.TOMATO.MAYO, daily
double, and im lovin it. This is to show the purity of the texts and the clean intention of the
company in serving the consumer. Lastly, the use of color yellow in the verbal signs ON THE
DOUBLE , $199 and in the logo clearly highlighted the important details about the product that
consumer must first notice and the logo is also given an emphasis because it signifies the
company and the quality of the product they are producing which is primarily important to the
consumers point of view.
Denotation

In this billboard, it shows two large burgers lined parallel with each other and with two
layers of beef, vegetables and cheese. In the left side of the billboard, number 1 is written
leveled with two burgers and is written in white. While in the right side of the bulletin board
beside the burger in the right, percent sign % is written, it is also leveled with the two burgers
and is written in white. In the lower middle part of the billboard, the word beef. is visibly
written right under the two large burgers. This word has full stop and is written in white. Lastly,
the logo of McDonalds with color yellow is written in middle right corner of the billboard with
words underneath that says Im lovin it. The visible vertical line is placed before the logo to
indicate that it separates from other signs.

Connotation

In this fourth billboard, it shows a very simple yet attractive sign. The two burgers
connotes that the product is a buy one take one and it also function as the two 0s in the
billboard. As we can see, theres the number one written in the left corner and with the same
level with the two burgers, this is to make an illusion in consumers mind to read the billboard
as 100 even theres the absence of 0s. The number 1 also connotes that the company is the
number one fast food chains company in the world because it is aligned to the logo of the
company, which would tell the number one company is McDonalds. Next, is the percent sign in
the right side after the two burgers, and the verbal sign under the two burgers which says
beef. If we combine all in one reading, it could be read 100% beef. This creates an imaginary
illusion to the readers to read the content as 100% beef. even without the two 0s because it is
understandable that the two burgers stands for the two 0s. The verbal sign 100% beef. is
written with full stop, this because it wants to influence the consumers mind especially those
who like more beef to buy the food. It also gives a statement and an indirect command in
purchasing the product because of its quality and cheapness.

Moreover, the iconic symbol of the company is also visible in the right side of the
billboard which connotes that the product is very famous to the consumers. It doesnt need a
name to be recognizable, but the logo alone can tell that it is one of the McDonalds products.
Under the logo, it has also verbal sign im lovin it which would attract the viewers attention
because the pronoun I is in smaller i which would create a deviant approach to the viewers.
This will also lead them to read the phrase im lovin it which would imply that they love the
product. This strategy has an effect in subconscious mind of every individual.

The Use of Colors

In this fourth illustration of billboard, red is primarily used as we can see in its
background. This color is used for the background to attract everyones eyes and it also gives
emphasis to the content of the billboard, it has an imaginary effect which highlighted the
pictures of two burgers and all the verbal signs. This color also elicits hunger and arousal and
would primarily attract childrens eye because it signifies their cravings for food. Color red is
also used to show the burning desire of the company to serve their customers with great
passion. Another color used in this billboard is the white color, which can be found in verbal
texts such as 1, %, beef., and im lovin it. This color doesnt only tell about the cleanliness
of the product, but also the purity of the companys intention. Aside from the organize effect of
this on the verbal signs, it can also be understand that the verbal sign is telling the truth about
its product.

Lastly, the use of color yellow on its logo creates an iconic symbol that the product is
manufactured by McDonalds. This is because this color and symbol of McDonalds is widely
well-known and easily recognizable to everyone even in childrens eyes. This color connotes the
happiness that the company gives to its consumer as a return in purchasing the product.

Denotation

In this last billboard, it shows the picture of a slightly open large burger with meat
chicken and vegetables inside it. This picture is placed in the right end corner that occupies the
space of the entire left billboard. The texts please do not eat the billboard is written in the
centre part with larger fonts and with the words please do not in the first line, while eat the in
the second, and the word billboard in the third line. Another phrase is written in the lowest
middle part of the billboard which says all white meat chicken. While in the lowest left corner
of the billboard shows the logo of the product and the words im lovin it.
Connotation

This billboard connotes an order that tells the consumer to buy the product and not only
to stare on it. This is because of the verbal sign please do not eat the billboard, which
implies the delicious look of the hamburgers picture in the right side which must be bought by
the consumer to experience the real taste of the product and not only the visual image of it.
This verbal sign also has an reversible effect to the consumers because of the use of do not in
the texts, because people tend to do more what usually is prohibited, however in real sense,
this would imply them to taste the product. Also as what we can see, the verbal sign was
distributed in three lines, please do not in the first line, eat the in the second line, and
billboard in the third line. The second line of the verbal sign eat the connotes to eat the
hamburger because it was in lined with the picture of hamburger, so it would read like that
even without directly stating the whole sentence eat the hamburger. The picture also can add
to the hunger of anyone who sees it, because aside from the delicious looks of it, the image of
two buns can be seen as the mouth widely open to eat the meat chicken and vegetables. While
another verbal sign shows all white meat chicken this connotes to the ingredient present in the
burger, also the verbal sign wants to convey that the meat is all white meat chicken.
Furthermore, the logo of the McDonalds with verbal sign just below it that says im lovin it
which connotes that the product is made by the company because of the presence of logo. This
would also imply that the product is best made because of the name of the company that come
along with it. It is further assumed that the company is one of the biggest fast-food companies
in the world thats why it doesnt have to place its name along with the logo.

The Uses of Colors

In this last figure of billboard, the color that mainly dominates the consumers eyes is
red as used as the background color. It depicts about the arousal and hunger of everyone that
sees it, it also a presentation of a tomato which can be seen in the hamburger. This color
excites more children, thats why this product mostly used color red and also the food is based
in childrens preference.

Another color that is visible in this billboard is the use of color white especially in verbal
signs such as please do not eat the billboard, all white meat chicken and im lovin it. this is
to tell the consumers the sincerity that the signs want to tell, it also depicts cleanliness not only
for the product but also for the clean and pure intention of the company and that is to serve the
costumers with the best quality. It also reflects how organize and well-planned the product is.

Lastly, the use of color yellow in the logo of McDonalds which shows how vibrantly
planned all the products that was made by the company. This color also depicts happiness and
laughter, which connote that buying and eating this product can create internal happiness
especially if it is eaten with friends or with family members. It also speeds up the metabolism of
children thats why they easily crave for this. Furthermore, children tend to easily recognize and
get attracted to this logo because of the vibrant color.
Conclusions

This academic paper emphasizes about the semiotic analysis and the role of context to
reveal the underlying meanings and function of the texts and pictures of five different billboards
of McDonalds. It also has examined the denotative and connotative meanings of present in five
different billboards, and also interpreted the uses of different colors based on Roland Barthes
theory.

The five different billboards of McDonalds consist of two signs which are verbal sign and
non verbal sign. This verbal sign is the text or sentence that can be found in any advertisement.
Meanwhile the non verbal is not a word, sentence or text. The verbal signs in these five
different billboards are different aside from the verbal sign im lovin it. The results of the
analysis show that McDonalds billboards use different verbal signs and non verbal signs to
attract the consumers attention. Also, the use of different colors affects the preference of the
viewers especially children. McDonalds uses mainly three colors such as red for the
background, white for the verbal signs, yellow for the logo and for verbal signs that need to be
given a special attention.
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