Peirce's Semiotic Analysis: McDonald's Father's Day Series Advertising Posters
January 2023
in “
MIMESIS
”
TLDR The study concluded that McDonald's Father's Day ad uses a burger bun to symbolize a father, with colors and text celebrating the occasion and representing the brand's identity.
The research paper "ANALISIS SEMIOTIKA PEIRCE: POSTER IKLAN MCDONALD’S SERI FATHER’S DAY" is a descriptive study with a qualitative approach, aiming to decipher the meaning embedded in McDonald's Father's Day series advertising posters. The authors used Charles Sanders Peirce's semiotic analysis, focusing on signs and markers. The study found that the Burger Buns image in the poster symbolizes a father figure, celebrating Father's Day. The text "Happy Father's Day" signifies McDonald's celebration of the occasion. The yellow M logo is McDonald's identity, and the red background represents the primary way McDonald's products are presented.
