DECODING MEANING IN ED’S HEINZ ADVERTISEMENT: A ROLAND BARTHES’ SEMIOTIC APPROACH
Keywords:
Advertisement, Connotation, Denotation, Myth.Abstract
The current research adopts Roland Barthes’ interpretation of denotation, connotation, and myth to study the semiotic elements in Ed’s Heinz advertisement. Researchers seek to reveal the ways visual and linguistic signs work together to create sophisticated meanings which go past basic promotion content. The research investigates Ed’s Heinz Ad using qualitative descriptive analysis to examine the cultural values and social ideologies alongside lifestyle narratives it broadcasts. The results show the ad operates as both a marketing solution and a cultural expression which tactfully shapes and mirrors public perceptions of health practices as well as contemporary self-image and modern way of living. This research study demonstrates why critical literacy development through language education supports students to decode multimodal signs efficiently. The study demonstrates the significance of semiotic methods for teaching students to interpret the cultural and communicative practices which exist within common media
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