THE MEANING OF SLOGAN IN JAPANESE FAST FOOD ADVERTISEMENT: SEMANTICS STUDY
Abstract
Fast food advertising is a prevalent form of marketing that aims to attract potential consumers by using creative slogans. Slogans play a crucial role in conveying the essence of the product to the audience. This study analyzes the meaning behind sayings used in Japanese fast-food advertisements through a semantics lens. This study uses a qualitative method to categorize the slogans based on Leech's Seven Types of Meaning theory (1981). The data collection involves identifying Japanese fast food advertisements from various media, organizing the catchphrases, and analyzing the meaning behind the sayings. The study results indicate that the most slogans contain associative meanings, and some have affective and connotative meanings. This study provides insights into the meaning behind sayings in Japanese fast-food advertisements, which can help companies create more effective marketing campaigns.
Keywords: Fast Food Advertising, Slogan, Semantics, Associative Meaning, Seven Types of Meaning.
References
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Sources of the slogan’s data, retrieved from
http://www.yoshinoya.co.id/menu.htm
https://www.marugameudon.co.id
