A SEMIOTIC ADVERTISING ANALYSIS: DOMINOS PIZZA - AN UNSHARABLE FLAVOR

Abstract

Semiotics is utilized whenever products, services, or any form of communication are involved. Signs serve to concretize the meanings of the language being conveyed. It serves as a way to bring any thought, idea, or emotion to life in the recipient’s mind. These signs facilitate this mental visualization by giving concrete meanings a specific form, thereby making them more attention-grabbing. Semiotic analyses are widely used in advertising and other communication efforts because they help interpret the codes used in advertisements correctly.

In this study, a semiotic analysis was conducted on the signs used in the Domino’s Pizza (“A Flavor You Can’t Share”) advertisement to understand what messages the brand intended to convey to consumers, and the findings were interpreted. The advertisement was examined to determine its meaning in terms of the values and beliefs it conveys.