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All Journal VIVID Journal of Language and Literature LINGUAL: Journal of Language and Culture IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature Journal of English Language, Literature, and Teaching (J-ELLiT) ELLITE: Journal of English Language, Literature, and Teaching Ethical Lingua: Journal of Language Teaching and Literature Journal of Humanities, Social Science, Public Administration and Management (HUSOCPUMENT) TRAVERSE - Journal of Language and Applied Linguistics Jurnalistrendi: Jurnal Linguistik, Sastra dan Pendidikan Journey: Journal of English Language and Pedagogy
Marantika, I Made Yogi
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Ethical Lingua: Journal of Language Teaching and Literature

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Verbal and Non-Verbal Signs of VANS Advertisements Putra, Agung Mahesa; Marantika, I Made Yogi
Ethical Lingua: Journal of Language Teaching and Literature Vol. 12 No. 2 (2025): Volume 12 No 2 October 2025
Publisher : Universitas Cokroaminoto Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30605/25409190.871

Abstract

This study aims to analyze the verbal and non-verbal signs found in selected VANS advertisements and uncover how these signs communicate messages beyond product promotion. Using a qualitative descriptive method, data were collected through observation of two advertisements sourced from VANS’ official website and social media. The signs were analyzed based on Saussure’s (1983) theory of signifier and signified, Barthes’ (1977) concept of denotation and connotation, and Cerrato’s (2012) theory of color. The findings reveal that nonverbal signs, such as images, color schemes, and layout, appear more frequently and carry stronger connotative meanings than verbal signs. These visual elements were found to convey values such as individuality, youth confidence, and cultural belonging. Verbal signs, such as slogans and product descriptions, support the visual messages by reinforcing brand identity. In conclusion, the study finds that VANS advertisements use a combination of symbolic visuals and concise language to create an emotional and cultural connection with the audience, positioning the brand not only as a product but also as a lifestyle representation.
Co-Authors Adi Putra, I Nyoman Dika Bagastia, I Putu Prema Darmayanti, Made Mei I Komang Sulatra Ida Ayu Mela Tustiawati Khofifah, Sonya Komang Dian Puspita Candra, Komang Dian Puspita Made Wahyu Mahendra . Pradnyadita, Ni Putu Krisna Putri Putra, Agung Mahesa Putra, I Komang Nugraha Darma Putri, Ni Luh Putu Renata Utami Saputra, I Made Angga Utami, Ni Putu Cahyani Putri Winarta, Ida Bagus Gde Nova Yanti, Putu Anita Kusuma Yusmitha, Ni Made Yudek