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All Journal ARABIYAT Esteem Journal of English Study Programme Jurnal Surya Masyarakat Folium : Jurnal Ilmu Pertanian NUKHBATUL 'ULUM : Jurnal Bidang Kajian Islam Indonesian Journal of Community Services Bearing : Jurnal Penelitian dan Kajian Teknik Sipil Titian: Jurnal Ilmu Humaniora Cendekia : Jurnal Pengabdian Masyarakat Jurnal Surya Masyarakat Hijai - Journal on Arabic Language and Literature Cantilever: Jurnal Penelitian dan Kajian Bidang Teknik Sipil AGRONISMA Jurnal Media Akademik (JMA) INJECT Interdisciplinary Journal of Communication Lughaat: Journal of Arabic Linguistics
SITI MUSLIKAH
Universitas Islam Malang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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Journal : INJECT Interdisciplinary Journal of Communication

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The Cultural Adaptation And Paralinguistic In McDonald’s Arabia Advertising: A Semiotic Analysis Using Roland Barthes’ Framework: English Khalid, Fathir; Dedi Supriadi; Siti Muslikah
INJECT (Interdisciplinary Journal of Communication) Vol. 10 No. 2 (2025)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v10i2.4671

Abstract

This study analyzes the verbal and nonverbal structures in McDonald's Arabic advertisement “ماك أربيا من ماكدونالدز” using Roland Barthes' semiotic approach. Through a descriptive analytical method with a qualitative approach, the researcher identifies paralinguistic elements to reveal McDonald's cultural adaptation strategies in the Arab market. The results of the study indicate that McDonald's implements a localization strategy through the use of standard Arabic combined with local dialects, cultural symbols such as traditional clothing, and Arab societal values. At the denotative level, the verbal structure includes local culinary terms and Arabic slogans, while the nonverbal structure depicts a happy family togetherness in an Arab environmental setting. At the connotative level, the advertisement aligns global modernity with local traditionalism, creating the perception that foreign products can integrate with Arab cultural identity without threatening local values. These findings contribute to the understanding of cross-cultural communication in global advertising and demonstrate how semiotics can reveal cultural adaptation strategies in contemporary advertising media.
Co-Authors , Sunawan Abdul Basit achmad febri Achmad Noerkhaerin Putra adrian kurniawan Agus Sugianto Akmaliyah Akmaliyah Amir Putra, Dipo Dwitanto anggik novian Anis Rosyidah Anis Sholihah Anis Sholihah Anita Qur'ania Anton Cahyo Prabowo Assyfa, Isna Khofifah Astri Trinurrani Lolitapitaloka ayu azhariah Ayyi, Benita Amirotul Azhar Azhar bagus rahmawan dardiansyah dardiansyah Dedi Supriadi denny febriyanto Didik Sucahyono Dini Cahya Djuhari - Djuhari faizal arba'i sidiq faizal arba'i sidiq Feby Syaharani fenia aknantasari feri adi kurniawan Firdaus, Rifqi Muhammad Firman Hidayat Galih Purwo Styono Hardati, Ratna Nikin herdian irwansyah Ibnit, Silmi ika aprilia rahayu putri Indiyah Murwani Indiyah Murwani Khairuyyasir, Azwar Khalid, Fathir khoiriah, latifah - lailatul fazirah m alvin alfalah MA, Khomisah Mahayu Woro Lestari Mega Meylinda Mitha Miftahul Jannah Mohamad Ghufron Mardiyanto Mohammad Rosyid Ridho mustaufir mustaufir Mustaufir, Mustaufir N Nurhidayati Nahwah, Firzanah nanang khosim Nikin Hardati, Ratna Nikmatul Khoiriyah Nilna Iqbal Libra Nizar Nufikha Albafana Novi Arfarita Nurfaiqa, Yusriana Nurhidayati Nurhidayati Nurhidayati, Nurhidayati pradita prima deviyanti Qur'ania, Anita ragil fatul mardilina Ratu Anti Salimah Rizky Wahyudi Batubara Rohanda Rohanda Rohanda, Rohanda Sholihat, Isha Siti Asmaniyah Siti Asmaniyah Mardiayani Siti Asmaniyah Mardiyani Sugiarto Sugiarto Sugiarto Sugiarto Sugiarto Sunawan Sunawan Umi Hanik vivi alayda fatikasari Warsito - Warsito Warsito Windhy May Wulan Sari yenni dwi ismawati Yuliana, Idaya Zamarudah, Zuhanid Zuhanid Zamarudah