SIGN ELEMENTS OF INTERNATIONAL FAST FOOD: SEMIOTIC ANALYSIS

Abstract

Sign Element of International Fast-food Logos is the title of this study. This study investigates the sign elements and interpretation of food and beverage logos. Through the creation of the logo, the business hopes to market and educate consumers about its product. This study uses Charles Sanders Peirce's semiotic theory to analyze the sign elements and interpretation in the logos. This study used a qualitative descriptive method to analyze its data. There are 15 international fast food logos included in the data. KFC, Wendy‟s, Domino‟s, Pizza Hut, Dunkin‟ Donuts, A&W, McDonald‟s, Burger King, Starbucks, Mixue, Texas Chicken, Shihlin, Hokben, Subway, and Baskin Robbins are these 15 fast-food logos. This research used logo images taken from the logo's official website and Wikipedia as its data source. Using Peirce's triadic theory, this study will analyze the icon, index, and symbol of the logo as sign elements. The interpretation of the sign will then be determined by analyzing the representment, object, and interpretant. This research reveals that 14 icons, 14 indexes, and 15 symbols are employed in 15 international fast-food logos. There are 4 logos without an icon sign, 1 logo without an index sign, and every logo contains a symbol sign. By establishing a relationship between the representation, object, and interpretant, the meaning of the logo's sign elements was conveyed