The Meaning of Slogan in American Fast-Food Advertisement: Semantics Study

Abstract

Advertising is one of the most effective ways to promote products and attract consumers. One important part of an advertisement is the slogan, which helps companies communicate their messages and create a strong brand image. This study aims to analyze the types of meaning found in American fast-food slogans using Geoffrey Leech's Theory of Meaning and to find purposes of each slogan. This research uses a qualitative descriptive method. The data were taken from five American fast-food slogans: "Eat Fresh" (Subway), "All American Food" (A&W), "It's Bro Time" (Bojangles), "I'm Lovin' It" (McDonald's), and "Making People Happy Through Food" (Carl's). The slogans were analyzed to identify the types of meaning and their purposes. The findings show that there are three types of meaning found in the slogans: conceptual meaning, social meaning, and affective meaning. Two slogans contain conceptual meaning, one slogan contains social meaning, and two slogans contain affective meaning. The study shows that slogans are not only used to promote products but also to express values, emotions, and brand identity. Therefore, semantic analysis helps readers understand the messages behind advertising slogans more clearly.