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Abstract

Advertising is one of the mass communications known to the public as a medium to attract people's attention. As a multinational company, McDonald's also uses advertising to maintain its image in marketing the products it offers. In addition, through Mcdonald's Instagram account, it was found that some advertisements had messages to protect the environment. In McDonald's advertisements there are signs both verbal and nonverbal that can be examined to find out the meaning contained to produce a message of caring for the environment to the public. The purpose of this study is to describe the message contained both explicit and implicit in the meaning of advertising. The research method used is qualitative research which is supported by the semiotic theory of Roland Barthes and the existing theory of the environment. Based on the results of research from 6 McDonald's advertisements, it was found that the advertisements contained messages that varied according to the context. Then from the six messages, it shows that McDonald's invites the public to always: 1. maintain environmental health; 2. to inculcate the habituation of environmentally friendly behavior; 3. maintain the sustainability of the city.