PESAN VEGAN DALAM IKLAN INSTAGRAM @BURGERKINGDE (KAJIAN SEMIOTIKA)

Abstract

Advertising is a medium that is often used by a company to convey information. Instagram social media is often used for advertising because it is able to reach various levels of society, especially young people. Burger King as one of the widely recognized fast food restaurant franchises also uses Instagram media in advertising. In its Instagram account, @burgerkingde, Burger King Deutschland makes several advertisements that carry vegan messages. The purpose of this research is to find out the denotative and connotative meanings of advertisements made by Burger King Deutschland. The research method used is qualitative research supported by Roland Barthes' semiotic theory and the theory of vegan lifestyle. The results of this study show that Burger King Deutschland's eight advertisements carry vegan messages through diverse delivery.