Verbal and Visual Aspects of Food Product Package (Semiotic Analysis)

Advertising was initially used to stimulate demand when mass production resulted in a surplus of products. Advertising continues to be used to stimulate demand for a product but the methods of doing so have become so much more advanced. Advertising is used to ultimately increase the sales of a product or service through mediums of audio, visual, and audiovisual. The verbal and visual aspects of food product package can be seen from the texts and pictures of the product itself. The performance of the package is an important aspect that effects the quality of the product. The theories applied in this study are verbal and visual aspect by Dyer (1993) and Halliday (1989). Verbal aspects from the texts in the packages have meanings and functions. Conceptual, connotative, affective and social meanings are used in the packages. Texts about ingredients, nutritional information, and address of companies reflect this meaning. The texts are convincing and persuading the target audiences to buy the products. The visual aspect consists of pictures such as picture of the product, picture of ingredients, and others, which support the product.