Verbal and visual meaning in Evian mineral water advertisement “Welcome to Mountain of Youth”

Abstract

Advertisement is a form of complex communication that is useful for influencing the feelings, thoughts, and actions of consumers for the benefit of advertisers. Advertisement is also a form of communication that has a complex message because it contains signs. The purpose of this study is to describe the message contained in verbal and visual signs in advertisements through a multimodal semiotic analysis observed in the Evian advertisement entitled "Welcome to The Mountain of Youth". To achieve the research objectives, descriptive qualitative research was used. Several data analysis procedures include searching for Evian advertisements from Youtube, analyzing advertisements, classifying and analyzing data (advertisements) according to verbal and visual components, and finally drawing conclusions. Finally, the researcher found a meaning that implies that Evian is a symbol of freshness, fitness, purity, and naturalness through verbal expression. In addition, the advertisement provides a meaning that shows the image of mineral water taken from a pure mountain water source so that it can provide freshness and prolong health so that it stays young through visual expression, where this is related to the phrase used with the myth of "Fountain of Youth".