Semiotic Analysis of Rolex and MCDonalds Advertising and the correlation with Maslow's Hierarchy of Needs Theory

 1. Semiotic Analysis, Advertising, and Motivation Theory

This paper performs a semiotic analysis on Rolex and McDonald's advertisements and the results of the semiotic analysis on these advertisements are associated with Maslow's theory of motivation. Where is the position of these two advertisements if we relate them to Maslow's theory of motivation?

What is semiotic analysis? In the tradition of communication science, semiotics is one of 7 traditions in communication science identified by Robert T Craig, a professor of communication at the University of Colorado. These traditions are rhetoric, semiotics, phenomenology, cybernetics, sociopsychological, sociocultural, and critical. (Craig & Muller, 2007).

Semiotics as one of the 7 traditions in communication science is how we interpret signs and communicate them. The semiotic tradition itself is a collection of theories about how signs represent objects, ideas, circumstances, situations, feelings, and conditions outside the signs themselves. (Littlejohn, 2009)  So semiotic analysis aims to be able to find out the meanings contained in a sign or interpret the meaning so that it is known how the communicator constructs the message. How then the meaning of the sign can not be separated from the perspective, ideological values, and cultural concepts where the sign or symbol was created? Semiotics is how we interpret and give meaning to a sign or symbol. Semiotic analysis tries to find the meaning of a sign including the things that are implicit (hidden) behind a sign (which can mean text, advertisements, news, or others). 

The semiotic analysis used in this paper tries to use the approach taken by one of the figures in semiotic analysis, namely Roland Barthes. Roland Barthes describes this semiotic analysis in two dimensions. First: 1. Denotation (meaning the real meaning, visible/explicit, phenomena that can be seen with the five senses, basic descriptions) and 2. Connotation (meaning cultural meaning, hidden meaning). (Rusmana, 2014)

In this paper, we try to analyze semitonically the sign that is represented in an advertisement or form of advertising (advertising). Specifically, in this paper, Rolex ads and McDonalds ads.

What is advertising or ads? Advertising ( advertising ) is all forms of delivery and nonpersonal promotion based on ideas, goods, or services performed by a particular company. (Kartajaya, 2012).  The Advertising Association of the UK advertises as means of communication with the users of a product or service. They are messages paid for by those who send them and are intended to inform or influence people who receive them. Advertising is one of the marketing mixes (Smith & pulford, 1999) used by marketers to convey messages to their target audience.

Advertising as part of the communication mix is ​​used to convey information which in the concept of the role of Marketing communication plays a role in providing information (informing ); persuade ( Persuading ); and remind ( Reminding )

Picture: The Role of Marketing Communication (Cloow and Baack 2018)

Advertising as part of the marketing mix also has the same role as depicted in the image above. And the information or ideas that are trying to be conveyed in an advertisement by marketers which are the efforts made by marketers in influencing the consumer decision-making process are external inputs for an individual that can influence individual decisions in addition to other input inputs as a source of influence in making decisions whether he chooses. products, ignoring products, repeat buying, or repeat consumption of goods/services in order to fulfill their needs or desires. This can be explained in the image below:

 

Picture: A model of consumer decision-making. (Schiffman, 2010)

Advertising also plays a role in the process of the emergence of motivation. Below is described how the process of the birth of motivation for individuals:

Picture : Model of the motivation Process. (Solomon, 2018)

Motivation is born when the individual realizes the condition is not fulfilled ( unfulfilled ) for his needs, desires, and desires. This condition is what gives pressure ( tension)  which encourages (drives) individuals to fulfill it ( fulfillment ). Motivation refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. The need creates a state of tension that drives the consumer to attempt to reduce or eliminate it. (Solomon, 2018)

Understanding the various motivations of individuals is also described by psychologist Abraham Maslow with his theory of the Hierarchy of Needs.

 

Picture: Maslow’s Hierarchy of needs. Source: Solomon, Consumer Behavior. P. 179

2.       Discussion

 1.        Semiotic Analysis of Rolex Advertising and Abraham Maslow's Theory

Semiotic Analysis:  

A. Denotative meaning ( Explicit meaning ): In the Rolex advertisement above denotatively has a sign that can be interpreted as follows:

·     Rolex brand: this advertisement is an advertisement for Rolex brand watches indicated by the Rolex logo and gold signature Rolex sign

·    Rolex's slogan A crown for every achievement, Rolex positions its products as a form of self-gifting, a form of appreciation for oneself for personal achievements.

Picture: Self-gift Consumer behavior contexts; on article Account of self-gift giving: Nature, context and emotions. European Journal of Marketing July 2015.

B. Meaning of Connotation (implicit Meaning, cultural meanings, the result of cultural constructions)

The connotative meaning arises from the result of cultural construction but remains attached to the symbol or sign. In the Rolex advertisement above, the meaning of the symbols and signs of Rolex watches is constructed with marketing messages created by marketers in order to build brand association and brand image. Rolex building image that is built by marketers is identical with an achievement, accomplishment, accomplishment. In Rolex marketing messages, Rolex always presents itself as a symbol of achievement and sophistication. As symbols of achievement and sophistication, Rolex watches enjoy an unrivaled reputation for quality and prestige. Each Rolex is designed to last, made from noble and highly resistant. (Rolex.com) https://www.rolex.com/watches/find-rolex .

Based on the semiotic analysis above, the Rolex advertisement places its position as an individual's answer to the fulfillment of needs based on the motivation of need for recognition, Esteem needs/Ego Needs. Individuals can fulfill their desire to be recognized, feel accomplishment by using Rolex products. This reconstruction of reality is also built on Rolex advertisements or in Rolex marketing communications. One of the major international tennis tournaments, Wimbledon, is an example of how Rolex places its product on an achievement or achievement and how that achievement should be rewarded.

 2 .        Semiotic Analysis of McDonald's Advertising and Abraham Maslow's Theory

 

Semiotic Analysis:

A. Denotative meaning ( Explicit meaning ): The McDonalds advertisement above has a denotative sign that can be interpreted as follows:   

·       McDonald's Brand: Displays the yellow McDonald's logo. Is a fast food restaurant company with a famous main menu of hamburgers, and fried chicken.

·       Hamburger: Displays one of McDonald's products in the form of a hamburger. In England, burgers refer to food containing ground beef and covered with 2 pieces of bread. While in America the term burger refers to rounded ground beef.

·       Symbol/sign in the form of writing " big, beefy, bliss ."

 

B. Connotation Meaning: in this advertisement, McDonald's reconstructs the reality that the individual's choice in fulfilling their hunger needs is by choosing their favorite menu in the form of hamburgers, so the best choice and solution for individuals is hamburgers from McDonalds. In this ad image, McDonald's emphasizes the Hamburger product with a strong visual appearance and details that can give the meaning of a burger with the best quality. The ad design is made with a composition of colors and sizes that make the focus focused on Hamburger products with the appearance of sandwiches sprinkled with sesame, slices of double patty (burger), slices of cheese, and fresh lettuce.  

Based on the semiotic analysis above, the McDonald's advertisement with its burger display tries to give ideas to individuals to fulfill their basic needs to eliminate hunger by buying and eating hamburgers from McDonald's products.

 

2.      Conclusion

An advertisement has a specific purpose that is made to convey communication to the target audience based on various communication roles ranging from informative, persuading, and reminding. In addition, an advertisement is also made depending on the needs, wants, and desires of the target audience. So that the message conveyed by marketers is effective. The hierarchy of needs theory is one of the theoretical approaches to understanding how motivation works and is grouped identified by Abraham Maslow as one of the right tools for marketers in understanding the needs of their target audience so that it helps marketers decide and make decisions for Effective integrated marketing communication.

The semiotic analysis carried out by the author in this paper is the author's tool for understanding Rolex advertising and McDonald's advertising in relation to Abraham Maslow's hierarchy of needs theory. In the Rolex advertisement, it is concluded that the advertisement is related to Self Esteem/Ego's Needs, namely the level of motivation in individuals to meet the needs of prestige, status, and accomplishment. While the McDonald's advertisement is related to more basic needs, namely Physiological needs. Individual needs to survive such food, and drink.

 

References

Craig, R. T., & Muller, H. L. (2007). Theorizing Communication Reading Across Tradition. California: Sage Publication.

Kartajaya, H. (2012). Marketing Communications. Jakarta: Erlangga.

Littlejohn, SW (2009). Communication Theories, Theories of Human Communication 9th edition. Jakarta. Salemba Humanika. Jakarta: Salemba Humanika.

Rusmana, D. (2014). Philosophy of semiotics: Paradigms, Theories and Methods of Sign Interpretation from structural semiotics to practical deconstruction. Bandung: Faithful Library.

Schiffman. (2010). Consumer Behavior. New Jersey: Prentice Hall Inc.

Smith, C. B., & pulford, A. (1999). Strategic Marketing Communication, revised edition. London: Kogan .

Solomon, M. (2018). Consumer Behavior. London: Pearson.