Semiotic analysis of Sabah product: durian chocolate

Putera Faidz Hassanal Nordin and Mohamad Puad Bebit (2021) Semiotic analysis of Sabah product: durian chocolate. Journal of Borneo Social Transformation Studies (JOBSTS), 7. pp. 1-15. ISSN 2462-2095

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Abstract

This study is research on advertising of locally produced food products, especially in Sabah. It is undeniable that Sabah products are unique and capable of competing at a higher level. However, the impact of local food product labelling on society is still questionable and less encouraging. Proper labelling should make consumers feel safe and secure with the food they choose. The visual aspects of design, colour, and typography were analysed using Semiotic theory to identify the application of graphic elements to the product labelling. The researcher analyses the effectiveness of visual communication in delivering messages and meaning through product labels. Through this research, graphic elements through labelling can be identified, classified by it’s category, and also determining the suitability in the product label. In addition, people's perception of Sabah product can be changed. Mandatory graphic element standards in labels can also be identified and are useful as a guideline.

Item Type:	Article
Keyword:	Advertising , Graphic Design , Graphic Elements , Labelling , Local Products , Sabah Product
Subjects:	N Fine Arts > NC Drawing. Design. Illustration > NC1-1940 Drawing. Design. Illustration > NC703-725 General works N Fine Arts > NC Drawing. Design. Illustration > NC1-1940 Drawing. Design. Illustration > NC997-1003 Commercial art. Advertising art T Technology > TX Home economics > TX1-1110 Home economics > TX341-641 Nutrition. Foods and food supply
Department:	FACULTY > Faculty of Humanities, Arts and Heritage
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	28 Dec 2021 16:02
Last Modified:	28 Dec 2021 16:02
URI:	https://eprints.ums.edu.my/id/eprint/31570

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