A SEMIOTIC STUDY OF MILK PRODUCT ADVERTISEMENT ON TIKTOK
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A SEMIOTIC STUDY OF MILK PRODUCT ADVERTISEMENT ON TIKTOK
Abstract
This study explores the semiotic dimensions of milk product advertisements on TikTok, focusing on how visual, linguistic, and symbolic signs construct meaning and influence consumer perception. Guided by Roland Barthes’ theory of semiotics, the research investigates how denotative and connotative elements—such as imagery, color, sound, gesture, and text—communicate notions of health, freshness, vitality, and social identity in digital advertising. Using a qualitative content analysis of selected TikTok videos posted by leading dairy brands and influencers between 2023 and 2025, the study identifies recurring semiotic codes and cultural myths embedded in these short-form advertisements. Findings reveal that advertisers strategically employ youthful imagery, rhythmic soundtracks, humor, and lifestyle symbolism to associate milk consumption with modernity, fitness, and emotional satisfaction. Furthermore, interactivity and algorithmic amplification on TikTok enhance audience engagement, transforming consumers from passive viewers into active meaning-makers. The study concludes that TikTok milk advertisements exemplify the fusion of semiotic creativity and digital virality, reflecting broader shifts in brand communication within the social media age.
Table of Contents
Chapter One: Introduction
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Definition of Key Terms
1.8 Organization of the Study
Chapter Two: Review of Related Literature
2.1 Concept of Advertising and Social Media Marketing
2.2 Overview of TikTok as an Advertising Platform
2.3 Milk Product Promotion and Branding Strategies
2.4 Theoretical Framework: Barthes’ Semiotic Theory
2.5 Semiotics and Symbolism in Digital Advertising
2.6 Previous Studies on Semiotics in Media and Advertisement
2.7 Summary of Literature Review
Chapter Three: Research Methodology
3.1 Research Design
3.2 Population of the Study
3.3 Sample Size and Sampling Technique
3.4 Research Instruments and Data Collection Methods
3.5 Method of Data Analysis
3.6 Validity and Reliability of Instruments
3.7 Ethical Considerations
Chapter Four: Data Presentation, Analysis, and Discussion of Findings
4.1 Description of Selected TikTok Milk Advertisements
4.2 Denotative and Connotative Analysis of Visual Elements
4.3 Analysis of Linguistic and Symbolic Features
4.4 Interpretation of Cultural and Ideological Meanings
4.5 Discussion of Findings in Relation to Research Questions and Theoretical Framework
Chapter Five: Summary, Conclusion, and Recommendations
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
5.4 Suggestions for Further Studies
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