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September 10, 2025INJECT (Interdisciplinary Journal of Communication)Open Access

Cultural Adaptation And Paralinguistic In McDonald’s Arabia Advertising: A Semiotic Analysis Using Roland Barthes’ Framework

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Authors

FKFathir KhalidDSDedi SupriadiSMSiti Muslikah

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Overview

Descriptive analysis identifies localization strategies in McDonald's Arabic ads, suggesting effective cross-cultural messaging.

Key Points

  • McDonald's employs cultural adaptation strategies to resonate with Arab audiences, enhancing localization efforts.
  • The analysis reveals the use of standard Arabic mixed with local dialects and cultural symbols to engage consumers.
  • Using Roland Barthes' semiotic framework, the study reveals how advertisements integrate modernity with traditional values.
  • These findings highlight the importance of cross-cultural communication in advertising, informing global marketing practices.

Cite This Study

Khalid et al. (2025) studied this question.

synapsesocial.com/papers/68c2416eb210217d6479f3b0https://doi.org/10.18326/inject.v10i2.4671
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