The objectives of this study are to find out the meaning of signs on visual
advertisements of Air France, France is in the Air slogans and to explain its
semiosis process. The unit of analysis in this research are ten visual
advertisements retrieved from the Air France website and other media. There are
several steps in the technique of collecting data; the author downloaded, printed,
and classified the data. Then, the data which have signs, expressions, and slogans
would be analyzed using semiotic theory from Roland Barthes. This study focuses
on analyzing the connotative meaning in the visual advertisements. From the
research findings, the author found that the visual advertisements are trying to
offering new services, upgrading interiors or facilities, explaining network
alliances, destinations, and benefits. To be underlined, the connotations that have
been found and described is only based on author understandings and
interpretations.

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