Week Four - Breaking Down KFC

‘Kentucky Fried Chicken’ or for short, KFC – almost everyone who has access to technology would know what this is all about. It is hard to ignore it, much less forget it. Why is this so? With these three alien terms ‘Syntax’, ‘Semantics’ and ‘Pragmatics’, I would analyze of the reasons for KFC to be such a popular brand.

First of all, a VERY brief explanation would be appropriate for the three alien terms: ‘Syntax’, ‘Semantics’ and ‘Pragmatics’. Syntax is a structure that makes a sign, semantics are what the sign connotes for and the result of both syntax and semantics are then ruled by pragmatics such as codes, modality, sender, receiver and context. In semiotics’ terms, it can be said that syntax is ‘signifier’, semantics are ‘signified’ and pragmatics are ‘signs’.

And now, back to KFC:

Syntax and semantics:

§  The colour red – warmth in terms of service and environment; warm foods; stands out from other

§  The white-suit middle-aged smiling man – the one who came up with the famous recipe for KFC’s famous fried chicken, the Colonel; smiling indicates friendliness

§  Apron – indicating that the food, even after all these years since its first appearance, KFC still produces its famous products in the kitchen and this again give the feeling of warmth, perhaps reminding one of one self’s home

§  The catchphrase ‘It’s finger lickin’ good!’ – people do not usually lick their fingers after eating something with their hands out of politeness and being ‘civilised’; however, KFC’s food has the ‘ability’ to make people forget their ‘formality’ as most would lick their finger after eating KFC’s fried chickens especially as if not having enough

Pragmatics of the logo:

§  Most would agree that apron reminds of people of kitchen, especially of their own home and this would give the ‘feel good’ sense.

§  A smiling face has always been considered a gesture of friendliness in any society.

§  The products KFC has produced fit the logo:

§  The advertising used by KFC also fit what KFC is trying to portray with its logo:

With everything about KFC fits with each other, no wonder people could easily remember KFC, making it one of those enduring fast-food brands in the century.

Reference:

§  Chandler, D. (2005). Introduction. Semiotics For Beginners. Retrieved June 19, 2010 from Prifysgol Aberystwyth University Media Website: http://www.aber.ac.uk/media/Documents/S4B/sem01.html

§  As retrieved from KFC Official Website at August 29, 2010: http://www.kcf.com