Advertisement is one of the vital part of our daily lives. Advertisements are of the various types but the billboards are common and omnipresent. The billboards are categorized under outdoor advertisement. This study is conducted in the context of Hyderabad, Sindh. The researcher has analyzed food and beverages billboards under the theory of Barthes’ semiology. The scholar has analyzed the data under the first and second order of Roland Barthes’ theory. The denotation and connotation meaning have been analysed. The researcher has used qualitative methodology. The results show that advertisers used various linguistic sign, colors and images in order to manipulate the audiences to sell their product. Keywords:billboards, semiotics, Hyderabad, Roland Bathes DOI: 10.7176/JLLL/81-01 Publication date:August 31st 202
