Semiotics

Semiotics is the study of signs. More specifically semiotics in the context of advertising is where advertisers try to relate a persons emotion so strongly that the consumer is compelled to buy the product though they may not need it.

This is mcdonalds, their catch phrase is as the picture says. How this is using semiotics is by ingraining the tune "im lovin it" so that everytime you see a big golden arch or see their commercial on TV you'll immediately recognize that its mcdonalds by singing the tune.