Indonesia is a country that is famous for its various ethnic cultures. In terms of agriculture, Indonesia produces diverse and unique food products. Pecel Lele is one of the culinary items that spreads throughout Indonesia. It is closely related to urbanization and big cities. Banners at this time are used as a promotional medium that is quite popular, because the prices are cheap and the process is very fast. The Lamongan catfish Pecel banner is placed in front of the shop, and apart from being a cover for the front and sides of the shop, it also serves as an advertisement to the target audience. This study uses a qualitative approach that emphasizes the construction of narratives or textual descriptions. The research is focused on the existence of Pecel Lele Lamongan, and identifying the visual form of the Pecel Lele Lamongan banner. This banner has both verbal and visual content. Illustration and color are important elements in the Pecel Lele Lamongan banner. Besides having a role as a form of contrast, it also creates character identity. Overall, the presence of verbal and visual elements on the Pecel Lele Lamongan banner cannot be separated from itsphilosophy.
Keywords: Pecel Lele Lamongan, existence, essence, banner