An analysis of semiotic found in the selected skincare advertisement

Ni Luh Nita Suwitri,I Dewa Ayu Devi Maharani Santika,Desak Putu Eka Pratiwi

doi:10.22334/traverse.v2i2.48

Ni Luh Nita Suwitri, I Dewa Ayu Devi Maharani Santika + Show 1 more

Open Access

https://doi.org/10.22334/traverse.v2i2.48

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Abstract

Advertisement is a media that use to promote a product or service for the public. In the advertisement there are signs.. This study concern to analyze the verbal and non-verbal signs found in the skincare advertisement. There two aims of this study such as: (1) to find out the verbal and non-verbal signs in the skincare advertisement, (2) to analyze the meaning of verbal and non-verbal signs of the skincare advertisement. This study use descriptive qualitative method. The data were analyzed based on theory proposed by Barthes (1964) about the signifier and signified and about the meaning. The researcher used supporting theory by Wierzbicka (1996) about six color terms. The result of this study showed the verbal sign in form of written text and for the non-verbal sign showed in form of image. In this research the researcher found twenty (20) verbal signs and seven (7) non-verbal signs. And this sign also contains the denotative and connotative meaning

Highlights

Language is a tool that usually uses by people to do a communication with other
The finding of this research can be seen in the table below: Table 3.1 The Occurrences of Verbal and Non-Verbal Signs in the Skincare Advertisement
The verbal sign that found in form of text used declarative sentence. Those signs show the connotative and denotative meaning of the sentence that used in the advertisement

Summary

Introduction

Language is a tool that usually uses by people to do a communication with other. According to Walija (1996:4) language as communication tools is the most complete and effective way to convey ideas, messages, intentions, feelings and opinion to the others. This sentence means that language has a purpose to deliver the ideas, feelings and messages from the speaker to the others. Language uses to deliver the meaning of something. Meaning is one of the linguistics parts which can be analyze as the semantic approach, especially semiotic.

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