Semiotics Approach on Verbal Signs in Would You Care More IF I Was A Panda?

Anak Agung Gede Hari Wishnawa,I Nengah Sudipa,Ni Wayan Sukarini

doi:10.24843/jh.2021.v25.i01.p09

Abstract

This study is aimed at identifying the verbal signs with their mode and connotative meaning of an advertisement. The data of this study was a wildlife advertisement entitled Would You Care More IF I Was A Panda? (2011) created by Ogilvy and published by World Wild Life. The data were collected using documentation method with note-taking technique. The data were analyzed qualitatively using Peirce’s semiotic theory to identify the verbal signs with their mode and Leech meaning theory to analyze the connotative meaning of the sign. The result of this study shown that there were three verbal signs found in the advertisements that belong to symbolic signs in the form of the combination of alphabets. The verbal signs consist of representamen, interpretant, and object. The connotative meanings are expressed in words, phrases, or sentences with the interpretation based on knowledge, emotion, and imagination. 

Highlights

Advertisement has been chosen as one of many ways to widespread a campaign
Another study by Amalina (2014) discussed more about visual signs. This present study focuses more on discussing the verbal signs with their mode by using semiotics theory
The first verbal sign can be found in the headline of the advertisement that says “WOULD YOU CARE MORE IF I WAS A PANDA?” The sentence of the headline is belong to interrogative sentence that is a type of sentence to ask a question

Summary

Introduction

Advertisement has been chosen as one of many ways to widespread a campaign. The use of creative method is necessary to gain viewers’ attention. Verbal sign is often used in the advertisement in order to be able delivering more message to the people efficiently even though there is not enough space provided in the advertisement. The usage of verbal sign can attract viewers’ attention to pay their attention to the advertisement as well. The textual things can produce the connotative meanings that deliver the deeper messages of the advertisement. It is difficult to understand the message produces by the advertisement due to the different ideas and ways from each person in interpreting the signs. This study analyzed verbal signs and the connotative of each sign in order to understand the meanings consisted in the advertisement

Objectives

Methods

Results

Conclusion