connotation in five gatsby hair gel...
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CONNOTATION IN FIVE GATSBY HAIR GEL ADVERTISEMENTS:
A BARTHES SEMIOTICS ANALYSIS
A Thesis
Submitted to the Faculty of Letters and Humanities
In Partial Fulfillment of the Requirements for
The Degree of Strata One (S1)
QOMI UTHUGYAN
NIM. 109026000013
ENGLISH LETTERS DEPARTMENT
FACULTY OF ADAB AND HUMANITIES
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY
JAKARTA
2014
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ABSTRACT
Qomi Uthugyan. ―Connotation in Five Gatsby Hair Gel Advertisement: A Barthes
Semiotics Analysis‖. Thesis: Letters and Humanities Faculty, UIN Syarif
Hidayatullah Jakarta, 2014.
This thesis is aimed at recognizing the connotation model of Barthes in
five gatsby hair gel advertisement. And the analysis focus on several of gatsby
products: gatsby wax, gatsby men’s hair color, and gatsby moving rubber. The purpose
of this research is to find out the connotation meaning of several gatsby
advertisements based on Barthes theory.
The data transcription is collected and studied by the researcher as the unit
of analysis, and the method that used in this research is qualitative descriptive
method. This research used the random sampling method to collect the data and
studied the data which are taken from the Internet: website of gatsby product and
its face book fan page.
From the two research questions given, the result of analysis shows that
there are connotation meanings in Gatsby hair gel product. To get the meanings it
should be seen from the sides of object, context, and text. The text plays important
roles in strengthening the advertisement meaning. In this way, Barthes concepts
can reveal the message in Gatsby advertisement.
.
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DECLARATION
I hereby declare that this submission is my own work and that, to my best
knowledge and belief, it contains no material previously published or written bt
anothernperson nor material which to a substantial extent has been accepted for
the award of any other degree or diploma of the university or other institute of
higher learning, except where due acknowledgment has been made in the text.
Jakarta, June 2014
Qomi Uthugyan
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ACKNOWLEDGMENT
In the name of God, Most Generous, Most Merciful
First and foremost, praise be to Allah SWT, the Lord of the world. Thank
you for all of grace to the writer, for the chance to have a breath in every second,
for giving him a wonderful life, and for guiding him to finish this thesis. Peace
and blessing of Allah may be upon the messenger SAW, his family and his
companions.
In this circumstance, the writer would be saying thanks to his beloved
parents, Najbul Bahri and Ubaidah, who never stop praying for him, for their love,
comport, care attention, encouragement, loyalty and moral and financial support.
They are the respectful motivators for him. The writer beloved for his brother and
sisters Iman, Nurhayati and Nuraini who have become his motivation in making
everything better, give him a great love, support, attention and kindness.
Foremost, the writer would like to thank his advisor Hilmi Akmal, M.
Hum for his guidance, support, advice and constructive comments during the
writing of this thesis.
Thanks for all the people that help the writer doing this research. It would
not be finished without their helps and supports. They are as follows:
1. Prof. Dr. Oman Faturrahman, M. Hum, the Dean of Faculty of
Humanities.
2. Drs. Asep Saefuddin, M. Pd, the Head of English Department and Mrs.
Elve Oktafiyani, M. Hum, the Secretary of English Department.
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3. All of the lecturers in English Department for teaching him many things
during his study.
4. His close-mates; Wafda, Nia, Azka, Isna, Ovanda and Marwan, who
always spend many times in many places with him. Thank you for your
helps, jokes, knowledge, and supports.
5. English class-mates; Dini, Riska, Tiwi, Indira, Fitri, Aminah, Chusni’am,
Nurul, Septi, Raizal, Hamdin, Upi, Mala, etc, and KKN WISE TREE 2012
for their helps, laughs, jokes, happiness and a lot of unforgettable
memories.
6. The librarians of Humanities library and PKBB UNIKA Atma Jaya
Library.
7. And all people who had helped him to finish this thesis that cannot be
mentioned one by one, thank you for your kindness.
Jakarta, June 2014
The Writer
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TABLE OF CONTENTS
ABSTRACT ........................................................................................................ i
APPROVEMENT .............................................................................................. ii
LEGALIZATION .............................................................................................. iii
DECLARATION ................................................................................................ iv
ACKNOWLEDGEMENT ................................................................................. v
TABLE OF CONTENTS .................................................................................. vii
CHAPTER I INTRODUCTION ................................................................ 1
A. Background of the Study ................................................... 1
B. Focus of the Study ............................................................. 5
C. Research Questions ........................................................... 5
D. Significance of the Research ............................................. 6
E. Research Methodology ...................................................... 6
1. The Objective of Research........................................... 6
2. The Method of Research .............................................. 6
3. Data Collecting and Data Analysis Technique ............ 6
4. Unit of Analysis ........................................................... 7
CHAPTER II THEORETICAL FRAMEWORK ...................................... 8
A. Semiotics ........................................................................... 8
B. Semiotics Theory of Roland Barthes ................................ 15
B.1. Denotation ............................................................ 16
B.2. Connotation .......................................................... 17
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C. Advertisement ................................................................... 19
C.1. Definition of Advertisement ..................................... 19
C.2. Component of Advertisement………………………21
C.3. Function of Advertisement …………………………24
CHAPTER III RESEARCH FINDINGS ..................................................... 27
A. Data Description ................................................................ 27
B. Data Analysis .................................................................... 28
CHAPTER IV CONCLUSION AND SUGGESTION ................................ 40
A. Conclusion......................................................................... 40
B. Suggestion ......................................................................... 41
BIBLIOGRAPHY .............................................................................................. 43
APPENDICES .................................................................................................... 45
1
CHAPTER I
INTRODUCTION
A. Background of the Study
Language is one of important thing and very useful for every aspect of
human activities. It is something that cannot be separated from human’s life. In
the process of communication, as its functions convey information, maintains
social relationship, and as an aesthetic function. So in the process we try to
persuade people or make people understand what we are saying about and on the
contrary the people are too. So that the good and harmonious two ways of
communication will be gained. By using the language, people can communicate,
cooperate and share each other. As stated by Kridalaksana that language is a sign
system of sound that agreed by the members of certain group society in
cooperating, communicating, and self identificating.1 Based on this statement,
language here means as a tool in conveying ideas, emotions, desires, which are
produced by speech organs.
While, according to Richter in First Step in Theoretical and Applied
Linguistics, language is first of all a communication system. This means that it is
a system specialised for communication.2 In other words, the language is used as a
device of communication to deliver an idea, thought, desire, and the will to other
1 Harimurti Kridalaksana, “Bahasa dan Linguistik,” in Kushartanti,Untung Yuwono,and KMT
Multamia Lauder: Langkah Awal Memahami Linguistik, (Jakarta: PT Gramedia Utama, 2005), p.3 2 Borbála Richter, First Step in Theoretical and Applied Linguistics, (Budapest: Bölcsész
Konzorcium, 2006), p.17.
2
people and plays role in the development of various aspect of human life. In other
word, the function of language is medium of communication to deliver the
meaning to someone whether in spoken or written and media in the growth of
various aspects of human life.
In expressing the idea, we have to know the meaning of the words and to
get the meaning it is not only by using the lexical meaning but also trough
synonym and paraphrase. According to Sobur in Semiotika Komunikasi, language
is system of arbitrary vocal symbol used for human to communicate. It can be
widely translated as communicative change of sign. It is a study that learned
communication through sign call semiotics.3
The existence of semiotic is able to give analysis outline more
comprehensive to study of signs. Particularly, in this case advertisement gives an
impression because its ability to attract people. Advertising being interesting
mediator of communication between seller and buyer, it has a sign and symbol
that related with science of language or semiotic.
Nowadays, advertisement is everywhere. For instance, when we are on
the road, usually we see the advertising on the billboard. When we are watching
television, usually we see advertisement on commercial break. And also when we
are reading newspaper or magazine, we usually see the advertisement in it.
Therefore, it simply can be said that advertisement is exist mostly in every places
we visit and do the activities. It stimulates the seeds of economical development
to push every company to gain the consumer trust. Advertisement has served a
3 Alex Sobur, Semiotika Komunikasi (Bandung: PT Remaja Rosdakarya, 2006), p.275
3
critical purpose in the business world by enabling sellers to effectively compete
with one another for taking attention of buyers. Whether the goods and services
your company provides are a necessity, a luxury or just a bit of whimsy, you can't
rely the advertisement only by announcement or word-of-mouth chatter to keep a
steady stream of customers.
All companies produce the products to be sold and to be beneficial to
fulfill consumers as what their need is. But, nowadays it also stimulates the
process of creative production. The condition of every company upon products
makes such a harder competition between them. Price and the quality of each
company's products are very competitive, and it forces them to be more creative in
promotion in order to keep gaining customer trust.
The solution to keep is the advertisement must have capability to change
state of consumer mind. By creating symbol and sign values which are prestige,
life style, honor, luxurious, glamour, and new brand is the strategic of marketing
actors to involve advertisement media. Signs are the basic of the entire
communication (Littlejohn, 1996:64). Human can do communication to each
other through the medium of signs. And, many things can be communicated in
this world.4
Companies produce some products by involving advertisement which is
creating the symbolic and sign values (glamour, prestige, luxurious and new
brand) upon products to change state of consumer need. Advertisements promote
them in the television, radio, internet, and newspaper where the consumers may
4 Ibid, p. 15.
4
watch them easily. Advertisement is not only the message of marketing which
exists in TV commercials, newspapers or magazine. Advertising is a form of
complex communication which is operated to gain the purposes and using the
strategy to influence mind, feeling, and action of the consumer/customer.5
Advertisement is just one type of marketing communication. Today, definitions of
advertisement abound. Journalist, for example, might define it as a
communication, public relation, or persuasion process; business people see it as a
marketing process; economist and sociologist tend to focus on its economic,
societal, or ethical significance. It is the structure and composes nonpersonal
communication of information usually paid for and usually persuasive in nature,
about products (goods, services, and ideas) by identified sponsors through various
media.6
Advertisement itself usually consists of persuasive information that
should be creative, simple, attractive, and communicative, so that the readers or
viewers can understand the meaning of advertisement. When arranging the words,
the advertisers should think the irresistible words which can stimulate people to
read, see, and act upon them. That is why they should be creative in playing the
words by finding the provocative words but can be accepted by many kinds of
people. Therefore, basically the function of advertisements is to introduce
products and services and to promote them to societies; it needs the roles of
5 Sandra Moriarty, Nancy Mitchell, & Williams Wells, Advertising: edisi kedelapan, (Jakarta,
Kencana Prenada Media Group: 2011), p. 6. 6 William F. Arens, Michael F. Weigold & Cristian Arens, Contemporary Advertising: Eleventh
Edition, (New York, Mc Graww Hill Irwin:2008), p. 7.
5
human resources such as technology and creative design. The aim of
advertisements is how societies have trusts upon the products and services.7
The problems that will be described in this thesis is based on the meaning
of tagline advertisements which is correlated with symbol and sign values upon
products that created by advertisements. Therefore based on the background study
above, the writer is interested to analyze and would like to apply the development
concept of denotation and connotation by Roland Barthes to interpret the Gatsby
hair gel product that has been assumed by consumers as sign users. So that, this
thesis will be entitled ―An Analysis of Semiotic in Gatsby Hair Gel
Advertisements Viewed by Rolland Barthes Theory‖.
B. Focus of the Study
The research is limited only focuses on Gatsby hair gel advertisements.
Each product has full of information (connotation, myth and ideology) upon
products which is expressed in the elements of advertisements, object, context,
and text that built to express the message. The concept from this research is
referred to Roland Barthes who started from primary sign of denotation and
secondary sign of connotation.
C. Research Questions
Based on the focus of the research above, this research takes two
questions. Those are as follows:
7 Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, (Depok: Komunitas Bambu, 2011), p.
249.
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1. How can Rolland Barthes’ theory reveal the message in Gatsby hair gel
products advertisements?
2. What is the connotative meaning in those Gatsby advertisements?
D. Significance of the Study
This research is expected to give a better understanding for the readers
about advertisements by applying semiotics field. As a science, semiotic could be
applied in interpreting anything as a sign. And it may be one of references for
students who want to do a similar research.
E. Research Methodology
1. The Objective of the Research
The research is hoped that it could help the readers in understanding
about:
1. Knowing the study of a sign which represented on advertisements
2. Knowing and understanding of denotation, connotation and myth
meanings which are constituted on advertisements.
2. The Method of the Research
The method which is used in this research is qualitative method. It based
on documents (verbal and non verbal) where the documents will be analyzed by
the writer descriptively. Descriptive means giving an explanation about cultural
phenomena, advertisements.
3. Data Collecting and Data Analysis Technique
This research uses a descriptive analysis technique which is based on
Barthes theory. The data are collected by the following steps: (a) reading and
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understanding advertisement on the billboard and the internet; (b) viewing the
picture and the tagline on that advertising; (c) giving mark on the utterances that
might be contained semiotic terms.
After the data have been collected, the next step is the data analysis. In
this research uses non-statistical analysis as technique of data analysis. According
to Wasito, non-statistical analysis is the most appropriate for qualitative data. It
means by reading and observing the data that has been collected, the writer does
the analysis process.8
To analysis the data, the writer has several steps as technique for doing
analysis, detailing the advertisements that appeared by applied the development
theory of Barthes about semiotics (denotation and connotation). Then, the writer
selects five advertisements in here, Gatsby, which represents about symbolic and
sign values, coolness, sexiness, power, luxury etc. They are the Gatsby products:
Gatsby Wax, Gatsby Men’s hair color, and Gatsby Moving rubber. So, all
collected data will be analyzed through descriptive analysis technique.
4. Unit of Analysis
The unit of analysis which is used in this research is the advertisement
documents of images. Those are five Gatsby images, not interviewing the
advertisement agent.
8 Hermawan Wasito, Pengantar Metodologi Penelitian (Jakarta: Gramedia Pustaka Utama, 1992),
p.89
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CHAPTER II
THEORETICAL FRAMEWORK
A. Semiotics
Semiotics is a science to study a sign in human’s life. It is agreed as the
study method in the first conference, Association for Semiotics Studies in 1974. A
sign is something that means something else for someone. On etymology,
semiotics is taken from the Greek word, semeion which means a sign. A sign at
that time means a thing which is referred to other thing. And on the terminology
side, semiotics is the study of object-scale, culture, event, as a sign, said Umberto
Eco. Semiotics is concerned with ―everything‖ that can be taken as a sign.9
While Marcel Mauss says that Jean Baudrillard received the argument
that the consumption activity basically is not just caused by the need reason, but it
is completely caused by symbolic reason; they are honor, status, and prestige.
Furthermore, the products is consumed or bought that is caused by symbolic
meaning which is in, and not caused by beneficial, price, function, and need.10
The symbolic and sign meaning, luxurious, prestige, honor, and
sensuality are the semiotics field. Semiotics holds the question why do human
(consumers) consume products in luxury? As the filling consumer satisfaction,
human jumps to see the products as the functional to the symbolic and signs
9 Umberto Eco, Teori Semiotika: Signifikasi Komunikasi, Teori Kode, Serta Teori Produksi Tanda,
(Yogyakarta: Kreasi Wacana, 2009), p. 7. 10
Audifax, Imagining Lara Croft: Psikosemiotika, Hiperealitas dan Simbol-Simbol Ketaksadaran,
(Yogyakarta: Jalasutra, 2006), p. 103.
9
values. Human is pushed to consume more not caused by the functional, but it is
caused by filling of satisfaction.
Barthes states that advertisements cooperate with modern era to perform
―something new (new brand)‖ which is not as usual in societies.11
In this term,
modern era intends to persuade consumers to follow the dynamic development.
Advertisements have a power capacity to influence the state of consumer mind
with the word ―new or modern‖.12
Advertisements often change the paradigm
values in societies which are good/bad, beautiful/simple, suitable/unsuitable, high
class/low class, and trendy/odd.
Modern era could open state of mind to imitate the new values above,
good, beautiful, high class, trendy etc. All are the capacity of capitalism actor by
involving advertisements to create a connotation process. A connotation process is
the extension of content/signified (sign symbol). It is the place which given by
producers upon products to consumers, then the consumers will react an active
respond to give a meaning upon products.
An active respond is something that products which are produced by the
motif capitalism actor and advertisement media assumed by all human in many
interpretations. The interpretation upon products that has symbolic and sign
values is recognized as semiotics or sémiologié field.
A connotation model of Barthes may apply to an element of non-
language, advertisements. Advertisements have a power capacity via television,
radio, newspaper, images on billboard and so on to create the symbolic and sign
11
Barthes (1957) called as ―néomania‖ which is ―addicted to something new‖ 12
Modern era is a response to leave from traditional condition to something new (western
influence).
10
values, luxurious, prestige, and sexy, as the following explanation about the motif
marketing actors above.
The advertisements that will be analyzed in this research are Gatsby
advertisements. Gatsby is one of hair gel products. Gatsby was launched in Japan
and its series was available for sale on 18th July 1978. The brand name itself was
inspired from the film The Great Gatsby starring Robert Redford. What was
known as the [Moratorium] period, the youth of this period had negative
mindshets, and had a lack of passion and motivation13
. It is assumed that by using
this product of Gatsby hair gel may be able to get coolness, sexiness, beauty, and
any other symbolic and sign values. It is the development of signifié (signified)
which is responded by consumers (sign users) actively.
In addition, based on sign users (consumers), Barthes explained that how
to interpret in which assuming the same perception about a sign. He gave in his
book, S/Z, some codes to interpret the hidden sign (symbolic sign) on
advertisements. Advertisements send a ―message‖ to consumers upon products.
And semiotics field which is developed by Roland Barthes attempts to open up,
open the hidden sign. These codes are hermeneutic, semantic, symbolic,
narrative/proairetic, and cultural code.
While, in other side, Umberto Eco states that a code is ―…rule that
produces signs as its concrete appearance in the connection of communication‖.14
Seeing the definition above, a code is a rule or collective convention, which are
13
Anonymous, GATSBY Product Brand History, accessed on 09 April, 2014.
http://www.gatsby.sg/product_history_detail.php 14
Umberto Eco, Teori Semiotika, Signifikansi Komunikasi, Teori Kode, Serta Teori Produksi
Tanda, (Yogyakarta: Kreasi Wacana, 2009), p. 48.
11
signs that may be organized. It pushes a message to be operated between
communicators, sender and receiver.
According to Berger, this study has two founders; they are Ferdinand de
Saussure and Charles Sander Pierce. They developed this study in different
method and place and did not know each other. Ferdinand de Saussure is from
Europe and his background is Linguistics. Charles Sander Pierce is from United
States of America and his background is Philosophy.15
So that, semiotics has two
classification studies in which it is based on their background. Then, they will
focus on structural as De Saussure’s classification and pragmatic (human role) as
Pierce’s classification.
De Saussure in his study at Geneva University emphasized that the
explanation about ―science‖ which is a language is linguistique‖. Based on his
background, he also stated that it may have another science that inspects signs in a
society. This science is called ―sémiologié‖ which offers what has created signs
and its principle itself. De Saussure was born at 1857 and died 1913. He taught his
study at Ecole Pratique de Hautes Etudes, French 1881 – 1891 before back to
Geneva.
Ferdinand de Saussure is from Swiss, he was a professor of languages at
Sorbonne University, French (1881-1891) and Geneva University, Swiss (1891-
1912). His masterpiece is Course de Linguistique Générale (1915) which has
been published by Payot Press, French (1916). Its masterpiece is from de
15
Ibid,. p. 326.
12
Saussure’s study that collected by his students, Charles Bally and Robert
Schechaye, now they are a professor at Sorbonne University, French.
To understand the description the study of a sign, semiotics, firstly
should be explained the definition of a sign. And it will help to compare the basic
that developed by de Saussure and Pierce works, but the writer is going to focus
on Ferdinand de Saussure concept which is developed by Roland Barthes
(denotation and connotation).
According to de Saussure, a sign consists of signifier and signified. They
are the component of signs. A material aspect (sounds, letters, forms, images,
objects) of signs that operates or it is resulted from a material aspect (signifier),
and a mental aspect or conceptual which is pointed by a material aspect
(signified). The constitutive aspects (signifier and signified) of a sign cannot be
separated; it is like sides of a paper.16
It may take an example as illustration
diagram below:
Signifier (signifiant) Sig
n
Signified (signifié)
De Saussure stated that the sign relation (signifier + signified = sign) as
structural-relation which is a sign is described as unity between a something that
a material aspect (signifier) and a something that a mental or conceptual
16
Arthur Asa Berger. Semiotika; Tanda-Tanda Dalam Kebudayaan Kontemporer, (Yogyakarta:
Buku Baik, 2004), p. 13-14.
13
(signified). And this cannot be separated.17
For example, the word ―GATSBY‖
could be a sign; it has signifier (the word itself) and signified (the jell composition
that can give good effect through the hair). The unity of the word and the jell
composition gets GATSBY to be a sign (something could give you good hair
when it is used). So, de Saussure said that a sign is from structural aspect, signifier
(signifiant) and signified (signifié), and he concluded that the structural aspect that
he built is called ―sémiologié‖.
A theory of semiotics focuses on a sign; it is ―something that represents
something else‖. Basically the something else itself may be called as ―human
experience (ground),‖ it is even physical or mental experience. Danesi and Perron
wrote that a theory of semiotics which is something that represents something else
has existed since Hippocrates (460-377 B.C). It defined that a sign in Health field
as physical symptom which represents sickness, ill.18
Pierce says that a sign follows a process of three steps; they are a
sign/representament (R), object (O) and interpretant (I). In his theory,
―something‖ is concretely ―a representation‖ which is called representament,
while ―something else‖ which is exists in cognition is called object (ground).
17
Ibid, p.14 18
Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, (Depok: Komunitas Bambu, 2011), p.
19.
14
On cognition, the relationship process between representament to object
is called semiosis (semeion). In signification about sign, semiosis process is not
already done yet, because it should have another process which is an
interpretation process (interpretant) by involving human role. So, signification of
a sign happens in a semiosis process which is from the concrete thing to the
human cognition and it is interpreted by.19
Charles Sander Pierce argued that a sign is ―something that represents
something else‖ and it consists of three types, index, icon and symbol. Index is a
sign that the relation between representament and its object is causality directly
(kontigu) like smog and its object to indicate fire. Icon is a sign that the relation
between representament and its object is similarity like a photo and its real object
to indicate a person. Symbol is a sign that the relation between representament and
its object is based on social convention like Indonesian flag and its object, the
existence of Indonesia state.20
So, Charles S. Pierce who named his study as
semiotics said that a sign is not structural aspect, but it is a three process steps
which is caught by senses.
He also argued that the process of interpreting a sign is not once
interpretation only; it is unlimited interpretation (unlimited semiosis). In addition,
Charles S. Pierce added that the process of interpretation a sign has category,
firstness, secondness, and thirdness. Firstness is where human interprets a sign as
―guessing‖, the process (semiosis) of sign/representament which is caught by
19
Ibid, p.12. 20
Ibid, p. 241.
15
senses represents something else (object) as guessing. Secondness is clearer, and
Thirdness is a sign that is caught by senses is to be a sign which is caused by
convention (habit) in social life.21
It depends on the human experience (physical
or mental).
In other hand, the development study of a sign, semiotics, is used and
developed by Roland Barthes to criticize the cultural phenomena in French, he
used and developed it as study method. But he still applied the concept of de
Saussure (signifier/signifiant and signified/signifié) or Europe tradition to his
concept, even though he criticized de Saussure concept to be dynamic then.
B. Semiotics Theory of Roland Barthes
Barthes started reading de Saussure’s work in the middle of 1950. He
said that ―I was dazzled‖ during the chance that given from semiotics to break the
relation phenomena between language, culture and ideology. So semiotics was
chosen as scientific approach. By the systematic and program of semiotics was
fixed to criticize the cultural phenomena as ideology—criticizing by signification
analysis.22
Then, Barthes learnt and did with teaching, writing, and discussing with
other scholars, from this activities, Elements of Semiology (1964), was released
for teaching semiotics tools.23
And also Mythologies was a founding text to
analyze media culture. These works look like that Barthes is serious to be
21
Ibid. p. 91. 22
Ibid. p. 20. 23
Roland Barthes, Element of Semiology, (New York: HILL and WANG, 1997), p.5.
16
semiotics as scientific approach. And at 1970, Barthes released his work, S/Z, as
the criticism to Sarasin from Balzac, it according to scientists is the most
wonderful work from Barthes.
In other hand which is from his life, the writer is going to turn on one of
Barthes study of cultural phenomena which Barthes took from French
phenomena, denotation and connotation. Barthes developed the concept of de
Saussure (1916) signifier (signifiant) and signified (signifié) to be dynamic.
He said that in social-cultural life the understanding of signifier
(signifiant) and signified (signifié) is a process of two steps. Because signifier is a
process which is not only caught by senses in human cognition but also it is
produced by. So that Barthes based on sign users said that signifier is called
expression (E) and signified is contenu (C), content or concept.24
Based on the theory of de Saussure, a sign which is a relation (R)
between (E) and (C) is in human cognition and it would be more than just a sign,
said Barthes. And he concluded that this concept is to be E-R-C model.25
He
based on his work, Elements of Semiology (1964), developed this theory to be the
theory of denotation and connotation then and distinguished them to pursue the
meaning in related to socio-culture.
B.1. Denotation
The first step in social cultural life, sign users define a sign just as
denotation meaning, meaning of a sign as common sign, and it is being caught by
24
Benny H. Hoed, Op. Cit., p. 84. 25
Ibid. p.13.
17
senses of sign users at the first time which is R1 between E1 and C1.26
Denotation
is what is exactly shown (the level of explaining the relation (R1) between
signifier/E1 and signified/C1) or it is a sign in which refers to a reality. It would
produce the meaning explicit, and direct as social convention. For example, an
image photo of my face on Senior High School Certificate is what I look like in
real life now. So that, denotation is a simple sign (signifier and signified), the real
meaning of a sign in which the signifier has the level of social convention and
Barthes stated that this is as primary sign system.
But in case, how if a sign interacts with emotional, gender,
psychological, belief, and cultural of sign users. It is used by s sign users to mean
a sign to get meaning, a subjective meaning of sign users. Barthes said that it is
the secondary sign system which getting meaning or interpreting a sign as more
complex which called connotation meaning.
B.2. Connotation
Based on sign users, the relation (R) between in the context E1 – R1 – C1
(primary sign system) will push to the extension of secondary sign system which
is E2 – R2 – C2. And Barthes added that secondary sign system has two
orientations. They orient to the extension of expression and the extension of
content/concept (contenu). The first which is the extension of expression, E2 (E1 –
R1 – C1) – R2 – C2 is called metalanguage and the second is connotation, E2 – R2
– C2 (E1 – R1 – C1).
26
Ibid,. p. 84.
18
Secondary sign system which orients to signifier/expression (E) is the
extension of signifier (expression/E), but to the content/concept/signified (C) is
not changed. Barthes stated that it is metalanguage which the process of relation
(R) between (E) and (C) is informed by using the difference expression (E).27
Image: Metalanguage
E2 (signifier) C2 (signified)
E1 (signifier) C1(signified)
(Source: Barthes 1967)
For example the word ―woman‖, this word is extended to be the other
definition which is a new (E), but the content is same (C) such as Mrs., Madam,
and Femme. This is oriented to the extension of expression/signifier (E) which is
called Metalanguage.
In addition, sign users as subjective also want to extent to the secondary
sign system which orients to the content/concept (C) is the extension of
signified/content (contenu/C). But the signifier/expression (E) is not changed.
This is called as connotation. Connotation is a process of the relation (R) between
(E) and (C) that is interpreted by sign users to develop the content, concept,
signified (C).
27
Ibid,. p. 158.
Secondary
sign system R2
Primary
sign system R1
19
Image: Connotation
E2 (signifier) C2 (signified)
E1(signifier) C1 (signified)
(Source: Barthes 1964)
For example back to the word ―woman‖, this word could be oriented to
the extension of content/signified (C). The word ―woman‖ may be defined as
beautiful, sexy or as complex it is defined as dependent person, powerless or
sexual-object. In this case, what has explained is the extension of content/signified
(C), but the expression/signifier is not changed and Barthes called this extension
as connotation.
C. Advertisement
C.1. Definition of Advertisement
Advertisement or ads is a notice in a newspaper, on television, etc, telling
people about the product, job or service.28
According to Sandra, Nancy, &
William in Advertising that advertisement is not only the message of marketing
which exists in TV, newspapers or magazine. Advertising is a form of complex
28
Oxford Learner’s Pocket Dictionary: Fourth Edition, (Oxford:Oxford University Press: 2008),
p.7.
Secondary sign
system
Connotation
R2
R1
Primary sign
system
Denotation
20
communication which operated to gain the purposes and using the strategy to
influence mind, feeling, and action of the consumer/customer.29
Furthermore, William, Michael, & Cristian state that advertising is just
one type of marketing communication. Today, definitions of advertising abound.
Journalist, for example, might define it as a communication, public relation, or
persuassion process; business people see it as a marketing process; economist and
sociologist tend to focus on its economic, societal, or ethical significance.
Advertising is the structured and composed nonpersonal communication of
information usually paid for and usually persuasive in nature, about products
(goods, services, and ideas) by identified sponsors through various media.30
This
definition is more or less same with what George & Michael states in Advertising
and Promotion: An Integrated Marketing Communications Perspective that
advertising is defined as any paid form of nonpersonal communication about an
organization, product, service, or idea by an identified sponsor.31
Advertisement itself is paid, non-personal, public communication about
causes, goods and services, ideas, organizations, people, and places, through
means such as direct mail, telephone, print, radio, television and internet. An
integral part of marketing, advertisements are public notices designed to inform
and motivate. Their objective is to change the thinking pattern (or buying
29
Sandra Moriarty, Nancy Mitchell, & Williams Wells, Advertising: edisi kedelapan, (Jakarta,
Kencana Prenada Media Group: 2011), p. 6. 30
William F. Arens, Michael F. Weigold & Cristian Arens, Contemporary Advertising: Eleventh
Edition, (New York, Mc Graww Hill Irwin:2008), p. 7. 31
George E. Belch & Michael A. Belch, Advertising and Promotion: An Integrated Marketing
Communications Perspective, Fifth Edition, (New York, Mc Graww Hill Irwin: 2001), p. 15.
21
behavior) of the recipient, so that he or she is persuaded to take the action desired
by the advertiser.32
Based on some definitions above, it can be taken a conclusion that
advertisement or advertising is mass media content intended to persuade
audiences of readers, viewers or listeners to take action on product, service or
ideas. It is paid, impersonal, one-way marketing of persuasive information from
an identified sponsor disseminated through channels of mass communication to
propmote the adoption of goods, service or ideas.
C.2. Components of Advertisement
As a means of communication, advertisement has some components
which can be a barometer or charateristic to be categoried as a good
advertisement. To become a good advertisement, ads or advertisement should be
contained some components. Those are as follows:33
a. The Headline
The Headline is the most read part of an advertisement. So advertisers try
to tell maximum part of the product story through the headline. A headline will
introduce the product or makes the promise statement or puts a question. It
basically tries to attract the attention of the readers and create curiosity so the
audience or reader sees further.
32
Anonymous, Advertisement, Accessed on 09 April, 2014.
http://m.businessdictionary.com/definition/advertisement-ad.html 33
Abey Francis, The Components of an Advertisement., Accessed on 09 April, 2014.
http://www.mbaknol.com/marketing-management/the-components-of-an-advertisement/
22
b. The Sub-Headline
This is not always used in ads. However, when the advertiser wants to
say a lot at the beginning but the headline cannot do the job, then the subheading
is used. The headline and subheading together can contain a longer message. The
subheading usually spells out or elaborates the promise made in the headline or it
stresses on the product’s unique features.
c. Slogan
It is a phrase or a sentence that describes the benefit derived from the
product or one of the product’s most important attributes. The term slogan comes
from the Gaelic words sluagh gairm, meaning battle cry. These days it is the battle
cry in the field of sales and marketing. It consists of a single phrase by which an
advertiser conveys an important idea, which will presumably lead readers or
audience to remember and think favorably of this company. Slogan is thus a short
and catchy phrase that gets the attention of the audience, is easy to remember and
comes off the tongue easily.
d. Body Copy
When the headline usually makes a claim, the body copy elaborates upon
it and provides supporting proof. When the headline poses a question, the
subheading answers it. The amount of detail in an advertisement should be
sufficient to answer the questions arising in the minds of a prospective buyer. And
if the consumers require more details or information, then they can be requested to
come back to the company for information booklets or can be invited to come to
the retailer or dealer for more information or demonstration. Sometimes the
23
consumer wants a proof or evidence of the claims made in the advertisement. So
proofs about quality, performance, durability, etc. are provided through
arguments, proofs by experts, testimonials by users or through demonstrations in
the body copy.34
e. Visualization
The headline is a major attraction –getting device. Another device is the
visual impact of the ad. This is the combination of the visuals used in the
advertisements and the visual treatment given to other elements of the ad. This
visual impact becomes strong if the idea has been properly visualized.
Visualization means to think in terms of visuals or pictures. And one need not be
an artist or painter to be able to visualize as all it require is thinking.35
f. Layout
Advertisement layout has two meanings. One means the total appearance
of the advertisement, its design, the composition of the various elements. The
other meaning is the act or process of placing the elements of advertisement
(copy, visuals, etc) together. A layout could be the first pencil sketch, which puts
the idea on paper or could also be the final piece after finishing touches. Good
layouts are unimaginative.
g. Trademark
The term trademark includes any word, symbol or device or any
combination there of adopted and used by a manufacturer or merchant to identify
34
Abey Francis, The Components of an Advertisement., Accessed on 09 April, 2014.
http://www.mbaknol.com/marketing-management/the-components-of-an-advertisement/ 35
Abey Francis, The Components of an Advertisement., Accessed on 09 April, 2014.
http://www.mbaknol.com/marketing-management/the-components-of-an-advertisement/
24
his goods and distinguish them from those manufactured or sold by others in the
market.
C.3. Functions of Advertisement
As a medium of communication in delivering the messages,
advertisement has several functions. Those functions can be seen as follows:36
a. Information
Advertisement supplies consumers with information about products and
services. This information is broadcast for the open market, and discusses
specials, sales, and new lines of products and services. A consumer also learns
about the comparisons between features, benefits and options of different products
and services through advertisement.
b. Brand Identity
Brand identity is one of the biggest functions and effects of
advertisement. By selling products and services through advertisements,
businesses differentiate themselves from one another. The right advertising
campaign defines a company’s unique brand, which helps consumers build
emotional relationships with that brand. This increases the likelihood that
consumers will buy from that company.
36
Shailynn Krow, 7 Functions and Effects of Advertising, Accessed on 09 April, 2014.
http://yourbusiness.azcentral.com/7-functions-effects-advertising-11006.html
25
c. Promoting Action
Advertising’s purpose is to attract buyers through a call-to-action
statement, which encourages the customer to visit a store or website, or to contact
the advertiser for more information. Advertising is essentially an action catalyst
that brings customers and products or services together.37
d. Improving Customer Base
A business requires a constant customer base in order to remain
successful. The business needs to target its products and services toward this
customer base and consistently create new products that attract current and new
customers. Advertising helps reinforce the purchasing behaviors of customers for
a particular brand, and it establishes long-term relationships with existing
customers, potential customers, vendors and stockholders.
e. Product Creation
Advertising, according to ―The Social and Cultural Effects of
Advertising‖ by Jeremiah O’Sullivan R., stimulates the development of better
products, and allows consumers to have a wider variety of products, competitive
pricing, and competition entering the marketplace.
f. Purchase Persuasion
Powerful and captivating advertisements persuade consumers to purchase
a new product, try out services, and fulfill voids they feel are present in their lives.
In fact, persuasion is one of the main functions of advertising, which is why many
37 Shailynn Krow, 7 Functions and Effects of Advertising, Accessed on 09 April, 2014.
http://yourbusiness.azcentral.com/7-functions-effects-advertising-11006.html
26
firms strive to create powerful impacts that reach customers on emotional and
physical levels.38
g. Education
Advertising serves as a form of consumer education. Not all
advertisements sell a product or service; sometimes they sell a concept.
Government agencies use advertisement as a way to educate and compel
consumers to act a specific way. ―The Social and Cultural Effects of Advertising‖
notes that advertising is geared toward the ideas of art, religion, sexual attraction
and myth. Advertising also educates consumers on what products and services out
are there, how much they should pay, and what they can expect with certain
purchases.39
38 Shailynn Krow, 7 Functions and Effects of Advertising, Accessed on 09 April, 2014.
http://yourbusiness.azcentral.com/7-functions-effects-advertising-11006.html
39 Ibid.,
27
CHAPTER III
RESEARCH FINDINGS
A. Data Description
This research uses a descriptive analysis technique which is based on
Barthes theory. The data are collected by the following steps: First, searching for
the advertisements on the billboard and the internet; second, viewing the picture
and the tagline on that advertising; and finally, giving mark on the utterances that
might be contained semiotic terms.
After the data has been collected, the next step is the data analysis. In this
research uses non-statistical analysis as technique of data analysis. According to
Wasito, non-statistical analysis is the most appropriate for qualitative data. It
means by reading and observing the data that has been collected, the writer does
the analysis process.40
To analyze the data, the writer has several steps as technique for doing
analysis, detailing the advertisements that appeared by applied the development
theory of Barthes about semiotics (denotation and connotation). Then, the writer
selects five advertisements in here, Gatsby, which represents about symbolic and
sign values, coolness, sexiness, power, luxury etc. They are the Gatsby products:
40
Hermawan Wasito, Pengantar Metodologi Penelitian (Jakarta: Gramedia Pustaka Utama, 1992),
p.89
28
Gatsby Wax, Gatsby Men’s hair color, and Gatsby Moving rubber. So, all
collected data will be analyzed through descriptive analysis technique.
B. Data Analysis
In this data analysis, the writer uses theory of Roland Barthes in which it
is based on sign users (audiences). Barthes said that de Saussure concept about a
sign is based on the relationship of two aspects, they are signifier (signfiant) and
signified (signifié), is common sign only.
Then Barthes developed and described that the relationship between
signifier and signified is in understanding of two processing steps. They are
signifier as expression (E) and signified as contenu (C), And also Barthes told that
between expression and contenu should have relation (R). So, it may produce a
sign as appearance; it is called as first step (denotative). But in addition, Barthes
said in talking about relation (R) that it may be continued or developed by sign
users as the second step to produce the other meaning, developing contenu (C),
and it is called connotative.
Data 1. Gatsby “More Powerful”
1. Semiotic analysis on GATSBY More Poweful edition.
This advertisement contains a picture of a man with good looking
appearance. In the right side of the man there is a gun which its shot comes back
to it. In under of the gun contains some writings ―More Powerful‖ around some
colourful Gatsby logos. The rest of image advertisement can be seen as follows:
29
(Image 1)
E2 (signifier)
C2 (signified)
―Cannot be
Shot‖
E1(signifier) C1 (signified)
―More
Powerful‖
By looking at the theory above, the advertisement can be analyzed and
tends to look the connotation that can be revealed such as in primary system, what
become Expression (E1) is the picture of Gatsby hair gel and Content or C1 is text
of More Powerful. In secondary system or connotation its E1 and C1 developed to
be new E2 and followed by the developed a concept of C2, that is the hair of the
man who uses the product cannot be shot by the gun. If this image is interpreted
as connotative, this image shows a gun shoot the man’s hair but the bullet come
back to the gun.
R2
R1
Primary sign
system
Denotation
Secondary
sign system
Connotation
30
See from the signifiers of this image is man, who has good hair, and a
gun with bullet and gatsby colourful logo. As connotative (the extension of
signified), there are two main points in this image, the first is a man has a good
hair and using gatsby, and the second is a gun with shooting bullet to his hair.
This Gatsby advertisment asks consumers to answer the image shown.
As viewers know, Gatsby is a gel hair product than can make every
people especially man feels confident with good hair style. But now in this image,
the connotation is Gatsby hair gel can make the bullet come back to that gun, it
means that his hair which using Gatsby was very strong so that can make the
bullet come back to the gun. This is really creative advertisement.
The turning point is the Gatsby product could give simbolic or sign values
such as something more power. A company creates symbolic and sign statements
upon the Gatsby product, ―this product (Gatsby) is not just a hair gel for hair style
but also for stronger hair‖.
Afterwards, this picture is colorful. It indicates that a man using Gatsby
for his hair make he has colourful life. Therefore, Based on the composition
image above, the advertisement offers an interesting order to consumers. This is
Gatsby hair gel; it will influence everyone, that hair gel makes stronger your hair
and your style coloruful. The Gatsby hair gel will give ―something more power‖,
more than just good style. The influence of Gatsby hair gel may make your hair
more powerful.
31
Data 2. Gatsby “Don’t Let This Hat Cooler Than Your Hair”
2. Semiotic analysis on GATSBY Hat edition, “ don’t let this hat cooler than
your hair”.
In this advertisement contains a picture of a man’s face with a sharp gaze
who uses a feather hat. In the above of man’s head contains some writings ―Don’t
Let This Hat Cooler Than Your Hair!‖ with its colourful logos. The clear image of
advertisement can be seen as follows:
(Image 2)
E2 (signifier)
C2 (signified)
―Signed that the
person has bad
hair and he is
shy to show it‖
E1(signifier) C1 (signified)
―The hat is
cool‖
R2
R1
Primary sign
system
Denotation
Secondary
sign system
Connotation
32
In the picture of advertisement above, the analysis tends to look the
connotation that can be revealed such as in primary system, what become
Expression (E1) is the picture of Gatsby hair gel and Content or C1 is the text of
The Hat is Cool. In secondary system or connotation its E1 and C1 developed to
be new E2, and followed by the development a concept of C2, that is the hat looks
cooler than the man’s hair itself. the hair of the man who uses the hair gel will be
looked cooler than a hat. This image advertisement is advertised the object and
supported context that building the connotative process. Based on the context, the
connotative is the second step to interpret the image by consumers. The first is the
dominant shown; a man with hat and above that the tagline ―Don’t Let This Hat
Cooler Than Your Hair‖. This image informs that every man who using Gatsby
hair gel it doesn’t need hat again.
The second is the element of the tagline ―Don’t Let This Hat Cooler Than
Your Hair‖; they indicate that don’t let your hair cooler than your hair which is
using Gatsby hair gel, because when you use Gatsby hair gel for your hair, it
makes you cooler than you using hat.
This image describes the man using hat and focuses only on the head
because it shows only his head not his face. It means the main point of this
advertisement is related with head and hat. This word is offered by the
arrangement of sentence that he better using Gatsby than his hat.
33
Data 3. Gatsby “Plan The Perfect Date”
3. Semiotic analysis on GATSBY Dating edition, “PLAN THE PERFECT
DATE”.
In this advertisement contains a picture of a table which on the top of it
there are two plates completed with the dishes on them and there are four hands
which indicate the hands of a man and a woman. In the center of the picture there
is a circular shape which inside of it contains some writings ―Plan The Perfect
Date‖. The clear image of the advertisement can be seen as follows:
(Image 3)
E2 (signifier)
C2 (signified)
―The perfect
date will be
happened after
doing planning
with the hair‖
E1(signifier) C1 (signified)
―Plan the perfect
date‖
R2
R1
Primary sign
system
Denotation
Secondary
sign system
Connotation
34
In the image of advertisement above, the analysis tends to look the
connotation that can be revealed such as in primary system, what become
Expression (E1) is the picture of Gatsby hair gel and Content or C1 is the of Plan
the Perfect Date. In secondary system or connotation its E1 and C1 developed to
be new E2 and followed by the developed a concept of C2, that is the four hands
of a man and a woman who making a date.
The image of advertisement above is advertised the object and supported
context that building the connotative process. Based on the context, the
connotative is the second step to interpret the image by consumers. The first is the
dominant shown; a man and woman in a date with the tagline ―Plan The Perfect
Date‖. This image informs that a man dating with a woman and they have a good
plan for make perfect date.
The second is the element of the tagline ―Plan The Perfect Date‖. They
indicate that a man have to plan in order to his dating will be perfect date.
Planning is about every detail the man used, one of example is hair style.
This image describes the man using Gatsby hair gel for make his date be
perfect. It means the main point of this advertisement is related with dating and
plan. This word is offered by the arrangement of sentence that he using Gatsby for
plan his hair style.
35
Data 4. Gatsby “Finding Her The Perfect Present”
4. Semiotic analysis on Present edition, “FINDING HER THE PERFECT
PRESENT”.
In this advertisement contains a picture of a wrap present with red love
mark in the left corner of it and the pattern of nice string that wrap it. In the above
of it contains some writings ―Finding Her The Perfect Present‖. The clear image
of the advertisement can be seen as follows:
(Image 4)
E2 (signifier)
C2 (signified)
―The very
worthed
present‖
E1(signifier) C1 (signified)
―Finding her the
perfect present‖
R2
R1
Primary sign
system
Denotation
Secondary
sign system
Connotation
36
In the advertisement image above, the analysis tends to look the
connotation that can be revealed such as in primary system, what become
Expression (E1) is the picture of Gatsby hair gel and Content or C 1 is the text
Finding her The Perfect Present. In secondary system or connotation its E1 and
C1 developed to be new E2 and followed by the developed of a concept of C2,
that is the perfect present with love mark for a woman.
The image of advertisement above is advertised the object and supported
context that building the connotative process. Based on the context, the
connotative is the second step to interpret the image by consumers. The first is the
dominant shown; a man and woman in a date with the tagline ―Finding Her The
Perfect Present‖. This image informs that a man have a perfect present for her
woman.
The second is the element of the tagline “Finding Her The Perfect
Present”; they indicate that a man looking for the perfect present for his woman.
This image describes the man knows that he using Gatsby hair gel, automatically
that is a perfect present for his woman. It means the main point of this
advertisement is related with perfect present and Gatsby hair gel. This word is
offered by the arrangement of sentence that he using Gatsby for the perfect
present to his woman.
37
Data 5. Gatsby “How To Impress Her”
5. Semiotic analysis on Impress edition, “HOW TO IMPRESS HER”.
This advertisement contains a picture of a man with good looking
appearance accompanied by a woman behind of him and riding a scooter while
smile each other. In the center of the picture contains some writings ―How To
Impress Her‖ The rest of image advertisement can be seen as follows:
(Image 5)
E2 (signifier)
C2 (signified)
―impress her‖
E1(signifier) C1 (signified)
―Impress her‖
In the advertisement image above, the analysis tends to look the
connotation that can be revealed such as in primary system, what become
Expression (E1) is the picture of Gatsby hair gel and Content or C1 is the text of
R2
R1
Primary sign
system
Denotation
Secondary
sign system
Connotation
38
How to Impress her. In secondary system or connotation its E1 and C1 developed
to be new E2 and followed by the developed a concept of C2, those two persons, a
man and a woman who riding a scooter.
The image of advertisement above is the last advertisement image, that is
―Gatsby Impress Her‖ edition. This image advertisement is advertised the object
and supported context that building the connotative process. Based on the context,
the connotative is the second step to interpret the image by consumers. The first is
the dominant shown; a man and woman on a motorcycle with the tagline ―How
To Impress Her‖. This image informs that a man has made the woman interest
with him.
The second is the element of the tagline ―How to Impress Her‖; they
indicate that a man having the way how to make the man interest with him. This
image describes the man knows that when he using Gatsby hair gel, automatically
that is a way to impress his woman. It means the main point of this advertisement
is related with way to the man who impresses the woman and she is impressed
with him too. This word is offered by the arrangement of sentence that he using
Gatsby is the best way to make her interest with him.
40
CHAPTER IV
CONCLUSION AND SUGGESTION
A. Conclusion
Semiotics gives a chance to interpret the cultural phenomena, like the
advertisement phenomena critically. Cultural phenomena of media are discussed
by semiotician as a sign. A sign is something that means something else for
someone on something.
And Barthes, the Professor of Semiology in this case analyzed the
cultural phenomena carefully with his method, those are denotation and
connotation. Denotation is the primary sign system to interpret a sign as what is
appeared and connotation itself is the secondary sign system to see a sign based
on the background of sign users such as the aspect of psychological, gender,
religion, ideology and so on. Barthes also talked about myth; myth is the
connotation process (the extension of signified) which stays in a society.
The aim of advertisements is to gain the consumer trust; advertisements
create the strategies into the symbolic and sign values to be involved upon
products. These media manipulate consumers upon the products to see this
product has something more, the symbolic and sign values.
The producer and advertisement make a chance upon products to be
interpreted by consumers freely. They may produce products for free meaning of
denotation, connotation or even its myth meaning. And based on the analysis of
the five images of Gatsby Hair Gel advertisements and their meaning are aimed to
41
analyze the cultural phenomena on advertisements which creating the symbolic
and sign values as the main core of marketing.
The selected five images of Gatsby Hair Gel products: Gatsby more
powerful, Gatsby hat edition, Gatsby dating edition, Gatsby present edition,
Gatsby impress edition.
To gain the meaning (denotation, connotaion), of those advertisments
should be described in the three special elements as dominant elements in the
advertisment images. They are object, context and text. Object is an object image
or product which is advertised, context is the environment of advertisements that
giving meaning to the object. And the last is text (written image); it is to
strengthen the advertisement meaning.
Therefore, based on sign user (consumers), advertisements send a
―message‖ to consumers upon products. In this case, Barthes explained that how
to interpret in which assuming the same perception about a sign. In addition, the
writer gives some codes (hermeneutic, semantic, symbolic, narrative, and cultural)
to interpret the hidden sign (symbolic and sign values) on advertisements.
B. Suggestion
The writer would like to suggest to the readers for being more cautious
on advertisements. Because to fill the consumer’s satisfaction is never ending and
it is taken by advertisements as a wonder chance, for example, the product at the
first time is not being needed by consumers, but the advertisement is doing so. As
what the writer analysis in this paper is Gatsby advertisement. It is not only to
describe a hair gel product, but also to describe an image of the factory.
42
There are so many advertisements out there. The most important thing is
to draw your attention and to watch them. Each advertisement has a characteristic
in offering you symbolic and sign values. Eventually, the main point of this
suggestion is, the readers should be more careful in understanding about
advertisement purposes, and semiotics role will help the readers to have better
understanding about them.
43
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APPENDICES
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Image 4
Image 5