<![CDATA[Communication can be done in some ways, using either verbal communication ornon-verbal communication. Verbal communication uses language and non-verbalcommunication is non-linguistic communication. Non- linguistics communication canbe done using signs, signals, or symbols (Mulyana,2000,p.308). Sign is somethingthat can be interpreted as having a meaning, therefore it is able to convey informationto someone. So, the sign serves as a conduit of meaning to the message that is formedand can be conveyed to the readers. In this study, the researcher conducts thesemiotics analysis in the advertisement of A Mild “Bukan Basa Basi” Red Boxversion. This study answers three problems, namely: (1) What are the signs found inthe advertisement (2) What are the meanings of the signs in advertisement and (3) How the signs support the idea of the advertisement.This study uses Peirce theory of triadic model as follows icon, index and symbol. This research is a qualitative research to comprehend the phenomena about whathappened to the research’s subject such as behavior, perception, motivation andaction. The researcher conducts content or document analysis to analyze the signsused in advertisement of A Mild “Bukan Basa Basi” Red box version.This study reveals that some signs represent the content of the advertisement. There are signs that exemplified by Peircean applied in advertisement of A Mild "Bukan Basa Basi" Red box version. In the six advertisements, signs of the icon, index and symbol are found of A Mild "Bukan Basa Basi" Red Box version. Thesigns found are the icons of the image description that represents the meaning of the index which is the tagline of the advertisement. Where in each advertisement of A Mild "Bukan Basa Basi" red box version, the icon and the index has a correlation inthe form of an understanding, supported by a symbol which is the slogan as areinforcement of the meaning description of icon and index. In addition, the six advertisements of A Mild "Bukan Basa Basi" Red box version have the same patternin characteristic application of image layout, tagline and slogan.The researcher suggests the next researchers broaden the semiotics scope such asanalyze other objects, such as logos, brand products, or the cover of music. Keywords: semiotics, sign, advertisement, A Mild "Bukan Basa Basi" Red Boxversion.]]>
