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Journal : Kulturistik : Jurnal Bahasa dan Budaya

DISCOVERING THE IMPLIED MEANING OF SIGNS USED IN TOOTHPASTE ADVERTISEMENT VIDEOS I Ketut Kartiawan; Desak Putu Eka Pratiwi; I Wayan Juniartha
KULTURISTIK: Jurnal Bahasa dan Budaya Vol. 6 No. 2 (2022): July 2022
Publisher : Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/kulturistik.6.2.3827

Abstract

Companies use advertisements to promote their products and send particular messages for the target audiences. An advertisement is a piece of text that tells people about something which includes persuading people to buy a product or service. In general, an advertisement is used to introduce a product by a certain company since it has the power to influence and persuade people to do particular action. Signs are commonly used in advertisements so that it is attractive and can convey messages efffectively. This study aimed to analyze the meaning of verbal and non-verbal signs which found in Colgate toothpaste advertisement videos. This study used Colgate toothpaste advertisement videos which taken from YouTube. The theories used in this study are the semiotic theory by Saussure (1983) to determine verbal and non-verbal signs and the theory of meaning by Barthes (1977) to discover the implied meaning of verbal and non-verbal signs found in Colgate toothpaste advertisements. This study uses the descriptive method to analyze the data. As the result, the advertisements show the verbal and visual signs support the company in promoting and informing its product. In this study, connotative meaning occurred dominantly rather that denotative meaning because the advertisements used more hidden meanings rather than literal meaning to convey the messages toward the audiences.
Co-Authors A.A Putu Gede Raditya Pratama Aditana, I Kadek Arya Alexandro Rolandi Anak Agung Ayu Istri Kumala Dewi Anggie Arsani Arcana Putra, Wayan Heka Ayu Mas Wiliastini Ayu Talia Meranggi Ayu Trisna Dewi Gusti Agung Desak Putu Eka Pratiwi Desak Putu Eka Pratiwi Desak Putu Eka Pratiwi Desak Putu Eka Pratiwi Dewa Ayu Devi Maharani Santika Dicky Perdana Gabrielle Sarah Maria Tanamal Gde Herry Sugiarto Asana I Dw Ayu Devi Maharani Santika I G. B. Wahyu Nugraha Putra I Gede Adi Guna Wibawa I Gede Suta Jaya Ambara I Gusti Agung Sri Rwa Jayantini I Gusti Agung Sri Rwa Jayantini I Gusti Ayu Vina Widiadnya Putri I Gusti Ayu Vina Widiadnya Putri I Gusti Ngurah Bagus Wahyu Nugraha Putra I Gusti Ngurah Deni Irawan I Gusti Putu Mahardika Putra I Kadek Adi Panaji I Kadek Aditya Dinata I Ketut Kartiawan I Made Yogi Aditya Wiguna I Nyoman Anom Fajaraditya Setiawan, I Nyoman Anom I Putu Angga Andika Putra I Putu Yoga Jelantik Palguna I Wayan Resen I Wayan Sidha Karya Ida Bagus Gde Nova Winarta IGA Vina Widiadnya Putri K.Divyani Kadek Somanasih Karminova Anggela Komang Dian Puspita Candra Komang Dian Puspita Candra Komang Dian Puspita Candra, Komang Dian Puspita Lodovikus Barung Luh Ayu Trisna Maharani Rika Made Iwan Indrawan Jendra Mery Kristiani Ni Kadek Elva Lusiana Ni Kadek Purnama Sari Ni Komang Arie Suwastini Ni Komang Ayu Suardani Ni Komang Chandra Dewi Ni Komang Eka Maheni Ni Luh Ayu Wiraningsih Ni Luh Putu Juniartini Ni Luh Sintami Ni Made Diah Cahyani Ni Made Rini Antari Ni Made Sinta Dewi Ni Made Verayanti Utami Ni Nyoman Deni Ariyaningsih Ni Putu Mitha Karunita Ni Wayan Suastini Ni Wayan Suastini NI WAYAN SUASTINI Ni Wayan Suastini Putu Devi Maharani Putu Indira Cika Mantika Sari Riky Astina Ronald Umbas Sang Ade Satria Pratama Sang Ayu Kadek Pitria Dewi Siti Nadila Marsya Sri Rwa Jayantini, I Gusti Agung System, Administrator