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Desak Putu Eka Pratiwi
Universitas Mahasaraswati
Humanities

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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.
THE ANALYSIS OF SEMIOTIC SIGNS IN THE NUDES EYE SHADOW PALETTE ADVERTISEMENT BY MAYBELLINE NEW YORK I Gusti Agung Ayu Sania Pradnyanita; Desak Putu Eka Pratiwi; Putu Nur Ayomi
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.6.2.4702

Abstract

Language is something that we use to communicate with others. The function of language has an important role in addressing people’s intent or purpose. Thus, the use of language should be right and fit with the situation and the goal to do. In doing the communication, some people would be delivering their message explicitly. But some of them deliver the message implicitly, they tend to use signs and symbols. One of the studies that talked about the meaning of the language in a certain sign is semiotic. Semiotic is the study that discusses the signs, which signs are divided into verbal and visual signs. The purpose of this study is to investigate the verbal and visual signs and the meaning itself in the advertisement this research is needed because some of the advertisers put the message behind their advertiser, which means that the message is not only delivered explicitly. The method used in this study is a qualitative method. The data utilized in this study were taken from YouTube. To investigate the information, this review utilized the theory of Semiotic by Saussure (1983), the theory of meaning from Barthes (1976), and the supporting theory of color by Cerrato (2012). The analyst tracked down 8 verbal signs and 9 visual signs.
Co-Authors I Gusti Agung Ayu Sania Pradnyanita I Ketut Kartiawan I Wayan Juniartha Putu Nur Ayomi