DISCOVERING THE MEANING OF VERBAL AND VISUAL SIGNS IN L’OREAL PARIS VIDEO ADVERTISEMENT: A SEMIOTIC STUDY
Keywords:verbal sign, visual sign, advertisement, meaning
The study entitled “Discovering the Meaning of Verbal and Visual Signs in L’Oreal Paris Video Advertisement: A Semiotic Study” which aimed to identify and analyze the verbal and visual signs as well as their meaning. Commercial advertisement plays an important role in promoting a new product. It could be the fastest and practical ways to sell the products or services to the costumers. The data was taken from L’Oreal Paris Total Repair 5 Shampoo video advertisement. The data was collected by observation method and analyzed in descriptive qualitative method. This research used three theories, they are of semiotic theory by Saussure (1983: 67), theory of meaning by Barthes (1977) and theory of color terms by Wierzbicka (1996). The findings showed that there are 5 verbal signs and 6 visual signs. As the result of this study, the verbal signs in this advertisement are appeared as the texts and sentences that written in big font texts, while the visual signs appeared as a picture and also supported by some colors which could attract the audience’s attention when they watch the advertisement video. Both of verbal and visual signs convey denotative and connotative meaning.
Bahtiar, Rifa’I. (2010). A Semiotic Analysis on Coca-Cola’s Commercial Advertisements. Jakarta: Department of English Literature, Faculty of Adab and Humanities, SyarifHidayatullah Islamic State University.
Barthes, Roland. (1977). Elements of Semiology. New York: Hilland Wang.
Chandler, Daniel. (2001). Semiotics for Beginners: Referencing not plagiarism. Retrieved October 3, 2020, from http://www.visual-memory.co.uk/daniel/Documents/S4B/
Dewi, Kumala. (2018). The Analysis of Verbal and Visual Sign in Mobile Phone Printed Advertisement. Denpasar: English Study Program, College of Foreign Language, (STIBA) Saraswati.
Dyer, Gillian. (1993). Advertising as Communication. London and New York: Routledge.
Kartika, A.S., Sudipa, I.N., & Resen, I.W. (2016). Verbal and Visual Signs on Airlines Advertisements: A Semiotic Study. Jurnal Humanis, Fakultas Ilmu Budaya, Unud Vol 17, 22-27.
L’Oreal Paris Total Repair 5. 2019. Retrieved November 20, 2020, from https://youtu.be/zbHfehqb3j8
Meaning of advertisement in English (n.d). Cambridge Dictionary. Retrieved October 3, 2020, from https://dictionary.cambridge.org/dictionary/english/advertisement
Mohsin, Maryam. (2020). 10 YouTube Statistics: Referencing, not plagiarism. Retrieved October 3, 2020, from https://id.oberlo.com/blog/youtube-statistics
Saussure, Ferdinand de. (1983). Theory of Signified and Signifier. Geneva: McGraw Hill Book Company.
Wierzbicka, A. (1996). Semantic Primess and Universal. United Kingdom: Oxford University.
How to Cite
Copyright (c) 2021 A.A. Diah Trisna Andina, Desak Putu Eka Pratiwi, Ni Made Verayanti Utami, Ni Made Verayanti Utami
This work is licensed under a Creative Commons Attribution 4.0 International License.