“SEMIOTIC ANALYSIS ON

ADVERTISEMENT POND’S FACIAL

FOAM IN “GADIS” MAGAZINE”

SEMIOTICS POND’S

10/13/2012

UG

Chapter I

Humans interact with other people requires a

communication tool in order to understand each other

about something, one of which is a sign. So the sign can be

interpreted correctly and appropriately, then the every

person has its own meaning and interpretation of the

course with a variety of reasons behind it. Science sign

will require the same concept so that no

misunderstandings. But in fact the sign was not always

understood correctly and equally among the people. That

discusses the signs called semiotics (the study of signs).

But in life, people need information, one derived

from advertising. After getting the information, there

will be a process that is called the perception and

interpretation. The message contained in the ads on

television or print mediated consisting of verbal and

nonverbal signs, in the form of language and image, so

the communication process happens in advertising must

involve a process that resulted in the perception of

repeated interpretation in accordance with experience

and knowledge. So that the interpretation in the ad that

controlled the chosen methodology through an

interpretive process, namely semiotics Pierce (base of

semiotic theory is the cognitive process with a process

called semiosis).

Based on the above reason the writer then analyze

about the relationship between Language and

Illustration (image) on advertisements and signs of

verbal and non-verbal semiotic terms of the cosmetics

advertisement Pond’s Facial Foam in “Gadis” magazine.

Definition of Advertisement

Advertisement is a means of communication between

producers and consumers, with mass media both print

and electronic”.

Chapter 2

Structure of Advertisement

In general, any advertisement, particularly print media,

consists of several structures. The structure is forming

Headline, Subheadline, Body copy, Slogans and

Standing details.

Relationship between Language and Illustration

of Advertisement

The relationship between language and images in the

ad e very concerned, because in addition to the

language describing the image of an explanation

supports the advertisement.

Definition of Verbal and Nonverbal Signs

Verbal is sign language as we know it, while the non-

verbal signs are presented shapes and colors, which are

not specifically mimic the appearance and color similar

to the shape of reality.

Verbal and Nonverbal Signs of Advertisement

Advertisement is as a whole representament or any sign

consisting of three types, namely: Icon, index and

symbol, which is composed of elements mark verbal

(linguistic elements) and non-verbal elements.

Theory of Semiotics

Semiotics is the study of signs. These signs convey the

information that is communicative, and signs able to

replace something that can be thought or imagined. For

example, the soaring smoke indicates fire. Semiotics tried

to explain the fabric of the sign or the science of signs;

systematically describe the essence, characteristics, and

form a sign, and the significance attached to them.

Signs allow humans to think, relate to others and give

meaning to what is shown by the universe. Because

semiotics for Pierce is an action (action), the effect

(influence) or three subjects, namely cooperation signs,

object and interpretant. And according to Saussure, the

sign has two entities, namely through the dichotomy of

sign systems: signified and signifier or signified and

significant that is atomistic. The concept is to see that

meaning arises when there is an association or

relationship between the in absentia 'marked' (signified)

and 'the mark' (signifier). The sign is the unity of a form of

marker (signifier) with an idea or a sign (signified).

Semiotic Charles Sanders Pierce

Charles Sanders Pierce insists that we can only think of

the medium mark. Humans can only communicate by

means of signs. Signs of human life could be signs of

movement or gesture. Semiotics for Pierce is an action

(action), the effect (influence) or three subjects, namely

cooperation signs (sign), object (object) and interpretan

(interpretant), it is Peirce argued triangular theory of

meaning or meaning triangle.

Sign is something physical form that can be captured by

the human senses and is something that refers to

(represent) something other than the sign itself.

Object or reference mark is the social context that the

reference of a sign or something that marks referenced.

Interpretant or users sign was the concept of thinking of

people who use sign and bring it down to a particular

meaning or meanings exist in someone's mind about the

objects referenced a sign

Representamen is also a physical form a “Sign”. There are three types Representamen

Icon (similarity)

A sign which is similar to the object it represents. Because the only icon that displays a pattern that was tagged objects back, as the physical form of the object. Icons tend to just simplify the form, but it tries to show the most essential part of the form.

Index (link)

A sign of the present due to the presence of associative relationships that are characteristic of reference anyway (something that can be seen, heard, or smelled the smell easy) and then link it to a particular object.

Symbol

Sebuah tanda yang mencirikan sesuatu hal pada objek

dan juga sebuah tanda yang mengidentitaskan suatu

hal pada sesuatu.

This research is a descriptive qualitative of semiotic

analysis, which only describe and analyze data via text or

language, images and signs that referred to verbal and

non-verbal elements in cosmetics ads in Gadis magazine,

and then connected to the theory of analytic Charles

Sanders Pierce, as it relates to the significance of the

semiosis contained in a pragmatic theory of semiotics

Pierce.

Chapter 3

The relationship between language and illustration in advertisement can be related to each other, when the language or words are the main messages, and pictures or illustrations serve to draw attention to explain a concept, or as additional information about the ideas in the text. And then when the picture or illustration is a primary message, language or words contribute to explain the significance of some of the ideas visible, and create an atmosphere for adding information to understand the idea in the context of a picture or illustration. The example analyses on advertisement are:

Chapter 4

1. Relationship between language and image to product

Pond's White Beauty Pinkish White is a reference from

the headline. Phrase White Beauty (B2) and Pinkish

White (B3) is to explain the presence of a beautiful

woman and flush of white suit with a picture (G1).

Figure (G2) is also a reference of the body copy, where the

picture shows the containers of facial foam to explain

from body copy of facial foam (B4).

2. The relationship between language and image to the

product Pond's Clear Balance Oil Control is a reference

from the headline, Subheadline and body copy. Clear

Balance (B2) is to explain the presence of a woman whose

skin is clear (G1). Figure (G1) and (G2) is also a

reference of the body copy, where images of women

showed that white skin looks clean and fresh without

luster much longer, because optimally absorb excess oil

(B8), and (G2) reference of Facial Foam (B5), because

(G2) is image container Pond’s Facial Foam.

While the verbal and non-verbal signs are another form of language and illustration, and the process of interpretation on the ad called semiosis. Verbal sign is the sign language in the form of words or language that we know.

1. Advertisement Pond’s Facial Foam of type Ponds Pond’s White Beauty Pinkish White, White Pond's Natural Beauty, Balance Oil Control And Clear Ponds Pond’s delicate pores represented by two kinds of type sign , that the verbal and nonverbal. The verbal meaning can be summed up some of the language of ads Pond’s Facial Foam that analysis is as follows.

a. From the verbal signs were observed in the classified ads and analyze its meaning, which is formed in the verbal sign refers to a form of usability or functionality contained in each of these verbal signs, and any form of superiority for the types of products.

b. Then the verbal sign also formed the meaning of the slogans that formed from Pond's products. For example, on the type of Pond's White Beauty Pinkish White with the slogan "White, flush, shining", which means that the Pond's White Beauty Pinkish White is the type of product Pond's Facial Foam which can make the skin look flush of white. So also with the type of Pond's Clear Balance Oil Control which means that this type of Pond's Facial Foam can make the skin look clean shine.

c. The classification and analysis of the meaning of that form of sign nonverbal exist in advertisements Pond's Facial Foam can be concluded that nearly all the inner meaning is the meaning which contains the results of the explanations that exist on the sign of verbal, is signs these nonverbal forms of usability and functionality results product types Pond's Facial Foam. For example, Figure woman on the type of advertisement Pond's White Beauty Natural, she is an iconic image of the product Pond's referring to women who are beautiful and natural white. So also on the type of Pond's Clear Balance Smooth pores, images of women is also an icon of Pond's products are "Beauty", the icon refers to women who are beautiful and delicate whites.

2. What message is conveyed by advertisements Pond's

Facial Foam products are analyzed. So it can be concluded

as follows.

a. In the ad Cosmetic Products Pond's Facial Foam, the

message intended for consumer use cosmetic products

advertised. This message can be a solicitation, or

inducement to an audience which may include the

results after using the product.

b. The message conveyed by the advertisement of cosmetic

products Pond's Facial Foam include open messages

(operta aperta) because of the process of cognition

representament that there can be a new representamen.

THANKS TO

“ALLAH”