A Semiotic study on english Advertisement Nutrilon Royal – Life Starts Here

ABSTRACT

In the process of communication, people have two main models. The first is direct language; where humans communicate by using the direct language, it can be oral language or written language. The second style is indirect language; symbols or signs that have several meanings where people to communicate, like mimes, gestures, colors, tools and so on can use it. Many people in many aspects, such as print media, video commercial, poster, advertisement, or internet, use focusing on the indirect language. Moreover, people to show the status and creativity use this language.

Based on the facts above, this research is aimed to investigate an English international commercial video ‘Nutrilon Royal – life starts here’ by using semiotic theory and several approaches of it. Semiotic theory is used in order to analyze the elements of this object where are made by signs and symbols. Semiotic is a science that learns about something which represent something and the researcher uses the triadic theory from Charles Sander Pierce to analyze the real meaning of the advertisement elements.

This research uses descriptive qualitative because the researcher wants to get an obvious description of the prologues, slogans, scenes, and music. Therefore, the data are in the form of things that need more explanations, not in the form of number. After the data had been collected and grouped, they are presented and analzed based on the formats.

The result of this study shows the real meaning of symbols and signs which are used in the commercial advertisement ‘Nutrilon Royal – life starts here’, how they communicate with the viewer where it comes from 4 aspect; slogan, prologues, scenes and music. In addition, to look for the cultural bound which cover the background of the advertisement.

Finally, after finishing this research, the researcher hopes that this research can give contribution to the researcher himself, to the reader, and to further researchers who conduct the same research and same theory. Furthermore, the researcher suggests to next researcher to study more complete research about symbol and sign phenomena in society, especially in advertisement.