SEMIOTIC ANALYSIS ON CELLULAR PHONE
ADVERTISEMENTS OF SAMSUNG GALAXY SERIES USING
C.S PEIRCE’S THEORY
A Thesis
Submitted to Letters and Humanity Faculty In Partial Fulfillment of the Requirements for
The Degree of Strata 1
By:
IZHAR AZMI FATURAHMAN 1110026000067
ENGLISH LETTERS DEPARTMENT LETTERS AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA
i ABSTRACT
Izhar Azmi Faturahman, Semiotic Analysis on Cellular Phone Advertisements of Samsung Galaxy Series using C.S Peirce’s Theory. Thesis: English Letters Department, Letters and Humanities Faculty, State Islamic University Syarif Hidayatullah, Jakarta, 2014.
This thesis is aimed at knowing the semiosis process occurring and the meaning containing in the advertisements of Samsung Galaxy Series by using triangle semiosis process of C.S Peirce’s theory (representemen, object and interpretent). The analysis technique used here is descriptive method to describe the processes and meanings of the advertisements.
iv
DECLARATION
I hereby declare that this submission is my own work and that, to the best
of my knowledge and belief, it contains no material previously published or
written by another person nor material which to a substantial extent has been
accepted for the award of any other degree or diploma of the university or other
institute of higher learning, except where due acknowledgement has been made in
the text.
Jakarta, October 23th, 2014
v
ACKNOWLEDGEMENT
In the Name Of Allah, the Most Gracious, And the Most Merciful
There is no word better than praises be to Allah, who always gives the
writer much of pleasant and his amazing guidance until the writer can accomplish
all the processes of this thesis. Peace and salutation forever be given to our
prophet Muhammad SAW who has become the best model attitudes to be
followed by us as Muslims.
In this good moment, first of all, the writer would like to express his
greatest honor to his family, his uncle Taufik Hidayat who finances the writer’s
education, may Allah bless you, and especially his mother Leni Yulpita and his
little sister Iznadiar Azkiani, who always support and pray the best for the writer.
Secondly, the writer would like to adress his greatest honor and thankful to
his advisors, Hilmi Akmal, M.Hum and Drs. H. Abdul Hamid, M.Ed, who always
guide, support, and encourage the writer during making this thesis from the
beginning until the ending. The writer will never forget about all of their kindness
until the end of time.
Furthermore, the writer would like to express his honor also to those who
have helped him in finishing this thesis, they are:
1. Prof. Dr. Oman Fathurahman, M.Hum, the Dean of Adab and Humanities
Faculty, State Islamic University of Jakarta.
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3. Elve Oktafiyani, M.Hum, the Secretary of English Letters Department.
4. All the staffs of English Letters Department.
5. All the Lectures who have taught him in English Letters Department from
the first semester until he accomplishes the study.
6. Itqiyatussilmy, the girl who always cares, supports, accompanies, and
never feels tired in understanding the writer’s condition.
7. All my beloved friends in Happy C Family who have become the writer’s
friends from the first semester until now.
Jakarta, October 23th, 2014
vii
D. Significance of the Research ……… 4
E. Research Methodology …..………... 5
1. The Objectives of Research ………. 5
2. The Method of Research ...……….………….. 5
3. The Instrument of the Research ………... 6
4. The Data Analysis Technique ……….. 6
5. The Unit Analysis ……… 7
CHAPTER II THEORETICAL FRAMEWORK .…..…………...………….. 8
A. Previous Research ……… 8
B. Theoretical Description ...……….… 9
1. Definition of Semiotics ……….. 9
2. Peirce’s Theory of Semiotics ………..………. 10
3. Three Tricotomies of Signs ………..…… 13
4. Advertising ………... 17
viii
A. The Data Description ………. 22
B. The Data Analysis ……….. 25
1. Datum 1 ……… 25
2. Datum 2 ……… 28
3. Datum 3 ……… 31
4. Datum 4 ……… 34
5. Datum 5 ……… 37
6. Datum 6 ……… 40
CHAPTER IV CONCLUSION AND SUGGESTION ...……… 43
A. Conclusion ………...……….. 43
B. Suggestion ……….. 44
BIBLIOGRAPHY ...……… 45
1
CHAPTER I
INTRODUCTION
A. Background of the Study
Human are social beings. In order to communicate each other, they need a language. Language was an important tool in communication. As we know that language is any system of formalized symbols, signs, sounds, gestures, or the like
used or conceived as a means of communicating thought, emotion, etc.1 While, communication is passing of information or exchange of ideas from the sender to
the receiver using a language. So then, between a language and a communication are correlated each other.
Furthermore, in the communication, there are verbal and non-verbal
communications. Both verbal and non-verbal have an important role in an advertisement. It is because in the advertisement consists a written language as the example of verbal communication, and the symbols or pictures as the example of
non-verbal communication. Moreover in the process of communication between the sender and the receiver, there are ways: direct and indirect communication.
Direct communication is when the true intentions are revealed in the verbal messages, or it is the communication between two people or more without any media or the meaning of the message is communicated mainly via words. For
instance is the conversation between two people. Meanwhile, indirect communication is when the true intentions are hidden, or communication using
1
2
media to convey the message or idea to recipients.2 For example, a soap company
shares its products through an advertisement in television, radio, or social media.
In this era, there are many ways for the advertisement creators to make an advertisement. They always make it as good as they able to create. The choosing
of words, colors, and images become the main point as the tool to persuade the listeners and the readers to buy their product or to use their service. For instance,
the advertisement of cigarette, the advertisement creator will choose the simple and ease words as their tag line which represents the product. So they put the suitable picture and color to make the advertisement is more attractive to persuade
the reader or the listener. So then, they can get the point massage that delivered by the advertisement creator.
In order to get the meaning, analyzing, and understanding about the advertisement language is not as easy as we predict, but we can use semiotic approach. Semiotics is the study of sign or the science that study about the sign in
human beings. It means, every exist things in our life is looked as the sign, that is something that we should give them meaning.3 The advertisement can be studied
through semiotics approach because in an advertisement consists of many signs such images, words, comparisons, brand names, and visual logos. Many approach of semiotics, one of them is Charles Sander Peirce’s semiotics theory. Peirce
argued that sign can be forms through his triadic relation are called
2Sarah Griffith, “Intercultural Business Communication: Direct and Indirect Communication”,
in http://sarahgriffith.hubpages.com/hub/Intercultural-Communication-The-difference-between-Direct-and-Indirect-Communication. accessed on Friday, 7 march 2014, 1.20 p.m
3
representament, object, and interpretant. The example of it is such as the symbol of the red lamp in the traffic lamp. The red lamp in the traffic lamp is as the
representatement, and the object is the lamp which has red color, and interpretant
of it is the meaning of the red lamp on the traffic lamp is all the vehicles must stop
at that time.
In a semiotic sense, signs take the form of words, images, sounds, gestures
and objects.4 In general, semiotics theories take signs or sign systems as their object of study.5 Because of language can be formulized from a signal or
symbol, then, language is also can be studied through semiotics.
This case is found in the advertisement of Samsung Galaxy cellular phone too. It is interesting to be analyzed because in all these advertisements, the
advertisement creator uses the unique and attractive words, picture, and color as the symbols or icons. The object of this thesis is Samsung Galaxy Series because from 2013 Samsung Company by its Android System has been standing out from
the other companies of mobile phone especially BlackBerry Company which was the popular and sophisticate mobile phone on that time by its BBM system. So
this thesis tries to analyze the semiosis process that occurs and the meaning of the object by the semiotics approach by Charles Sander Peirce’s theory.
4
B. Focus of the study
In order to limit the field of this research, this research is only focused on the symbols and icons that appear at six cellular phone advertisements of Samsung Galaxy series (Samsung Galaxy Grand, S3, S4, S5, Note 2, and Note 3).
It is because the object of the research should be an up to date one, then those cellular phones are the latest popular one since the writer have been starting the
thesis.
C. Research Question
Based on the background of the study, the research questions are:
a. How does the semiosis process occur at six cellular phone
advertisements of Samsung Galaxy series (Samsung Galaxy Grand, S3, S4, S5, Note 2, and Note 3)?
b. What are the meanings contained at six cellular phones of Samsung Galaxy series advertisement (Samsung Galaxy Grand S3, S4, S5, Note 2, and Note 3) after describing through semiosis process?
D. Significance of the Research
There are two significances of the research. Theoretically, this research will give contribution to the development of linguistics especially in the study of semiotics and this research will give the benefit to the other students as one of
six cellular phone advertisements of Samsung Galaxy series (Samsung Galaxy
Grand, S3, S4, S5, Note 2, and Note 3) or the signs found in their daily life especially using Charles Sanders Peirce’s theory.
E. Research Methodology
1. The Objectives of Research
The objective of the study is to achieve certain goals. Based on the research question above, they are:
1) To know how the semiosis process occur at six cellular phone
advertisements of Samsung Galaxy series (Samsung Galaxy Grand, S3, S4, S5, Note 2, and Note 3)
2) To know the meanings contained at six cellular phone advertisements of Samsung Galaxy series (Samsung Galaxy Grand, S3, S4, S5,
Note 2, and Note 3) after describing through semiosis process.
2. The Method of Research
The method used in this research is descriptive qualitative method through the semiotics approach by Peirce’s theory to describe the semiosis process and the
6
3. The Instrument of the Research
The instrument of this research is the writer himself in collecting data. Here the writer conducts several steps, such as: collecting the advertisements of Samsung Galaxy Series from internet, selecting six advertisements which have the
icon and symbol randomly, taking notes to differ the signs, and then analyzing the collecting data to uncover the meanings.
4. Data Analysis Technique
The aim of data analysis is to analyze the data clearly, so the data analysis
can be understood easily. Then, those advertisements will be analyzed through descriptive analysis technique using semiotics approach of Charles Sander Peirce
theory. The technique will be applied by using the following steps: a. Collecting the data:
1) Downloading the advertisements of the Samsung Galaxy series (Samsung Galaxy Grand, S3, S4, S5, Note 2, and Note 3).
2) Choosing randomly the advertisement which will be the objects of
the research. b. Data analysis:
1) Writing some notes about semiotic theory especially semiotic theory of Peirce.
2) Telling the signs contained in the data.
4) Showing the meanings contained in the data.
c. Writing a report of the study.
5. The Unit of Analysis
The unit of analysis in this research is six selected cellular phone advertisements of Samsung Galaxy series (Samsung Galaxy Grand, S3, S4, S5,
8
CHAPTER II
THEORITICAL FRAMEWORK
A. Previous Research
Tazkiyatul Fikriyah A’la, 2011, in her thesis by the title “A Semiotic
Analysis on The A-Mild Advertisements Using Roland Barthes Theory”, used theory of Roland Barthes to analyze the signs. She explained descriptively all the data. She tried to give the meaning of all the billboard’s advertisements on the
roads in Jakarta. She tried to find out the connotation meaning of the verbal and the non-verbal sign of A-Mild cigarette advertisements viewed from the denotation with Barthes’s theory and identified its myth.
Anwar Yasin, 2011, in his thesis, “A Semiotic Analysis of Education
Advertisements on Campus Magazine”, tried to find out the meaning by using triangle semiotics concepts, but in the analysis chapter, he didn’t draw the Peirce’s
triangle to show the relation between the object, representment, and interpretent.
He used the table to describe them, and then explained them descriptively. He didn’t tell how many icon and symbol that found in every advertisement.
Hendi, 2011, in his thesis under title “A Semiotic Analysis on Nokia’s Advertisements Based on Charles Sander Peirce”, tried to find out the interpretation from the combination of the texts and pictures in the six selected
advertisements. In his analysis, he didn’t describe the icons and symbols
separately. He gathered them in one explanation.
So, in the writer’s thesis untitled “A Semiosis Process Analysis on Six
Cellular Phone Advertisements of Samsung Galaxy Series using C.S Peirce’s
Theory", which makes it different from previous researches is the thesis tries to explain the semiosis process that occurs on those advertisements and the signs
meaning (icons and symbols) that contained on them after analyzing through semiosis process used Peirce’s triangle concept. The thesis will draw the Peirce’s
triangle to show the relation between the object, representment, and interpreten.
Furthermore, the icons and the symbols will be described separately and descriptively.
B. Theoritical Description 1. Definition of Semiotics
Semiotics is the study of sign or the science that study about the sign in human beings. It means, every exist things in our life is looked as the sign, that is something that we should give them meaning.6 Semiotics is concerned with
everything that can be taken as a sign. A sign is everything which can be taken as significantly substituting for something else.7
6
Benny H. Hoed, Op.Cit. p.3
7
10
Semiotics involves the study not only of what we refer to as 'signs' in
everyday speech, but of anything which 'stands for' something else. In a semiotic sense, signs take the form of words, images, sounds, gestures and objects.8
The object or subject matter of semiotic inquiry is not just signs but the
action of signs or semiosis. This action, we now see, occurs at a number of levels that can be distinguished or identified as specific spheres or zones of sign
activity.9
It is well known that semiotics as we find it today traces back mainly to
two contemporaneous pioneers, one in the field of linguistics and one in the field of philosophy. The first of these, Ferdinand de Saussure, envisioned the possible developments under the label of semiology, which seems to have been a word of
his own coining, fashioned, of course, from the Greek semeion. The second, C. S. Peirce, chose the name semiotic, also fashioned from the Greek but not of Peirce's
own coining.10
2. Peirce’s theory of semiotics
Charles Sanders Peirce (1839–1914), whose surname is pronounced „purse’, was a son of Benjamin Peirce, a Harvard professor of mathematics and astronomy and, at the time, America’s foremost mathematician.11
C.S.Peirce was
the founder of pragmatism and a pioneer in the field of semiotics. His work
8
Daniel Chandler. Semiotics for Beginners. 1994, p.8
9
investigated the problem of meaning, which is the core aspect of semiosis as well
as a significant issue in many academic fields.12
Peirce said that a sign is an object which stands for another to some mind.13 Signs take the form of words, images, sounds, odors, flavors, acts or
objects, but such things have no intrinsic meaning and become signs only when we invest them with meaning. „Nothing is a sign unless it is interpreted as a sign’,
declares Peirce in another book14. In Peirce’s own words:
A sign . . . [in the form of a representamen] is something which stands to somebody for something in some respect or capacity. It addresses somebody, that is, creates in the mind of that person an equivalent sign, or perhaps a more developed sign. That sign which it creates I call the
interpretant of the first sign. The sign stands for something, its object. It stands for that object, not in all respects, but in reference to a sort of idea, which I have sometimes called the ground of the representamen.15
To use Peirce’s terminology, we can say that the sign, in the broad sense,
consists of three interconnected elements: (1) the sign in the narrow sense, also
referred to as the representamen, i.e. that which represents something else; (2) the
12
materialize as its translation into a new sign. Peirce refers to this as the
interpretant.16
The interaction between the representamen, the object and the interpretant
is referred to by Peirce as „semeiosis’. A good explanation of how Peirce’s model
works is offered by one of his own students, Roderick Munday17:
Semeiosis, this term (also spelled semiosis) was used by Peirce to refer to the process of meaning-making – specifically to the interaction between the
representamen, the object and the interpretant.18 According to Peirce semosis is unlimited process, however, Eco refuse it by the argument that semiosis process will stop when human restricted by supra individual principle. Individual principle
is cultural rule that decided and restricted the autonomy for doing interpretant process in human mind. That can be understood because Eco saw the sign as unit
of culture.19
16
Jorgen Dines Johanson & Sven Erik Larsen. Sign in Use an Introduction to Semiotics. (New York: Taylor & Francis, 2005), p.27
Nicole said in the site that Peirce tries to engender and to process signs in
order to make them meaningful through an intricate interplay among firstness, secondness, and thirdness.
1. Firstness is a conception of being that is independent of anything else.
2. Secondness is the mode of being that is in relation to something else. This is the category that includes the individual, experience, fact, existence, and
action-reaction.
3. Thirdness belongs to the domain of rules and laws; however, a law can only be manifested through the occurrences of its application, that is, by
secondness; and these occurrences themselves actualize qualities, and therefore, firstness. Thirdness is the mediator through which a first and a
second are brought into relation.20
3. Three Trichotomies of Signs
Peirce developed an elaborate typology of signs, beginning with a triadic
classification of the sign correlates representament, object, and interpretant into three trichotomies.21 First, according to the sign in itself is a mere quality, is an
actual existent, or is a general law. Secondly, according to the relation of the sign to its object consists in the sign's having some character in itself, or in some existential relation to that object, or in its relation to an interpretant. Thirdly,
20
Nicole Desmedt Everaert. “Peirce’s Semiotics”, in http://www.signosemio.com/peirce/semiotics.asp, acessed on Saturday, 8 March 2014, at 8.58 p.m.
21
14
according to its Interpretant represents it as a sign of possibility or as a sign of fact
or a sign of reason.22
According to the first division, a sign may be termed a Qualisign, a
Sinsign, or a Legisign. A Qualisign isa quality which is a Sign. It cannot actually act as a sign until it is embodied; but the embodiment has nothing to do with its character as a sign. The example is the green color. A Sinsign (where the
syllable sin istaken as meaning “being only once,” as insingle,
simple, Latin semel, etc.) is an actual existent thing or event which is a sign. It can only be so through its qualities; so that it involves a qualisign, or rather, several qualisigns. But these qualisigns are of a peculiar kind and only form a sign through being actually embodied. The example is a trafic lamp. A Legisign is a
law that is a sign. This law is usually established by men. Every conventional sign is a legisign [but not conversely]. It is not a single object, but a general type which, it has been agreed, shall be significant. The example is sound of a witsle’s
umpre in soccer game23
According to the second trichotomy, a sign may be termed
an Icon, an Index, or a Symbol. An Icon is a sign which refers to the Object that it denotes merely by virtue of characters of its own, and which it possesses, just the same, whether any such Object actually exists or not. The example is a photo in
profile picture on ID Card. An Index is a sign which refers to the Object that it
22
Charles Sander Peirce. The Collected Paper of Charles Sanders Peirce. (Cambridge, MA: Harvard University Press, 1931-1935). p.367
23
denotes by virtue of being really affected by that Object. The example is smoke as
the sign there is fire. A Symbol is a sign which refers to the Object that it denotes by virtue of a law, usually an association of general ideas, which operates to cause the Symbol to be interpreted as referring to that Object. The example is a flag and
language.24
According to the third trichotomy, a sign may be termed
a Rheme, a Dicisign or Dicent Sign or an Argument. A Rheme is a Sign which, for its Interpretant, is a sign of qualitative possibility, that is, is understood as
representing such and such a kind of possible Object. Any Rheme, perhaps, will afford some information; but it is not interpreted as doing so. The example is a concept. A Decisign is a Sign, which, for its Interpretant, is a sign of actual
existence. It cannot, therefore, be an Icon, which affords no ground for an interpretation of it as referring to actual existence. A Dicisign necessarily involves, as a part of it, a Rheme, to describe the fact which it is interpreted as
indicating. But this is a peculiar kind of Rheme; and while it is essential to the Dicisign, it by no means constitutes it. The example is descriptive statement.
An Argument is a Sign which, for its Interpretant, is a Sign of law. Or we may say that a Rheme is a sign which is understood to represent its object in its characters merely; that a Dicisign is a sign which is understood to represent its object in
24
16
respect to actual existence; and that an Argument is a sign which is understood to
represent its Object in its character as sign. The example is a preposition25
Here is the table of three trichotomies of sign in order to make clearer
Firstness Qualisign Sinsign Legisign
Object
Secondness Icon Index Symbol
Interpretant
Thirdness Rheme Dicent Argument
Table 1. Three Trichotomies of Signs26
Peirce's "most fundamental division of signs" between icon, index, and
symbol has frequently been applied to the study of advertisements. Pictures of the product and its consumers, comparisons, metaphors, and other signs referring to
their object by similarity belong to the domain of the icon in advertising. Symbols appear in the languages, brand names, trademarks, and visual logos. In its most prototypical function, however, the advertiser's attempt to draw the consumer's
attention to the product implies an act of pointing, which is the sign type of an index.27 So then, this thesis uses Peircean semiotic theory to analyze the data.
4. Advertising
According to Nushart, advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or
service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand.28
Advertising falls into three main categories: (1) consumer advertising,
which is directed towards the promotion of some product, (2) trade advertising, in
which a sales pitch is made to dealers and professionals through appropriate trade publications and media, and (3) political-social advertising, which is used by special-interest groups (such as anti-smolung groups) and politicians to advertise
their platforms.29 This thesis uses the first category because it correlates to the object of the research which is representation designed to promote the sale or marketable goods.
Advertising has evolved into a vastly complex form of communication, with literally thousands of different ways for a business to get a message to the
consumer.30 It is also done to build a brand identity, communicate changes in old products, or introduce new product or services to the customers.
28
Nushrat. “Advertisement Is a Form of Communication Intended to Persuade an Audience”, in http://www.studymode.com/essays/Advertisement-Is-a-Form-Of-Communication-363360.html, accessed on Wedenesday, 16 April 2014, 08:03p.m.
29
Marcel Danesi. Messages Signs and Meanings A Basic Textbook in Semiotics and Communication Theory. Third edition. (University of Toronto, 2004) p.257
30 Paul Sugget. “Different Types of Advertising Methods”, in
18
The different kinds of advertisements include print advertising, outdoor
advertising, broadcast advertising, covert advertising, surrogate advertising, public service advertising and celebrity advertising. Advertising is the endorsement of a company's services and products carried out mainly to drive up sales of the
services and products.31
There are many ways to spread an advertising message. A good ad
campaign incorporates several types of advertising to get maximum exposure: (1) Television Advertising, (2) Radio Advertising, (3) Print Advertising, (4) Online
Advertising, (5) Billboard Advertising, (6) In-Store Advertising, (7) Word of
http://www.ask.com/question/what-are-the-different-types-of-advertisement accessed on Friday, 9 March, 2014. at 10.08 p.m.
32
costly to produce, infomercials are highly effective in creating impulse buys
because of their demonstrative and persuasive nature.33
2) Radio Advertising
Radio commercials are an effective way for businesses to target a group of
people based on location or similar tastes. For example, a local night club seeking college student clientele would probably consider advertising on a local pop
station. Likewise, a country and western bar would choose a local country station.34
3) Print Advertising
Magazine and newspaper ads are another way to spread the word about a product or service. Print also offers the ability to target a specific audience based
on geography or common interests. Print advertising usually includes larger display ads, as well as classified advertising. The classifieds are typically very affordable, whereas display ads are a bit more price.35
4) Online Advertising
Advertising online is an increasingly popular method for promoting a
business. There are many forms of online advertising. Banner ads are image ads displayed on web pages. Google AdWords is another popular form of online
20
marketing has been the fastest-growing form of Internet advertising. This includes
using sites like Facebook, Twitter, and LinkedIn to promote a product or service. Many social networks have advertising available, such as Facebook Ads.36
5) Billboard Advertising
Billboard ads are large advertisements displayed on structures in public places. Most commonly, billboards are located along highways to target passing
motorists. Another type of billboard advertising is a mobile banner or billboard. This can range from the signs seen at major sporting event arenas to billboard advertisements pasted on the sides of semi trailers.37
6) In-Store Advertising
In-store advertising takes place within a retail store. For example, a
company that produces a new cleaning product might include an end cap display when they ship the product to stores. This gives the store an attractive display that draws attention to the new product. Other types of in-store advertising include
banners and display cases.38
7) Word of Mouth Advertising
While some may argue that word of mouth is not advertising because it's free, this form of promotion is one of the most credible and priceless assets of any
encourage their customers to tell their friends and family about the great product
or service they purchased.39
8) Endorsements
Endorsement is similar to word of mouth promotion but typically does
cost money. Having a product or service endorsed by a celebrity can increase sales and product awareness. Not every company can afford to have a major A-list
celeb promoting a product, though. For smaller companies, consider using local celebrities or well-known individuals within the product's niche market. For example, many equine companies look for professional horse trainers to endorse
their products.40
39
ibid
40
22 CHAPTER III
RESEARCH FINDING
A. The Data Description
Based on the unit of analysis of this thesis, the object that will be analyzed
in this chapter is six selected cellular phone advertisements of Samsung Galaxy series (Samsung Galaxy Grand, S3, S4, S5, Note 2, and Note 3). Those
advertisements are taken from internet randomly. Then those all become the corpus of this thesis.
Here is the table of corpus data after being downloaded and collected:
Data Number Samsung Galaxy Series Advertisement
1 Samsung Galaxy Grand
3 Samsung Galaxy S4
4 Samsung Galaxy S5
5 Samsung Galaxy Note 2
6 Samsung Galaxy Note 3
24
In order to get the meaning of each datum clearly, the data will be analyzed
used descriptive qualitative method by describing the semiosis process that occurs in each datum through Peirce’s theory. The theory used here just focused on
Peirce’s second trichotomy of sign. It consists of symbol, icon, and index, where
in the advertisement only consists of symbol and icon. The second trichotomy of sign by Peirce emphasizes the relationship between the representamen and its
object. The symbol in the advertisement may be a sentence or language written on it, while the icon is the pictures, drawings, or photos. So, both symbol and icon will only be analyzed by the writer to uncover the hidden meaning of the
advertisement which will be described and limited through the writer’s interpretation. Emphasizing, the writer here just focuses his object on slogans as
the symbol and the pictures as the icon. If people buy one type mobile phone of Samsung Galaxy series, it may be the effect of its advertisement or because of the
other factor which is called by index; the relationship between representamen and its object causally. The index is not being analyzed here because it needs further research to analyze it.
B. The Data Analysis
1. Datum 1 Samsung Galaxy Grand
This advertisement, Samsung Galaxy Grand, is equipped by three signs; two icons and one symbol. The two icons in this advertisement are the picture of
mobile phone itself showing a clearer panorama than the shore around it and the drawing panorama around the picture of Samsung Galaxy Grand mobile phone
showing a blur shore. The written language beside the mobile phone “your new world is waiting for you...” is the symbol of this advertisement.
There are three semiosis processes. In the first semiosis process, the
drawing panorama around the picture of Samsung Galaxy Grand mobile phone
showing a blur shore is the representamen (R) that represents its object (O) one of
the readers’ world conditions. The relationship between the representamen (R)
and the object (O) produces the interpretant (I); the audiences need a new
something to make our world is better because now, they are bored with our old
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Fig.2. First Semiosis Process of Icon of Datum 1
The second semiosis process is the icon too. The picture of mobile phone
itself showing a clearer panorama than the shore around it places as the representamen (R) which stands for its object (O) One of the advantages. The relationship between the representamen (R) and the object (O) produces the
interpretant (I); through this mobile phone, the readers will find the new world.
The third semiosis process is the symbol. It is the written language “Your
new world is waiting for you” beside the mobile phone picture takes place as the
representamen (R) that stands for its object (O) a new technology which is full of
beauty of life. The relationship between the representamen (R) and the object (O) produces the interpretant (I); Samsung Galaxy Grand, that provides a new
technology and feature inside, is waiting for people who need a new better world
than the world where they are living.
Fig.4. Semiosis Process of Symbol of Datum 1
Samsung Galaxy Grand is one of android smartphone from the popular produser in Korea. This mobile phone is targeted for the people in the middle and
the high class. The advertisement wants to tell us that Samsung Galaxy Grand has the advantages for them. One of those advantages is such a person who has this
28
equipped with the new system of Android Jelly Bean which has fast and smooth
moving gravis, 5” HD display, 8MP fixel camera and multi-window. Then, the advertisement used the word “world” to give the meaning that every single aspect
of human life is here
2. Datum 2 Samsung Galaxy S3
Here, the advertisement consists of two signs. They are one icon and one symbol. The icon on this advertisement is the two pictures of mobile phone, and the written sentence “it doesn’t take a genius” takes place as the symbol. Then to
find the hidden meaning of this advertisement, the writer will explain about the semiosis process of those signs.
The first semiosis process here is the icon. The two pictures of mobile
phone (in the left side is the black iPhone 5and the right side is the white Samsung
Galaxy S3) is as the representamen (R) that stands for its object (O) the
interpretant (I) here comes from the relationship between the representamen (R)
and the object (O). That is Samsung Galaxy S3 has Samsung Galaxy S3 is more
sophisticated than the mobile phone which has the higher price; iPhone 5.
Fig.5. Semiosis Process of Icon of Datum 2
The sentence of“it doesn’t take a genius” is the symbol that takes place as
the representamen (R) standing for its object (O) one of the readers character in
deciding a mobile phone. The relation between the representamen (R) and the object (O) produces the interpretant (I); the people don’t need to think more or to
be a genius one to know which one is the best smart phone.
Samsung Galaxy S3 is more sophisticated than the mobile phone which has the higher price; iPhone 5. (I)
The comparison between the two designs and high qualities of smart mobile phone. (O)
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Fig.6. Semiosis Process of symbol of Datum 2
Samsung Galaxy S3 is one of the other mobile phone that produced by
Samsung Galaxy S3 is better and more sophisticated. So, the readers don’t need to be hesitate to choose Samsung Galaxy S3 as their mobile phone which all its
perfections. Moreover, the comparison of the color between those two cellular phones above shows that the white color represents goodness and the black color
stand for the badness based on the virtue law. Then, it gives meaning too that Samsung Galaxy S3 is better than iPhone 5.
3. Datum 3 Samsung Galaxy S4
In the datum 3, the writer finds two signs consisting one symbol and one icon. The symbol in this advertisement is the announcement written on the top of it “your life companion is finally here”, and the picture of Samsung Galaxy S4
which showed from all sides is as the icon. The others written sentences in this advertisement are symbols too, but here, the writer limits his analysis only on its
slogan.
The first semiosis process is the icon of this advertisement. The icon is the
picture of Samsung Galaxy S4 showed from all sides (front, behind, and beside)
places the representamen (R) standing for its object (O) the real Samsung Galaxy
S4. Between the representamen (R) and the object (O) have a relationship which produces the interpretant (I); the real Samsung Galaxy S4 has two variant colors
and if the readers see at all sides, it will such what they see in the picture of the
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Fig.7. Semiosis Process of Icon of Datum 3
The declarative sentence on the top of picture Samsung Galaxy S4 “your
life companion is finally here” is the representamen (R) in the second semiosis
process. It stands for its object (O) the role or function of this mobile phone. Furthermore, our life will be more perfect with Samsung Galaxy S4 because it can
accompany us in daily lives, is the interpretant (I) which comes from the relationship between the representamen (R) and the object (O) above.
The real Samsung Galaxy S4 has two variant colors and if the readers see at all sides, it will such what they see in the picture of the advertisement. (I)
The real Samsung Galaxy S4. (O)
Fig.8. Semiosis Process of Symbol of Datum 3 readers’ daily life now. They can count on it to accompany them every day, every
time, and every second they need it. It’s because this mobile phone can do what a friend can do and so it has a feature to record every single moments of the readers
as one of its rules. Moreover, this mobile phone can give them recent news whatever they want to know easily. Then, the readers will not be worry anymore
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4. Datum 4 Samsung Galaxy S5
In the fourth datum, there consists of two signs; one icon and one symbol. The icon of this advertisement is the black picture of Samsung Galaxy S5 and the symbol here is the written slogan beside the picture of this mobile phone “THE
WAIT IS OVER, ANTICIPATE THE ARRIVAL”. There are two semiosis processes in this advertisement.
The representamen (R) in the first semiosis process of icon is the black
picture of Samsung Galaxy S5at the right side of the advertisement. It stands for its object (O) the mobile phone design. The relationship between the
representamen (R) and the object (O) produces the possible meaning or the interpretant (I); the black color around this advertisement is such as the darkness
condition of the readers while waiting the coming of this mobile phone, and its
design is not completely formed in the picture. It is intended to the readers feel
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Fig.10. Semiosis Process of Symbol of Datum 4
Samsung goes for evolution over revolution again. Samsung Galaxy S5 is an Android smartphone produced by Samsung Electronics, which serves as the immediate successor to 2013's Galaxy S4. This advertisement wants to tell the
readers a message that it is a pleasant news for the Samsung mobile phone users that Samsung Galaxy S5 is the waited mobile phone. This, Samsung’s latest
flagship phone, is the answer for them who always need a new better device from Samsung Company. It’s different with the previous mobile phones. All the
specifications are renewable and move forward to be the latest system. So, through this advertisement, the users are announced they have to anticipate this arrival and grab it fast.
A good news for the users of Samsung Mobile Phone and they have to be ready to grab Samsung Galaxy S5 fast (I)
Welcoming a new mobile phone (O)
“THE WAIT IS OVER,
5. Datum 5 Samsung Galaxy Note 2
Here is the advertisement of Samsung Galaxy Note 2 mobile phone. It is equipped by two signs; one icon and one symbol. The icon of this advertisement is the picture of a man holding a big painting of Mona Lisa where Samsung Galaxy
Note 2 is as its frame, and the symbolic mode here is used imperative sentence “Be creative” on the top of this advertisement. So, here consists of two semiosis
processes.
The icon, that will be the first semiosis process here, is the picture of a
man holding a big painting of Mona Lisa where Samsung GalaxyNote 2 is as its
frame that take place as the representamen (R) standing for its object (O) creative
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Fig.11. Semiosis Process of Icon Datum 5
The second semiosis process of sign is the symbol. It is the imperative sentence “Samsung Galaxy Note 2, Be creative” as the representamen (R) that stands for its object (O) the innovation of this mobile phone. The relationship
between the representamen (R) and the object (O) produces the interpretant (I);
Samsung Galaxy Note 2 makes someone to be a creative one and it will be the
ideal device for anyone who wants to be expressive in creation, and make the
users to live their life more extraordinary
.
The advertisement offers the readers to be a creative one using Samsung Galaxy Note 2. (I)
Creative mode work. (O)
Fig.12. Semiosis Process of Symbol of Datum 5
Through this advertisement, Samsung Company announces the readers that now they produce a new smart mobile phone device persuading the readers or the customers who want to be a creative one, they have to use Samsung Galaxy
Note 2. It is because this mobile phone offers them a new innovation inside to make them easier in creating something more extraordinary and to make something impossible becomes possible one. For the example is the picture of this
advertisement. Actually, we can paint on the canvas, but now we can do painting on the mobile phone.
Samsung Galaxy Note 2 makes someone to be a creative one and it will be the ideal device for anyone who wants to be and expressive in making a creation, and make the users to live their life more extraordinary. (I)
The innovation of this mobile phone. (O)
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6. Datum 6 Samsung Galaxy Note 3
At the sixth datum, the advertisement is equipped by two signs. First is iconic mode; the picture of masculine hand of someone who is wearing coat and holding Samsung Galaxy Note 3 mobile phone. Second is symbolic mode; the written sentence “The Next Big Thing Is Here”. So, there are two semiosis
processes in this advertisement.
In the first semiosis process, the picture of masculine hand of someone
wearing coat and Samsung Gear is holding Samsung Galaxy Note 3 mobile phone
personates the representamen (R) of iconic mode which stands for its object (O) a
rich and executive man. The relationship between the representamen (R) and the object (O) produces the interpretant (I); the users of this mobile phone are rich,
Fig.13. Semiosis Process of Icon of Datum 6
The next semiosis process is formed in symbolic mode. The sentence of
“The Next Big Thing Is Here” on the top of the advertisement is the
representamen (R) which stands for its object (O) the advanced mobile phone.
The relationship between the representamen (R) and the object (O) produces the interpretant (I); Samsung Company introduces the readers the latest advanced
mobile phone which improves upon many features inside make it better to use
especially for a businessman who need more perfect device in his work.
The users of this mobile phone are rich, masculine and executive people. (I) A rich and executive
man. (O)
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Fig.14. Semiosis Process of Symbol of Datum 6
In this advertisement, Samsung Galaxy Note 3 and Samsung Gear are together. it enables the users or businessmen to be easier keep in touch with what
the important things such receiving emails, calls, and texts only from their wrist (Samsung Galaxy Gear). Furthermore, the hidden message that contains in this advertisement is that both Samsung Galaxy Note 3 and Samsung Galaxy Gear are
the next big mobile phone for the executive men and these latest advanced mobile phones which improve upon many features inside make them better to use
especially for a businessman who need more perfect device in his work. In addition, this mobile phone makes the users or we are who want to looks like a businessman and become an executive one have to use these mobile phones in our
daily activities.
43 A. Conclusion
After analyzing all the data in the previous chapter, a conclusion can be
taken that the six advertisements of Samsung Galaxy Series can be analyzed through semiotics approach. It is because the advertisement is formed by
languages, written texts, and pictures. In order to get the meaning from the advertisement, the writer uses semiosis process based on C.S. Peirce’s theory. The
writer focuses on Peirce’s second tricotomy which emphasizes the relationship
between the representamen and its object.
The representamen in the advertisement can be a symbol (sentence, written
text) and an icon (pictures, drawings, or photos). If we see one of the advertisements of Samsung Galaxy series on internet, or public place, we will find some attractive written sentences or pictures there. These sentences and pictures
are the representamen that stand for their object in our mind. Then, the relationship between the representamen and its object in our mind produces the
different interpretation and meaning depend on our experience, knowledge or background. Then, the result of this process is called by interpretant where it
perfects the semiosis process.
In addition, the research result shows that Peircian’s theory can describe
the process meaning making and give the meaning that contained at the
44
writer himself. If there is the differentiation in the interpretation between the writer and anyone, it doesn’t matter because Peirce said that the interpretation
among people maybe different depend on their culture, background, knowledge,
and experience.
B. Suggestion
After finishing this thesis, the suggestions that can be given to the readers
who are interested in semiotics field, are: first, as we have known that language is sign. Sign can be formed in sentences, written texts, pictures, or drawings. We can find them everywhere and every time easily, for the example is in the
advertisement. The advertisement makers deliver some messages to the readers using their creativity attractively. To understand those hidden messages or
meanings, we can use semiotics approach. Semiotics has many theories are such C.S. Peirce, Ferdinand De Saussure, and Roland Barthes. So that, the readers should try to use one of their theories besides the theory used by the writer in this
thesis because those theories can help you all in giving the hidden meanings or messages from every signs that you see variously.
Secondly, through this thesis, it hoped can give the benefits to the other students as one of their references in analyzing a sign of semiotics field. Especially for the English Letters Department students who want to do analysis
about semiotics.
45
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47 1. Datum 1
48
3. Datum 3
