Verbal and Non - Verbal Messages in Garnier Product Advertisements.

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VERBAL AND NON-VERBAL MESSAGES IN

GARNIER

_{PRODUCT ADVERTISEMENT}

I GST. AGUNG TRIANA RAKANITA 1201305055

ENGLISH DEPARTMENT

FACULTY OF ARTS

UDAYANA UNIVERSITY

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ACKNOWLEDGEMENTS

First of all, in this great opportunity, I would like to send my gratitude to the one and only The Almighty God, Ida Sang Hyang Widhi Wasa due to His blessing, enlightenment, and guidance I could complete this undergraduate study in proper time. I would also sincerely gratitude to Dr. Ida Ayu Made Puspani, M. Hum. and Ni Ketut Alit Ida Setianingsih, S.S., M. Hum. as my first and second supervisor who have given their precious time for guiding me during accomplished this undergraduate thesis. They have given me a lot of advices, correction, and suggestion in this writing.

I would like to give my sincerely gratitude to Prof. Dr. Ni Luh Sutjiati Beratha, M.A. as the Dean of Faculty of Arts, Udayana University, Dr. Ni Luh Kt. Mas Indrawati, Dip. TEFL., M.A. as the Head of English Department, Faculty of Arts, Udayana University, and my academic supervisor Putu Ayu Asty Senja Pratiwi, S.S., M. Hum. I would also convey a great thank to all of the lecturers in English Department, Faculty of Arts, Udayana University for their contribution in sharing knowledge and advice during my academic years. I could not complete this writing very well without their good contribution and ideas.

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friends in English Department, Faculty of Arts, Udayana University, thank you for supporting me and showing your kindness all this time.

Finally, I realize that this writing is still far from being perfect. Therefore, I would appreciate your comment to improve this writing and I hope it will be precious as it should be. This writing is very useful for anyone who is interested in semiotic field.

Denpasar, January 2016

I Gst. Agung Triana Rakanita

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ABSTRACT

This undergraduate study entitled “Verbal and Non-verbal Messages in

Garnier Product Advertisement” This study is aimed to explain the types of

meaning and function in Garnier product advertisement and to describe the meanings of verbal and non-verbal sign presented in Garnier product advertisement. The printed advertisements of Garnier were used as the data source due to this advertisement is kind of attractive advertisement which is consisting of verbal and non-verbal signs.

The data on this study were taken from the internet site. Documentation method and note taking technique was applied in collecting the data. These collected data were analyzed qualitatively based on the theory that proposed by Chandler about verbal and non-verbal sign. He states that a sign as composition of

a “signifier” and “signified”. Theory of meaning and function by Leech, he said

that there are seven types of meaning and five functions of language and also theory of colour terms by Cerrato.

Through the analysis, it shows that verbal and non-verbal sign is related to each other due to what is written by the advertiser in the form of verbal messages is appropriate with what is described by the advertiser in the form of non-verbal messages. In Garnier product advertisement, the advertiser conveys the meanings through interesting images and colours of non-verbal signs and the verbal signs have creative language and simple structure which can be easily attracting one’s attention and it makes the consumer easy to understand. Based on the four advertisements which had been analyzed, it almost has the same types of meaning and function of language in each sentence. Besides, the colours of the non-verbal are the most attractive things in these four advertisements.

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Language takes an important role in our daily life. The importance of language is essential to every aspect and interaction in our everyday lives. One of the main goals of language is to communicate with people and to understand them. We use language to inform the people around us about what we feel, what we desire, and question or understand the world around us. We communicate effectively with our words, gestures, and tone of voice in a multitude of situation. There are various ways in using language, such as using language on an advertisement.

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The ways to persuade the consumers, advertisement is using different language. It refers to the usage of informal language beside formal language. Advertising language is generally informal; its sentences are usually simply constructed and short (Dyer, 1986: 139). The advertisers deliberately make it different. They also use unique and interesting pictures to attract the consumers.

The analysis of an advertisement can be divided into two types of sign: verbal and non-verbal sign. Basically, Chandler (2001:27) stated that verbal sign is defined as something that deals with text and word. Non-verbal sign is defined as the pictures or gestures that are not spoken but still try to convey meaning. Multiple meanings or a single can be created by a sign, the relationship between sign can generate a different set of meanings, and a sign is active and always generates some meaning.

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Garnier Product Advertisement is one of means of communication which

consist of verbal and non-verbal sign and it is also kind of attractive advertisement. Many people are attracted to use this product because Garnier is extremely good for the skin and quite popular around the world. Even though Garnier product is popular around the world, however, these Garnier products which are selected for the data analysis is marketed in Asia only due to the models of these products are Asian girls. There are a lot of skincare product advertisements in our daily life, however, Garnier is the one and only option because it has good quality, its non-verbal sign is attractive, and various set of wordings.

1.2 Problems of Study

The problems that appear according to the background above as follows:

1. What are the types of meaning and function of verbal and non-verbal messages in Garnier product advertisement?

2. What are the meanings of verbal and non-verbal sign presented in Garnier product advertisement?

1.3 Aims of Study

As formulated on the problem above, the aims of this study can be divided into two points as follows:

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2. To describe the meanings of verbal and non-verbal sign presented in Garnier product advertisement.

1.4 Scope of Discussion

The scope of discussion in this study is concentrated on a few aspects, such as:

1. The types of meaning and function of verbal and non-verbal messages which exist in Garnier product advertisement.

2. The meanings of verbal and non-verbal sign presented in Garnier product advertisement.

1.5 Research Method

The research method that was used in this study can be divided into three components, namely the data source, methods and techniques of collecting data, methods and techniques of analyzing data.

1.5.1 Data Source

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White Complete. It was taken from internet site. Garnier is not only kinds of skincare product, however, it also has hair colour product. This writing only concerns on Garnier skincare product. The four models of Garnier skincare product advertisements were chosen as the data source because nowadays, they are quite popular and many people especially the teenagers are attracted to use this skincare product. Besides, those advertisements are contained information which is related to verbal and non-verbal signs.

1.5.2 Methods and Techniques of Collecting Data

The data was collected by documentation method and note taking technique was applied. There are three steps of techniques which were used to collect the data. The first step was obtaining the printed skincare product advertisement from the internet. The second step was reading and note taking were conducted, the meanings which were found in the advertisements were noted down and the third step was identifying the meaning and function of verbal and non-verbal sign on Garnier product advertisement.

1.5.3 Methods and Techniques of Analyzing Data

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colour terms by Herman Cerrato (2012). The data was presented in order to give a clear and complete explanation that can make the audience understand every detail of this study.

1.5.4 Methods and Techniques of Presenting Analysis

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7 CHAPTER II

REVIEW OF LITERATURES, CONCEPTS, AND

THEORETICAL FRAMEWORK

1.1 Literature Reviews

There are several studies conducted by previous undergraduate degree students and international articles. Some information and analysis concerning the study of verbal and non-verbal sign are described as follows:

The first writing is taken from a study written by Putu Ari Wijaya (2009) entitled “Semiotic Analysis of Bali Taksu Travel’s Brochures”. This study

analyzed the two types of signs in Bali Taksu Travel’s Brochures, which were

verbal and visual sign. There are two problems that appeared in his study as follows: how the text in Bali Taksu travel’s brochures structured and the messages

conveyed by both verbal and visual sign in it. This previous study was using four brochures which were taken from Bali Taksu Travel’s office in Kesiman,

Denpasar. The content of the brochures are: first, about exciting and exotic cycling adventures and the second was about Bali private tours to an interesting place. Documentary method was used in collecting the data. The brochures were classified based on composition of verbal and visual signs. The two steps were done by observing the visual message from the image and observing the verbal message which applied on the brochures. In his study, he used theory of verbal signs on tourism brochures which analyzed based on Dyer’s concepts and the

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Chandler. The similarity of this study is analyzing the verbal and visual and find out the messages conveyed by both signs. The difference is the data that have been analyzed. On his study, he focused on tourism brochures, however, in this study is focusing on printed advertisements which are published in the internet.

The second writing is a study written by Kadek Windhu Sriwedari (2009)

entitled “Verbal and Visual Signs in Printed Advertisement of The Yak

Magazine”. In this study, she analyzed the verbal and visual signs in printed

advertisement of The Yak magazine. In her study, she focused on the components of signifier as the physical form of verbal and visual signs in printed advertisement. Besides, it focused on the meaning of verbal and visual signs in printed advertisements under study through its context of situation. Her study was using four advertisements as the data source in different edition of The Yak magazines. It contained two advertisements of “Theta” spa and two

advertisements of “Nilou” boutique. The data was collected through

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The third writing is taken from a study written by Ida Bagus Ngurah Tri Pramana (2012) entitled “Verbal and Visual Signs in Social Campaign

Audiovisual Advertisements”. His study focused on verbal and visual signs

presented in social campaign audiovisual advertisements, the meanings and functions of both signs, and how the messages of verbal and visual signs related to each other. On his study, the data were WWF, WHO, and American Red Cross advertisements in form of spoken and written. Those data were randomly downloaded from Youtube. Documentary method was used in collecting the data. The first step was downloading the video from Youtube in each channel and the second the data were observed intensively one by one, afterwards some notes taking were done. Furthermore, the data were analyzed descriptively through the following steps: first, the signs were described by using theory of sign by Chandler and non-verbal communication by Dyer as the supporting theory. Second, it used theory of meaning and function proposed by Leech and the third was the theory of context of situation by Halliday and Hassan. His study focused on audiovisual advertisements, while this study is focused on printed advertisement. His study also analyzed how the messages of both signs related. The similarity of this study is analyzing the meanings and functions of verbal and visual signs.

The international article entitled “Advertising Social Semiotic

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appears in advertisement and also this article is using printed advertisement. This article showed both textual and visual signs are among social semiotic resources which could help advertisers to convey persuasive messages under ideological assumptions. The theory applied in this article was proposed by Kress and Van Leeuwen (2006) about social semiotics model. It is quite different from this study. Different from Najavian’s article, this study is discussing about function and

meaning of verbal and non-verbal which appear in skincare product advertisement. Therefore, the content and the result will be different.

The strengths of those reviews above are the good elaboration of the theories that were applied on it and they were using different model as the data source. The problems which appear on their studies also different from each other. Nevertheless, none of them were applying colour terms as the supporting theory in analyzing the data source.

Different from three undergraduate studies and the international article, this study is choosing skincare product advertisements as the data source which is taken from internet site and it is printed. The brand name of the skincare product is Garnier which is quite popular all over the world and many people are interested in to use this product. It can be used by both men and women because it is available Garnier for men and women; however, this study is focusing on Garnier for women. This is an interesting matter that needs to be analyzed. This

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however, the kind of advertisement is different from this study. The relevancy of those undergraduate studies and the international article above to this study is they consist of analyzing the message and the meaning of the verbal and non-verbal signs.

1.2 Concepts

Concept is an abstraction or generalization of existing idea. In this case, a concept is more focused on the idea from the experts which the theories are describing about the explanation of the topic in general. In this study, there are three concepts related to the topic: advertising, verbal and non-verbal message, and meaning.

1.2.1 Advertising

Advertising is an important part of life in a complex society and it is used for public service messages as well as for commercial ones. According to Lund (1947:83) the function of the advertising are to:

a. Attract attention

b. Arouse interest

c. Stimulate desire

d. Create conviction

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According to Leech (1966:25), advertising is directed towards a mass audience with the aim of promoting sales of commercial products or services.

From Oxford Advanced Learner’s Dictionary, advertising is the activity and

industry of advertising things to people on television, in newspapers, on the internet, etc. For these purposes advertisement often contain both factual information and persuasive message. The media for advertising namely: magazines, newspapers, internet, television, radio, billboards, etc. Generally, the objectives of any advertisement are to introduce goods and services to people in society and to create demands in order to support the free economic market.

Leech (1966:50) states that an advertisement is made up of the following standard components, such as:

1. Headline is a line words printed in large letters at the top of page.

2. Illustration

3. Body Copy is the main part of the advertising message which is often divided into various sections under subheads.

4. Signature Line is giving the names of the product. This part mentions the brand name which is accompanied by price tag, slogan, trademark, or picture of the brand pack.

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different advertisements, the address of the firm; how obtain further information; legal footnotes, etc.

The headline and signature line can be regarded as the most indispensable parts of a press advertisement, although even these are sometimes collapsed into a single display line. The other parts are definitely optional and omitted with varying degrees of frequency. Leech also proposed (1966:27), to be successful; a typical advertisement must accomplish four things:

1. It must draw attention to itself

2. It must sustain the interest it has attracted

3. It must be remembered, or at any rate recognized as familiar

4. It must prompt the right kind of action

1.2.2 Verbal and Non-Verbal Message

A sign takes the form of words, images, sounds, odours, acts or objects. Saussure cited in Chandler (2001:28) defines a sign as the composition of a

“signifier” and a “signified”. Signifier is the form which the sign takes. It can be

known through the work of architectural form. Signified is the concept it represents. It is seen as meaning that unfolds through the concept, functions and values contained in the works of architecture.

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the product. For example the brand name of the product and the aims of the product. Advertising language is the loaded language which has the primary aims to attract the reader attention and dispose us favourably towards the product or services on offer (Dyer, 1982:139). Dyer also states that words not only describe things, communicate feelings, associations, and attitudes, but they also bring ideas to our mind. Chandler (2001:5) states that the term text usually refers to a message which is recorded in some way so that it is physically independent of its sender and receiver.

b. Non-verbal message can be defined as the pictures, which present the kinds of the product; logo of company, the colour, etc. Dyer (1982:86) states that pictures are easier to understand and have more impact than word. Generally, it offers opportunity for the communication of excitement, mood, and imagination. The sign as composed of two distinct parts such as: a signifier: sound-image and signified: the concept of meaning according to Saussure.

1.2.3 Meaning

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1.3 Theoretical Framework

This study is supported by some theories of the experts in the semiotic field. The theories that were used in this study were the theory that was proposed by Daniel Chandler about signified and signifier (2001:28) and also the theory that was proposed by Leech about functions (1974:47-50) and meanings (1974:9) as the main theories in order to describe the message of sign and explain the functions and meanings of the advertisement. The other theory was a theory that was proposed by a graphic designer named Herman Cerrato (2012) about the meaning of colours in the advertisement as the supporting theory.

2.3.1 Theory of Sign

Ferdinand de Saussure as cited in Chandler (2001:28) defines the means of communication as a signifier and a signified. The signifier is the form of which the sign takes and the signified is the concept it represents.

Peirce as cited in Chandler (2001:14) states that there are three modes of relationship between signifier and signified:

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2. Icon/iconic is a mode in which the signifier is perceived as resembling or imitating the signified (recognizably looking, sounding, feeling, tasting or smelling like it), being similar in possessing some of its qualities.

3. Index/indexical is a mode in which the signifier is not arbitrary but is directly connected in some way (physically or causally) to the signified, this link can be observed or inferred: e.g. natural signs (smoke, thunder, footprints, echoes, non-synthetic odours and flavours), medical symptoms (pain, a rash, pulse-rate), measuring instruments (weathercock, thermometer, clock, spirit-level), signals (a knock on a door, a phone ringing), pointers (a pointing index finger, a directional signpost), recordings (a photograph, a film, video or television shot, an audio-recorded voice), personal trademarks (handwriting, catchphrase) and indexical words (that, this, here, there).

1.3.1.1Verbal Aspect

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1.3.1.2Non-verbal Aspect

The non-verbal aspect of an advertisement is the picture. A picture used to lead the eyes to the written copy in magazine advertisement in commercial. Language is often used merely to reinforce a photograph or filmed sequence. The non-verbal element of the advertisement is aimed to persuade the consumer to capture the product.

1.3.2 Theory of Meaning and Function

Meaning has regarded as a complex of contextual relation. Phonetics, grammar, lexicography, and semantics each handles its own components of the complex in its appropriate context. The meaning of language also has its own function. It has different functions in each word when people speak or deliver something to their interlocutors.

1.3.2.1Types of Meaning in Advertisement

Leech (1974:9) classifies meaning into seven types as follows:

1. Conceptual Meaning

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2. Connotative Meaning

Connotative meaning is the communicative value; an expression has by virtue of what it refers to, over, and above its purely conceptual content. Connotative meaning is not specific to a language, but it is shared by other communicative system, such as visual art and music.

3. Social Meaning

According to Leech (1974:14), social meaning is a piece of language conveys about the social circumstances of its use. For instance, some dialectic words of the speakers are telling us something about their regional or social origin. Social meaning is related to the situation in which an utterance is used.

4. Affective Meaning

Affective meaning is often explicit conveyed through conceptual or connotative content of the use of words. It is about what is conveyed by the personal feelings or attitude towards the listener.

5. Reflected Meaning

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6. Collocative Meaning

Collocative meaning refers to associations of a word because of its usual or habitual co-occurrence with certain types of words. It consists of the association of a word acquires on account of the meanings of the words tend to occur in its environment (Leech, 1974:17).

7. Thematic Meaning

The meaning of thematic is what communicated by the way in which a speaker or writer organizes the message in terms of ordering, focus, and emphasis. Thematic meaning helps us to understand the message and its implications properly.

1.3.2.2Function of Language

According to Leech (1974:40-42), there are five functions of language, such as:

1. Informational Function

The informational function tends to be the most important one which convey the information from ‘speaker or writer’ to ‘listener or

reader’. This function is oriented to subject-matter. For instance: the house

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2. Expressive Function

Expressive function is oriented to speaker or matter. The speaker or writer of this function tries to express his feelings. Swear words and exclamations are most obvious instances of this function. For instance: I am glad to see you!

3. Directive Function

It is oriented to the reader or listener. The most straight-forward instances of the directive function are commands and requests. For instance: I want to a cup of tea and a piece of cake.

4. Aesthetic Function

Aesthetic function can be defined as the use of language for the sake of the linguistic artefact itself, and for no purpose. It is oriented to message. This aesthetic function can have at least as much to do with conceptual as with affective meaning.

5. Phatic Function

The phatic function is oriented to channel of communication. The function of keeping communication lines open and keeping social relationships in good repair. For instance: when two people meet to each other accidentally, they start talking about something unimportant for the sake of communication like, “how is your family?”, “where is your

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1.3.2.3Colours and Its Meanings

Colour is a form of non-verbal communication. In non-verbal messages, colours are the most attracted things. Colour can represent or bring the feeling of something as stronger than unusual to make what is being presented or promoted by the advertisement more clear and it can attract the readers to read the message. Different colours give off different wavelength frequencies, and these different frequencies have different effects on us (Cerrato, 2012:4).

1. Black

Black is beneficial for businesses selling luxury, elegance and sophistication. These types of businesses include those selling high quality professional products and luxury goods, and up market car companies. Black packaging makes an item seem heavier and more expensive and of higher perceived value. It creates a classy and elegant impression. Using black for selling and marketing products and services to the high end youth market, including music related businesses, is seen as cutting edge and trendy.

2. White

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With its suggestion of simplicity, cleanliness and safety, white works well for businesses promoting hi-tech products, kitchen appliances, bathroom items, infant and health related products and those promoting order and efficiency.

3. Red

Red colour is a warm and positive colour associated with our most physical needs and our will to survive. It exudes a strong and powerful masculine energy. Red is the colour which represents passion, strength, energy, fire, love, excitement, speed, heat, leadership, revolution, war, anger, blood, communism, summer, and respect. Red is best used as an accent colour as too much red can overwhelm. Red will always elicit a passionate response but the response may be either positive or negative and you may have no control over this response as it will be in the hands of your potential customer. Red encourages buyers to take action and make a purchase.

4. Blue

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5. Green

Green is the colour of growth, the colour of spring, renewal and rebirth. It renews and restores depleted energy. It is the sanctuary away from the stresses of modern living, restoring us back to a sense of well being. Green is also the colour which represents nature, fertility, youth, environment, vigour, grass, misfortune, life, eternal, air, earth, balance, and stability. Green is beneficial for anything to do with health and healing.Green is an ideal colour to promote natural, safe, organic products. It is also beneficial in the promotion of environmentally friendly products. Green suggests

something ‘new’ and fresh.

6. Yellow

Yellow is the colour which represents sunlight, joy, happiness, idealism, cowardice, weakness, sociability, and friendship. As the colour of the sun, yellow will warm and lift spirit, raise expectations and it is appropriate for areas that require mood or attention. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is a great colour for children’s products, particularly

combined with other bright primary or secondary colours. It is stimulating to their mind and their creativity.

7. Purple

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allowing us to get in touch with our deeper thoughts. Purple suggests wealth and extravagance, fantasy and the world of dreams. It enhances spiritual pursuits and enlightenment. Purple is also the colour which represents sensuality, creativity, royalty, mystery, wisdom, arrogance, confusion, and romanticism.

8. Brown

Brown is a natural colour that evokes a sense of strength and reliability. It also represents naturalness, simplicity, and down-to-earth. Earth moving, landscaping and farming businesses are inspired by the use of brown, along with anyone marketing wholesome and organic products. Durability and credibility as well as homely and comfortable are positive messages given by the use of brown. Light brown implies genuineness while dark brown is similar to wood or leather.

9. Orange

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10.Pink

Pink is usually used in businesses relating to the female market such as cosmetics, fashion, beauty and romance. Pink reflects a softness, sweetness and intuitive energy that work well for many products and websites promoting women’s products and services, such as beauty salons,

Verbal and Non - Verbal Messages in Garnier Product Advertisements.