ACKNOWLEDGEMENTS
First of all, I would like to express my greatest gratitude to Ida Sang Hyang Widhi Wasa, the Almighty God, for the endless and precious grace, so that I could finish this writing in time.
In this occasion, I also express my great thanks to Prof. Dr. I Nengah Sudipa, M.A as my first supervisor and also Dr. I Wayan Resen, M.A.,M.App.Ling as my second supervisor, for their patience in guiding me and giving me valuable advices, supports, corrections, and suggestions in completing this writing. My sincere appreciations are extended to I Gusti Ngurah Parthama, S.S., M.HUM as the Head of English Department and Drs. I Gede Putu Sudana, MA as my academic supervisor, all of the lecturers of the English Department for their intentions and assistance and valuable knowledge throughout my academic years of study, and all staff members in Faculty of Letters and Culture for their kindly assistance.
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CHAPTER I INTRODUCTION
1.1 Background of Study
In the global era, advertisement exists everywhere because we cannot walk down the street, go through our email, read a magazine or take a train without encountering one. Whether we are alone, with our friends or even in a crowded situation, advertisement may be always with us, even though only on the label of something we are using. (Leech, 1974). The use of advertisement as a means of communication is multi purposes as a news or as public place notice for gathering and obtaining information about something‟s new (new arrival of product, product
launching or promoting sales and service), as a government site to launch the new regulation, a warning, national information, politics, etc. As a communication for the public, the companies usually use the verbal and visual communication for making people interested in the product itself.
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The advertisement itself using interactive multimedia information in a digital form is becoming important issue. Among all multimedia types (text, image, graphic, audio, and video), video is the most challenging since all other media information can be combined into a single data stream video. Many companies already understand the effectiveness of video to reach consumers through advertising. Because visually stimulating advertisement with strong messaging can play a major role in influencing buying decisions, and many companies have allocated large portions of their marketing budgets away from television and toward the digital. Video marketing strategies now must include deployment on TV, the Internet and on smartphones and tablets to ensure that potential customers see an add and make a purchase (Widiastrini, 2013).
The main purpose of this research is to analyze the meaning of advertisement that inform its readers based on semiotics as the major approach for the main subject of this paper. Semiotics is the study of sign and symbols, and of their meaning and use (Oxford Advanced Learner’s Dictionary (2007). The advertisement in videos of Garuda Indonesia and Singapore Airlines are two types seen from the semiotic viewpoint that obviously consist of sign, symbol, and meaning. Semiotic therefore can be difined as the general study of the signs (Halliday, (1986:3)). His main idea about the definition of semiotics is a study of sign systems-in other words, the study of meaning in most general sense, and Linguistics itself is a kind of semiotics.
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and symbols and of their meaning and use. Semiotic is defined as “a science which studies the life of signs at the heart of social life”. This study is very advantageous in studying verbal and visual or non verbal signs. (de Saussure, as cited in Chandler, 1997). According to Dyer (1993:124), since the sign is the bedrock of communication, it might be hard to explain in a bit more detail the nature and form of sign. Sign known as a communication, because it is used to communicate and delivered the messages and meaning of something. Semiotics and Persuasion in Marketing Communication can be understood by looking at advertising campaigns as compositions of signs, and understanding the underlying relationships with the meanings they may convey is essential to do.
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1.2Problems of Study
Based on the background above, the problems can be formulated as follows:
1. What kinds of verbal and visual signs are used in the Garuda Indonesia and
Singapore Airlines flight advertisments?
2. How are the meaning of verbal and visual signs found in the Garuda
Indonesia and Singapore Airlines flight advertisements ?
1.3Aims of Study
Based on the explanation above, the aims of study can be divided into two. In
general, the aim of this study is to apply the semiotic theory, by the father of
modern linguistics, Ferdinand de Saussure (as citied in Chandler, 1997), that is a
science which studies the life of signs.
Specifically, the aims of this study can be formulated as follows :
1. To describe the kinds of verbal sign and visual signs in Garuda Indonesia and
Singapore Airlines flight advertisements.
2. To analyze the meaning of verbal and visual sign in the Garuda Indonesia and
Singapore Airlines flight advertisements.
1.4Scope of Discussion
The scope of discussion in this study is limited to the analysis of signs and
meanings, especially about the use of verbal and visual signs in Garuda Indonesia and
Singapore Airline advertisements. They are analyzed by using semantic theory on the
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elements. These theories describe the verbal and visual signs used in the Garuda Indonesia, and Singapore Airlines advertisements.
1.5Research Methods
Research method is a scientific procedure for collecting and classifying the data as well as for the analysis and description of the data. This reasearch collected the data directly from the source, and the method is the way or process and the procedures to approach the problems and find the answers because the data can be found, collected, and analyzed for the purpose.
1.5.1 Data Source
Data sources are taken from subject research. To support the study, the videos that the airlines used for marketing and for making people interested in using the service of the airlines in international flight. The data were produced by the official account of Garuda Indonesia and Singapore Airlines companies on www.youtube.com .The data was choosen because in the videos there are visual communication for their customers who watched the videos. This study also can make the differences for the both airlines advertisements. Those airlines the origin is from Southeast Asia and compete in many world achievements.
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got the first position and Garuda Indonesia is ranked seventh. For the World‟s Best Airline Cabin Staff in 2014 Garuda Indonesia had successfully got the first rank followed by Singapore Airline in the third rank. Then, for the World‟s Best Economy Class Airlines Garuda Indonesia in the second rank and Singapore Airline in sixth rank. In World‟s Best Business Class Airlines, Singapore Airline got third rank and
for Garuda Indonesia it is in eighth rank. And the last achievement is in term of Skytrak winner or the “nicest” flight attendant uniform. In that achievement,
Singapore Airline successfully got the first rank and followed by Garuda Indonesia in the sixth rank.
In that world achievements, we can know that Garuda Indonesia and Singapore Airline are really competent and very competitive to be the best airlines in the world which is representative of Southeast Asia.
1.5.2 Method and Technique of Collecting Data
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The data was also collected by library research and online research in which the data was collected from www.youtube.com and then observed to obtain accurate and completed data from online media.
1.5.3 Method and technique of analyzing data
A descriptive method is a method designed to determine if two or more variables are associated with each other. Descriptive method is used to describe the advertisements video from Garuda Indonesia and Singapore Airlines advertisements and gave a clear description through some theories and perspective. After the data got indentify first and then classified into the language use in semantic, and visual communication for videos itself. Descriptive method used for be more interesting and full of details based on the theories are Dyer‟s theory about the principle of visual communication elements and the theory of semiotic system by de Saussure (1990). Dyre‟s theories also about the verbal and visual signs.
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CHAPTER II
REVIEW OF LITERATURE, CONCEPTS, AND THEORETICAL FRAMEWORK
2.1 Literary Reviews
This chapter reviews some undergraduate papers underlying the study. To get the deeper understanding in analyzing visual communication signs in Garuda Indonesia 2014 and Singapore Airlines advertisements video, it is necessary to reconsider several studies that had been conducted previously correlated with this topic of verbal and non-verbal sign. Moreover it is also needed to discover from international article. It elaborates related theories concerning the visual and verbal sign, written by previous students from English Department, Faculty of Letters, Udayana University giving the benefits for supporting this study.
Widiastrini (2013) in her work “ The Analysis of Visual Communication Elements “Burn It Down” Video Clips By Linkin Park” analyses the kind of visual
communication elements used in that video clip, and the song messages represented into the „Burn It Down” Clips by Linkin Park. The aims of this study are to analyze
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and also 7 categories from elements of paralangue. This study really relevant with this work because the theories are the same that are used semiotic and visual communication concept. The weakness of this study is it doesn‟t explain more about the meaning of the videos, but for the strength it can explain deeper about visual communication and easy to understand.
Jaya (2010) in his paper “Visual Communication Elements Used in The Michael Jackson‟s Video Clips” analyse the visual communication elements that used in the Michael Jackson video clips. The aims of his study are to observe the use of visual communication and to find out the song message related to representation of visual communication elements in the video clips. He used documentary and observation methods. For the theories this study used the theorie from Dyer‟and Leech‟s. He finds out the song message is related to the representation of visual
communication elements, 17 elements from 5 categories of visual communication elements and from the song analysis. The visual communication have important role in conveying the song message, because it is easier to understand what the clip need to convey from the observation of visual sign supported with the text. This study is really relevant with this paper because the main theory is the same, that is theory from Dyer‟s about the visual communication. The weakness of his study is the
explanation for the song message is hard to understand, but for the strength his study has good topic.
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relation between verbal and visual sign, and also the paradigmatic and syntagmatic structure. This study has the aims , they are to describe the verbal and visual sign from the advertisement and the relationship also the last is to determine the paradigmatic and syntagmatic structures from the advertisements. She used descriptive method which she got the data from the magazine. She finds out the verbal signs that appeared in advertisement are more complex and contain meaningful texts that had the signified concept to give the reader information clearly about product. For the visual sign also support the product‟s image to resemble the product reality. From the relation between the concept and advertisement the study shows three types of advertisement which are related and supported each other. The last from the analysis of paradigmatic devided into three: there are the medium which is printed advertisement, genre which is commercial, and theme which is about health. For syntagmatic analysis, she finds the advertisement belong the spatial relationship. This study is really related with this paper because she used verbal and visual sign that really can support the data. This study has a weakness that is from the explanation of the verbal that used paradigmatic and syntagmatic is difficult to understand with the topic, but for the strength this study is really interesting study with verbal communication from pharmacy advertisement.
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1.2 Concepts
This part talks about advertisement, visual and verbal sign. 1.2.1 The Concept of Advertisement
The word “advertising” is a Latin word which means “to turn attention of people to a specific thing.” It is a paid publicity. According to (Oxford Dictionary,
2007) the word „to advertise‟ means „to make generally or publicly known‟, describe publicly with a view to increasing sales. Advertising is thus, a mass communication tool, which is essentially in paid form by a firm or an individual and the ultimate purpose of which is to give information, develop attitudes & induce action, which are useful to the advertiser. Advertising may be taken as the most efficient means of reaching people with product information. Advertising presents a mass persuasion apart from disseminating information to the prospective buyers about the product and the producer. While creating awareness and popularity, it seeks to persuade. It is a more effective and extensive and less expensive way of creating contacts.
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1.2.2 The Concept of Visual Sign
Visual communication is one form of non-verbal communication. In this case, the communicator is producer while the communicant is the consumer. The activities of visual communication can be in the forms of explanation, statement, news, posters, songs, displays, banners, brochurs, etc. The point is in the visual communication, communicators also use visualization. Visual communication is also one way of delivering a message visually, that is, through something that can be seen, may include images, illustration, text or other forms, as well as in principle, as long as the message can be seen. Visual communication itself, in fact, is a process of delivering a message, using the appeal form, composition, composition both in terms of the use of color, or even the selection. (Dyer, 1993: 124)
Visual communication are tought the basic physic of light, anatomy and phisiology of the eye, cognitive and perception theories, color theories, aesthetic, natural reading patterns, design principles, semiotics, persuasion, camera/filming actions and image-types, and so forth.
Visual sign in advertisements can be described as the picture inside such as the logo or products. Based on theories of Dyer, there are six main principle components of visual communication, such as the following:
a. Appearance
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in particular those attributed which are regarded as important for physical attractiveness are believed by antrophologist to significantly affect the development of personality and social relations. Some differences in human appearance are genetic, others are the result of age, lifestyle, or disease, and many are the result of personal adornment. Some people have traditionally linked some differences in personal appearance such as ethnicity. Different cultures place different degrees of emphasis on physical appearance and its importance to social status and other phenomena. Appearance can be related to the following : age, gender, national, hair, body and size, looks.
b. Manner
Manner is a behavior of emotion at any one time. Manners are the unenforced standads of conduct which demonsrate that a person is proper, caring, non-grouchy, polite, and refined. They are like laws in that they codify or set a standard for human behavior, but they are unlike laws in that there is no formal system for punishing transgressions, the main informal; punishment being social disappoval.
c. Activity
Activity refers to kind of bodily movemnet or posture, including facial expression, which transmits a message to the observer.
d. Props
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e. Setting
Setting refers to the place or type of surrounding where something is positioned or where an event take place.
f. Photographs or images
Image may be two-dimensional, such as photograph, screen display, as well as a three-dimensional, such as a statue or hologram.They may be captured by optical devices such as cameras, mirrors,lenses, telescopes, microscopes, etc.
1.2.3 The Concept of Verbal Sign
Verbal sign is the sentences or language that appear in advertisement. The advertisers are trying to place their product in shifting of meaning to give it an image. To do that, they need to draw on associations we have with the words. (Dyer, 1993:124) states that word not only describe things, communicate feelings, associations and attitudes, but they also bring ideas to our minds. Goodwin (1994) states that the text is a explanation of verbal sign video. It is about the content, which sometimes hard to understand because it is influenced by the language used in the video.
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describe the product. For example : the brand of the product, slogan or the address of the company.
1.3 Theoretical famework
The theories that are used in this study include theory of semiotics by Eco (1979), theories of Verbal and Visual Sign by Dyer (1993), and theory of meaning by Leech (1974).
1.3.1 Theory of Semiotics
Umberto Eco‟sA Theory of Semiotics (1976) is a critique of the theory that the
meaning of signals or signs is determined by the objects (i.e. things or events) to which they refer, and is a rejection of the notion that „iconic‟ signs must be likenesses
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According to Eco, a general semiotic theory should include not only a theory of how codes may establish rules for systems of signification but a theory of how signs may be produced and interpreted. A theory of codes may clarify aspects of „signification,‟ while a theory of sign-production may clarify aspects of „communication.‟Eco defines „signification‟ as the semiotic event whereby a sign
„stands for‟ something, and he defines „communication‟ as the transmission of
information from a source to a destination. Communication is made possible by the existence of a code, or by a system of signification. Without a code or a system of signification, there is no set of rules to determine how the expression of signs is to be correlated with their content. The use of a code or a system of signification in order to correlate the expression and content of signs may be necessary in order to establish any form of communication.
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rhetoric, the study of ancient alphabets and secret codes, the study of formalized languages (including the study of mathematical, logical, or scientific languages), the study of natural languages (including biological and environmental signs), the study of olfactory signs, the study of codes of taste, the study of musical codes, the study of systems of objects (including the study of architecture and of industrial design), the study of cultural codes (including the study of group and family behavior), and the study of mass communication (including the study of media such as television, newspapers, magazines, and film). (Eco, 1976:191)
1.3.2 Theory of Meaning
Proposed by Leech (1974), theory of meaning is concerned with conceptual meaning and connotative meaning. But actually, „meaning‟ in its widest sense can be categorized into seven different ingredients, the other five types are the stylistic meaning, affective meaning, reflected meaning, collocative meaning, and thematic meaning.
1. Conceptual Meaning:
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is „semantic representation‟ and which shows exactly what someone needs to
know if he want to distinguish that meaning from all other possible sentence meaning in language and to match that meaning with the right syntactic and phonological expression.
2. Connotative Meaning
Connotative meaning is communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. Connotative meaning is equally obvious that connotation will vary, to some extent, from individual to individual within the same speech community. Connotative meaning is open-ended in the same way as our knowledge and beliefs about the universe are open ended.
3. Stylistic Meaning
The aspect of communication which have to do with the situation in which an utterance takes place is the Stylistic Meaning. It is that which a piece of language conveys about the social circumstances of its use. The stylistic meaning dimensions and levels of usage within the same language.
4. Affective Meaning
Affective meaning as this short of meaning can be called, is often explicitly conveyed through the conceptual or connotative content of the word used. The language can also reflect the personal feeling of the speaker, including their attitude to the listener, or their attitude to something that they‟re talking about,
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5. Reflected Meaning
Reflected meaning is one of the less important types of meaning involve an interconnection on the lexical level of language. It is the meaning which arises in cases of multiple conceptual meaning, when one senses of word forms part of our response to another sense. The case where reflected meaning intrudes through the sheer strength of emotive suggestion is most strikingly illustrated by words which have a taboo meaning.
6. Collocative Meaning
Consist of the association a word acquires on account of the meaning of words which tend to occur in its environment. Pretty and handsome share common ground in the meaning „good-looking‟, but may be distinguished by the range of nouns with they are likely to co-occur- or collocate. But, not all the differences in potential co-occurrence need to be explained as collocative meaning: some may be due to stylistic differences, other to conceptual differences.
7. Thematic Meaning
