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Maranatha Christian University
ABSTRACT
Ada begitu banyak iklan mengenai produk kecantikan yang disajikan dalam sebuah majalah, yang dirancang dengan sangat menarik sehingga mampu menarik perhatian pembaca, yang umumnya tidak menyadari bahwa ada pesan di balik perancangan sebuah iklan. Pesan tersebut dapat dipahami melalui tanda-tanda yang muncul dalam iklan tersebut.
Dalam skripsi ini, saya membahas pesan dalam dua buah iklan dari salah satu produk kecantikan remaja di Indonesia, Mustika Puteri Mist Cologne. Saya menggunakan teori semiotika karya Ferdinand de Saussure dan beberapa teori lain untuk menganalisis data penelitian. Semiotika digunakan sebagai teori karena semiotika adalah ilmu yang mempelajari tanda untuk mengungkap suatu pesan atau makna.
Berdasarkan hasil analisis terhadap penanda-penanda pada kedua iklan
Mustika Puteri Mist Cologne, saya menyimpulkan bahwa penanda-penanda
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ii Theory of the Hidden Meanings of Different Colors... Theory of the Meaning of Composition... 6 8 9 CHAPTER THREE: ANALYSIS OF PUTERI MIST COLOGNE ADVERTISEMENTS... 11
CHAPTER FOUR: CONCLUSION... 38
BIBLIOGRAPHY... 42
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Maranatha Christian University
LIST OF FIGURES
Figure 1. Saussure’s Model of The Sign... 7
Figure 2. Concept and Sound Pattern... 7
Figure 3. Mustika Puteri Red Glam Mist Cologne Advertisement... 12
Figure 4. Hairbun Style... 13
Figure 5. Woman Model’s Make Up in Puteri Red Glam Mist... 14
Figure 6. Examples of Ball Gown... 14
Figure 7. Examples of Stages... 16
Figure 8.Examples of Man’s Gaze... 17
Figure 9. Logo of Mustika Ratu... 20
Figure 10. Logo of Super Brands... 20
Figure 11. Logo of Customer Service Centre... 21
Figure 12. Logo of Online Shop... 21
Figure 13. Logo of 100% Cinta Indonesia... 22
Figure 14. Logo of Facebook and Twitter... 22
Figure 15. Mustika Puteri Pretty Chic Mist Cologne Advertisement... 27
Figure 16. Examples of Chignon Hair Bun... 28
Figure 17. Woman Model’s Make Up in Puteri Pretty Chic Mist Cologne... 29
Figure 18. Examples of One Shoulder Ball Gown... 29
Figure 19. Examples of Sexy and Cheerful Posing... 30
Figure 20. A Feminine Look... 31
Figure 21. Example of Girls’ Bedroom... 32
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APPENDICES
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Maranatha Christian University
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
Nowadays, advertisements have been everywhere in our daily life, such as on television, radio, in newspapers and magazines. In Oxford Advanced Learner’s
Dictionary 7th Edition, advertisement is defined as “a notice, picture or short film
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Maranatha Christian University message is delivered through the ways the advertiser uses texts and pictures in the advertisement.
The topic of my thesis is Semiotic Analysis on Two Advertisements of
Puteri Mist Cologne Product. Puteri Mist Cologne is a beauty product produced
by PT. Mustika Ratu Indonesia in May 2011 and it has female teenagers as its target market. I am interested in analyzing the advertisements of beauty products for teenagers as at their age, girls start using such products. Moreover, I want to find out how the advertiser encourages teenagers to buy their products through their advertisements. As an advertisement has a purpose to drive people’s attention to certain products or services, I am sure that behind an advertisement there is a message that the advertiser wants to tell to the viewers.
The message in an advertisement comes in the forms of pictures and texts. I will analyze both the pictures and texts to find the message in the advertisement. I will use semiotics as a tool to analyze the advertisement because it is a branch of linguistics that studies the meaning of signs (Chandler 2). In this case, the pictures and the texts in the advertisement are considered as signs (Chandler 2). Specifically, my analysis will be based on Ferdinand de Saussure’s theory of signs. I also use Gunther Kress’s theory of the meaning of the composition and Luc Dupont’s theory of the hidden meaning of different colors in the advertisements.
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Maranatha Christian University magazines. However, John Meskill, a media specialist, says that a magazine is the best media to get information about beauty and elegance (Dupont 28).
The data that I would like to analyze in this thesis are two advertisements of Puteri Mist Cologne series, namely Red Glam and Pretty Chic. The advertisement for Red Glam is taken from TEEN magazine while Pretty Chic is taken from ANEKA YESS! magazine.
In this era, beauty products such as powder, moisturizer, lip-gloss, body lotion and perfumes become very important for female teenagers (Nurhaida, par.1). They become important because the girls believe that by using those beauty products they will look more beautiful and feel more confident (“Tips Menjaga Kecantikan Kulit Bagi Remaja,” par. 2). Besides, beauty products are also important for female teenagers because female teenagers want to look attractive. The girls believe that those beauty products will make them look attractive so that they will be able to make men attracted to them (Fazriyati, par. 5). Since the advertisements are about a new perfume product for female teenagers, I am interested to know how the advertisements represent the product in order to get the target market’s attention. I also choose TEEN and ANEKA
YESS! magazines as the media where Puteri Mist Cologne is advertised because
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Maranatha Christian University I hope by analyzing the two advertisements, I can make the readers of this thesis realize that advertisements do not only present a picture of a product but they have a message that the advertiser wants to tell to the magazine readers. In addition, by doing this analysis, I hope the readers of this thesis will consider an advertisement as the medium that contains a certain message behind what it shows. By reading this paper, they are expected to get the idea that an advertisement has a deeper meaning than what it is shown as long as they see the advertisement as a sign and analyze it by using the semiotic theory. I believe the study is significant because it can make the readers of this thesis more critical whenever they see many kinds of advertisements in their daily life.
(861 words)
STATEMENT OF THE PROBLEM
The problems of this study are formulated in the following questions: 1. What are the signifiers presented in Puteri Red Glam Mist Cologne and
Puteri Pretty Chic Mist Cologne advertisements?
2. What do the signifiers signify?
3. How are Puteri Red Glam Mist Cologne and Puteri Pretty Chic Mist
Cologne represented in the advertisements?
PURPOSE OF THE STUDY
This study has the following purposes:
1. to show the signifiers presented in Puteri Red Glam Mist Cologne and
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Maranatha Christian University 2. to show what the signifiers signify
3. to show how Puteri Red Glam Mist Cologne and Puteri Pretty Chic Mist
Cologne are represented in the advertisements
METHOD OF RESEARCH
The method of the research used in the study is library research. I searched for some examples of beauty product advertisements in magazines and chose two
Puteri Mist Cologne advertisements as my data sources. Furthermore, I read some
books about semiotics and advertisements to support my analysis. I also searched for some articles dealing about colors, fashion and make up to make my analysis more comprehensive.
ORGANIZATION OF THE THESIS
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Maranatha Christian University
CHAPTER FOUR
CONCLUSION
After analyzing the two advertisements of Puteri Mist Cologne, I find out that there are some similarities and differences in both advertisements.
Concerning the similarity in both advertisements, I see that both of the advertisements have the same concept, which is elegance. In the first advertisement, the use of the visual signifiers such as the woman model’s make up, hair style and gown can emphasize the concept of elegance. The concept is also shown through the visual signifiers in the second advertisement. They are in the woman model’s hair style, gown, shoes, bracelet, bag, fur shawl, wallpaper, parquet and mirror. However, different from the first advertisement, the concept of elegance in the second advertisement is shown not only through the visual signifiers, but also through the textual signifier, which is in the tagline I am Pretty
Chic, as the word chic means elegant (“Chic”). Based on those results of the
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Maranatha Christian University Through the similarity in the two advertisements, I conclude that both variants of the product are intended for those who want to be elegant. As mentioned in the previous chapter, being elegant is related to be attractive. And female teenagers, at their age, want to look attractive so that they will be able to make men interested in them. Since these two advertisements are about beauty products for female teenagers, I think the concept of elegance is put in the two advertisements because the advertiser tries to catch female teenagers’ attention by offering them something that they desire, which may help them feel attractive.
Another similarity of the two advertisements is in the use of English in the textual signifiers. These two advertisements are actually advertising products made in Indonesia. Yet, both the advertisements use English words in their taglines, which contain the name of the variants of the product. In the first advertisement, the tagline is “I am Red Glam,” while in the second advertisement it is “I am Pretty Chic.” In my opinion, the use of English words in the taglines for these two advertisements is caused by the preference of Indonesian people to using English. As mentioned in Chapter Three, to Indonesians, English is a trendy language. Thus, the use of English in promoting a product will make the sale increase more than it will if it uses only Bahasa Indonesia. It gives me an idea that when an Indonesian beauty product is promoted in English, the product will be more attractive and exclusive. Since Puteri Mist Cologne advertisement is using English words in its tagline, this product is represented as a worth-buying product.
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Maranatha Christian University the other concept is glamour, which represents the product as a product for those who want to be glamorous. This can be shown through the visual signifiers of the first advertisement. The woman model is wearing a crown, a modern burgundy red ball gown and burgundy red lipstick. The portrayal of the woman model in the first advertisement is suitable for the characteristics of a glamorous woman. On the other hand, in the second advertisement there is another concept, femininity, so the product is represented as a product for those who want to be feminine. In this advertisement, the woman model is wearing a pink-gold ball gown, pink eye shadow as well as pink blush on and lipstick, which are suitable for the characteristics of a feminine woman.
In addition, the different representations of the variants of the product in the first and second advertisements can be seen through the textual signifiers. There is a tagline “I am Red Glam, wangiku, gayaku” in the first advertisement, while in the second advertisement, the tagline is “I am Pretty Chic, wangiku,
gayaku.” As mentioned before, Red Glam signifies glamour, thus the tagline in
the first advertisement gives knowledge that the perfume scent presents a glamorous style. By contrast, in the second advertisement, Pretty Chic shows femininity. Thus, the tagline gives knowledge that the perfume scent has a feminine style.
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Maranatha Christian University presented in each advertisement refers to a different style. In the first advertisement, the concept of glamour refers to the glamorous style. Thus, the product is represented as a product for those who want to be glamorous. On the other hand, the concept of femininity in the second advertisement refers to feminine style. Therefore, the product is represented as a product for those who want to be feminine. However, elegance, which is the similar concept in the two advertisements, exists because this particular concept refers to the same basic need of women. Both the glamorous style women and the feminine style ones want to be attractive. Thus, I conclude that the two variants of the same product are represented as products which can satisfy the same desire of women and are suitable for any style as every woman has their own style.
After doing the analysis of these advertisements through a semiotic approach, I realize that the concept of every advertisement will be clearly seen if we analyze the signifiers in the advertisement. It is also interesting for us to find out what those signifiers signify. However, I also realize that there is no absolute meaning for every single signifier. One signifier may have multiple meanings and interpretations.
For the next researchers who are interested in analyzing similar data, I suggest that they should try to analyze the whole variants of the product so that they will find out how the advertiser represents all of the variants of the product. Last but not least, it is advisable that the next researchers should use Barthes’ theory to analyze advertisements so that they will be able to reveal the myth behind the advertisements.
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Maranatha Christian University
BIBLIOGRAPHY
Primary Texts
“Puteri Red Glam Mist Cologne.” TEEN. 12 February 2012. Print.
“Puteri Pretty Chic Mist Cologne.” ANEKA YESS!. 12 February 2012. Print.
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Maranatha Christian University Brown, Keith. “Does He Like Me? – 18 Signs to Decode His Body Language.”
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Maranatha Christian University Indriyanti, Rieke. Posing Guide for Women. Jakarta: Elex Media Komputindo,
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Maranatha Christian University Nugraheni, Mutia. “Tampilan Glamor Warna Emas.” Viva News. 16 January
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Maranatha Christian University Setyanti, Christina Andhika. “Gaya Perempuan Aristrokat Asia.” Kompas. 16
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Maranatha Christian University Wibisono, B. Kunto. “Art Deco Jadi Inspirasi Oscar Lawalata.” Antara News. 6
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Maranatha Christian University “Youth.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
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Maranatha Christian University “Puteri Red Glam Mist Cologne.” TEEN. 12 February 2012. Print.
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