Analysis Of Public Signs At I Gusti Ngurah Rai International Airport.

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ANALYSIS OF PUBLIC SIGNS

AT I GUSTI NGURAH RAI INTERNATIONAL AIRPORT

G. TEGUH BALADEWA 1201305072

ENGLISH DEPARTMENT

FACULTY OF ARTS AND CULTURE

UDAYANA UNIVERSITY

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ACKNOWLEDGEMENTS

I would like to thank Ida Sang Hyang Widhi Wasa because by His blessing I was able to complete this study and enjoy all the happiness, protection, affection and luck which He gives to me in my life. I am very grateful to Dr.I Wayan Resen,M.A.,M.App.Ling. and Drs.I Made Winaya,M.Par as my supervisors. Without their guidance, advice, and encouragement, I would not be able to finish this study. Also, I would like to express my gratitude to Prof.Dr.Ni Luh Sutjiati Beratha,M. A. as the dean of Faculty of Arts and Culture Udayana University and I Gusti Ngurah Pratama, S.S.M.Hum. as the head of English Department, my beloved department.

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how fantastic time we spent as the students in English Department. Also, thank you for my seniors in English Department, Wiba, Jana, Ari, and Benny for the support and helps. And the last thanks to Ns.Pande Kadek Desi Karismawati,S.Kep. for your understanding, love, time and support to finish this study as soon as possible.

Denpasar, Mei 2016

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ABSTRACT

The title of this study is Analysis of Public Signs at I Gusti Ngurah Rai International Airport. The discussion of this study is mainly focused on the analysis of the meanings and functions of the public signs and the representation of public signs in seven of public signs at I Gusti Ngurah Rai International airport. The data of this study were taken from I Gusti Ngurah Rai International Airport using a camera to take the pictures of public signs that produced by PT. Angkasa Pura (persero). The theories applied to support this study are theory of semiotic purposed by Saussure to analyze the first problem about meaning of the signifiers and signified of the public signs, and theory of meanings and functions by Leech also to analyze the first problem about the meanings and functions of the public signs, and then, theory of little texts purposed by Halliday to analyze the second theory about representation of the public signs at the airport.

Through the analysis of this study, the signifiers of the public signs indicated the signified of each signs, all of them consist of texts or word and a picture to support the meaning of the texts. They all have the function to give information about the public facilities in the airport to the people or visitors. In addition, the public signs at I Gusti Ngurah Rai International airport are using little texts as the information signs, as the result they can be installed in very limited space.

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1.5.2 Method and Technique of Collecting Data ... 4

1.5.3 Method and Technique of Analyzing Data ... 5

CHAPTER II REVIEW OF LITERATURES, CONCEPTS, AND THEORETICAL FRAMEWORK

3.2.2 Representation of Public Sign ... 32

3.3 Data 2 ... 34

3.3.1 Meanings and Functions ... 36

3.4 Data 3 ... 40

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3.6 Data 5 ... 48

3.7 Data 6 ... 53

3.8 Data 7 ... 56

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CHAPTER I INTRODUCTION

1.1 Background of the Study

From a long time ago signs become our parts of life, we can see the signs everywhere, such as at the library, on the street (traffic signs), on the cartoon, comic, advertisement, etc. A sign usually consist of verbal and visual signs in producing the meaning. The study about sign and its meaning is known as semiotics. Semiotics is focused with anything that can be taken as a sign. Saussure (cited in Chandler, 2001) defines semiotics as the science of signs in society.

The form of signs is texts or words, images, gesture and object. Then, language is the system of signs to communicate. The system of signs in language has arbitrary and meaning of language object. Humans use the signs or symbols to communicate to each other that have the same idea, feeling, and desire. In terms of communication, there are sign systems and symbols agreed by communicator.

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A symbol of language is manifested by everyone in many forms. It is used in university symbol, logos, billboard, and slogan in advertisement. All of a symbol in that form designed a meaning or an icon of design that made. The symbol of the design give a message or meaning to their viewer, reader, or user itself. The public signs are used because the pictures and texts in the public signs are drawn or illustrated in complex pictures to convey the meanings and functions of the signs.

From the previous studies, no one has used public signs as a data for the study, most of them prefer to used caricature, advertisement, memes, emoticon (cartoon expression), or cartoon as the data to be analyzed based on the semiotics theory. Therefore, this study analyzes the public signs at I Gusti Ngurah Rai international airport as its data.

The reason public signs at I Gusti Ngurah Rai International Airport were used because the signs in the airport are very unique, it presented a picture (visual) and also there are texts or words beside or below the pictures (verbal). The combination between the pictures and the texts in public signs at the Airport used to attract the people to read the signs.

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where the people must go or what the people must do as indicated by a picture and texts or words.

1.2 Problems:

Based on the explanation above, the problems of this study are formulated as follows:

1. What are the signifiers, signified and function of public signs found at I Gusti Ngurah Rai International Airport?

2. How are the public signs at I Gusti Ngurah Rai International Airport represented?

1.3 Aims of the Study

According to the problems that have been obtained before, the aims of this study are:

1. To find out the signifiers, signified and function of public signs found at I Gusti Ngurah Rai International Airport.

2. To analyze representation of public signs at I Gusti Ngurah Rai International Airport.

1.4 Scope of Discussion

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public signs at I Gusti Ngurah Rai International Airport. And the last, theory of little text by Halliday was applied to analyze representation of public signs at I Gusti Ngurah Rai International Airport.

1.5 Research Methods

There are some steps being done in this research. Those steps include data source, method and technique of collecting data, and the last is method and technique of analyzing data. This study applied field and library research as method to collect and to analyze the data.

1.5.1 Data Source

The data source used in this study is public signs that are used by PT. Angkasa Pura (persero) at I Gusti Ngurah Rai International Airport. This data was taken from I Gusti Ngurah Rai International Airport using a camera to take the pictures of public signs as the data sources. Public signs at I Gusti Ngurah Rai International Airport consist of pictures (visual) and texts or words (verbal) to convey the messages to the readers in Airport area. The languages that used of public signs at the Airport are English and Indonesian, because the status of the Airport is international, therefore, the company used two languages, Indonesian is used in the public signs for local people and English for international or foreign people.

1.5.2 Method and Technique of Collecting Data

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collect the data from I Gusti Ngurah Rai International Airport. The data that were collected from I Gusti Ngurah Rai International Airport are the pictures of public signs that are posted by the company. Second is library research use to obtain information about semiotic data based on the concepts of signs, meanings, functions, and little texts. The data identified then were note down and classify based on theory of semiotics, meanings, functions, and little text.

1.5.3 Method and Technique of Analyzing Data

In the method of analyzing data, this study uses qualitative descriptive method. This method was applied because the results obtained in this study are in the forms of texts or pictures. The theories used are theory of semiotics from Saussure, theory of meanings and functions by Leech, and theory of little texts by Halliday. Meanwhile, in the technique of analyzing data, several steps

were used in this study. First, the data was analyzed by Saussure‟s semiotic

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CHAPTER II

REVIEW OF LITERATURES, CONCEPTS, AND THEORETICAL FRAMEWORK

2.1 Review of Literatures

There are many studies which have focused on semiotic analysis that give inspiration in conducting this study. In the previous studies, they present some weaknesses and strengths of some relevance for this research. These studies are reviewed belong.

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also chooses the sentences that are easy to remember. The previous study is focused on the analyzing the connotative meaning of verbal and visual signs.

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analyzes the meanings and functions of verbal and visual aspects in two different types of watches, and the last, analyze the similarities and differences of signs shared by the two different types of watches. The theories applied in this study are theory of discourse by Cook‟s (1994, as cited by Wandia) and theory of meaning and function by Leech (1974) to analyze the problems. Based on the analysis, concluded that verbal aspect is realized by the text, it mostly conveys conceptual meaning and this kind of meaning is easy to understand. The other aspect is visual, which is realized by the attractive pictures to attract the attention of target audience. The weakness of previous study is using advertisements as the data, since there are many researchers used advertisement as the data. The relevance of previous study with this study is using the same theory by Leech to analyzing the meanings and functions in the data analysis.

The semiotic articles entitled “A Semiotic Analysis of Magazine

Advertisement for Men‟s Fragrances” by Clare (1998) concerned with a semiotic analysis of advertisements whose similarity was based on fact that all were concerned with the advertising of men‟s fragrances, and all were found within the textual context of print advertising.

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advertisements in terms of their status as signs, whose associative meanings not only give a favorable impression of the product, but are also compatible with, and complementary to, the masculine context in which they are situated, thus illustrating Umberto Eco's claim that the medium and message may be

‟charged with cultural signification‟. The previous study is interesting because all of the advertisements do not physically represent the product, they provide an important iconic representation of both the product and what the product should stand for. Thus, analysis of all of the advertisements was strongly

focused upon the advertisements‟ photographic imagery, and the ways in

which this imagery generates the appropriate signified concepts (or emotional overtones) which promote the image of the product. And this review also gives more inspiration for conducting this study.

The last article entitled “Male Perfume Advertising in Men‟s Magazines and Visual Discourse in Contemporary Britain: a Social Semiotic

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From those previous studies, it can be concluded that the differences are mostly found in the data used. The data of the previous studies are advertisements, cartoons, pictures, and memes while the data of this study is public signs at I Gusti Ngurah Rai International Airport. The similarities are mostly found in the applying of semiotic theory from Saussure. The applying

of Saussure‟s theory is to analyze the signifier and signified of the data. The strength of this study is the new theory of Halliday was applied. Since the data is public signs, the theory applied is the theory related to analysis of little texts in public signs. Then, from the previous studies, no one has used public signs at I Gusti Ngurah Rai International Airport as the data for the study, most of them prefer to use caricature, advertisement, videos, films, emoticon (cartoon expression), or cartoon as the data to be analyzed based on the semiotics theory. Therefore, this study is something new compared to the literary studies under review.

2.2 Concepts

There are two concepts that need to be considered in analyzing the data related to this study, “Semiotic Analysis of Public signs at I Gusti Ngurah Rai

International Airport”. Those are concept of semiotic, and concept of sign as explained below:

1.2.1 Semiotics

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anything that can be taken as a sign. Semiotics is often employed in the analysis of texts (although it is far more than just a mode of textual analysis).

1.2.2 Sign

Sign are objects, qualities, or events whose presence or occurrence indicates the probable presence or occurrence of something else. In a sign, there are a signifier and signified. A signifier is a form which the sign takes. It is something that can be touched, listened, or seen that is used to represent what people want to express in communication. Meanwhile, signified is a concept it represents. It is an abstract concept of what the signifier means. This study will analyze public signs, its mean the verbal text or picture in public area for conveying information for people. It is useful for people to give right direction or rules that are produced by the state or company.

2.3 Theoretical Framework

Regarding to concepts stated above there are three theories adopted to analyze the problem, such as theories from Saussure, Leech and Halliday.

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2.3.1 Theory of Semiotics

Semiotic is the study of cultural sign processes, analogy, metaphor, signification and communication, signs and symbols. Semiotic is focused on anything that can be taken as a sign. Meanwhile, Saussure (cited in Chandler, 2001) defines semiotics as the science of signs in society.

Saussure (1983) as cited in Chandler (2001) defines a sign as being composed of signifiers and signified.

1. A signifier (significant): a form which the sign takes. It is something that can be touched, listened, or seen that used to represent what people want to express in communication.

2. A signified (signifie): a concept it represents. It is an abstract concept of what the signifier means. It also can be interpreted as the concept of the meaning of what people want to express in communication.

In a diagram the structure of the sign can be presented as follow:

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is represented in the Saussurean diagram by the arrows. The horizontal line marking the two elements of the sign is referred to as 'the bar'. Saussure suggested that the sign must have both a signifier and a signified. The following diagram shows this signifier and signified relationship.

Nowadays, whilst the basic 'Saussurean' model is commonly adopted, it tends to be a more materialistic model than that of Saussure himself. The signifier is now commonly interpreted as the material (or physical) form of the sign - it is something which can be seen, heard, touched, smelt or tasted. For Saussure, both the signifier and the signified are purely 'psychological' (Saussure 1983, 12, 14-15, 66; Saussure 1974, 12, 15, 65-66).

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also signify a sound rather than a concept). Thus for Saussure, writing relates to speech as signifier to signified. Most subsequent theorists who have adopted Saussure's model are content to refer to the form of linguistic signs as either spoken or written.

2.3.2 Theory of Meanings

Leech (1974), in his book ‘Semantics: The Study of Meaning’ describes there are seven types of meaning, such as:

A.Conceptual Meaning

Conceptual meaning is also called logical or cognitive meaning. It is the basic propositional meaning which corresponds to the primary dictionary definition. Conceptual meaning is the literal meaning of the word indicating the idea or concept to which it refers. The concept is minimal unit of meaning

which could be called „sememe‟. As we define phoneme on the basis of binary

contrast, similarly we can define sememe „Woman‟ as = + human + female +

adult.

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B.Connotative Meaning

Connotative meaning is the communicative value of an expression over and above its purely conceptual content. It is something that goes beyond mere referent of a word and hints at its attributes in the real world. It is something more than the dictionary meaning. Thus purely conceptual content

of „woman‟ is +human + female+ adult but the psychosocial connotations

could be „gregarious‟, „having maternal instinct‟ or typical (rather than

invariable) attributes of womanhood such as „babbling‟,‟ experienced in

cookery‟, „skirt or dress wearing „etc. Connotative meaning is regarded as incidental, comparatively unstable, in determinant, open ended, variable according to age, culture and individual.

C. Social Meaning:

Social meaning is the meaning conveyed by the piece of language about the social context of its use. The decoding of a text is dependent on our knowledge of stylistics and other variations of language. We recognize some words or pronunciation as being dialectical i.e. as telling us something about the regional or social origin of the speaker. Social meaning is related to the situation in which an utterance is used. It is concerned with the social circumstances of the use of a linguistic expression. For example, “I ain‟t done

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D. Affective or Emotive Meaning

In affective meaning, language is used to express personal feelings or attitude to the listener or to the subject matter of his discourse. According to Leech affective meaning refers to what is convey about the feeling and attitude of the speak through use of language (attitude to listener as well as attitude to what he is saying). Affective meaning is often conveyed through conceptual, connotative content of the words used.

E. Reflected Meaning

At the lexical level of language, Reflected meaning arises when a word has more than one conceptual meaning or multiple conceptual meaning. In such cases while responding to one sense of the word we partly respond to another sense of the word too.

Reflected meaning is also found in taboo words. For examples are terms like erection, intercourse and ejaculation. The word „intercourse‟ immediately reminds us of its association with sex (sexual intercourse). The sexual association of the word drives away its innocent sense, i.e.

„communication‟. The taboo sense of the word is so dominant that its non -taboo sense almost dies out. In some cases, the speaker avoids the -taboo words and uses their alternative word in order to avoid the unwanted reflected meaning.

F. Collocative Meaning

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company of certain words. Words collocate or co-occur with certain words only e.g. big business not large or great. Collocative meaning refers to associations of a word because of its usual or habitual co-occurrence with

certain types of words. „Pretty‟ and „handsome‟ indicate „good looking‟.

Collocative meanings need to be invoked only when other categories

of meaning don‟t apply. Generalizations can be made in case of other

meanings while collocative meaning is simply on idiosyncratic property of individual words. Collocative meaning has its importance and it is a marginal kind of category.

G. Thematic Meaning:

It refers to what is communicated by the way in which a speaker or a writer organizes the message in terms of ordering focus and emphasis. Thus active is different from passive though its conceptual meaning is the same. Various parts of the sentence also can be used as subject, object or complement to show prominence. It is done through focus, theme (topic) or emotive emphasis. Thematic meaning helps us to understand the message and its implications properly.

2.3.3 Theory of Functions

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A. Informational Function

The informational function tends to be the most important one which convey the information from „speaker or writer‟ to listener or reader'. Conceptual meaning is predominant in the information use of language. In fact, this function concentrates on the message. It is used to give new information. It depends on truth and value. For example, the building is big large, the room is empty.

B. Expressive function

Language has expressive function. It can be used to express its originator feeling and attitudes. Swear words and exclamations are most obvious instances of this. For this function, affective function is clearly all important. The speaker or writer of this function tries to express his feelings. They reflex their impression. This function could give a clear image for the personality of the speaker or writer. The best example of this kind is Poetry and literature. In fact, this function evokes certain feelings and express feelings. For examples, they are very happy or I live in wonderful place. We can see from these examples that they reflex the feelings of the speaker or the writer.

C. Directive Function

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the receiver's end, rather than the originator's end of the message: but it resembles the expressive function in giving less importance, on the whole, to conceptual meaning than to other types of meaning, particularly affective and connotative meaning". Examples of this kind are, I want a cup of coffee or open the window. It is clear hear that, we use the language in a direct way. We ask someone to do something. Sometimes we can use a sentence to express two functions. For example, I am thirsty. The previous example could be used to show the condition of the speaker or writer or to express the feeling. In a way that a person asks someone to give him water.

D. AestheticFunction

The fourth function is the aesthetic function, it can be defined as the use of language for the sake of the linguistic artifact itself, and for no other purpose. This aesthetic function can have at least as much to do with conceptual as with affective meaning. The function associated with the message-the vehicle-is the poetic or aesthetic function: the sign taken as an end in itself. All art understood as art is taken to embody this function, and any object valued for its beauty rather than for its ideological value or usefulness-whether a gorgeous car, an elegant teapot, or some acreage of untouched real estate-takes on this function.

E. Phatic function

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what one says, but the fact that one says it at all, that matters, i.e. the function of keeping communication lines open, and keeping social relationship in good repair (in British culture, talking about weather is a well-known example of this). We can say about this function that it is used for normal talks. For example of this, when two people are meet each other accidently in a place. They start talking about something unimportant for the sake of communication like, how are you? How is your child? And so on. We can say that it is a kind of daily talking.

2.3.4 Theory of Little Text

According to M.A.K Halliday (1985, 373-377), little texts can be found in telegrams and newspaper headlines, public signs, titles, certain kinds of instruction (some recipes for examples), etc. Little texts means simple text that represent the full sentence, so the readers know the full messages that want to be conveyed by the writers only by reading the little text.

There are certain texts which the context of situation determines have to be short, since they have to achieve quite a lot in that very limited space, they tend to have their own grammar for doing so, which differs in certain respects from the grammar of their register of English not constrained by such limitations. A first approximation to the grammar of little texts might be to say that they retain all the lexical words and leave out all the grammatical ones;

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1. Nominals without deixis. Both nominal groups and verbal groups tend to shed those elements of structure that serve to link them with the here-&-now. Thus nominal groups occur without determiners; for example:

BANDIT THREATENS TO KILL MAN

If we were to „translate‟ it into general English we should probably write a bandit threatens to kill a man. But we cannot simply equate these two one with the other, because there is no overall equivalence of function. If we were reporting this sensational event as a piece of news we would probably break it up into various quanta of information, beginning perhaps with an existential there was this bandit. . .

2. Verbal without deixis. In similar fashion, verbal groups occur without the Finite element:

CABINET SEARCHING FOR A WAY OUT LAWYERS TO STAND FIRM ON FEE RISE PUBLIC CONFIDENCE SHAKEN

Here the primary, deictic tense is omitted, the effect being that the verbal group becomes non-finite. The reworded forms would presumably be

the cabinets are searching for a way out, the lawyers are to stand firm . . .

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We cannot in fact tell whether to equate the second with lawyers are (going) to stand firm or with lawyers will stand firm. The third one might be either confidence has been shaken or confidence was shaken. It may be part of the meaning to avoid selecting in these systems, which in the grammar would be obligatory in an independent clause; cf. The point made about the use of non- finite forms in dependent clauses

3. Mood, A clause element which is obligatory in the general grammar may be omitted in a little text. This may be because the feature it realizes can readily be supplied, or because the reference is intended to apply to all cases, or to cases that are clearly defined. For example,

USE SPOOL AS IS FOR THESE MACHINES

SPIN DRYER WANTED, WILL PICK UP SAME DAY WHATEVER THE WEATHER BRIMSHADE PROTECTS

In the first there is a Finite but no Subject; the meaning is clearly „as it

(the spool) is‟; likewise in the second, „the advertiser will pick it up‟. In the

second and third there is no Complement. The former presupposes spin dryer

from the previous clause; note that although formally it appears as ellipsis, functionally this corresponds to reference in the general grammar (there is no

ellipsis of a Complement alone). With the latter the sense is „protects you and

your property‟, or „protects everything that needs protecting‟. Perhaps the

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MARKET BUOYANT

CORRECT WEIGHT GUARANTEED TURNER UNFIT TO PLAY

Here the principle is: supply the unmarked verb for the clause in question. 4. Unattached nominals. Many little texts consist of just a nominal group in ABSOLUTE function, announcing simply that „this is a / the ... or „there is / must be . . . Examples of these are product names, public announcements, headings, nameplates, street and building signs; for instance,

NEW RAIL LINE NO DECISION YET QUALITY TOMATOES DENTAL SURGERY

A CHRISTMAS WISH CITY VIA HARBOUR BRIDGE

One important class of such nominal is those that constitute instructions. Since a nominal group has no mood potential, it might seem difficult for it to function as an instruction; but there are grammatical means for ensuring that it does so. One that works for prohibitions is by adding an appropriate negative Deictic, sometimes also making the Thing a verbal noun:

NO THROUGH ROAD NO WAITING

Positive nominals can however be equally effective as prohibitions, e.g. shavers only („no other appliances must be plugged in‟), bus zone („so don‟t park!‟). Flammable („don‟t strike light!‟), private property ('so keep