rd
THE 3 ANNUAL INTERNATIONAL SEMINAR ON TRANSFORMATIVE EDUCATION
AISTEEL
AND
EDUCATIONAL LEADERSHIP
Supported and Coordinated by:
Postgraduate School
State University of Medan
North Sumatera, Indonesia
Organized by:
Indexing By :
PROCEEDINGS
Emerald Garden Hotel, Medan - Indonesia
03-04 October 2018
Vol. 3, December 2018
Vol. 3, December 2018
2018
i
Proceedings of The 3
rdAnnual International Seminar on
Transformative
Education
and
Educational
Leadership
(AISTEEL 2018)
“
Education, Learning, and Leadership Innovation
”
Emerald Garden Hotel, Medan City, North Sumatera, Indonesia
October 3-4, 2018
Editorial Board
Editorial-in-Chief
Dr. Juniastel Rajagukguk, M.Si (State University of Medan, Unimed)
Deputy Editor
Dr. Saronom Silaban, M.Pd (State University of Medan, Unimed)
International Advisory Board / Scientific Committee
Prof. Dr. Kala Saravanamuthu (University of Newcastle, Australia)
Prof. Arjen EJ Wals (University of Gothenburg, Sweden)
Prof. Dr. Bornok Sinaga, M.Pd (Unimed, Indonesia)
Prof. Dr. Aytekin Isman (Sakarya University, Turkey)
Prof. Peter Charles Taylor, Ph.D., Med., B.Sc., Dip.Ed (Murdoch University, Australia)
Prof. Dr. Mukhlas Samani, Ph.D (Indonesia)
Prof. Dr. Jailani bin Md. Yunos (University Tun Hussein on Malaysia)
Prof. Dr. Nurahimah Mohd. Yusuf (UTM, Malaysia)
Assoc. Prof. Dr Pedro Isaias (University of Queensland, Australia)
Assoc. Prof. Elisabeth Taylor, Ph.D (Murdoch University, Australia)
Dr. Bambang Sumintono, M.Ed (Universiti Malaya, Malaysia)
Dr. Isma Widyaty, M.Pd (UPI, Indonesia)
Prof. Dr. Syahrul R, M.Pd (UNP, Indonesia)
Prof. Amrin Saragih, MA., Ph.D (Unimed, Indonesia)
Assoc. Prof. Ade Gafar Abdullah, M.Si (Universitas Pendidikan Indonesia)
Eng. Asep Bayu Dani Nandiyanto (Universitas Pendidikan Indonesia)
Prof. Dr. Hartono, M.Pd (Universitas Negeri Semarang)
ii
Proceedings of the 3
rdAnnual International Seminar on Transformative Education
and Educational Leadership (AISTEEL 2018)
Preface
The 3
rdAnnual International Seminar on Transformative Education and Educational Leadership
(AISTEEL 2018) was held in Emerald Garden Hotel, Medan City-Indonesia on 3-4 October 2018.
This seminar is organized by Postgraduate School, Univesitas Negeri Medan and become a routine
agenda at Postgraduate program of Unimed now.
The AISTEEL is realized this year with various presenters, lecturers, researchers and students from
universities both in and out of Indonesia participating in, the seminar with
theme “Education,
Learning and Leadership Innovation.”
The plenary speakers coming from various provinces in Indonesia have been present topics covering
multi disciplines. They have contributed many inspiring inputs on current trending educational
research topics all over the world. The expectation is that all potential lecturers and students have
shared their research findings for improving their teaching process and quality, and leadership.
The third AISTEEL presents a keynote speaker and 4 distinguised invited speakers from Australia,
Singapore, Taiwan, and Malaysia. In addition, presenters come from various Government and Private
Universities, Institutions, Academy, and Schools. Some of them are those who have sat and will sit in
the oral defence examination.
There are 326 articles submitted to committee, some of which are presented orally in parallel sessions,
and others are presented through posters. The articles have been reviewed by double blind reviewer
and 198 of them were accepted for published by Atlantis Press indexed by International Indexation.
Meanwhile 83 papers were published in online International Proceedings indexed by Google Scholar.
The Committees of AISTEEL invest great efforts in reviewing the papers submitted to the
conference and organizing the sessions to enable the participants to gain maximum benefit.
Grateful thanks to all of members of The 3rd Annual International Seminar on Transformative
Education and Educational Leadership (AISTEEL 2018) for their outstanding contributions. Thanks
also given to Universitas Negeri Medan for published this volume.
The Editors
iii
Table of Contents
Titles and Authors
page
Design of Physical Practicum Tools on Rotational Dynamics Matter with
Scientific Concept
1
Fretty Doharni Ritonga; Nurdin Bukit; Betty M.Turnip...
Analysis of the Leading Sector and Its Effect on the Economy in Pakpak Bharat
Regency
6
Dinar Melani Hutajulu; M. Nasir; Arwansyah
...Analyze the Characteristic and Factors Cause of Bullying Behaviours in Early
Childhood
12
Fadhilah Syam Nasution; Anita Yus; Aman Simaremare...
Play Finger Painting in Creative Art Model to Help Smooth Motoric
Development and Creativity of Group a in Kindergarten at Aek Loba Pekan
Village
18
Lola Wita Harahap; Sri Milfayetty; Rosmala Dewi...
Maintenance of Gayonese Kinship Terms by Gayonese Minority Migrants in
Jabodetabek
22
Desi Purnama Sari; Siti Aisyah Ginting; Berlin Sibarani...
Effect of Functional Training and TRX Suspension Training on Body
Composition member Golden Fitness and Spa
26
Rafliansyah; Nurhayati Simatupang; Albadi Sinulingga...
Interpersonal Metaphor Used in the Boss Baby Movie
29
Khairuni Syafitri; Siti Aisyah Ginting; Anni Holila Pulungan...
Speech Act in Indonesia Lawyers Club: KPK vs Novanto
32
Theresia Fransiska Sidabutar; Zainuddin; Busmin Gurning...
The Effect of Instructional Strategy and Style Ofthinking Secuential on Students
Outcome MAN Medan
36
Siti Aisyah Hanim; Tiur asih siburian; Darwin...
The Effect of Cooperative Learning Models and Self Efficacy on Student
Mathematics Learning Outcomes
39
Sabdo Puji Rahayu; Mukhtar; Keysar Panjaitan...
Ideational Grammatical Metahpor in Reading Texts for Senior High School
English Textbooks
43
Diemam Ferzhawana; Siti Aisyah Ginting; Zainuddin...
Effect of Soft Modification on Student Learning Results PAB 13 Kwala Begumit
Private Vocational School
47
Iskandar Fahmi...
Differences in Metacognitive Ability of Students Through Learning Realistic
Mathematics Education and Problem Based Learning in Pangkalan Susu Senior
High School
51
Chairi Mutia Lubis; Waminton Rajagukguk; Kms.M.Amin Fauzi...
Development of Interactive Learning Media Projection of Working Drawing on
Students of Class X TKR in SMK Markus 2 Medan
56
Irwan Panggabean; R. Mursid; Samsidar Tanjung...
Metaphor of Modality in Donald Trump’s Speech in
United Nation General Assembly 2017
60
Nursyah Handaya; Siti Aisyah Ginting...
Traditional Sport Of Silek Tuo In Minangkabau Community (a study of Silek tuo
iv
Prima Nanda; Sabaruddin Yunis; Agung Sunarn...
Improved Student’s Generic Science Skills With The Application of Cooperative
Learning Models Based on Batak Culture
66
Rika Sari Indah Harahap; Derlina; Rahmatsyah; Sahyar; Bornok...
Management Development Athletes of Shorinji Kempo North Sumatra Region
71
Arti Kurniaty Bangun...
Efforts to Improve Learning Results Free Basketball Shot (Free Throw) Through
The Application of Teaching Style Inclusion
75
Bob Rahmat Manalu... ...
Development of Egosan Engineering Extension Models with Straight Sticking in
Pencak Silat
77
William Filipus; Amir Supriadi; Tarsyad Nugraha...
The Development of Interactive Learning Media of Athletic on Physical
Education in SMP Negeri 15 Medan
81
Akhmad Khaidir; Budi Valianto; Tarsyad Nugraha...
The Effect of Learning Model and Self-Reliance Learning toward Science
Learning Outcomes
84
Rohima; Mukhtar; Samsidar Tanjung...
The Effect of Learning Method and Kinesthetic Perception on The Learning
Outcomes of Lay Up Basketball
88
Saiful Adrian; N
urhayati Simatupang; Suprayitno………....
Analysis Of Physical Education Teacher Management Skills In State Elementary
School Sub-District Medan Tembung
91
Syahrul Effendi Nasution; Amir Supriadi; Albadi Sinulingga...
Innovation Of The Speed Model Using Running With The Ball Techniques In
Football
95
Julio Roberto; Amir Supriadi; Novita... ...
The Development of Penetration Drill Training Technique of Wrestling Sport
99
Ihsan Idris Silalahi; Jan Bobby Nesra Barus...
Speech Function of Anies Baswedan’s
Speech in Approval Ceremony as the
Governor of Jakarta in the Period of 2017-2022
102
Ahmad Rifa’i Ritonga; Sumarsih
... ...
Development of Web-Based Learning Media to Enhance Writing Capability of
Biography Text of Student Class X SMA
105
Rencus B. Sinabariba, Tiur Asi Siburian, Mutsyuhito Solin...
Implementing the Teaching Supervision by Principals in Improving the
Performance of Teachers in Aceh Besar
109
Said Ashlan... ... ...
Female Principal Leadership
115
Hendro Widodo; Hengkang Bara Saputra... ...
The Ways of Rohingya Teenagers in Medan Realized Their Language Attitude
120
I Wayan Dirgayasa; Rahmat Husein; Lonni NurIffah Nasution...
Metaphor in Umpasa of Saurmatua Toba Batak Ceremony
124
Heppy Yersin Digita Purba; Rahmad Husein; Anni Holila Pulungan...
The Influence of Part Method, Whole Method and Determination Exercise
Methods on Improving Exercise in the Sports Branch of Pencak Silat Single Art
Category of College Students SPDKK (Art of Kencana Kwitang Self Defense)
Deli Serdang Year 2018/2019
127
Mawar Sari... ... ...
v
Philosophy
of Rakut Sitelu
Desi Haryati Nianggolan...
Evaluation of Implementation of Sustainable Professional Development (PKB)
for Junior High School Physical Education Teachers to Increase Professionalism
in Tebing Tinggi City
135
Mhd Fazar Afandi...
Development of Innovative PJOK teaching materials on floor gymnastics
materials to improve learning outcomes of Grade Students at Junior Hight School
138
Bangun Saragih...
The Influence of the Discovery Learning Model assisted with Image Media and
Motivation Against Civics Learning Outcomes of Students in Class IV of Public
Elementary Schools 055980 Aman Damai 2017/2018
142
Heryansyah Ginting; Dede Ruslan; Reh Bungana Br.Perangin-angin...
Development of science teaching materials based on Science Technology Society
(STM) and its influence on learning outcomes of fourth grade students of MIN
Medan Tembung
149
Diah Hafizhotul Husna; Nuraini; Ramlan Silaban...
The Improvement of Cooperative Learning Model Application Skill in Numbered
Head Together Through Clinical Supervision of Art Teacher in SDN 060886
Medan Baru
154
Unita Vitta Omas Sianturi; Martua Manullang; Rosmala Dewi...
Gold of North Sumatera Program Coach Performance
159
Suyono; Hariadi; Supryetno...
Transitivity Systems Analysis of Bilingual Civic 3 Education Textbook for Grade
XII
163
Jusup Sitepu; Anni Holila Pulungan; I Wayan Dirgeyasa Tangkas...
The Lecturer Performance Development of the STKIP Bina Bangsa Getsempena
Banda Aceh
169
Saiful Bahri...
The Interference of Batak Mandailing Language to Indonesian (In The Interaction
At The Seventh
Grade Students Of Madrasah Tsanawiyah Swasta Al-Azhar
Kabupaten Tapanuli Selatan Padang Sidimpuan)
175
Siti Jahria Sitompul; Abdurrahman Adisaputera; Sumarsi...
The Influence of Microbiology Dictionary and Microbiology Textbook
Utilization in the Contextual Learning Framework on Biology Students Higher
Order Thinking Skills
177
Kiki Rizqi Sahara; Hasruddin; Ashar Hasairin...
The Differences of Learning Style and St
udents’ Creativity to Students’
Achievement in Dribbling the Ball in Playing Football of Seventh Grade Students
of SMP Ar
–
Rahman Percut
180
Muammar Afif Marpaung; Imran Akhmad; Rahma Dewi...
Development of Gobag Sodor Game Model to Increase Interest in Elementary
Students
184
Siska Nova Undari...
The Influence of Research-Based Learning with Portfolio Assessment on Science
Process Skills in Microbiology Course for Biology Program Students
187
Saudah Rahmayanti; Hasruddin; Tumiur Gultom...
The Influence of Teaching Style and Confident Against the Results of a Study of
Shooting in the Game of Football (Experiment Studies the Self Check Style and
vi
Tembung Sabilina)
Muhammad Syaiful; Ramadhan Harahap...
Development of Mirror Writing Teaching Materials Based on Class XI Media
Literation of Lolomatua 1 State High School
195
Yanida Bu'ulolo; Biner Ambarita; Marice...
The Development of Teaching Materials for Technology- Assisted Procedure
Text in Vocational High School
197
Nova Andarini; Biner Ambarita; Malan Lubis...
Development of Adobe Flash Based Floor Gymnastics Media Learning on Health
Sport Education Lesson
201
Hardiansyah...
The Effect of Learning Approach and Linguistic Competence Capability Reading
The English Narative Text of Student SMA Negeri 6 Padangsidimpuan.
206
Sukriyah Batubara; Keysar Panjaitan...
……….
Analysis Effect of Household Consumption, Investment and Labor to Economy
Growth In Sumatera Utara
209
Richna Handriyani; Arwansyah; Sahyar...
Idioms Translation Strategies in Pasung Jiwa Novel English Version
213
Hariyanto; Amrin Saragih; Sumarsih...
Code Mixing in Novel: A Case of Indonesian Literary Work
216
Nurul Hidayanti Hasibuan; Amrin Saragih; Sumarsih...
Logico-Semantic Relation in Presidential Debate Between Hillary Clinton and
Donald Trump
221
Annisa Risma Khairani Lubis; Della Fransiska Ginting; Jumino Suhadi...
Semiotic Meanings in Cigarette Advertisement Texts
227
Rodearta Purba; Zainuddin; Amrin Saragih...
Modality as Hedging Device in the US Presidential Election Debate
232
Roobby Hamdanur; Anni Holila Pulungan; Zainuddiin...
The Improving Mathematical Communication Ability Through Realistic
Mathematical Approach Based on Toba Batak Culture
235
Aman Sanusi Siregar...
Speech Functions of Doctors and Patients on Medical Consultation Process
239
Resti Citra Dewi; Anni Holila Pulungan, Sumarsih...
The Development of Venturimeter Instrumentation in Dynamic Fluid
243
Zahrani Dalimunthe; Rahmatsyah; Derlina...
Lexical Metaphors in Onang-onang of Bobby and Kahiyang Tortor Dance
246
Siti Rahma Ritonga; Anni Holila Pulungan; Didik Santoso...
The Discourse Markers in President Joko Widodo’s Speeches in KTT APEC
China in 2015
249
Syahbuddin Nasution1; Busmin Gurning; I Wayan Dirgayasa Tangkas...
Preparation of Papers in Two-Column Format for AISTEEL Conference
Proceedings
Translator’s Strategies in Transferring Cultural Values in Ratatouille
Film
254
Femy Septiani; Anni Holila Pulungan...
Lexical Metaphor In Printed Car Advertisements
258
Misdiana; Siti Aisyah Ginting; Amrin Saragih...
Political Discourse Analysis of Donald Trump Political Speech
263
Elisa Silviani Siregar; Prof. Dr.Zainuddin, M.Hum; Prof.Dr. Sri MindaMurni,
MS... ...
vii
Nurliana Harahap; Mahendra Ginting Manik; Indah Listiana...
Appraisal of Healthy Product Advertisement on Television
274
Nurun Nazipah Harahap; Siti Aisyah Ginting; Rahmad Husein Napitupuluh...
Lexical Metaphor in Andrea Hirata’s “The Dreamer” Novel
277
Nurul Sa’adah; I Wy. Dirgeyasa; Siti Aisyah Ginting
...
Impoliteness Strategies Used by Governor Candidates of DKI Jakarta in Governor
Election Debate 2017
281
Sri Minda Murni; Busmin Gurning
……
...
Intertextuality in Travel Umroh Advertisement
287
Afifah Nurul Khoirot Nasution; Anni Holila Pulungan; Eddy Setia...
Intertextuality on Oral Discourse in Sari Matua Batak Toba Ceremony
290
Dyan Yosephin Hutagalung; Anni Holila Pulungan; Rahmad Husein...
The Effect of Mangosteen (Garcinia mangostana L.) Peel to Creatine Kinase
Serum in Male Rats (Rattus norvegicus) with Fatigue from Swimming
293
Rika Nailuvar Sinaga; Jumadin IP; Zulaini...
Analysis of Technology Utilization to Measure The Throw Distance of The Ball
on Hammer Throw
296
Riki Prastian; Agung Sunarno; Sabaruddin Yunis Bangun...
The Interactions of Social Stratification and Karonese Register in Giving Pedah
Pedah Perjabun
300
Elkana Putra Tarigan; Amrin Saragih; Siti Aisyah Ginting...
Implementation Management Training Volleyball Club of Pertamina Year 2017
305
Reza Wibowo; Sanusi Hasibuan; Budi Valianto...
Lexical Metaphor in Printed Car Advertisements
308
Misdiana; Siti Aisyah Ginting; Amrin Saragih...
Improving Students’ Reading Comprehension
Ability In Descriptive Text
Through Flashcard
309
Aisya Hartati...
The Role of Teacher’s Training Model and Technological Approach to the
Improvement of Teachers’ Professionalis
312
Intan Sufiah Batubara...
The Difficulties of Students at the Second Year of St.Thomas 3 Senior High
School Medan in Translating English Idioms into Indonesian
315
Fitri Susi Sinurat...
The Effect Of Applying The Great Wind Blows Strategy On The Students’
Vocabulary Mastery
321
Gisca Irdayana Lubis...
Attitude of Examiners in Thesis Convocation
325
Mara Sutan Siregar...
Politeness Strategies in Mandailing Wedding Ceremony
329
227
Semiotic Meanings in Cigarette Advertisement Texts
RodeartaPurba
Postgraduate School of English Applied Linguistic State University of Medan
Email:rodearta.purba@gmail.com
Zainuddin,
AmrinSaragih
Postgraduate School of English Applied Linguistic State University of Medan
Abstract - The objectives of this study are to investigate the semiotic meanings applied in cigarette advertisement, to analyze how the meanings are coded verbally and non-verbally, and to framework. The results showed that (1) cigarette advertisements do not express explicitly their intention to suggest people to smoke either verbally on non-verbally due to government policy, but it representing relation between the verbal and non-verbal expression byelaborating, manipulating and exaggerating. (2) the use of declarative sentence/phrase in the cigarette advertisement are used to manipulate potential buyer/smoker by conveying information or suggestion to the smoker about the quality of the product or the profit it may bring whether it is true or not. The meanings of cigarette advertisement are also coded by using brief persuasive words with their own unique means, while the visual resources as color, pictures, symbols and icons, gaze and posture show the sense of wonderful taste of life, togetherness, enjoyment, creativity, and courage, (3) In the whole, the study emphasizes the vitality of visual and linguistic elements as important communication devices in advertising especially in cigarette advertisement which forbids to demonstrate, use, and/or display the form or forms of smoking or other designations and forbid to include the name of the product in question is smoking.
Keywords- Semiotics, Sign, Critical Discourse Analysis, Linguistic aspect, Cigarette Advertisement. newspaper, megazine, television, radio, internet, etc, is used to reach the mass amount of people. In all media, both electronic and print, information materials of all kinds and texts in a general sense, there is a complex network of written text accompanied by images and other non-linguistic elements, designed as coherent entities (they are often more visual than verbal) ‘by the means of layout’[4]. Language also can be seen as a place of exchange of meaning. The message conveyed in
the text will interact with readers so that the meaning structured knowledge for the purpose of influencing the attitudes and feelings of others.
Life style provides an opportunity for manufacturers to compete to offer their products, they are trying to mobilize all the expertise, creativity in advertising create and use a language that is attractive and convincing in order to lure consumers.The choosing of words, colors, and images become the main point as the tool to persuade the listener and the readers to buy their product or to use their service. Seeing from the perspective of advertisement, cigarette product also tries to pursuade people to accept and puchase their product. To do so, advertiser uses linguistic aspect, pictorial aspect, music aspect and etc. This is to influence the mind of people to buy their product.
However, cigarette advertisements are different from others. The differences of cigarette advertisement is that it does not show detail information of their product. This is because the regulation of government dealing with cigarette advertisement which is say that cigarette companies are forbid to show the package of cigarette, smoking people, smokes and even information about the product.
This research chooses from 20 billboard cigarette advertisement in Medan as the data of research, and strives to answer the following three research questions:
1. What semiotic meanings are presented in cigarette advertisement texts?
2. How are the semiotic meanings coded in cigarette advertisement texts?
3. Why are the semiotic meanings coded in cigarette advertisement text in the ways they are?
II. LITERATURE REVIEW
1. Theoretical Framework
228 it was anlyzed based on [4].
2. Critical Discourse Analysis
Critical Discourse Analysis (CDA) sees language as social and considers the context of language use to be crucial. CDA is not restricted to the educational institution. Discourse Analysis (DA) studies discourse from linguistics perspectives that structural oriented analysis such as implicatures, turn taking, speech acts, politeness, etc. CDA look at discourse not only from linguistic perspective but also goes beyond the boundary of text-grammar toward a study of action-interaction (Huckin, 2007). CDA is therefore not interested in investigating a linguitic unit as DA does, but in studying social phenomena which are necessarily complex and thus require multidisiplinary and multi-methodical approach [7]. CDA sstudies any types of discourses (written, spoken, and semiotic) which can systematically communicate with us. CDA tends to establish a relationship between language (semiotic signs, paralanguage, advertisements, etc), ideology and power (Huckin, 2007: 2-3).
The aim of CDA is to inform the people about the hidden problems of society so that they can ask questions about the hidden the hidden issues. (Huckin: 2007). CDA related to this study not only limited t a vast number phenomena of verbal or linguistic aspects but also pay attention to non-verbal and semiotic aspect.
Based on explanation above, CDA does not only studies language use that found in advertisement but also another type of discourse such as semiotic that related to advertisement which has been the writer’s focus in this research.
3. Semiotic
Semiotic is the study of sign or the science that study about the sign in human beings. It means, every exist things in our life is looked as the sign, that is something that we should give the meaning. Semiotic is concerned with everything that can be taken as sign. A sign is everything which can be taken as significantly substituting for something else.
The visual design is as equally important as the verbal text. Its analysis should potentially provide evidence for answering the research questions of this study. Consering the use of image in advertisements, more technical terms for describing various aspects of images are discussed by Scollon and Scollon (2003) and [4] in this session.
The use of the model of discourse of Kress and Van Leeuwen in this study is limited because the writer does not apply all of its components. The semiotic devices used in this study are mainly based on some of the following of its components as summarizedd by Scollon and Scollon (2003): conceptual representation, gaze/contact, social distance, modality of color, salience, and information values. These categories could not be used uniformly on all text because each text has its own peculiar characteristics.
III. METHODOLOGY
This research is conducted by using descriptive qualitative design.The data of this research are verbal and non-verbal
visually manipulated commercial advertisements from billboards that recently taken from several streets in Medan. It was collected by applying documentary techniquein which only the data that support the research questions were taken.The researcher used [8] to analyze the data. There are three main components namely data condensation, data display, drawing and verifying conclusions.
IV. DATA ANALYSIS
1. Inventory of Semiotic Meaning
After analyzing the data it was found that there are two broad categorize of meaning. They are related to verbal and verbal aspects. The relation between the verbal and non-verbal expression are grouped into: the non-verbal expression elaborate the non-verbal (visual) expression, the verbal expression manipulate the non-verbal (visual) expression, the non-verbal (visual) expression manipulate the verbal expression, the verbal expression exageratte the non-verbal (visual) expression.
2. The Realization of verbal text and non-verbal text in Cigarette Advertisement Text
In this study, there are two realizations of semiotic meaning in verbal text and non-verbal text. It can be seen as the data adventure”. This is a positive noun phrase that give a prestige, an impression/performance, to the reader or smoker by presenting personal pronoun “my”. The pronoun seek to address the smoker’s directly and personally. When people are addresses individually rather than as part of mass audience it is considered highly valued.
Non-Verbal Analysis
The representation of participants in the image are 3 men. There are 4 conceptual symbolic suggestive process where three men who are adventuring by a car. They were riding their car through the river/water. It seems that they are very excited and enjoy while on their way even though they are passing the challenges that exist in front of them.
229 adventure that can indicates the smoker’s life by using the
product.The eye level angle costruct a balance of power between the viewer and advertiser; it is indicated with the represented participant being shot vertcally. While the medium shot represents a normal social distance, without any significant intimacy for the whole figure of the represented participants can be viewed with spaced arround it. Therefore, the viewer has the power to choose the product. In the other encourage them to notice the advertisement.The information value of the image is indicated from two things. One of them is the right side , the New, where Djarum Super as a brand name, the text ‘my life my adventure’ as a slogan. The other one is
Fine Ingredients for Fine Taste
The verbal text in this advertisement is “Fine Ingredients for Fine Taste”. This is as the slogan which is it categorize a a verbless clause. The use of positive adjective “Fine” give an impression that the product has high quality and may promise prestigious state of emotion for those who try/buy it.
Non-Verbal Analysis
The represented participant in the image is a man who is clutching spices such as cloves, cinnamons, tobaccos, etc. The conceptual symbolic suggestive process where spices (cloves, cinnamons, tobaccos) can give smoker high quality and enjoyment if the smoker buy it as in fact in their slogan “Fine ingredients for Fine taste”. It is important to note that in this particular advertisement the product of the company is absent. Therefore, the focus is not on the selling cloves, cinnamons, etc, but to make sure that the ingredients that the product has good.
There is no direct gaze or eye contact from the repreented participant to viewer, so the image is referred as an offer for the represented participants of the image are as item of information, object of contemplation and impersonality as if they were on display that observed by viewer in terms of what brand of the cigarette that offers a better design and quality the product to smoker.The social distance of the image is medium as it is shot from a close distance. So it is viewed as a full
product by presenting a man and some ingredients of cigarette. The perspective of the image is frontal angle which is focuses on involvement between the viewer and the represented participant as if what we see from the image implies as part of our world:the good ingredients of the cigarette and interaction with the smoker who taste it with the good taste.The image illumination shows full representation of lights and shades as the light comes from above. The salience factors shown in the image are the size large of the spices (ingredients of the cigarette) and also the image of a man.The information valued are indicated by Given (left) and New (Right). The Position of the spices and the man on the right which referred as “New” meaning the information presented is not yet know that warrants special attention from the viewers/smokers about the taste of the cigarette.
Data 3 Gg Mild
Verbal Analysis
Style of New Generation Taste the Difference
Get Your Limited Edition Pack
The verbal text in this advertisement are the “Style of New Generation” and “Taste the Difference”.This advertisement uses positive noun phrase that give a prestige, an impression/performance, to the reader or smoker by presenting noun phrases “new generation”. The noun seek to address the smoker’s directly and personally which means addressee/smoker is the young generation.
The slogan “taste the difference” is imperative type or pronoun” you” to address the smoker’s directly and personally.
Non-Verbal Analysis symbolic attribute structure, which symbolized young generation’s picture who has unique styles like using a sweater, using a jeans jacket and T-shirt.
230 can be viewed with spaced arround it. Therefore, the viewer
has the power to choose the product. In the other words, there is no force. participants, as it looks like real. Thus, they are able to capture the viewer’s attention and encourage them to notice the
In this advertisement, the advertiser uses pnoun “I” seek to address the smoker’s directly and personally. When people are addresses individually rather than as part of mass audience it is considered highly valued which is to establish the strong relationship between presenter/advertiser and the viewesr/smokers.Advertiser also uses technical or creative word to attract smokers such as “the pack” that refers to the pack of the cigarette in order to impress the consumer. The pack here that means a bundle arrange for convenience.
Non-Verbal Analysis
This picture describes that the man who is riding his fighter. In this picture, it can be seen that the man is followed by some fighter behind him. It looks like he is a learder for another fighter. He looks so brave. Through the picture, the advertiser assumes that every people who are smoke with this product, the smoker can be like a soldier who fights and can be as a leader in his war squad.
Data 5: Marlboro
Verbal Analysis
Unleash the Performances
In this advertisement, there are two verbal texts: “Filter Black 12” and “Unleash the Performances”. Both of them are declarative sentencefor conveying information to smoker of the quality and quantity of the product it may bring. In the phrase “Filtered blak 12”, advertiser tried to inform that they product has a good taste by providing words “filter and black” and number “12” indicates that the cigarette has 12 stems in a pack.
The phrase “Unleash the Performances” is an imperative type or direct comman to persuade reader to buy or take certain action. The collocation “the performances” means to express ideological opinions about things and events in the cigarette advertisement.
Non-Verbal Analysis
In this advertisement, advertiser uses the word ‘filter black’ assumes this kind of cigarette is good. It has good ingredients inside the cigarette. The advertiser also use the words’ unleash the performance’ in order to ask smokers to keep enjoy with their life and not to be affraid to show their talent, their hobby, and others creativity that they can create in their life.
3. The Reason why Semiotic Meaning coded in the Cigarette advertisement is persuasive mode. Persuasive means able to cause people to do or believe something: able to persuade people. An advertisement is used to persuade people to do or believe of what the advertiser say or do.
V. RESULT
Based on the result of data analysis, the findings of this study are formulated as the following:
1) There are two broad categorize of meaning. They are related to verbal and non-verbal aspects. The relation between the verbal and non-verbal expression are grouped into: the verbal expression elaborate the non-verbal (visual) expression, the verbal expression manipulate the non-verbal (visual) expression, the non-non-verbal (visual) expression manipulate the verbal expression, the verbal expression exageratte the non-verbal (visual) expression 2) Relating to the linguistic aspect occur in 20 cigarette
231 calor saturation, symbolic structure representation, offering
gaze, the use of large size, logo, slogan. Then followed by one more typically manipulative visual semiotic feature such as illumination (the creation of lights and shade). All of it components potentially able to persuade the smoker to but the product.
3) Various social centext are discoverd in the advertisement such as promoting the standar of quality, quantity, creative, enjoying the life. The standard idea about how particular mode like young ang old man should be differentiated based on the conventional values in society when it comes to what types of product that is competible to them for example the representation of the picture of man who are playing with some instrument like guitar, drum, piano and also playing the skateboard. Cigarette advertisement also hiding threats with persuasive expression and colorful meaning for commercial purposes.
VI. CONCLUSION
1) In this research, the researcher found that the advertisement usedthe relation between the verbal and non-verbal expression.
2) The cigarette advertisement texts were dominated by using declarative sentence in the verbal text which mean that the cigarette advertisement text has purpose to persuade smoker by adding characteristics of the product like using adjective good, fine, modern, etc. While in non-verbal text, the advertisers use some picture with the sense of power, energy, excitement, strength, seductive, passionate, aggressive,attentiongetter, hardship, fear, confident, conservative, relaxing, serene, simple, friendly, joyful, light, free, vigorous, sunny, sophisticated, and happines. The advertiser make the major use of visual features Then followed by one more typically manipulative visual semiotic feature such as illumination (the creation of lights and shade). All of it components potentially able to persuade the smoker to but the product.
3) Verbal text and non verbal text are connected to construct the advertiser’s intention
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