i
VERBAL AND NON-
VERBAL SIGNS IN” RED BULL”
AND “SOY JOY” ADVERTISEMENTS
I WAYAN ADI JAYAKUSUMA
1218351002
NON REGULAR PROGRAM ENGLISH DEPARTMENT
FACULTY OF ARTS
UDAYANA UNIVERSITY
DENPASAR
iii
ABSTRACT
This study focuses on the kinds and meanings of verbal and
non-verbal signs in “Red Bull” and “Soy Joy” advertisements. “Red Bull and
Soy Joy” advertisements are interesting to analyze because in these
advertisement they have kinds and meanings of verbal and non-verbal
signs.
There are three theories to analyze the data, first the semiotic
theory from Chandler applied to find the kinds of non-verbal signs. Then
theory from Leech was applied to analyze meaning of verbal sign. And
third theory from color psychology, this theory was applied to find out
about messages in the color of illustration in advertisement. It can be
helpful for this study.
The result of the study showed the verbal and non-verbal signs
used in “Red Bull and Soy Joy” advertisements have two meaning such
as conceptual and connotative meaning. That meaning can persuade
reader to buy and consume this product.
Keywords:
Red Bull Advertisement, Soy Joy Advertisement, Verbal and
iv
ACKNOWLEDGMENTS
In this beautiful moment, I would like to express my gratitude to
Ida Sang Hyang Widi Wasa
for His blessing so I can finish this paper. I
also thankful for all my lecturers, especially Drs. I Ketut Tika, M.A. and
Drs. I Made Winaya, M.Par. as my first and second supervisor for their
patience, guidance, encouragement and correction during completing this
paper. Thanks also for my father I Wayan Puglig, S.H. and my mother Ni
Made Mertaasih, S.E. for their moral motivation and also support me in
various situations.
My thanks are also dedicated to the following people for their
assistance and help morally to complete this paper.
1.
The Dean of Faculty of Arts, Udayana University
2.
The Head of English Department, Faculty of Arts, Udayana
University and as well as lectures for knowledge which I got
during years of study.
3.
All lectures and staffs of English Department especially for
Staffs in Non Regular Program, Faculty of Arts, Udayana
v
4.
My beloved, Putu Tiana Ayu Kalvica Puti who always support
me in many conditions.
5.
My best friend in Uno and Power Ranger, Ngurah Gita
Pramana Putra, Indri Novita Sari, Angelica Arif M, Haryadi
Suryanatha, Yorga Pramana Jata, Benny Adinata, Rahardian
Daniswara, Rito Effendi, Bisma Putra, Santa Putra, Nanda
Adistanaya Ade Dimas, all my best partners in HIMAPESI and
KELUARGA BESAR HIMAPESI who always give me more
experience and support me, my friend in Gang B, Bogel, Ajus,
Dede, Mahendra, Okix, Cecep, Ai, and all the others.
Last but not least, honestly, I hope that this paper will be useful for
those who are interested in developing their study of verbal and
non-verbal signs especially in advertisement.
Denpasar, May 2016
vi
TABLE OF CONTENTS
ACKNOWLEDGEMENTS
... i
ABSTRACT
... iii
TABLE OF CONTENT
... iv
CHAPTER I INTRODUCTION
... 1
1.1 Background of the Study ... 1
1.2 Problems of the Study... 3
1.3 Aims of Study ... 3
1.4 Scope of Discussion... 3
1.5 Research Method ... 4
1.5.1 Data Source ... 4
1.5.2 Method and Technique of Collecting Data ... 5
1.5.3 Method and Technique of Analyzing Data ... 5
CHAPTER II REVIEW OF LITERATURE, CONCEPTS, AND
THEORITICAL FRAMEWORK
... 6
2.1 Review of Literature ... 6
2.2 Concepts ... 9
2.2.1 The Concept of Advertisement ... 10
2.2.2 The Concept of Verbal Sign ... 12
2.2.3 The Concept of Non-Verbal Sign ... 12
2.2.4 The Concept of Signifier ... 13
2.2.5 The Concept of Signified ... 13
2.3. Theoretical Framework ... 14
2.3.1 Semiotic Theory... 14
2.3.1.1 Modes of Sign ... 15
2.3.1.2 Denotative and Connotative Signified ... 20
2.3.2 Theory of Meaning ... 21
2.3.2.1 Types of Meaning ... 22
2.3.3 Color and Their Meanings ... 26
CHAPTER III THE ANALYSIS OF VERBAL AND NON-VERBAL
SIGNS IN RED BULL AND SOY JOY ADVERTISEMENT
... 30
3.1 Preliminary ... 30
3.2 Red Bull Advertisement 1 ... 34
3.2.1 Analysis Meaning of Verbal Sign ... 36
vii
3.3 Red Bull Advertisement 2 ... 41
3.3.1 Analysis Meaning of Verbal Sign ... 43
3.3.2 Analysis of Non-Verbal Sign ... 45
3.4 Soy Joy Advertisement 1 ... 48
3.4.1 Analysis Meaning of Verbal Sign ... 50
3.4.2 Analysis of Non-Verbal Sign ... 51
CHAPTER IV CONCLUSION
... 53
CHAPTER I
INTRODUCTION
1.1 Background of the Study
Advertisement can be recently found in everyday life of people. Based on Oxford Advance
Learner‟s Dictionary (2000) that advertisement is a notice, picture, or film telling people about a
product, job, or services. Advertisement has primary purpose to introduce goods and service to
public in order to support the selling. Usually advertisement use commercial offering such as
newspaper, magazine, radio, television, brochure, etc. Advertisement must attract attention and
gain a person‟s interest. There are two important sign to attract attention of people, verbal and
non-verbal signs.
In printed advertisement, the firm uses the words or language to inform and persuade the
target. In making advertisement, the firm has to choose the proper words to make a good
language which plays important role in attracting audience attentions. Each of the words has its
own role to describe and explain the product itself by using a number of preferred linguistic
patterns and techniques which one called “English in Advertising” (Leech, 1966).
According to Dyer (1993) advertising means drawing attention to something or notifying or
informing somebody or something. There are two important elements in advertisement; Verbal
and Non-Verbal sign. Verbal sign is the most common sign used in communication. Verbal sign
includes spoken language and written language. The spoken and written language contain
conventionalized linguistic symbols such as words, phrases, and sentences that enable us to tell
our thought, ideas, and feeling to other people. In the advertisement, verbal sign is the word.
Non-verbal signs are the signs other than the verbal sign. Non-verbal signs have been used by
people before they have the verbal. Body language used by primitive people to communicate is a
kind of non-verbal sign. And the other non-verbal signs are facial expressions, eye contact, the
way of dressing and objects in nature like the moon, clouds, sun, etc. With the technology of
photography, non-verbal signs now can capture and printed to make a picture. The pictures are
often employed in various media to attract the readers.
This study concerned on the analysis of the meaning verbal and non-verbal sign inside the
advertisement and relationship between the verbal and non-verbal sign in advertisement. The
study is relevant with semiotic analysis. The purpose is to increase the learner knowledge about
semiotic analysis in advertisement especially in the verbal and non-verbal sign.
1.2 Problems of the Study
The problems that are discussed in this study are as follows:
1. What kind of verbal and non-verbal signs are found in “Red Bull and Soy Joy” advertisement?
2. What are the meanings of verbal and non-verbal signs in “Red Bull and Soy Joy” advertisement?
1.3 Aims of Study
The aims of this study are:
2. To identify the meaning of the verbal and non-verbal signs in “Red Bull and Soy Joy” advertisement
1.4 Scope of Discussion
Based on the problem stated above there some limitations of discussions in this writing to
make this study more accurate therefore it is easier to analyze. The discussion in this study
focuses to analyze and describe of verbal signs and the non-verbal signs. And identify about the
meaning of the verbal and non-verbal signs in “Red Bull and Soy Joy” advertisement.
1.5Research Method
Methodology is the system that is adopted in writing scientific research. There are three
aspects in connection with the data, namely data source, method and technique of collecting data,
and method and technique of analyzing data.
1.5.1. Data Source
The data were taken from “Red Bull and Soy Joy” advertisements. The reason for chosen those data because their product were good for health and great for increasing the energy in the
body. There are more verbal and non-verbal signs in Red Bull advertisement than Soy Joy
advertisement because that very interesting to be analyzed in this study. The data of this study
were taken from “Red Bull and Soy Joy” advertisements as follows:
1. Red Bull advertisement 1 “START YOUR ENGINE, AND GIVES YOU EXTRA
DRIVE” taken from http://www.kastnerandpartners.co.uk/red-bull-energy-shots/
3. Soy Joy advertisement 1 “REAL FRUIT. WHOLE SOY. ALL JOY.” taken from
https://simplygluten-free.com/blog/2011/08/confessions-of-a-skinny-gluten-free-girl.html
1.5.2. Method and Technique of Collecting Data
In this Study, the advertisement will classify base on the composition of verbal and
nonverbal signs. First step was download the pictures of two Red Bull and one Soy Joy
advertisements used as the data, after that observe the three advertisements. And collect the
verbal and non-verbal signs from the three advertisements by using note taking technique.
1.5.3. Method and Technique of Analyzing Data
The semiotic theory from Chandler (2007), Color Psychology (2000) and the theory of
meaning from Leech (1971) are used as the reference to analyze the data. Steps of data analysis
are as follows:
1. Separate then classify elements of each Red Bull advertisement into headline, body copy,
illustration, signature line, and standing detail components into verbal and non-verbal
signs based by Leech theory (1966).
2. Analyzing the meaning of non-verbal signs was analyzed by using the semiotic theory
from Chandler (2007) and color that used in the advertisement based on Color
Psychology (2000).
CHAPTER II
REVIEW OF LITERATURES, CONCEPTS, AND THEORETICAL
FRAMEWORK
2.1Review of Literature
A literature review is an evaluative report of information found in the literature related to the
selected area of study. The review should describe, summary, evaluate and clarify this literature.
There are three previous studies which concern with verbal and non-verbal that have been done
by the student of English Department Faculty of Letters and Cultures Udayana University. Paper
entitled “Analysis of Visual and Verbal in Harley-Davidson‟s Motorcycle Advertisement in Hot
Bike Magazine” done by Savitri (2007). This paper was also analyzed about verbal and visual messages and it focused on the production signs which have the power to promote and persuade.
This study was mainly aimed to describe the sign (visual and verbal) in the advertisement
relating to the analyzing of its meaning and function of language, and context of situation. The
data used in this study was taken from the Harley-Davidson‟s Enthusiast magazine, Januari 2007 edition as the primary data. The main theories that used in this study were theories of meanings
and function by Geoffrey Leech and the theories of context of situation by Haliday. From this
study found the visual sign used as the prominent sign of the advertisement and intended to
attract the attention of the reader. This study concern on the production signs which have the
power to promote and persuade but in my study focus on relationship verbal and non-verbal sign.
The second paper entitled “Semiotic Analysis of Bali Taksu Travel‟s Brochures” by Wijaya
signs are conveyed by both verbal and visual sign in Bali Taksu Travel‟s Brochures. This study aimed to analyze the text in Bali Taksu Travel‟s Brochure and find out the message conveyed by
both verbal and visual sign in Bali Taksu Travel‟s Brochure. This data was taken from Bali Taksu Travel‟s office at jalan Waribang no.21A Kesiman, Denpasar, Bali. Brochures verbal signs were analyzed based on Dyer‟s concept and visual signs of the brochure were analyzed based on the semiotic theory by Chandler. From this study, find out the message conveyed by
both verbal and visual sign in Bali Taksu Travel‟s Brochures. Similar with this study, but the title
meaning of this paper is too wide. So I choose the title in my paper more specific from this
paper.
The third paper is written by Moch (2008) entitled “A Semiotic Analysis of Madonna‟s Concert Film Live to Tell”. This study focused to find out the presentation of visual sign in
concert film for satisfy the audiences. This paper aimed to analyze function of icon, symbol, and
index in Madonna‟s concert film Live to Tell and to find out the use of the scenic design in Madonna‟s concert film Live to Tell. The data was taken from Madonna‟s concert film entitled Live to Tell in Confession Tour (2006) which caused controversy because of the catholic
symbol, namely crucifix, used when Madonna acted like Jesus Christ. The method used to
collect data in social sciences is Qualitative method. All the data are analyzed and explained by
applying descriptive method. The weakness of this paper is it does not discuss about the
relationship between verbal and non-verbal sign. This study is different from his study because
this study analyzes the relationship between verbal and non-verbal sign.
The different between three reviewed papers with this study is the theories used and the data
source. In this study used the theory from Leech about the meaning of verbal and non-verbal
In this study used different data source, drink and food advertisement. It makes different with
three reviewed papers before.
2.2. Journal Review
One article of journal that related to this study was “Signs” - International Journal of Semiotics / Signs Scandinavian Section Royal School of Library and Information Science,
Denmark. Signs are an international peer-reviewed electronic journal on the semiotics of mind,
consciousness, language and culture as well as living and inanimate nature, and possible
connections between them. The stance of the journal is interdisciplinary due to the nature of the
subject and explores all processes of cognition, communication, meaning and information
interchange, in which signs feature. The journal is also transdisciplinary in that it has an interest
in the philosophical frameworks forming the specific semiotic outlook on cognitive,
communicative and social processes. Signs invites to a broad range of contributions: the
philosophical as well as scientific description of sign phenomena, the systematization of sign
phenomena in theories and models, and the application of semiotic knowledge. Signs primarily
publish research articles but also response articles, comments, and critical reviews. With Signs
we hope to serve well researchers in semiotics and related areas of semiotics, researchers using
semiotic theory in their work and scientists interested in becoming informed about current work
in semiotics and its ramifications as well as educators seeking inspiration and material.
There are several concepts need to be defined in this study including advertisement, verbal
sign, non-verbal sign, signifier, and signified. The explanation of those concepts is as follows:
2.2.1 Concept of Advertisement
Advertisements is a text that has the objective to announce a something that appeals to
many peoples and that adds a well known product in all public or the messages paid for by those
who send them and are intended to inform or influence people who receive them. Like a media
that carries the ads, and a host of people like copy editors, visualizes, brand managers,
researchers, creative heads and designers who take it the last mile to the customer or receiver.
Advertisement is a public notice especially in print but nowadays more advertisement use the
visual.
According to Leech (1966: 50), advertisements usually consist of several components
such as the following:
a. Headline
Headline is the head / opening of an advertisement to attract readers. Usually the
headlines use the big size for easily seen and use the eye catching color.
Illustration is the picture, drawing, photograph or other non-verbal elements used
in an advertisement to illustrate the message.
c. Body Copy
Body Copy is explains how the product or service meets the customer needs. It is
the main part of advertisement message often divided into various sections under
subheads.
d. Signature Line (Logo)
Signature Line (Logo) is the identifier of the product advertiser. It mentions
brand-name, often accompanied by a price-tag, slogan, trademark or the picture of
the brand pack and it helps customers to easily recognize a brand.
e. Standing Details
Standing Details usually contains company address, call center, website that can
be used by customers to get information about the brand.
A press advertisement is two dimensional, the notion of demands a certain freedom of
interpretation. An illustration might occupy the whole length of the advertisement, and the
various linguistic components be placed at different positions to be right or left of it: or the
headline or other parts of the verbal message might be superimposed on the illustration.
Verbal sign is text or word in the advertisement. The language used by advertiser in the
advertisement shows that the advertiser think of people as targets on which they hope to make an
impact to the customers. Advertising language is of course loaded language which has the
primary aims to attract to reader attention and dispose us favorably towards the product or
service on offer (Dyer, 1982:139). According to Chandler (2007:14), verbal signs are sound pr
letters which convey an idea such as words, phrases, and sentences. Verbal sign is often used to
provide instruction, relay information or knowledge, or for entertainment. Verbal signs analyzed
in this study are written English words found in Red Bull advertisement.
2.2.3 Concept of Non-Verbal Sign
Non-Verbal sign are the pictures, colors, and expressions in advertisement. The picture is
used to lead the eye to the written copy in magazine ads and in commercials. According to Dyer
(1993: 93), include lights, shape, movement and representation, whether people, objects,
gestures, poses or expression, etc. The non-verbal signs are the picture use in Red Bull
advertisement. Dyer (1982: 86) states that pictures are easier to understand and have more
impact than words, and they generally offer greater opportunity for the communication of
excitement, mode and imagination. The picture is presented in interesting photograph and can
describe the product. Every picture has colors, and color can also help the audience to retrain the
memory of a message. With color, the advertisements grab the attention of consumer.
2.2.4 Concept of Signifier
According to Dyer (1986: 16) states Signifier is any material thing that signifies, e.g., words
Signifier as suggested by Chandler (2007: 15), is the external and perceptible form the sign.
It something can be seen, heard, or read. In the “Red Bull and Soy Joy” advertisement, the signifiers are the words and pictures that can be read and seen by readers.
2.2.5 Concept of Signified
According to Dyer (1986: 16) states Signified is the concept that a signifier refers to.
The signified is the concept, the meaning, the thing indicated by the signifier. It need not be a
'real object' but is some referent to which the signifier refers. The thing signified is created in
the perceiver and is internal to them. Whilst the signifier is more stable, the signified varies
between people and contexts. The signified does stabilize with habit, as the signifier cues
thoughts and images.
Signified as suggested by Chandler (2007: 16) is the notion conveyed by the sign. In
advertisement, the signified of the signs contains the message from the producer of goods or
service to persuade consumer.
2.3Theoretical Framework
This part of the study provides the theory used to solve the problem of this study. There are
three theories applied in this study including Semiotic theory by Chandler (2007), the theory
meaning by Leech (1971) and Color Psychology (2000).
Semiotics is the study of signs, symbols, and signification. It is the study of how
meaning is created, not what it is. Below are some brief definitions of semiotic terms, beginning
with the smallest unit of meaning and proceeding towards the larger and more complex.
Semiotic can be used by advertisement maker to choose the appropriate words and
pictures to appeals consumers and also can be used to interpret the message conveyed by the
words and pictures in advertisements. Semiotics is important because it can help not to take
'reality' for granted as something having a purely objective existence which is independent of
human interpretation. Studying semiotics can assist us to become more aware of reality as a
construction and of the roles played by ourselves and others in constructing it. It can help to
realize that information or meaning is not 'contained' in the world or in books, computers or
audio-visual media. Semiotics views that a sign consist of two parts, the sign and the notion of
the sign. According to Chandler (2007: 14) the form of the sign is called “signifier” and the
notion sign is called “signified”. There are three modes of sign including icon, index, and
symbol. Based on the signified concept conveyed by a sign, there are denotative signified and
connotative signified.
2.3.1.1Modes of Sign
There are three kinds of sign according to Chandler (2007: 36) are as follows:
1. Symbol
Symbol/symbolic: a mode in which the signifier does not resemble the signified but
which is fundamentally arbitrary or purely conventional – so that this relationship must be agreed upon and learned. A symbol gets its meaning from a group of people who gives meaning
to the symbol through convention.
The symbolic of verbal sign in advertisement is word. Word such as nouns, verbs,
adjectives, adverbs kind sign because the relation between words (signifier) and
the things it represent (signified) are established through convention among the
speakers of the language.
For example, the word “Temple” in the table 2.1 below which consist of six
letters t-e-m-p-l-e signifies ”The place of hindu people for pray”.
Sign : a word “Temple”
The word “Temple”
Signifier Signified
Table 2.1 Example of symbolic Verbal sign
b. Example of symbolic Non-verbal sign
The example of symbolic non-verbal sign is in Table 2.2. The signifier is red
logo and black background. It signifies “DOTA” by the convention among
gamer people.
DOTA
Signifier Signified
Table 2.2 Example of symbolic Non-verbal sign
2. Icon
Icon/iconic: a mode in which the signifier is perceived as resembling or imitating the
signified (recognizably looking, sounding, feeling, tasting or smelling like it) – being similar in possessing some of its qualities. The iconic relation can occur because the signifier is
recognizably looking, sounding, feeling, tasting or smelling like the signified, or being similar in
possessing some of its qualities.
a. Example of iconic verbal sign
The example of iconic verbal sign is a bird sound. It consists of the
signifier “Tweet” which is the imitation of the signified. Table 2.3
shows the signifier and signified of the bird sound.
Sign : Icon of bird sound
A word “tweet” The sound of a bird
Signifier Signified
Table 2.3 Example of Icon Verbal sign
b. Example of iconic non-verbal
Usually iconic non-verbal is similar like a real thing. Table 2.4 is the
but the shape is similar. Therefore, the picture of computer can signify
the real computer.
Sign : Icon of Computer
Computer
Signifier Signified
Table 2.4 Example of Iconic Non-verbal Sign
3. Index
Index is a mode in which the signifier is not arbitrary but is directly connected in
some way (physically or causally) to the signified (regardless of intention) – this link can
be observed or inferred: e.g. „natural signs‟ (smoke, thunder, footprints, echoes, non-synthetic odours and flavours), medical symptoms (pain, a rash, pulse-rate), measuring
instruments (weathercock, thermometer, clock, spirit-level), „signals‟ (a knock on a door,
a phone ringing), pointers (a pointing „index‟ finger, a directional signpost), recordings (a photograph, a film, video or television shot, an audio recorded voice), personal
„trademarks‟ (handwriting, catchphrases).
a. Example of Indexical verbal sign
Table 2.5 shows two examples of indexical verbal sign. The verbal sign are
“come on“and “let‟s go” which are the indicator of the speaker want to go to
The two verbal signs are applied in sentence: “Come on, we go to the cinema” and “Let‟s, go we go to the cinema”. It can be seen the verbal sign” come on”
became an index that the speaker invite someone to the cinema and the verbal
sign “Let‟s go” indicates the speaker with someone go to the cinema.
Sign : Go somewhere
- Come on, we go to the cinema
- Let‟s, go we go to the cinema
- the speaker invite someone to the cinema
- The speaker with someone goes to the
cinema.
Signifier Signified
Table 2.5 Example of Indexical verbal sign
b. Example of Indexical non-verbal sign
Table 2.6 is an example of indexical non-verbal sign. It show the bread out
from toaster and smoky. That is the index indicating that the bread is done
because the bread out from toaster and smoky. Smoke is directly related to
something hot or already done.
The bread is done
Signified Signifier
Table 2.6 Example of Indexical non-verbal sign
2.3.1.2Denotative and Connotative Signified
According to Chandler (2007:137), In semiotics, denotation and connotation are terms
describing the relationship between the signifier and its signified, and an analytic distinction is
made between two types of signified: a denotative signified and a connotative signified. Meaning
includes both denotation and connotation.
Denotation tends to be described as the definitional, literal, obvious or common-sense
meaning of a sign. In the case of linguistic signs, the denotative meaning is what the dictionary
attempts to provide. The term „connotation‟ is used to refer to the socio-cultural and „personal‟ associations (ideological, emotional, etc.) of the sign. These are typically related to the
interpreter‟s class, age, gender, and ethnicity.
Connotation is thus context dependent. Signs are more „polysemic‟ – more open to interpretation – in their connotations than their denotations. Denotation is sometimes regarded as a digital code and connotation as an analogue code (Wilden 1987, 224).
Based on Chandler (2007: 137), the definition of denotative signified and connotative
1. Denotative signified is the factual and objective notion of a sign which is the natural
attributes possessed by a sign.
2. Connotative signified is the value of a sign beyond its denotative meaning which
reveal the socio-cultural or personal association toward a sign including attitude
emotions, and feelings.
According to Barthes (1974: 9) denotation is just another connotation. From such a
perspective, denotation can be seen as no more of a natural meaning than is connotation but
rather as a process of naturalization. Such a process leads to the powerful illusion that denotation
is a purely literal and universal meaning which is not at all ideological, and indeed that those
connotations which seem most obvious to individual interpreters are just as natural.
2.3.2
Theory of Meaning
Meaning has very important in advertisement, According to Leech (1971), classifies
meaning into seven types of meaning.
2.3.2.1Types of Meaning
Leech (1971) classifies meaning into seven types as follows:
1. Conceptual Meaning
Conceptual meaning is also called logical or cognitive meaning. It is the basic propositional
meaning which corresponds to the primary dictionary definition. Such a meaning is stylistically
neutral and objective as opposed to other kinds of associative meanings. Conceptual Meanings
are the essential or core meanings while other six types are the peripheral. It is peripheral in as a
Leech gives primacy to conceptual meaning because it has sophisticated organization based on
the principle of contractiveness and hierarchical structure.
Conceptual meaning is assumed to be central factor in linguistic communication and it can be
shown to be integral to the functioning of language in a way that order types of meaning are not.
The concept is minimal unit of meaning which could be called „sememe‟. As we define phoneme
on the basis of binary contrast, for example we can define sememe „Woman‟ as = + human +
female + adult. If any of these attribute changes the concept cease to be the same. Conceptual
meaning deals with the core meaning of expression. It is the denotative or literal meaning. It is
essential for the functioning of language. For example, a part of the conceptual meaning of
„Needle” may be “thin”, “sharp” or “instrument”. Conceptual meaning is the literal meaning of
the word indicating the idea or concept to which it refers.
2. 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. Connotative
Meaning is the communicative value, an expression which has by virtue of what is refer to, over
and above its, purely conceptual content talking about connation is in fact talking about the real
world experience one associates with an expression when one uses or hears it.
3. Stylistic Meaning
Leech (1971) stated that stylistic meaning is a language which conveys the social
circumstance or its use. We can assume that when we decide the stylistic meaning of a text
For example:
1. They chucked a stone at the cops, and then did a bunk with the loot.
The sentence above could be said that two criminals, talking casually about the
crime afterwards.
2. After casting a stone at the police, they absconded with the money.
We might say that the chief inspector, in making the official report; both could
describe the same happening.
4. Affective Meaning
Affective meaning can often be called explicitly conveyed through the conceptual or
connotative content of the words used stated by Leech (1971). We can assume that affective
meaning is one of types of meaning that reflects the personal feeling of the speaker.
For examples:
A. “You are a vicious tyrant and a villainous reprobation and I hate you”
Here we can say that the speaker addresses a negative attitude towards his listener.
This is called Affective meaning. Though the example above is a bit rude, we must
be very cautious and convey our attitude indirectly.
5. Reflective Meaning
Leech (1971) states that reflective meaning is the meaning which arises in cases of multiple
conceptual meaning, when one sense of a word forms part of our response to another sense. In
another word, some people often have difficulty in use of a word with particular sense. Leech
are religious words. But without we know it, there are responses to the non-religious meaning
too. The “comforter” sounds comforting and peaceful while the “ghost” sounds “scary‟ or
„awesome‟. The word seems get rid off on another especially through relative frequency.
6. Collocative Meaning
Collocative meaning means what is communicated through association with words which
tend to occur in the environment of another word. Collocative meaning refers to a relation a
word because it‟s usual or habitual occurrences with certain kinds of words.
For example:
1. Pretty is collocated with: woman, girl, garden, flower, color, etc.
2. Handsome is collocated with: boy, airliner, typewriter, man, car, etc.
7. Thematic Meaning
Leech (1971) states that thematic meaning is communicated by the way in which a
speaker or writer organizes the message, in term of ordering, focus and emphasis. Thematic
meaning can help us to understand the message and its implications properly.
For example:
1. Mrs. Smith donated the first prize.
2. The first prize was donated by Mrs. Smith.
In the first sentence, it is already known that Mrs. Smith has already given away her
„important‟ things. While in the second sentence „what did Mrs. Smith was important‟. This
2.3.3 Colors and Their Meanings
Color can represent or bring the feeling of something as stronger than unusual to make
what is being presented or promoted by the advertisement more clear and can attract or persuade
the readers to read the message with more interest. There are some theories and opinion about
the meaning of colors from the expert. But the most relevant to this study is the theory from
Color Psychology, which entitled “How Colors Impact Moods, Feelings, and Behaviors” because give explanation based on the relation between color and the impact with moods,
feelings, and behaviors it is very match with the reason why advertisement made and how the
advertisement can attract attention the readers.
a. Black
Black is the color which is represent modernity, formality, elegant, wealth, mystery,
style, evil, death, fear anonymity, anger, sadness, remorse, ,mourning, power, sex, seriousness,
conventionally, rebellion, and sorrow. Black is the color of authority power. It is popular in
fashion because it makes people appear thinner. It is also stylish and timeless. Some fashion
experts say a woman wearing black implies submission to men. Black outfit can also be
overpowering or make the wearer seem aloof or evil. Usually in advertisement use a black color
has a background picture because that color compatible for the advertisement.
b. White
White is the color which represent purity, snow, peace, innocence, cleanliness, simplicity,
humility, sterility, winter, coldness, clinics, surrender, cowardice, fearfulness, air, death, and
everything. White is popular in decorating and in fashion because it is light, neutral, and
compatible with everything. In advertising, white is associated with coolness and cleanliness
because is the color of snow. As opposed to black, white usually has positive connotations.
White is associated with hospitals, therefore can use for suggest safety when promoting medical
products such as medicine.
c. Red
Red is the color which represent passion, strength, energy, fire, love, excitement, speed,
heat, leadership, masculinity, danger, blood, war, anger, revolution, radicalism, socialism,
communism, aggression, summer, stop, and respect. The most emotionally intense color, red
stimulates a faster heartbeat and breathing. It is also the color of love. Red clothing gets noticed
makes the wearer appear heavier. In decorating, red is usually used as an accent. Decorators say
that red furniture should be perfect since it will attract attention.
d. Blue
Blue is the color which is represent seas, skies, peace, unity, harmony, calmness,
coolness, confidence, conservatism, water, ice, loyalty, dependability, technology, winter,
depression, coldness, idealism, tackiness, air, wisdom, friendliness, truthfulness and
steadfastness. In many diverse cultures blue is significant in religious beliefs, believed to keep
the bad spirits away. Blue also can be cold and depressing. And blue color also can make people
more productive.
Green is the color which is represent nature, spring, fertility, youth, environment, wealth,
money (US), good luck, vigor, generosity, go, grass, aggressions, inexperience, envy,
misfortune, jealously, disgrace (china), illness, greed, corruption (North Africa), life, eternal,
earth, natural abundance, health, spring growth, balance, and stability. Currently the most
popular decorating color is green because symbolized of nature. It is the easiest color on the eye
and can improve vision. Some words associated with green to represent restful, cool, refreshing,
traditional, conservative, calm, spacious, and relaxing.
f. Purple
The color purple is specifically associated with royalty and the nobility, creating an
impression of luxury, wealth and extravagance. Purple has power. It has a richness and quality to
it that demands respect. Purple is ambitious and self-assured, the leader. Too much of the color
purple can promote or aggravate depression in some. It is one color that should be used
extremely carefully and in small amounts by those who are vulnerable to these depressed states.
In advertising, Light purple is a good choice for a feminine design and use bright purple when
promoting children's products.
g. Yellow
Yellow is the color of sunshine. It's associated with joy, happiness, intellect, honor,
loyalty, and energy. Yellow produces a warming effect, arouses cheerfulness, stimulates mental
activity, and generates muscle energy. Yellow is often associated with food. Yellow is seen
before other colors when placed against black; this combination is often used to issue a warning.
Use yellow to evoke pleasant, cheerful feelings. Usually advertisement chooses yellow to
promote children's products and items related to leisure. Yellow is very effective for attracting
