SEMIOTIC ANALYSIS ON TELEVISION ADVERTISEMENT OF COCA COLA â€œ REASON TO BELIEVE : INDONESIAN VERSION â€œ
AbstractAdvertisement is a medium to deliver messages to people with the goal to influence them to use certain products. Semiotics is applied to develop a correlation within the element used in advertisement. In this study, the writer chooses the television advertisement of Coca Cola â€œ Reason to Believe: Indonesian Versionâ€ as the subject to be analyzed using semiotic study based on Peirceâ€™s theory.Â Semiotic approach is employed in interpreting the sign, symbol, icon, and index in television advertisements. This study aims to identify: (1) the semiotic signs found in the Coca Cola advertisement, and (2) the interpretation of semiotic signs in the Coca Cola advertisement.This study is qualitative in the form of document analysis. The data are 20 scenes in the Coca Cola â€œReason to Believe : Indonesian Versionâ€ TV advertisements. The result of this research shows that each advertisement contains semiotic signs such as symbol, icon and index. There are 20 symbols, 46 icons, and 16 index. Icon is mostly used rather than symbol and index. Text are provides as symbol in most scenes. The text use for emphazing the condition of each scene.Suggestion is made for next researchers to choose the signs of the advertisement from other media sources like radio, newspaper, or the internet, to obtain various results. Next researchers can also conduct further studies by seeing peopleâ€™s interpretation on certain advertisements.Â Keywords: semiotics, sign, TV advertisement, Coca Cola.Â
Ary, D. Jacobs L.C. and Razavieh, A (2002). Introduction to Research in Education. London: California: Wadsworth.
Badal, E., Melewar, T.C. & Small, J. (2006). The Journal of Brand Management. 13, 407-417.
Belch and Belch (2001). Advertising and promotion an intergrated marketing communication perspective. The McGraw-Hill Companies.
Bhatnagar et al(Eds.). (2002). Introduction to multimedia system. California: Harcourt, Inc.
Burty, Annisa Dhania. (2012). A semiotic analysis on the movie poster of Harry Potter and The Deathly Hallows. Unpublished Thesis. Malang. University of Brawijaya.
Chandler, Daniel. (2002). Semiotic : The basic 2nd edition. London : Routledge.
______________ (2007). Semiotics â€œThe Basicsâ€ 2nd edition. USA. Routledge.
Cobley, Paul. (2001). The Routledge Companion to Semiotics and Linguistics. London : Routledge.
Color Purple Meaning. Retrivied on July 10, 2013 from (http://crystal-cure.com/purple.html)
Dewanto, Widhya Arief. (2012). A Semiotics Study on Axe â€œDark Temptionâ€ Fragranceâ€™s TV Advertisement. Unpublished Thesis. Malang. Univerity of Brawijaya.
Goddard, Angela. (1998). Language of Advertising. London: Routledge.
Highlights in the History of Coca-Cola Television Advertising. Retrivied on May 13, 2013 from (http://www.weforum.org/industry-partners/coca-cola-company).
Jakarta Peringkat 7 Dunia Sebagai Kota Paling Dibenci Wisatawan (2012). Retrivied on June 4, 2013 from (http://forum.kompas.com/nasional/98040.html).
Johansen, Jorgen D. (2002). An Introduction to Semiotics. London:Routledge.
Miles, Mattew B., a. Michael Huberman. (1994) Qualitative Data Analysis: an Expanded Source Book, (2nd ed). America: SAGE Publication, Inc.
More Than 80 Years Believing in Indonesia. Retrivied on May 13, 2013 from
Paauw, S. (2009).One land, one nation, one language: An analysis of Indonesiaâ€™s national language policy. University of Rochester Working Papers in the Language Sciences, 5(1), 2-16.
Peirce, Charles Sanders (1931-1958). Collected Writings (8 Vols). (Ed. Charles Harsthorne, Paul Weis & Arthur W. Burks). Cambridge, MA: Harvard University Press.
____________________ (1982). Logic as Semiotics : The Theory of Signs. Bloomington : Indiana Univerity Press.
____________________ (2000). Philosophy of Signs. USA. Indiana University Press.
Saussure, Ferdinand de. (1986). Course in General Linguistics. New York : Mc Graw â€“ Hill Book Company.
___________________ (2006). Course in General Linguistics, translated by Roy Harris. Illinois:Open Court .
Sebeok, Thomas A (2001). Signs: An Introduction to Semiotics 2nd edition. Canada. University of Toronto Press Inc.
Smith, Kate (2013). The Meaning of Color. Retrieved July 10, 2013, from http://www.sensationalcolor.com
Thomas, Suselo. (2012). Analysis and Design Business Directory for
Micro, Small and Medium Enterprises using Google Maps API and Multimedia,683.
LicenseAuthors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under aÂ Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (SeeÂ The Effect of Open Access).