EARTH HOUR'S ADVERTISEMENTS AND LOGO AS ENVIRONMENTAL PROTECTION PROGRAM BY WORLD WIDE FUND

Authors

  • YUDHA SATRIA ADITAMA Fakultas Ilmu Budaya Universitas Brawijaya

Abstract

Keywords: advertisement, logo, semiotics, world wide fund, earth hour. Logo is an identity or special symbol that represents a company or organization. In this study, semiotics approach from Ferdinand de Saussure is used to analyze the logo and its advertisements. Advertisement is a medium to deliver messages to society with the goal to influence the people to join or follow certain programs. Non-verbal and visual signs are used in advertisement and logo. This study is conducted to explore signs, meanings, and messages constructed in logo and its advertisements of World Wide Fund.Among a lot of advertisements and logos that have been published by WorldWide Fund, the writer analyzes four different advertisements and one logo. In this study, the writer analyzes two advertisements of Earth Hour “For a Living Planet†and two advertisements “You Can’t Afford to be Slow in an Emergency†and logo of Earth Hour program. After  analyzing  the  signs,  it  can  be  concluded  that  every single signifier on each  advertisement have different  meanings and messages. The messages from the logo and its advertisements are related to the efforts in preserving and protecting the nature, including the animal populations. It can be also figured out that the advertisements are designed to persuade the society to join Earth Hour as the environmental protection program.The writer suggests English Department students to learn more about semioticsespecially for analysing advertisement. The writer also suggests the next researchers to conduct a semiotics study in advertisement videos or use other semiotics theories.

References

Belch, George and Belch, Michael. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: Mc.Graw Hill, Inc.

Barthes, R. (1993). Mythologies. London: Vintage Books.

Chandler, Dhaniel. (1998). Semiotics : The Basics. London, UK : Routledge.

Chandler, Dhaniel. (2002). Semiotics : Second Edition. London, UK : Routledge.

Carter, David. (2000). The Big Books of Logos.USA: Watson-Guptill Pubns

Dickinson, P. and Svenson, N., (2000). Beautiful Corporations: Corporate Style in Action. New York: Financial Times/Prentice Hall.

Earth Hour. History of Earth Hour. Retrieved November 12, 2013, from http://www.earthhour.org//page/media-centre/earth-hour-history

Kerrigan, Finola. (2010). Film Marketing. Oxford: Butterworth-Heinemann.

Klepper, Otto. (1979). Advertising procedure. Englewood Cliffs: Prentice-hall.

Kusrtianti, Anik, et.al. (2004). Analisis Wacana, iklan, lagu, puisi, cerpen, Novel, Drama. Bandung: Pakar Raya.

Liliweri, Alo. (1992). Dasar - Dasar Komunikasi Periklanan. Bandung: PT Citra Aditya Bakti.

Marich, Robert. (2005). Marketing to Moviegoers: A Handbook of Strategies Used by Major Studios and Independents. Oxford: Elsevier: Print.

Mulvaney, Kieran. (2011). Polar Bear Attacks Surprisingly Rare. Retrieved January 20, 2014, from http://news.discovery.com/animals/polar-bearattacks-surprisingly-rare-110805.htm

Onggo, B. J., (2004). Cyber Public Relations (Strategi Membangun dan Mempertahankan Merek Global di Era Globalisasi Lewat Media Online). Jakarta: PT. Elex Media Komputindo.

Saputra, Indra. (2012). Analisis Semiotik Wacana Iklan Rokok A Mild Edisi Go AHead Versi “Gapai Mimpi Go AHead, Swtia Kawan Go AHead, dan Pikir Pendek Go Aheadâ€. Universitas Mataram.

Saussure, Ferdinand (1983). Course in General Linguistics. Chicago: Open Court.

Saussure, Ferdinand. (1996). Course in General Linguistic. New YorkCity: McGraww-Hill Paperback.

Sobur, Alex. (2004). Analisis Teks Media (suatu pengantar untuk analisis wacana, analisis semiotic dan analisis framing). Bandung: Remaja Rosdakarya.

Sobur, Alex. (2006). Semiotika Komunikasi. Bandung: Remaja Rosdakarya.

Wardhaugh, Ronald. (1972). Introduction to Linguistic. USA: University of Michigan.

Wibowo, Indiwan S.W. (2013). Semiotika Komunikasi (Edisi 2). Jakarta: Mitra Wacana Media.

World Wide Fund. Our Mission. Retrieved November 18, 2013, from http://www.wwf.org

World Wide Fund. Importance of Polar Bear. Retrieved January 18, 2014 http://worldwildlife.org/species/polar-bear

Earth Hour Indonesia. Tentang Earth Hour. Retrieved November 13, 2013, from http://earthhour.wwf.or.id/tentang_eh.php

Earth Hour Indonesia. Millions Around the World Will Switch Off for “Earth Hourâ€. Retrieved December 14, 2013, from http://earthhour.wwf.or.id/peliputan_media_detail.php

Government, Indonesia. (1999). LAMPIRAN PERATURAN PEMERINTAH REPUBLIK INDONESIA NOMOR 7 TAHUN 1999 TANGGAL 27 JANUARI 1999. Indonesia.

Hasanah, Asri. (2010). A Semiotics Analysis on Dagadu T-Shirt. Universitas Islam Negeri Syarif Hidayatullah Jakarta.

Hagijanto, Andrian. (1999). White Space dalam Media Cetak. Jurnal NIRMANA Vol 1, No.2 . Jakarta.

Hidayat, Komarudin. (1998). Tragedi Raja Midas. Jakarta.

Ihza, Yustiman. (2013). Bujuk Rayu Konsumerisme (Menelaah Persuasi Iklan di Era Konsumsi). Depok: Linea Pustaka.

Jeffkins, Frank. (1995). Public Relation: Edisi 4.Indonesia: Erlangga.

Kasali, Rhenald. (1995). Management Periklanan Konsep dan Aplikasinya di Indonesia. Jakarta: Grafiti.

Downloads

Published

2014-02-07

Issue

Section

Articles