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PEIRCES SEMIOTICS ANALYSIS OF ICON AND SYMBOL
ON PERFUME ADVERTISEMENTS
A Thesis
Submitted to Letters and Humanities Faculty in Partial Fulfillment of the
Requirement for the Degree of Strata One (S1)
AUDIA ERIANA
1110026000100
ENGLISH LETTERS DEPARTMENT
LETTERS AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH
JAKARTA
2015
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ABSTRACT
Audia Eriana, Peirces Semiotics Analysis of Icon and Symbol on Perfume
Advertisements. Thesis: English Letters Department, Letters and Humanities Faculty,
State Islamic University (UIN) Syarif Hidayatullah Jakarta, 2015.
The objective of this study is to find out the meaning of signs on perfume
advertisements and to explain its semiosis processes. This study applied
descriptive analysis method. Through this method the researcher tries to describe,
explain, and analyze the meaning of the signs and investigate its semiosis process
using Charles Sanders Peirces theory. The unit analysis of this research was the
woman perfume advertisement from Sephora site (www.sephora.com), Within the
site, There are 510 advertisements of 72 brands But, only advertisements in
English language are selected As a result there are 194 perfume advertisements
from 29 brands. Because of the large amount of the advertisements, the researcher
does sampling by using simple random sampling. The data to be analyzed are 29
advertisements in which each represents 29 brands.
For the semiotics analysis, the researcher downloaded and printed the
data. . The classified data contain signs which consist of representament, object,
and interpretant. The relationship of these three aspects can be delivered a clear
meaning of a selected advertisement.. Through this relationship will create the
process of delivering meaning and interpretation which is called the semiosis
process.
The researcher determines which one is the icon and the symbol first from
the advertisement, and used it as the data. From the data (icon or symbol), the
researcher analyzes the object of the icon or the symbol, and finally got the
interpretant in order to give the meaning for the advertisement. In giving
meaning, it is only based on the interpretants formulation of icon and symbol
and also based on the reseachers understanding in interpreting the sign.
The researcher found 29 icons and 23 symbols from the 29
advertisements. From the 29 icons and 23 symbols, the researcher got the 29
meaning of the advertisement. Besides, the researcher also found that the picture
(icon) can be the first aspect that can give the direction to the meaning, then the
language which is used in the advertisement (symbol).
It could be concluded that each advertisement had different sign and also
different meaning. These differences had given different interpretations. From the
semiotics analysis of 29 advertisements, the advertisers complex idea can be
easily delivered by the consumer.
http://www.sephora.com
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DECLARATION
I hereby declare that this submission is my own work and that, to the best of
my knowledge and belief, it contains no material previously published or written by
another person nor material which to a substantial extent has been accepted for the
award of any other degree or diploma of the university or other institute of higher
learning, except where due acknowledgement has been made in the next.
Jakarta, March 2015
Audia Eriana
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ACKNOWLEDGEMENT
First and foremost, the writer likes to thank Allah SWT, the lord of the
world for giving her the best guidance, brightest lights and deepest mercy. The
pour of blessing lead her to finish this thesis. Shalawat and Salam always devoted
to our Prophet Muhammad, peace be upon him, who has guided us from the
darkness to enlightenment in the world.
The writer would like to express my gratitude for my advisors Hilmi,
M.Hum. and Drs. Saefudin, M.Pd. who always give inspirations, encouragements,
critiques, and sincere guidance for me to finish the thesis. The writer also would
like to take this opportunity for expressing my deep and sincere gratitude and
thankfulness to:
1. Prof. Dr. Sukron Kamil, M.Ag., The Dean of Faculty of Letters and
Humanities.
2. Drs. Saefudin, M.Pd., the Head of English Letters Department and advisor.
3. Mrs. Elve Oktafiyani, M.Hum., the Secretary of English Letters Department.
4. Hilmi, M.Hum., as my super advisor who always give inspirations,
encouragements, critiques, and guidance.
5. M. Shohibussirri, MALG., MALGR., as my examiner and for sharing, helps,
and critiques so that my thesis is more much better.
6. Abdurrosyid, S.S., M.EIL., as my examiner.
7. All of the lecturers in English Letters Department for their valuable
knowledge.
8. All the librarians of Adab and Humanities Faculty and State Islamic
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University.
9. My beloved parents: Asyudi and Martini (the late) for their limitless support,
pray and endless love. And also my stepmother, Indah Puspa Dewi, indirectly
teaches me to be stronger and more patient.
10. My beloved brothers and sister: Ramanda Raya, Muhammad Adnan Agus
Maulana and Tia Gia Agatha, who always give me cheerful and joyful, and
those really help to decrease my stress.
11. My beloved fiance: Tatang Rusmanta for his support, pray, and spirit in
writing my thesis.
12. My friends especially Happy C Family for their support and suggestion in
writing my thesis.
Finally, the writer realizes that this thesis is not perfect, that is why the
writer welcomes to receive the critic and suggestion for this thesis to be better.
The writer hopes this thesis will be useful, particularly for the writer and for those
who interested in this field.
Jakarta, March 2015
The Writer
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THE LIST OF TABLES
Table 1: The List of Unit Analysis..... 6
Table 2: The Website Address of Data... 9
Table 3: Peirces Thought of Semiotics. 24
Table 4: Result of Simple Random Sampling 28
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THE LIST OF FIGURES
Figure 1: BALENCIAGA Rosabotanica, Data 1 B. 34
Figure 2: Bobbi Brown Beach fragrance, Data 1 BB.. 37
Figure 3: Boyfriend Billionaire Boyfriend, Data 1 BF... 40
Figure 4: Calvin Klein Eternity, Data 2 CK... 43
Figure 5: Carolina Herrera 212 Sexy, Data 2 CH... 46
Figure 6: CLEAN Cool Cotton, Data 8 C... 49
Figure 7: CLINIQUE Happy Rollerball, Data 6 CQ.. 52
Figure 8: COACH Poppy, Data 1 CC..... 55
Figure 9: Commodity Gold, Data 3 CM.. 58
Figure 10: Desigual Fun, Data 3 D.. 61
Figure 11: Donna Karan New York Be Delicious, Data 1 DKNY. 64
Figure 12: Donna Karan Cashmere Mist Rollerball, Data 4 DK 67
Figure 13: Elizabeth and James Nirvana White Rollerball, Data 5 EJ... 70
Figure 14: Escada Joyfull, Data 3 ES.. 73
Figure 15: Gucci Flora by Gucci Eau de Parfum, Data 11 G. 76
Figure 16: I Love New York by Bond No.9 for All, Data 3 ILNY 79
Figure 17: Jimmy Choo Flash Rollerball, Data 6 JC.. 82
Figure 18: Lavanila Vanilla Lavender Fragrance, Data 5 L... 85
Figure 19: MAISON MARTIN MARGIELA Beach Walk, Data 1 M.. 87
Figure 20: Nomaterra On-The-Go Fragrance Wipes, Data 1 N. 89
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Figure 21: One Direction You & I, Data 1 OD.. 65
Figure 22: Origins Ginger Essence Intensified Fragrance Spray,
Data 2 O 94
Figure 23: Pharell Williams Girl, Data 1 PW. 96
Figure 24: Philosophy Falling in Love, Data 4 P 98
Figure 25: Pink Sugar, Data 1 PS 101
Figure 26: Ralph Lauren Midnight Romance, Data 2 RL... 104
Figure 27: Stella McCartney Stella Eau de Toilette, Data 2 SM. 107
Figure 28: Tocca Beauty Cleopatra, Data 3 TB... 109
Figure 29: Tory Burch, Data 1 TR... 111
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THE LIST OF DIAGRAMS
Diagram 1: Peirces Diagram of Semiosis.... 20
Diagram 2: Icons Diagram of Data 1 B.. 35
Diagram 3: Symbols Diagram of Data 1 B..... 36
Diagram 4: Icons Diagram of Data 1 BB 38
Diagram 5: Symbols Diagram of Data 1 BB... 39
Diagram 6: Icons Diagram of Data 1 BF....... 41
Diagram 7: Symbols Diagram of Data 1 BF....... 42
Diagram 8: Icons Diagram of Data 2 CK... 44
Diagram 9: Symbols Diagram of Data 2 CK...... 45
Diagram10: Icons Diagram of Data 2 CH.. 47
Diagram 11: Symbols Diagram of Data 2 CH.... 48
Diagram 12: Icons Diagram of Data 8 C.... 50
Diagram 13: Symbols Diagram of Data 8 C.... 51
Diagram 14: Icons Diagram of Data 6 CQ. 53
Diagram 15: Symbols Diagram of Data 6 CQ.... 54
Diagram 16: Icons Diagram of Data 1 CC. 56
Diagram 17: Symbols Diagram of Data 1 CC..... 57
Diagram 18: Icons Diagram of Data 3 CM.... 59
Diagram 19: Symbols Diagram of Data 3 CM.. 60
Diagram 20: Icons Diagram of Data 3 D.. 62
Diagram 21: Symbols Diagram of Data 3 D 63
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Diagram 22: Icons Diagram of Data 1 DKNY.. 65
Diagram 23: Symbols Diagram of Data 1 DKNY. 66
Diagram 24: Icons Diagram of Data 4 DK 68
Diagram 25: Symbols Diagram of Data 4 DK.. 69
Diagram 26: Icons Diagram of Data 5 RJ. 71
Diagram 27: Symbols Diagram of Data 5 RJ 72
Diagram 28: Icons Diagram of Data 3 ES. 74
Diagram 29: Symbols Diagram of Data 3 ES 75
Diagram 30: Icons Diagram of Data 11 G. 77
Diagram 31: Symbols Diagram of Data 11 G 78
Diagram 32: Icons Diagram of Data 3 ILNY. 80
Diagram 33: Symbols Diagram of Data 3 ILNY 81
Diagram 34: Icons Diagram of Data 6 JC.. 83
Diagram 35: Symbols Diagram of Data 6 JC. 84
Diagram 36: Icons Diagram of Data 5 L. 86
Diagram 37: Icons Diagram of Data 1 M 88
Diagram 38: Icons Diagram of Data 1 N 90
Diagram 39: Icons Diagram of Data 1 OD. 92
Diagram 40: Symbols Diagram of Data 1 OD 93
Diagram 41: Icons Diagram of Data 2 O 95
Diagram 42: Icons Diagram of Data 1 PW. 97
Diagram 43: Icons Diagram of Data 4 P. 99
Diagram 44: Symbols Diagram of Data 4 P 100
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Diagram 45: Icons Diagram of Data 1 PS.. 102
Diagram 46: Symbols Diagram of Data 1 PS. 103
Diagram 47: Icons Diagram of Data 3 RL.. 105
Diagram 48: Symbols Diagram of Data 3 RL. 106
Diagram 49: Icons Diagram of Data 2 SM.. 108
Diagram 50: Icons Diagram of Data 3 TB... 110
Diagram 51: Icons Diagram of Data 1 TR... 112
Diagram 52: Symbols Diagram of Data 1 TR.. 113
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TABLE OF CONTENTS
ABSTRACT... i
APPROVEMENT. ii
LEGALIZATION. iii
DECLARATION.. iv
ACKNOWLEDGEMENT... v
THE LIST OF TABLES.. vii
THE LIST OF FIGURES. viii
THE LIST OF DIAGRAMS.... ix
TABLE OF CONTENTS..... xi
CHAPTER I. INTRODUCTION
A. Background of the Study..... 1
B. Focus of the Study... 4
C. Research Question... 5
D. Significance of the Study.... 5
E. Research Methodology 6
1. The Objectives of Research...... 6
2. The Method of Research... 6
3. The Instrument of Research.. 6
4. Unit of Analysis. 6
5. The Technique of Data Collection... 8
6. The Technique of Data Analysis...... 12
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CHAPTER II. THEORITICAL FRAMEWORK
A. Previous Research... 13
B. Definition of Semiotics....... 17
1. Saussurean Semiotics.... 17
2. Peircean Semiotics 19
C. Definition of Advertisement...... 25
CHAPTER III. DATA FINDINGS
A. Data Description..... 27
B. Data Analysis.. 34
CHAPTER IV. CONCLUSION AND SUGGESTION
A. Conclusion...... 114
B. Suggestion... 115
BIBLIOGRAPHY. 117
APPENDIX 121
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CHAPTER I
INTRODUCTION
A. Background of The Study
Language is a sign, a code, or a communication sound system which is
agreed by a certain group of society1 This certain group of society,
individually or collectively, uses a language as a media communication of
delivering a message, aim, or meaning of things2. Language, which is a sign
or symbol, makes human identifies themselves or the others to understand
every aspect in life easily3. So, human tend to make the other aspects in sign
in order to ease them understanding and knowing its meaning. Sign and
meaning in semiology by structuralism can be examined in the language, art,
mass media, and so forth. In other word, language itself is part of sign which
is studied in semiology or semiotics4. Beside of that, in this global society era
with the varied language which is used demands people to use and speak well
in English as the communication media, which this has been agreed on before.
1 Ferdinand de Saussure, Course in General Linguistics; Translated by Wade Baskin (New
York: McGraw-Hill Paperback, 1966), p.16. 2 Ibid.,
3 Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya; Edisi Kedua (Depok: Komunitas
Bambu, 2011), p.3. 4 Roland Barthes, Elemen-elemen Semiologi, Sistem Tanda Bahasa, Hermeneutika, dan
Strukturalisme; Translated by M. Ardiansyah (Yogyakarta: IRCiSoD, 2012), p.9 and 20.
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Nowadays, people not only use language as communication media, but
also people use the technology such as electronic message, television, radio,
newspaper, and magazine. People tend to use all of those to deliver their
purposes like invitation, persuasion, exclamation, and argumentation. It must
be seen in electronic or printed advertisement which is used by advertisement
maker to persuade the reader, listener, and audience as a consumer. The
advertisement itself is one of the communication media to motivate and
persuade collectively in order to attract people on the goods and services
which are offered5.
In order to persuading the reader, listener, or audience, an advertisement
should be made as attractive as possible. Usually, there is a simple text, object
or the picture of the product, and context such as the surroundings of the
product, a man, or the other living creature6. All of those aspects are used to
deliver the message and to form the image of product (concept, idea, themes).
In addition, the image in the advertisement will change well the perception of
product7. The image causes the consumers see the good or the service which
is offered is a needy, although it is only a desire.
In the other hand, the image of advertisement has the possibility of
differences between the image and the real products usage or benefits. It
5 William Wells, John Burnett and Sandra Moriarty, Advertising Principles & Practice; Fifth
Edition (New Jersey: Prentice Hall International, Inc., 2000), p.6. 6Yasraf Amir Piliang, Hipersemiotika Tafsir Cultural Studies Atas Matinya Makna
(Yogyakarta: Jalasutra, 2010), p.280. 7 Ibid., p.287-288.
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demands the consumers to be smarter in seeing or hearing an advertisement.
Then in understanding an advertisement, semiotics should be applied because
an advertisement contains several signs. Generally, semiotics is a branch of
science which is examined a sign or symbol and the procedure of signaling
system. The word of semiotics itself is from Greece language, seme, means
sign interpretation. In the beginning, semiotics is appeared when Plato
understanding a language in Cratylus. Yet, semiotics nowadays can be applied
in medical science, architecture, art, movies, and so on8.
Furthermore, there are two important theories in exegesising a sign.
Firstly, Ferdinand de Saussure introduces two sides of sign, the signifier and
the signified9. Then, he calls it semiology. The second view of semiotics
comes from Charles Sanders Peirce. He believes that semiotics has three
sides. He calls them as sign itself (representamen), object, and interpretant.
Peirce calls these three subjects as semiosis10
. Nevertheless, they agree that all
of the exegesising study of sign is conventional.
For instance, symbol can be found anywhere such as on the road. There
is a black-white line which is used to across the road by people when the red
light is on. According to Saussure, the black-white line is signifier. And then,
the signified is the meaning or the concept of that line in the mind so the
8Paul Cobley and Litza Jansz, Mengenal Semiotika For Beginners; Translated by Ciptadi
Sukono (Bandung: Mizan, 2002), p.4. 9Benny H. Hoed. 2011. Op.cit., p.3.
10Charles Sanders Peirce (1905), Logical Interpretants in Charles Hartshorne and Paul Weiss
(ed.), The Collected Papers of Charles Sanders Peirce (Cambridge: Harvard University Press, 1931-
1935), p.1874.
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people who see it can understand its conventional meaning. According to
Pierce, representament is the line itself, the object is the reference or concept
of a thing (black-white line) which appears in the mind, called zebra-cross.
And the last, it is interpretant. Interpretant is the meaning of the line in the
mind, the place where people can across the road.
It is the same in an advertisement. It has been said previously that the
advertisement has three elements, which can be examined by semiotics. The
advertisement as a direct communication has a big effect to the society11
. It
influences the peoples view of a thing. The advertisement which appeared
anywhere sometimes gives the false image to the consumers, and because of
that it can cause a serious problem to individual or the society in global. So,
semiotics is needed to see the meaning of an advertisement.
In this research, semiotics of Peirce will be used in examining some of
the advertisement which has been chosen. The signs in the advertisements will
be examined one by one until the exact meaning of each advertisement
reveals.
B. Focus of The Study
In this research, the way of interpreting advertisements based on icon
and symbol of Peirces semiotics theory is focused on the signs of several
advertisements. The signs (text, object, and context) are focused on the
advertisements of perfumes. The 29 selected woman perfume advertisements
11
Yasraf Amir Piliang. 2010. Op.cit., p. 263.
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are chosen randomly which consist of the three elements of advertisement by
using simple random sampling12
.
C. Research Question
Based on the background and the focus of the study, the questions are
formulated for getting more specific purposes. The research questions are:
1. How is the semiosis process in each perfume advertisement based on Peirce
theory?
2. What is the meaning of icon and symbol of each perfume advertisement?
D. Significance of The Study
This research is expected to increase the awareness and attention of
signs in the advertisement to the reader, listener, and audience as customer in
seeing or reading an advertisement through knowing and understanding the
meaning of the advertisement through its icon and symbol. In addition, this
research hopefully can be useful to enrich the knowledge about semiotics
especially and can be benefit for the reader.
Besides that, the research can be advantageous for further researches
who would like to conduct the research with similar case as additional
reference especially in semiotics.
12
Hermawan Wasito, Pengantar Metodologi Penelitian (Jakarta: PT. Gramedia Pustaka
Utama, 1992), p.54
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E. Research Methodology
1. The Objectives of Research
The objectives of this research are:
a. To know the process of semiosis in each advertisement based Pierces
theory; and
b. To know and reveal the meaning of the advertisements.
2. The Method of Research
This research will use qualitative method by using descriptive analysis
technique to reveal and describe the meaning on icons and symbols in the
advertisements used through the Pierces semiotics theory.
3. The Instrument of Research
In this research, the classified datum from an advertisement is compiled
in a data card. The data card is used for all the advertisements. Then, the data
in data card will be examined one by one.
4. Unit of Analysis
The units of analysis of this research are:
Table 1. The List of Unit Analysis
No Brands Advertisement Code
1 BALENCIAGA Rosabotanica Data 1 B
2 Bobbi Brown Beach Fragrance Data 1 BB
3 Boyfriend Billionaire Boyfriend Data 1 BF
4 Calvin Klein Eternity Data 2 CK
5 Carolina Herrera 212 Sexy Data 2 CH
6 CLEAN Cool Cotton Data 8 C
7 CLINIQUE Happy Rollerball Data 6 CQ
8 COACH Poppy Data 1 CC
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9 Commodity Gold Data 3 CM
10 Desigual Fun Data 3 D
11 DKNY Be Delicious Data 1
DKNY
12 Donna Karan Cashmere Mist
Rollerball Data 4 DK
13 Elizabeth and
James
Nirvana White
Rollerball Data 4 EJ
14 Escada Joyfull Data 3 ES
15 Gucci Flora by Gucci Eau de
Parfum Data 11 G
16
I Love New
York by Bond
No. 9
I Love New York for
All
Data 3
ILNY
17 JIMMY CHOO Flash Rollerball Data 6 JC
18 Lavanila Vanila Lavender
Fragrance Data 5 L
19
MAISON
MARTIN
MARGIELA
Beach Walk Data 1 M
20 NOMATERRA On-The-Go Fragrance
Wipes Data 1 N
21 One Direction You & I Data 1 OD
22 Origins
Ginger Essence
Intensifieed Fragrance
Spray
Data 2 O
23 Pharell Williams Girl Data 1 PW
24 Philosophy Falling in Love
Fragrance Data 4 P
25 Pink Sugar Pink Sugar Data 1 PS
26 Ralph Lauren Midnight Romance Data 3 RL
27 Stella
McCartney Stella Eau de Toilette Data 2 SM
28 Tocca Beauty Cleopatra Data 3 TB
29 Tory Burch Tory Burch Data 1 TR
All of advertisement also accessed from www.sephora.com on April, 9-
10th
2015.
http://www.sephora.com
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5. The Technique of Data Collection
The data for this research are collected by bibliography technique
(teknik kepustakaan) which is taken from the chosen printed advertisements.
The bibliography technique is the technique which uses the written resources
to acquire the data13
. The steps of data collecting are conducted as follow:
a. The data are downloaded from www.sephora.com, and then printed them.
b. Every datum or advertisement is given the code as identity, such as B for
perfume advertisement of BALENCIAGA, and so forth.
c. From 72 brands of woman perfume advertisement with variant language,
the data which will be observed are chosen with condition that the
advertisement using English. And, there are 29 English woman perfume
advertisement brands with 194 advertisements (with variant amount of
each brand).
d. It is taken one advertisement for one brand by using simple random
sampling, so there are 29 English woman perfume advertisement.
e. After the data are collected, the data are analyzed. The resources in this
research are the downloaded advertisements. The data are collected in
three steps. First, the advertisement is downloaded from Sephora
(www.sephora.com) then printed. There are 510 advertisements of 72
brands of woman perfume advertisement. Second, the advertisement
13
D. Edi Subroto, Pengantar Metoda Penelitian Linguistik Struktural (Surakarta: Sebelas
Maret University Press, 1992), p.42.
http://www.sephora.com/http://www.sephora.com
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chosen are the woman perfume advertisements which using English from
the website, so there are 194 advertisements in 29 brands of it. , The last
step is that the advertisements which will be analyzed are chosen by using
simple random sampling from those 194 advertisements. As a result, there
are only 29 advertisements from 29 brands to be analyzed. After that, the
data are processed and analyzed.
Following are the addresses of the data.
Table 2. The Website Address of Data
No Brands Advertisement Code Website Address
1 BALENCIAGA Rosabotanica Data 1
B
http://www.sephora.co
m/productimages/produ
ct/p384808-av-01-
hero300.jpg
2 Bobbi Brown Beach
Fragrance
Data 1
BB
http://www.sephora.co
m/productimages/sku/s
1289594-main-hero-
300.jpg
3 Boyfriend Billionaire
Boyfriend
Data 1
BF
http://www.sephora.co
m/productimages/sku/s
1387323-main-hero-
300.jpg
4 Calvin Klein Eternity Data 2
CK
http://www.sephora.co
m/productimages/sku/s
77776-main-hero-
300.jpg
5 Carolina
Herrera 212 Sexy
Data 2
CH
http://www.sephora.co
m/productimages/sku/s
795393-main-hero-
300.jpg
6 CLEAN Cool Cotton Data 8
C
http://www.sephora.co
m/productimages/produ
ct/p385169-av-01-
hero300.jpg
7 CLINIQUE Happy
Rollerball
Data 6
CQ
http://www.sephora.co
m/productimages/sku/s
1364769-main-hero-
300.jpg
http://www.sephora.com/productimages/sku/s1387323-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1387323-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1387323-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1387323-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s795393-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s795393-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s795393-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s795393-main-hero-300.jpghttp://www.sephora.com/productimages/product/p385169-av-01-hero300.jpghttp://www.sephora.com/productimages/product/p385169-av-01-hero300.jpghttp://www.sephora.com/productimages/product/p385169-av-01-hero300.jpghttp://www.sephora.com/productimages/product/p385169-av-01-hero300.jpg
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8 COACH Poppy Data 1
CC
http://www.sephora.co
m/productimages/sku/s
1282243-main-hero-
300.jpg
9 Commodity Gold Data 3
CM
http://www.sephora.co
m/productimages/sku/s
1700053-main-hero-
300.jpg
10 Desigual Fun Data 3
D
http://www.sephora.co
m/productimages/sku/s
1607563-main-hero-
300.jpg
11 DKNY Be Delicious Data 1
DKNY
http://www.sephora.co
m/productimages/produ
ct/p79615-av-01-
hero300.jpg
12 Donna Karan Cashmere Mist
Rollerball
Data 4
DK
http://www.sephora.co
m/productimages/sku/s
1636232-main-hero-
300.jpg
13 Elizabeth and
James
Nirvana White
Rollerball
Data 4
EJ
http://www.sephora.co
m/productimages/sku/s
1570241-main-hero-
300.jpg
14 Escada Joyfull Data 3
ES
http://www.sephora.co
m/productimages/sku/s
1647031-main-hero-
300.jpg
15 Gucci Flora by Gucci
Eau de Parfum
Data
11 G
http://www.sephora.co
m/productimages/sku/s
1236884-main-hero-
300.jpg
16
I Love New
York by Bond
No. 9
I Love New
York for All
Data 3
ILNY
http://www.sephora.co
m/productimages/sku/s
1508191-main-hero-
300.jpg
17 JIMMY CHOO Flash Rollerball Data 6
JC
http://www.sephora.co
m/productimages/sku/s
1583566-main-hero-
300.jpg
18 Lavanila
Vanila
Lavender
Fragrance
Data 5
L
http://www.sephora.co
m/vanilla-lavender-
fragrance-
P231501?skuId=11503
82
http://www.sephora.com/productimages/sku/s1607563-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1607563-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1607563-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1607563-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1636232-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1636232-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1636232-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1636232-main-hero-300.jpg
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19
MAISON
MARTIN
MARGIELA
Beach Walk Data 1
M
http://www.sephora.co
m/productimages/produ
ct/p385358-av-02-
hero300.jpg
20 NOMATERRA
On-The-Go
Fragrance
Wipes
Data 1
N
http://www.sephora.co
m/productimages/sku/s
1629518-main-hero-
300.jpg
21 One Direction You & I Data 1
OD
http://www.sephora.co
m/productimages/sku/s
1655448-main-hero-
300.jpg
22 Origins
Ginger Essence
Intensifieed
Fragrance Spray
Data 2
O
http://www.sephora.co
m/productimages/sku/s
1465749-main-hero-
300.jpg
23 Pharell
Williams Girl
Data 1
PW
http://www.sephora.co
m/productimages/sku/s
1648971-main-hero-
300.jpg
24 Philosophy Falling in Love
Fragrance
Data 4
P
http://www.sephora.co
m/productimages/sku/s
659094-main-hero-
300.jpg
25 Pink Sugar Pink Sugar Data 1
PS
http://www.sephora.co
m/productimages/sku/s
796524-main-hero-
300.jpg
26 Ralph Lauren Midnight
Romance
Data 3
RL
http://www.sephora.co
m/productimages/sku/s
1606987-main-hero-
300.jpg
27 Stella
McCartney
Stella Eau de
Toilette
Data 2
SM
http://www.sephora.co
m/productimages/produ
ct/p394597-av-01-
hero300.jpg
28 Tocca Beauty Cleopatra Data 3
TB
http://www.sephora.co
m/productimages/produ
ct/p54900-av-02-
hero300.jpg
29 Tory Burch Tory Burch Data 1
TR
http://www.sephora.co
m/productimages/produ
ct/p384967-av-01-
hero300.jpg
http://www.sephora.com/productimages/sku/s1629518-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1629518-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1629518-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1629518-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1655448-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1655448-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1655448-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1655448-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1648971-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1648971-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1648971-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1648971-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s659094-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s659094-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s659094-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s659094-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s796524-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s796524-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s796524-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s796524-main-hero-300.jpg
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12
6. The Technique of Data Analysis
The non-statistical analysis is used in this research. Because of this
research used qualitative method, the non-statistical is the best choice to
analyze these data14
. The researcher tries to determine and describe which one
the icon and symbol of the advertisement using the triangle of Peirce. After
that, the researcher draws the meaning of the advertisement from the
interpretant.
14
Hermawan Wasito. 1992. Op.cit., p. 88-89.
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13
CHAPTER II
THEORETICAL FRAMEWORK
A. Previous Research
This research is about semiotics which refers to Peirces theory. There
are many researches which use the Peirces theory of semiotics. The research
about advertisement observed semiotics in State Islamic University Syarif
Hidayatullah Jakarta has been done by Hendi (2011) with title A Semiotic
Analysis on Nokias Advertisement Based on C.S. Peirces Theory1. Hendi
used a Nokias advertisement as his substance research, with details
advertisement of Nokia 5310 Xpress Music, Nokia N73, Nokia N97, Nokia
E75, Nokia N70, and Nokia C3. The differences between Hendis and this
research are on the advertising data used. The data which is used by Hendi is
about handphone technology of Nokia. Hendis objective is to help the readers
who learn semiotics to understand signs in technological area easily and also
the relation between the linguistics and pictotial symbols. His conclusion is
that all of advertisements which he analyzed have the three part semiosis
(representamen, object, interpretant) based on Peirce that the three part of
semiosis can deliver a clear meaning and message. Furthermore, he also
1Hendi, A Semiotic Analysis on Nokiass Advertisement Based on C.S. Peirce Theory, Skripsi
pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta, 2011), tidak dipublikasikan.
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14
concludes that Nokias advertisements use attractive sign to attract the
consumer.
Another semiotics research on advertisement is from Marissa Suci
Syahrani (2011) with title A Semiotic Analysis on Chocolate Advertisement in
inSTYLE Magazine2. The differences between this research and Marissas is
the corpus that is used and the objective. Marissa seeks how to make a good
and attractive advertisement by knowing the semiosis process and the
relationship among the advertisement using the sign theories. Nevertheless,
this research is aimed to know the semiosis process and the meaning. Marissa
gives a boundary in the advertisements, that are only in inSTYLE Magazine,
but this research is the woman English perfumes in the site of Sephora
. Then, the product of advertisements are also different.
She analyzed the chocolate advertisements; Toblerone advertisement, Nabisco
100 Calorie Milk Chocolate advertisement, and Dove Chocolate with Peanut
Butter advertisement. For the research, Marissa finds that in making a good
and attractive advertisement the advertisement maker can modify the relation
between the representamen and th einterpretant in such way. She describes
the relationship by telling in Toblerone Chocolate advertisement it is
represented by interpretant. She says that the interpretant presents makes the
reader wish. For the Nabisco advertisement, the relationship is that the
2 Marissa Suci Syahrani, A Semiotic Analysis on Chocolate Advertisement in inSTYLE
Magazine, Skripsi pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta. 2011), tidak
dipublikasikan.
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15
interpretant presents the enjoyment of the chocolate because it has low
calorie. Furthermore, the relationship of Dove Chocolate advertisement is that
the interpretant shows a desirable lifestyle: beauty, luxury and seduction. So,
she concludes the advertisements have closed relationship based on what she
found on the analyzing process. Because of that, she finally understands how
to make a good and creative advertisement in order to attract the consumers
attention.
Furthermore, another research is from Yasin Anwar (2011)3 and
Riwalnu Hakim Putra (2012)4. Yasin with his title A Semiotic Analysis on
Education Advertisement on Campus Magazine observed education
advertisements, those are different with this research which uses fragrance or
perfume advertisements. He aims to find the meaning of the advertisement in
order to people who want to continue their education can see these
advertisements objectively. It is caused by the advertisements describes the
visions, programs, and facilities, therefore the university can give people the
success future. So from the analyzing process, Yasin concludes that in the
advertisement every university has decribed about their visions, programs,
and facilities. From the advertisement also, they claim that their universities
are the best and can give a success future for the students. Then, Riwalnu
3 Yasin Anwar, A Semiotic Analysis on Education Advertisement on Campus Magazine,
Skripsi pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta, 2011), tidak dipublikasikan. 4 Riwalnu Hakim Putra, Peirces Semiotics Analysis of Cigarette Advertisement on Billboard
in South Jakarta in Year of 2011, Skripsi pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta,
2012), tidak dipublikasikan.
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16
Hakim Putra observed semiotics in cigarette advertisements on billboard with
title Peirces Semiotics Analysis of Cigarette Advertisement on Billboard in
South Jakarta in the Year of 2011. He tries to analyze the meaning of the
cigarette advertisements. Then, he concludes that the semiotics is anywhere
even in the cigarette advertisement billboard. The last research from theses
conducted at Universitas Islam Negeri Syarif Hidayatullah Jakarta is from
Dwi Prayogo (2012) with title Semiotic Analysis on 2005-2012 Java Jazz
Festival Posters5. He used some of posters of Java Jazz Festival around 2005-
2012 for the corpus, then he took the some samples of them to be analyzed.
Dwi concludes the semiosis and the three part of semiosis process exist in
every advertisement he analyzed.
So, the difference between this research and the others is the corpus used
and also the objective. In addition, the data in this research also will be
presented by describing which one the icons and the symbols based on the
triangle semiosis of Pierce. The icons and the symbols in each datum will be
analyzed separately by using the triangle semiosis of Pierce. Then, the
researcher can get the meaning of advertisement.
5 Dwi Prayogo, Semiotic Analysis on 2005-2012 Java Jazz Festival Posters, Skripsi pada UIN
Syarif Hidayatullah Jakarta, (Jakarta: Jakarta, 2012), tidak dipublikasikan.
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17
B. Definition of Semiotics
1. Saussurean Semiotics
Semiotics is one of a knowledge which is examining a sign for a long
time before. The comprehension or view about semiotics is divided into two.
The first view is concerned more by Ferdinand de Saussure. In his book
entitled Cours de linguistique gnrale, which is compiled and published by
his students Charles Bally and Albert Sechehaye, Saussure stated his three
important thoughts:
a. The notion that linguistics should be primarily concerned with the study of
linguistic change;
b. The notion that articulatory phonetics, the study of the physiology of the
speech act, provides the foundation on which all linguistic research rests;
c. The assumption that individual psychology is the superordinate discipline
under which linguistics should be subsumed.6
Furthermore, Saussure asserts that there are two ways in examining
linguistics: diachronic and synchronic. According to Saussure, dyachronic is
the linguistic observation based on its history, but the synchronic is the
linguistic observation based on the language changing7. For sign system,
Saussure asserts also that there are two sides of interpreting a sign. He calls
6 W. Keith Percival, Semiotic Themes; Edited by Richard T. De George with title Ferdinand
de Saussure and the History of Semiotics (Lawrence: University of Kansas Publications, 1981), p.12-
13. 7 Paul Cobley and Litza Jansz. 2002. Op.cit., p.9.
-
18
them as signifiant (signifier) and signifi (signified)8. What he means with
signifiant is the material aspect of thing, such as a sound, then signifi is the
mental aspect or the concept of thing9. For example, one says pen the sound of
how /p//e//n/ is heard is the signifier or signifiant. Then, the concept of how a
pen looks like is the signified or signifi. He calls the process of interpreting a
sign as smiologi or semiology10
.
Nevertheless, Saussure believes that this signifier-signified system is a
convention problem. For example, in English there is /p//e//n/ as signifier
which refers to a tool for writing, then this prevailed with same signified in
Indonesia though in different signifier, /p//u//l//p//e//n/. Furthermore, Saussure
also says that there are two basic principles about language, langue and
parole. Saussure gives the definition about langue as the system and rule in
language which is used for communication. For parole, Saussure describes it
as a product of langue, that is language or language expressions11
. Then, when
language has a langue, it also has a structure which has a relation with the
other elements of language itself. This relation allied with the other to build a
language expression.
Based on Saussure, this relation is divided into two, those are
syntagmatic and paradigmatic. Saussure says that syntagmatic is a group of
8 Op.cit., p.4.
9 Paul Cobley, and Litza Jansz, 2002. Op.cit., p.10-11.
10 Benny H. Hoed. 2011. Op.cit., p.4.
11 Ibid., p.29.
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19
sign which is arranged in a such way in order to deliver a meaning. For
example, a group of sign is taken: Her house is next to mine. It is seen that
house has a meaning if it is added together with the other words, and it also
can be differentiated with the others. This sign arrangement gives a meaning,
and also produces an arrangement of syntagma. In addition, paradigmatic is a
substitution condition of the sign yet still not to break the syntagmatic rule.
Such as the example above, the house can be substituted by another sign, let
say dog. The word house and dog have the same class of word, that is noun.
It is also prevail for the other sign. That is the paradigmatic relation12
.
2. Peircean Semiotics
The second view comes from pragmatism side, especially from Charles
Sanders Peirce. He says that there are three sides of sign. The sides are
representamen, object, and interpretant13
. In that book, Peirce says that a sign
is something stands for something14
. Peirce gives a definition of
representamen as the sign itself, the object is the thing which is referred, and
the interpretant is the product from the connection between interpretant and
object15
. Taking the example above, according to Peirce the word pen is the
representamen, yet the object is the pen physically. For the interpretant is
12
Paul Cobley and Litza Jansz. 2002. Op.cit., p.16-17. 13
Charles Sanders Peirce, Philosophical Writings of Peirce; Edited by Justus Buchler (New
York: DOVER PUBLICATIONS, INC., 1940), p.101. 14
Ibid., p.99. 15
Ibid., p.21.
-
20
what thought which is appeared when someone hears pen, such as writings,
ink, paper, letter, and so on. Here is the Peirces diagram:
Diagram 1. Peirces Diagram of Semiosis16
Furthermore, Peirce says that in the semiosis process (the process of
interpreting a sign) there are three elements.
A Sign, or Representamen, is a First which stands in
such a genuine triadic relation to a Second, called its
Object, as to be capable of determining a Third, called
its Interpretant, to assume the same triadic relation to
its Object in which it stands itself to the same Object.
The triadic relation is genuine, that is its three
members are bound together by it in a way that does
not consist in any complexus of dyadic relation. That it
the reason the Interpretant, or Third, cannot stand in a
mere dyadic relation to the Object, but must stand in
such a relation to it as the Representamen itself does.
16
John K. Sheriff, Semiotic Themes; Edited by Richard T. De George with title Charles S.
Peirce and the Semiotics of Literature (Lawrence: University of Kansas Publications, 1981), p.53.
Object Representamen
Interpretant
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21
Nor can the triadic relation in which the Third stands
be merely similar to that in which the First stands, for
this would make the relation of the Third to the First a
degenerate Secondness merely.17
It means that those sides (Representamen, Object, Interpretant) is
something which should always together. They are inseparable in semiosis
because they themselves have their functions to determining each other so that
semiosis process can describe or determine the sign clearly.
Nevertheless, a sign cannot call as the Firstness, and so forth. Definitely,
Firstness is a probability or something which does not refer to anything else18
.
Then, the Secondness is actual fact19
, or the sensation of feeling appeared20
.
The last is Thirdness which is the law or general role21
or a tendency of how
representamen will be predicted22
.
For example, there is a story of a woman who cries suddenly when she
hears a song23
. It can be seen that the crying is the Firstness which is only a
crying (not refer to anything else), but in the other side the crying can be as a
representamen. Next, the Secondness as the actual fact and the Object also is
17
Charles Sanders Peirce. 1940. Op.cit., p.99-100. 18
Ibid., p.56. 19
Ibid. 20
Paul Cobley and Litza Jansz. 2002. Op.cit., p.27. 21
Ibid., p.28. 22
John K. Sheriff. 1981. Op.cit., p.56. 23
Paul Cobley and Litza Jansz. 2002. Op.cit., p.27.
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22
the song, and the Thirdness or/and the Interpretant is the connection between
them. It can be said that the song reminds the woman about the sad experience
or something else.
According to Peirce, every side of semiosis (representamen, object,
interpretant) has its own classification. The representamen can be divided into
qualisign which is formed by quality24
, such as the concept of color, sinsign
which is formed by the real physical reality or the shape of a thing25
. Peirce
says about sinsign (sin is being only once as in single, simple, Latin semel)
is actual thing or event26
. Then legisign is the law or rule of how the thing
should be such as the sound of whistle in the soccer match27
. Mostly the
legisign is made by human being to organize the social life, and because of
that almost all the convention is the legisign28
.
As for the relationship between the representamen and the object, object
has three classifications too. They are icon which the sign has the resemblance
with the fact of what it refers, or a sign which denotes and have the
character(s) of the Object, whether the Object exists or not29
. The next
classification is symbol, the sign connected with the object because of the
agreement. Symbol is a general law or ideas which operate only in a particular
situation, areas, or society. It should be noticed to differentiate symbol with
24
Charles Sanders Peirce. 1940. Op.Cit., p. 101. 25
Paul Cobley and Litza Jansz. 2002. Op.cit., p.32. 26
Charles Sanders Peirce. 1940. Op.Cit.. 27
Op.cit,.. 28
Op.cit,. 29
Charles Sanders Peirce. 1940. Op.Cit.. p. 102 and 104.
-
23
legisign30
. Then, the index which the sign connected with the object because
of the cause and effect connection31
. But, this connection is not so much.
Index is anything which takes attention or startles us32
. Index has three
characteristics:
a. Index has no resemblance to their Object;
b. It refers to individual or single unit;
c. It directs the attention or startle to its Object.33
The interpretant has rheme, dicent, and argument34
. The rheme is the
probability for interpretant such as a concept, the dicent is the fact of
interpretant or the real description of a thing, then argument is logical
reasoning of interpretant35
. In addition, in the Philosophical Writings of
Peirce, the rheme is a qualitative possibility36
. It is the possibility interpretant
which will be understood. The dicent (or dicisign) is a actual existence, and
the argument is a sign of law such a sound of whistle in soccer competition37
.
30
Ibid., p.102-103. 31
Charles Sanders Peirce. 1940. Op.Cit..p.33. 32
Ibid., p.108-109. 33
Ibid.. 34
Paul Cobley and Litza Jansz. 2002. Op.cit., p.34. 35
Ibid.. 36
Charles Sanders Peirce. 1940. Op.Cit., p.103. 37 Ibid.,
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24
Firstness Secondness Thirdness
Representamen Qualisign Sinsign Legisign
Object Icon Index Symbol
Interpretant Rheme Dicent Argument
Table 3. Peirces Thought of Semiotics38
In addition, Peirce says that the semiosis process is anunlimited process,
because he thinks that the interpretant can be a new representamen, and if it
joins with another Object it will produce the new interpretant again, and so
forth. And finally, it can be unlimited. Yet, according to Roland Barthes
semiosis has a limitation. Barthes says that the limitation of semiosis process
depends on the individual autonomy (exegesising ability) or the supra-
individual principles (the values and norms in a culture which regulate the
human beings habit) of the person who does the semiosis. The semiosis will
end when the person does not have anything else to be connected again with
the last interpretant39
.
In this research, the classification of Object, especially icon and symbol,
is the possible research to do for the advertisements. It is caused of the
limitation of time and place where the index and the other classifications need
deeper research.
38
Paul Cobley and Litza Jansz. 2002. Op.cit,, p.31. 39
Benny H. Hoed. 2011. Op.cit., p.31.
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25
C. Definition of Advertisement
Advertisement is used in this research. Actually, advertisement is the
product of advertising. So, to understand what an advertisement is the
definition of advertising must be clear. According to William Wells, he says
that there are six elements of advertisings definition.
He believes that an advertising, which the sponsor is identified, is a paid
form of communication in order to persuade or influence the audience or mass
through mass media. Because of that, an advertising is non-personal
communication40
. He also states the types of advertising: brand advertising,
retail or local advertising, political advertising, directory advertising, direct-
response advertising, business-to-business advertising, institutional
advertising, public service advertising, and interactive advertising41
.
Furthermore, Belch states that advertising is used to create an image and
symbolic appeals in differentiating one product with the others42
. It means that
advertising maker wants a products (goods/service) uniqueness to be seen by
the audience, so the audience is interested in and to be influenced.
Then, Arens also gives a definition for advertising. He says Advertising
is the structured and composed non-personal communication of information,
40
William Wells, John Burnet and Sandra Moriarty. 2000. Op.cit., p.6-8. 41
Ibid., p.6-8. 42
George E. Belch, Michael A. Belch, Introduction to Advertising and Promotion, An
Integrated Marketing Communications Perspective; Third Edition (Chicago: IRWIN, 1995), p.11.
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26
usually paid for and usually persuasive in nature, about products (goods,
services, and ideas) by identified sponsors through various media43
.
So, it is concluded that advertising is used for making an image and also
an effort to persuade or influence the public about a product (goods, services,
ideas) by a mass media.
43
Williams F. Arens, Contemporary Advertising (New York: Mc-Graw Hill, 2004), p.7.
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27
CHAPTER III
DATA FINDINGS
A. Data Description
The data are compiled into data card. After that, there are 29 brands on
data card. Then, one advertisement as data observed is chosen from each
brand and totally 29 woman perfume advertisement will be analyzing. The
random sampling technique is used in this research. This choosing of sample
is based on Wasitos technique. In his book, there are three techniques to
choose and to take a random sample. Those are simple random sampling,
systematic random sampling and stratified random sampling1.
The first is simple random sampling which is described that the samples
are chosen in particular manner in order to every population has an equal
opportunity to be chosen and observed as a sample. There are two manners in
this simple random sampling, those are raffle and random numeral table.
The second is systematic random sampling. The only first member is
chosen randomly, then the next member is chosen systematically following a
specific pattern.
The third is stratified random sampling. It is used when the sampling
determination not only depends on whole population, but also on analyzed
1 Hermawan Wasito. 1992. Op.cit., p. 54-59.
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28
variable. The member of population in every stratum, that has been divided
before, is chosen randomly and then calculated. All of number stratum
member is being a sample member which is called stratified random
sampling.
Because of the number of the corpus, the raffle of simple random
sampling is used in this research, with the steps are mentioned below:
1. Every population member (194 English woman perfume advertisement) is in
the list and the serial number is given to it;
2. The serial number is rewritten on the piece of paper;
3. The paper is rolled and put them in the box or glass;
4. The box, which is contained the data from one brand, is shaken to get data to
be analyzed;
5. Then, the box is shaken until all brands have its turn.
For the effectiveness of this paper, the corpus data of 194
advertisements are put on the Appendix. Here are the data that will be
analyzed in this research result of the simple random sampling.
Table 4. Result of Simple Random Sampling
No Brand Data Source Code
1 BALENCIAGA
Data 1 B
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29
2 Bobbi Brown
Data 1 BB
3 Boyfriend
Data 1 BF
4 Calvin Klein
Data 2 CK
5 Carolina Herrera
Data 2 CH
6 CLEAN
Data 8 C
7 CLINIQUE
Data 6 CQ
8 COACH
Data 1 CC
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30
9 Commodity
Data 3 CM
10 DESIGUAL
Data 3 D
11 DKNY
Data 1 DKNY
12 Donna Karan
Data 4 DK
13 Elizabeth and
James
Data 5 EJ
14 Escada
Data 3 ES
15 Gucci
Data 11 G
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31
16 I Love New York
by Bond No. 9
Data 3 ILNY
17 Jimmy Choo
Data 6 JC
18 Lavanila
Data 5 L
19
MAISON
MARTIN
MARGIELA
Data 1 M
20 NOMATERRA
Data 1 N
21 One Direction
Data 1 OD
22 Origins
Data 2 O
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32
23 Pharell Williams
Data 1 PW
24 Philosophy
Data 4 P
25 Pink Sugar
Data 1 PS
26 Ralph Lauren
Data 3 RL
27 Stella McCartney
Data 2 SM
28 Tocca Beauty
Data 3 TB
29 Tory Burch
Data 1 TR
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33
This research employs descriptive analysis to analyze the data by giving
semiosis process then describing each datum one by one to reveal the
meaning. The semiosis is based on Pierces theory of semiotics which
emphasizing the second trichotomy of sign concerning of the relationship
between representamen and its object. The second trichotomy based on Pierce
are icon, symbol and index. In this research, it is only icon and symbol which
will be analyzed. The icon itself is the photo or image in the advertisement,
and the symbol is written text or language on the advertisement. Index will not
be analyzed because it relates to causality effect which requires more time in
another or different research. Furthermore, the limitation of the semiosis
process is based on the reseachers capacity like Barthes says in his book that
semiosis process depends on the individual autonomy (exegesising ability) or
the supra-individual principles (the values and norms in a culture which
regulate the human beings habit) of the person who does the semiosis2. The
semiosis will end when the person does not have anything else to be
connected again with the last interpretant. As addition, in Handbook of
Semiotics by Winfried Nth is written that the Peirces theory of semiotics is
often used in the advertisements to reveal the purpose3. So, this research uses
Peirces theory of semiotics on the advertisements.
2 Benny H. Hoed. 2011. Loc.cit., p.17.
3 Winfried Nth, Handbook of Semiotics (Bloomington: Indiana University Press, 1995),
p.480.
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34
B. Data Analysis
B.1. Data 1 B
In this data, there is a picture of a woman looks like not wearing a shirt,
with flowers in her arm. She is Kristen Stewart. Her expression shows a
mildness and also firmness from the eyes. But her body interprets natural and
pure. The picture is the representamen [R] for this observation of icon. So, the
semiosis process for this data is that the representamen [R] is the picture of
mentioned above, which represents the mildness, firmness, nature, and purity.
[O]. The relationship between representamen-object produces interpretant [I]:
Figure 1. BALENCIAGA Rosabotanica, Data 1 B
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35
The next is the symbol analysis. The symbol of this data is the written
language: Rosabotanica. From the Pierces theory of semiotics, this is the
representamen [R] of the symbol. After that, the semiosis process is the word
rosabotanica is the representamen [R] which personates beauty of rose and a
naturalness of botanic [O]. Then, because of the relationship between the
representamen and object, the interpretant [I] is:
A woman like Kristen Stewart
without any shirt and with
flowers in her arms. Her looking
is firmness, mildness, nature and
purity [R]
Mildness,
firmness, nature
and purity [O]
This perfume
gives you image
of both mildness
and firmness and
also its natural
fragrance can
show up more
your natural
personality [I]
Diagram 2. Icons Diagram of Data 1 B
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36
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that the fragrance from this perfumes is the
perfume gives you an image that you will have mildness but firmness
personality because of its roses (as firmness) and natural botanic (as mildness)
fragrance. As people know that rose is beautiful but it is dangerous too as it
has sharp thorns.
Beauty of rose
and a naturalness
of botanic [O]
Rosabotanica [R]
This perfume
gives you the
beauty and
fragrance of
roses and also
the naturalness
sensations of
botanic which
can give you the
natural but
exclusive [I]
Diagram 3. Symbols Diagram of Data 1 B
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37
B.2. Data 1 BB
This is the chosen advertisement from Bobbi Brown. This perfume is
made only for women. This advertisement lades picture (icon) and written
language (symbol). The icon is the first which will be observed, then the
symbol. In this data, there is a picture of a perfume bottle. The image of it is
clean, transparent, light but luxurious. This picture is the icon and also as the
representamen [R] of the semiosis process.
The semiosis process is that the picture of a perfume bottle which is
clean, transparent, light but luxurious is the representamen [R], which
personates light and luxurious [O]. Because of the relationship between the
representamen and object, the interpretant is:
Figure 2. Bobbi Brown Beach Fragrance, Data 1 BB
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38
The next is the symbol analysis. Symbol is the written language that is
used in this advertisement. The symbol in this advertisement is Beach. This
written language, beach, is the representamen [R] which personates wave and
sea which looks strong, mysterious but also in harmony or balanced [O].
Furthermore, the relationship between the representamen and object produces
the interpretant [I]. The semiosis process is:
A perfume bottle which is
clean, transparent, light but
luxurious [R]
Light and luxurious
[O]
You will smell a
light fragrance
but still
luxurious from
this perfume [I]
Diagram 4. Icons Diagram of Data 1 BB
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39
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that wearing this perfume will give you light
but balanced fragrance that can make you relax. In order hand, this perfume
also can give you a luxurious, strong and mysterious image.
Strong,
mysterious, in
harmony or
balanced [O]
Beach [R]
This perfume gives
you a harmony or
good balanced
fragrance, and also
gives you strong
and mysterious
image [I]
Diagram 5. Symbols Diagram of Data 1 BB
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40
B.3. Data 1 BF
This is the chosen advertisement from Boyfriend. This perfume is
made only for women. This advertisement lades picture (icon) and written
language (symbol). The icon is the first which will be observed, then the
symbol. In this data, there is a picture of perfume bottle which due to royalty,
high class and exclusive. This description is the icon and also as the
representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture is mentioned above
is the representamen [R], which personates high class, due to royalty and
exclusive [O]. Because of the relationship between the representamen and
object, the interpretant is:
Figure 3. Boyfriend Billionaire Boyfriend, Data 1 BF
-
41
The next is the symbol analysis. Symbol is the written language that is
used in this advertisement. The symbol in this advertisement is Billionaire
Boyfriend. This written language, billionaire boyfriend, is the representamen
[R] which personates by having a super rich boyfriend is great [O].
Furthermore, the relationship between the representamen and object produces
the interpretant [I] and also the semiosis process is:
A perfume bottle which due
to royalty, high class and
exclusive [R]
High class,
exclusive,
royalty [O]
If you want to
look like a lady
from royal
family, high class
and exclusive,
you can wear this
perfume [I]
Diagram 6. Icons Diagram of Data 1 BF
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42
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that wearing this perfume will make you being
a lady from royal family, high class and exclusive person so that super rich
man can be your boyfriend.
Billionaire Boyfriend
[R]
By having a
super rich
boyfriend is great
[O]
By wearing this
perfume, you can
attract a super
rich man so that
being your
boyfriend [I]
Diagram 7. Symbols Diagram of Data 1 BF
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43
B.4. Data 2 CK
This is the chosen advertisement from Calvin Klein. This advertisement
lades picture (icon) and written language (symbol). The icon is the first which
will be observed, then the symbol. In this data, there is a picture of a perfume
bottle which can personate a gentleness or tenderness from the color of liquid.
Then, the shape of it also clear and firm.. This description is the icon and also
as the representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture described above is
the representamen [R], which personates gentleness, clearness, and firmness
[O]. Because of the relationship between the representamen and object, the
interpretant is:
Figure 4. Calvin Klein Eternity, Data 2 CK
-
44
The next is the symbol analysis. Symbol is the written language that is
used in this advertisement. The symbol in this advertisement is Eternity. This
written language, eternity, is the representamen [R] which personates
immortal, ever-lasting, forever, imperishable [O]. Furthermore, the
relationship between the representamen and object produces the interpretant
[I] and also the semiosis process is:
A perfume bottle which looks
gentleness/tenderness from the
liquid color, clear and firm [R]
Gentleness,
clearness,
firmness [O]
The fragrance of
perfume can show up
your both gentleness
and firmness clearly
[I]
Diagram 8. Icons Diagram of Data 2 CK
-
45
The last is the conclusion for these two semiosis processes to get the
exact meaning of this advertisement. From what have been seen, this
advertisement sends the message or meaning that not only the perfume can
show up your gentleness and firmness clearly, but also its fragrance is keeping
for long time. So, this perfume is worth to buy.
Eternity [R]
Immortal, ever-
lasting, forever,
imperishable [O]
The
fragrance of
perfume is
keeping for
long time. It
is worth to
buy [I]
Diagram 9. Symbols Diagram of Data 2 CK
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46
B.5. Data 2 CH
This is the chosen advertisement from Carolina Herrera. This perfume is
made only for women. This advertisement lades picture (icon) and written
language (symbol). The icon is the first which will be observed, then the
symbol. In this data, there is a picture of perfume bottle which shaped like a
pink capsule. This capsule consists of two perfume bottles. This description is
the icon and also as the representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture of perfume bottle
which shaped like a pink capsule. And this is the representamen [R], which
feminine and sexy [O]. Because of the relationship between the representamen
and object, the interpretant is:
Figure 5. Carolina Herrera 212 Sexy, Data 2 CH
-
47
The next is the symbol analysis. Symbol is the written language that is
used in this advertisement. The symbol in this advertisement is 212 Sexy. This
written language, 212 sexy, is the representamen [R] which personates sexy
[O]. Furthermore, the relationship between the representamen and object
produces the interpretant [I] and also the semiosis process is:
A perfume bottle which shaped
like a pink capsule [R]
Feminine and
sexy [O]
This perfume
will make the
women who
wear it look
more feminine
and sexier [I]
Diagram 10. Icons Diagram of Data 2 CH
-
48
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that wearing this perfume will make you more
feminine and sexier even more.
212 Sexy[R]
Sexy [O]
The women who
wear this perfume
will be looked
sexier [I]
Diagram 11. Symbols Diagram of Data 2 CH
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49
B.6. Data 8 C
This is the chosen advertisement from CLEAN. This perfume is made
only for women. This advertisement lades picture (icon) and written language
(symbol). The icon is the first which will be observed, then the symbol. In this
data, there is a picture of shelled orange and mint leave, blue bottle, and
cotton. This description is the icon and also as the representamen [R] of the
semiosis process.
Furthermore, the semiosis process is that the picture of shelled orange
and mint leave, blue bottle, and cotton is the representamen [R], which
personates freshness, refreshing, softness, and comfortness [O]. Because of
the relationship between the representamen and object, the interpretant is:
Figure 6. CLEAN Cool Cotton, Data 8 C
-
50
The next is the symbol analysis. Symbol is the written language that is
used in this advertisement. The symbol in this advertisement is Cool Cotton.
This written language, pure, is the representamen [R] which personates cool
scent, fresh, and comfortness [O]. Furthermore, the relationship between the
representamen and object produces the interpretant [I] and also the semiosis
process is:
Shelled orange, mint leave, blue
bottle, and cotton [R]
Freshness,
refreshing,
softness,
comfortness [O]
This perfume gives
you freshness like an
orange and mint leaf,
and softness like
cotton. So it will be
refreshing your mood
and also it is comfort
and saves for your
skin [I]
Diagram 12. Icons Diagram of Data 8 C
-
51
The last is the conclusion for these two semiosis processes to get the
exact meaning of this advertisement. From what have been seen, this
advertisement sends the message or meaning that wearing this perfume can be
your mood-booster because of its freshness, cool scent, and comfortness
fragrance.
Cool Cotton [R]
Cool scent,
freshness, and
comfortness
[O]
This perfume gives
you freshness,
comfortness and cool
scent [I]
Diagram 13. Symbols Diagram of Data 8 C
-
52
B.7. Data 6 CQ
This is the advertisement from CLINIQUE. This perfume is made for
women. It lades a picture (icon) and the written language (symbol). At first,
the icon is the picture of an orange perfume bottle, and it is like a sunset
which brings composure and beauty. So, this picture or a pose of the models is
the icon.
So, the semiosis process is the picture of an orange bottle like sunset
which brings composure and beauty is the representamen [R], which
personates composure and beauty, relaxation [O]. Their relationship,
representamen-object, produces interpretant [I]:
Figure 7. CLINIQUE Happy Rollerball, Data 6 CQ
-
53
The next is the symbol analysis. It has been told before that symbol is a
sign which is made by convention context. It means that language is one of
the symbols. The symbol in this datum is Happy. The written language,
happy, itself is the representamen [R], which stands for its object happiness
and joyful [O]. Because of their relation, it produces the interpretant [I]; this
perfume can give you happiness and joyful by lifted your mood through its
scent.
An orange perfume bottle like a
sunset which brings composure
and beauty [R]
Composure,
beauty, relaxation
[O]
This perfume will
give you relaxation
by its composure
and show you
beauty up. [I]
Diagram 14. Icons Diagram of Data 6 CQ
-
54
The last is the conclusion for these two semiosis processes to get the
exact meaning of this advertisement. From what have been seen, this
advertisement sends the message or meaning that this perfume like its name
can give you happiness and joyful by lifted you mood, its composure and
relaxation scent so that your beauty shows up more.
Happy [R]
Happiness and joyful
[O]
This perfume can
give you happiness
and joyful by lifted
your mood through
its scent [I]
Diagram 15. Symbols Diagram of Data 6 CQ
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55
B.8. Data 1 CC
This is the advertisement from COACH. It lades a picture (icon) and the
written language (symbol). At first, the icon is the bottle of the perfume with
orange ribbon, round shaped bottle and round lid. So, this picture is the icon.
This picture describes something cute, childish, and cheerful
So, the semiosis process is the picture of the perfume bottle with orange
ribbon, round shaped bottle and round lid is the representamen [R], which
personates something cute, childish, and cheerful. [O]. Their relationship,
representamen-object, produces interpretant [I]:
Figure 8. COACH Poppy, Data 1 CC
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56
The next is the symbol analysis. It has been told before that symbol is a
sign which is made by convention context. It means that language is one of
the symbols. The symbol in this datum is Poppy. The written language, made
to measure, itself is the representamen [R], which stands for a beloved name,
a beloved one [O]. Because of their relation, it produces the interpretant [I];
you can be a beloved one by wearing this perfume.
Cute, childish,
cheerful [O]
If you want to look
cuter like a child
and more cheerful,
you can wear this
perfume [I]
A perfume bottle with orange
ribbon, round shaped bottle and
round lid [R]
Diagram 16. Icons Diagram of Data 1 CC
-
57
The last is the conclusion for these two semiosis processes to get the
exact meaning of this advertisement. From what have been seen, this
advertisement sends the message or meaning that wearing this perfume will
make you cuter and cheerful so that you can be a beloved one for people
Poppy [R]
A beloved
name [O]
If you want to be
a beloved one for
people, you can
wear this
perfume [I]
Diagram 17. Symbols Diagram of Data 1 CC
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58
B.9. Data 3 CM
This is the advertisement from Sean John. It lades a picture (icon) and
the written language (symbol). At first, the icon is the picture of a perfume
bottle. The bottle is white and shows a purity. So, this picture or a pose of the
models is the icon. This picture describes a purity
So, the semiosis process is the picture of white perfume bottle is the
representamen [R], which personates purity [O]. Their relationship,
representamen-object, produces interpretant [I]:
Figure 9. Commodity Gold, Data 3 CM
-
59
The next is the symbol analysis. It has been told before that symbol is a
sign which is made by convention context. It means that language is one of
the symbols. The symbol in this advertisement is Gold. The written language
itself is the representamen [R], which stands for its object prestigious and
luxury [O]. . Because of their relation, it produces the interpretant [I].
A white perfume bottle [R]
Purity [O]
This perfume can
be pure or real
mark of your
personality [I]
Diagram 18. Icons Diagram of Data 3 CM
-
60
From what have been seen, this advertisement sends the message or
meaning that wearing this perfume will make you look prestigious, luxurious,
and also special besides it can show up more your pure personality though.
Prestigious and
luxury [O]
You can look
more prestigious
and luxurious
like gold by
wearing this
perfume [I]
Gold [R]
Diagram 19. Symbols Diagram of Data 3 CM
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61
B.10. Data 3 D
This is the advertisement from Desigual. It lades a picture (icon) and the
written language (symbol). At first, the icon is the picture of a colorful round
perfume bottle. This picture describes a cheerful or joyful atmosphere.
So, the semiosis process is the picture of a colorful round perfume bottle
is the representamen [R], which personates a cheerful or joyful [O]. Their
relationship, representamen-object, produces interpretant [I]:
Figure 10. Desigual Fun, Data 3 D
-
62
The next is the symbol analysis. It has been told before that symbol is a sign which is
made by convention context. It means that language is one of the symbols. The
symbol in this datum is Fun. The written language, fun, itself is the representamen
[R], which stands for its object pleasure and enjoyment [O]. Because of their relation,
it produces the interpretant [I]; this pleasure fragrance of this perfume will come right
to you and you will enjoy it.
A cheerful or
joyful [O]
A colorful round perfume
bottle [R]
This perfume can
give you or bring
youre your
cheerful or joyful
of the day [I]
Diagram 20. Icons Diagram of Data 3 D
-
63
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that the pleasure fragrance of this perfume will
come right to you, then you will enjoy it. At the end, it will bring back your
cheerful and joyful.
Pleasure and
enjoyment [O]
Fun [R]
The pleasure
fragrance of this
perfume will
come right to you
and you will
enjoy it [I]
Diagram 21. Symbols Diagram of Data 3 D
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64
B.11. Data 1 DKNY
In this data, there is a picture of a woman looks like without wearing any shirt
with messy hair while holding a green apple. The picture is the representamen [R] for
the analyzed icon. So, the semiosis process for this data is that the
representamen [R] is the picture of mentioned above which represents a
desire, freshness, attractive woman [O]. The relationship between
representamen-object produces interpretant [I] is:
Figure 11. Donna Karan New York Be Delicious, Data 1 DKNY
-
65
The next is the symbol analysis. It has been told before that symbol is a
sign which is made by convention context. It means that language is one of
the symbols. The symbol in this datum is Be Delicious. The written language,
be delicious, itself is the representamen [R], which stands for its object
delightful, dainty and charming [O]. Because of their relation, it produces the
interpretant [I]:
A woman looks like without wearing any
shirt with messy hair while holding a
green apple [R]
A desire,
freshness,
attractive woman
[O]
You can be a
desire and more
attractive and
fresher like a
green apple by
wearing this
perfume [I]
Diagram 22. Icons Diagram of Data 1 DKNY
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66
The last conclusion for these two semiosis process is that the woman
who wears this perfume can be a desire, more attractive woman and fresher
person like a green apple, delightful, dainty and also charming personality.
So, this perfume can increase your confidence.
Be Delicious [R]
Delightful,
dainty,
charming [O]
The women who
wear this perfume
will be delightful,
dainty and
charming. So, it will
increase the
confidence [I]
Diagram 23. Symbols Diagram of Data 1 DKNY
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67
B.12. Data 4 DK
This is the advertisement from Donna Karan. This advertisement lades
picture (icon) and written language (symbol). The icon is the first which will
analyzed, then the symbol. In this data, there is a picture of perfume bottle.
The bottle is clear, simple with golden lid. This description is the icon and
also as the representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture of a clear simple
perfume bottle with golden lid is the representamen [R], which personates
elegance, simplicity, and clearness [O]. Because of that relationship, the
interpretant [I] is:
Figure 12. Donna Karan Cashmere Mist Rollerball, Data 4 DK
-
68
The next is the symbol. The symbol of this advertisement is Cashmere
Mist. Cashmere is the kind of fabric which is very delicate and expensive
whereas Mist is the kind of perfume based of the durability of fragrant. So, the
written language here, Cashmere Mist, is the representamen [R] of the symbol
which personates delicate, expensive, exclusive [O]. Because of the
relationship between the representamen and object, the interpretant [I] is:
The fragrance of
this perfume
will make you
look simple but
elegant clearly
[I]
Elegance,
simplicity,
clearness [O]
A clear simple perfume
bottle with golden lid [R]
Diagram 24. Icons Diagram of Data 4 DK
-
69
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that although the fragrance of this perfume is
delicate or light but it can bring simplicity, elegance, and exclusiveness like
cashmere.
Cashmere Mist [R]
Delicate, exclusive
expensive [O]
The fragrance of
this perfume is
delicate or light
which can give
you the
exclusiveness/ex
pensivenss [I]
Diagram 25. Symbols Diagram of Data 4 DK
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70
B.13. Data 5 EJ
This is the advertisement from Elizabeth and James. This advertisement
lades picture (icon) and written language (symbol). The icon is the first which
will analyzed, then the symbol. In this data, there is a picture of perfume
bottle. The bottle is white, simple and with golden lid. This description is the
icon and also as the representamen [R] of the semiosis process.
Furthermore, the semiosis process is that the picture of a white simple
perfume bottle with golden lid is the representamen [R], which personates
elegant and simple [O]. Because of that relationship, the interpretant [I] is:
Figure 13. Elizabeth and James Nirvana White Rollerball, Data 5 EJ
-
71
The next is the symbol. The symbol of this advertisement is Nirvana. So,
the written language here, nirvana, is the representamen [R] of the symbol
which personates heaven, pleasure place, final destination [O]. Because of the
relationship between the representamen and object, the interpretant [I] is:
A white simple bottle
with golden lid [R]
Elegant and
simple [O]
You will get the
simple and
elegant look by
wearing this
perfume [I]
Diagram 26. Icons Diagram of Data 5 EJ
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72
The last is the conclusion for these two semiosis processes to get the
meaning of this advertisement. From what have been seen, this advertisement
sends the message or meaning that the simple elegant image from this
perfume by wearing it. Then, you will feel the pleasure and happiness like in
the nirvana.
Nirvana [R]
Heaven, pleasure
place, final
destination [O]
By wearing this
perfum
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