Della Reffy Efanda Putri Hartuti, Della Reffy (2022) Semiotic Analysis of Beauty Advertisements in The United States (Analisis Semiotika Iklan Kecantikan di Amerika Serikat). Undergraduate thesis, Universitas 17 Agustus 1945.
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Abstract
This paper aims to determine the description of the denotation and connotation sign contained in US beauty product advertisement. In completing this research, the writer uses 3 beauty product advertisement, namely: Maybelline New York, Revlon, and Estee Lauder as materials used to determine the meaning of denotation and connotation signs using Roland Barthes’ (1964) theory. This study uses a qualitative approach to describe the semiotic phenomena of signs of denotation and connotation in US beauty product advertisement, including the depiction of signified and signifiers in beauty product advertisement based on denotative and connotative meanings. From the analysis, the writer conducted verbal and non-verbal analysis of words, pictures, and utterances of each beauty product advertisement. By using connotative meanings, advertisers and copywriters attempt to build an image for the consumer's perspective that each beauty product advertisement has their own characteristics in marketing their advertisements. Finally, the writer concluded that those 3-beauty product advertisements contain signs including words, pictures, and utterances. the writer also found that in the beauty products advertisement, many signs contain meanings. In understanding the sign, it is needed to understand the semiotic theory by Roland Barthes that consists of the concepts: denotation and connotation. Denotative is the first sign, and connotative is the second sign supported by myth. After analyzing verbal and non-verbal signs of beauty products based on Roland Barthes's semiotics theory, the writer finds that verbal signs are more dominant than non-verbal signs, but the differences are insignificant. Beauty Product informs both verbal and non-verbal, it makes the advertisement clearer and more interesting.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | denotation, connotation, semiotic, beauty product advertisement |
| Subjects: | P Language and Literature > PE English P Language and Literature > PJ Semitic |
| Divisions: | Fakultas Ilmu Budaya > Program Studi Sastra Inggris |
| Depositing User: | 1611800067 DELLA REFFY EFANDA PUTRI HARTUTI |
| Date Deposited: | 26 Jan 2023 02:10 |
| Last Modified: | 26 Jan 2023 02:10 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/20240 |
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