Visual element promotion in AVO Beauty Brand on Instagram Pamphlets

Jamilah, Ilah (2024) Visual element promotion in AVO Beauty Brand on Instagram Pamphlets. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Semiotics is the science that studies signs. According to Peirce, advertising can be analyzed by studying semiotic representations in the form of icons, indices, and symbols. This research uses Charles Sanders Peirce's (1902) semiotic theory which focuses on three types of signs, namely icons, indixes and symbols. This research aims to find out what icons, indexes, and symbols are and to know the function and find out how the process of icons, indexes, and symbols is found. This research uses Charles Sanders Peirce's (1902) semiotic theory which focuses on three types of signs,namely icons, indexes, and symbols of several types of The Avo Beauty skincare products, which are famous for local Indonesian products with the concept of go green and clean beauty, namely presenting beauty products by prioritizing a sustainability approach. This study also uses a qualitative descriptive method because the data is analyzed descriptively. The research was obtained on May 2024-July 2024, This study examined The Avo product advertisement pamphlet. The data were taken from the post of the official The Avo Instagram account. And The results of the study show that there are fourty seven data found in this study. There are several types of icons and symbols of Avo products. One of the functions of icons is to make it easier for people to find out information about the object they represent, indexes function to find out the relationship between cause and effect, while symbols function to help convey the message that they want to convey through signs. This research utilized semiotics analysis to uncover the meanings behind of icons, indexes, and symbols in advertising pamphlets. It revealed how these elements effectively communicate product information, enhancing the clarity and impact of the advertisement, as demonstrated with The Avo Beauty product’s pamphlets.

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