Analysis of representament object and interpretant in woman body lotion advertisement

Muharomah, Siti Arofatul (2017) Analysis of representament object and interpretant in woman body lotion advertisement. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Nowadays, advertisement is a mass media that cannot be separated from human life, where advertisement is one of the media of communication tools. Advertisement often uses simple, unique and interesting words. Besides, the language of advertisement usually uses symbols and signs. This research will answer some questions which are related to the semiotic analysis in the advertisement, they are: What are the types of representament and object in woman body lotion advertisement? And what are the relation between representament, object and interpretant of slogan in woman body lotion product advetisement? This research used semiotics analysis through pierce’s theory in conducting the research. This research used the descriptive qualitative method to answer the research question addresses. The data of the research is woman body lotion which taken from internet and youtube source. The result of the research is the triadic relation of sign in woman body lotion advertisement. The researcher found that the slogan of the product of advertisements are the representament, the brand name of the product of advertisements are object, and the responses of the advertisements are interpretant. Besides, in this research the researcher found the signs classes of the advertisements, first qualisigns is contained in the colors (the adjectives) of images, icons are the image of the advertisements. Index is contained in skin care products itself. And slogan of the advertisements are the symbol. Rheme are the interpretant of the qualisign, dicisign are the interpretant of sinsign and argument are the interpretant of legisigns.

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