Triadic Relation Analysis of Nike's Shoe Advertisement by Peirce Theory

Kemuning, Maudy Ariana (2021) Triadic Relation Analysis of Nike's Shoe Advertisement by Peirce Theory. Sarjana thesis, UIN Sunan Gunung Djati.

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Abstract

ENGLISH Semiotics can be implemented in various aspects. Therefore, research in this field is very necessary to avoid misinterpretation. This study aims to determine the analysis of the semiosis process and understand the meaning of symbols and taglines in advertisements. The theory used is the semiotic theory of Charles Sander Pierce, which deals with signs. The sign in this theory is through the theory of representamen, interpretants, and objects. With this theory, the sign and meaning of the tagline in Nike shoe product advertisements can be understood what the purpose of the product is. This study uses a qualitative method. The researcher took the tagline in Nike advertisements as the object of analysis. The data is in the form of advertising images to take the meaning of the sign. Based on data analysis, the researcher found 12 data showing the process of semiosis. Which is the process of semiosis using triadic relations found related elements such as representamen, interpretants, and objects in advertising images and taglines. As well as the meaning of the symbol and each associated tagline in the Nike ad image. The impression of varied products and the many models that are comfortable to use gives the effect that Nike products are suitable for use when exercising. From these findings, it can be concluded that the use of semiotics in selected advertisements achieves certain meanings and impressions shown to consumers. Interpretation of meaning through semiotic analysis. So that the message conveyed can be understood and also consumers can better understand the intended message in Nike shoe products. INDONESIA Semiotika dapat diimplementasikan dalam berbagai aspek. Oleh karena itu penelitian di bidang ini sangat diperlukan agar tidak salah interpretasi. Penelitian ini bertujuan untuk mengetahui analisis proses semiosis dan memahami makna simbol dan tagline pada iklan. Teori yang digunakan teori semiotika dari Charles Sander Pierce, yang berkaitan dengan tanda. Tanda dalam teori ini adalah melalui teori representamen, interpretan, dan objek. Dengan teori ini, tanda dan makna tagline dalam iklan produk sepatu Nike dapat dipahami apa tujuan produk tersebut. Penelitian ini menggunakan metode kualitatif. Peneliti mengambil tagline dalam iklan Nike sebagai objek analisis. Datanya berupa gambar iklan untuk mengambil makna tanda. Bedasarkan analisis data, peneliti menemukan 12 data yang menunjukkan proses semiosis. Yang mana dalam proses semiosis dengan menggunakan triadik relation ditemukan unsur-unsur yang terkait seperti representamen, interpretan, dan objek dalam gambar iklan dan tagline. Serta makna dari simbol dan setiap tagline yang terkait pada gambar iklan Nike. Kesan produk yang bervariatif dan model yang banyak serta nyaman digunakan memberikan efek bahwa produk Nike cocok untuk digunakan saat berolahraga. Dari temuan tersebut dapat disimpulkan bahwa penggunaan semiotika dalam iklan terpilih mencapai makna dan kesan tertentu yang ditunjukkan pada konsumen. Penafsiran makna melalui analisis semiosis. Sehingga pesan yang disampaikan dapat dipahami dan juga konsumen dapat lebih memahami pesan yang di maksud dalam produk sepatu Nike.

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