Meanings and functions of Icon, Index, and Symbol in Kahf’s Self-Care product advertisement using Peirce’s theory

Fathurrahman, Muhamad Irfan (2024) Meanings and functions of Icon, Index, and Symbol in Kahf’s Self-Care product advertisement using Peirce’s theory. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Peirce developed a triadic concept that includes three main components in a sign: representamen, object and interpretant. In this context, an icon refers to a sign that has a direct resemblance to its object, an index indicates a causal or existential relationship with its object, while a symbol is based on a convention or social agreement that connects the sign to its object. This study aims to reveal the meaning and function of the icon, index and symbol sign system contained in the Kahf advertisement, which is one of the famous men's personal care brands in Indonesia, this advertisement was taken from the YouTube platform. This study uses advertisements as its object. This study uses the theory put forward by Charles Sanders Peirce (1931) about the sign system that focuses on objects, namely icons, indexes and symbols. The method used in this study is qualitative, using an analytical approach by revealing the meaning and function contained in the advertisement. There are 7 types of advertisements with 54 data used to analyze icons, indexes and symbols. The results of the analysis show that icons, indexes and symbols are widely found in advertisements, and the use of type of sign in advertisements is used to convey messages to the audience, Icons depict images of the original objects they represent. The index explains the relationship between signs or texts and products, while symbols show the relationship between signs and societal agreements. Overall, this study explores how the three types of signs are used to convey messages to audiences and how the meaning and function of advertising can be described through the use of these signs. The conclusion of this study is to reveal the meaning and function of Kahf commercial advertising.

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