Spider-man movie poster advertisement: The semiotic analysis by Charles Sanders Peirce

Syahidah, Qonita Nurul (2016) Spider-man movie poster advertisement: The semiotic analysis by Charles Sanders Peirce. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

In this visual digital age, communication messages are conveyed not only through text, but also through images, colors, and symbols. One of the most widely used visual communication media is movie posters. In addition to being a promotional medium, movie posters also reflect the social and cultural values of their time. In movie poster, for example, depicts an individual's struggle with moral responsibility in the midst of complex modern life. Through visual cues such as costumes, colors, and the poses of the main characters, the poster conveys a heroic narrative that is closely related to universal human values. This study aims to analyze the meaning of signs found in eleven Spider-Man movie posters using Charles Sanders Peirce's semiotic theory, specifically through three trichotomies of signs that include representamen, object, and interpretant. The research method used was descriptive qualitative with data collection techniques in the form of poster documentation and semiotic analysis based on Peirce's triadic model. The results showed that each poster not only functioned as a promotional medium but also as a narrative representation that described character development, film themes, and emotions that wanted to be conveyed to the audience. The analysis identified a total of 11 instances of Representamen, 11 instances of Object, and 11 instances of Interpretant, amounting to 33 occurrences of signs identified throughout the posters. In this analysis, each triadic relation produces three signs: the representamen produces qualisigns, legisigns, and sinsigns; the object produces icons, symbols, and indices; and finally, the interpretant produces rhemes, dicisigns, and arguments. it can be concluded that each poster builds an evolving representation of the hero. Peirce's semiotics help reveal how these visual signs play a role in constructing the larger narrative of Spider-Man as a character who is not only physically strong, but also psychologically and morally complex.

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