Meaning of icons, indexes, and symbols on Youtube Video Beauty Advertisments of Wardah Products

Nurryah, Shany Oktaviani (2023) Meaning of icons, indexes, and symbols on Youtube Video Beauty Advertisments of Wardah Products. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This study aims to determine the types and functions of the sign system of icons, indexes and symbols contained in Wardah advertisements, which have become one of the well-known brands among Indonesian people, and these advertisements were taken from the Youtube website. Especially for the people of Indonesia and generally for people in the world who are in their teens, this advertisement aims to explain that taking care of the skin is very important, one of which is by using Wardah products, which can treat facial skin to make it look bright, clean and healthy. This study uses the theory put forward by Charles Sanders Pierce about sign systems, with a semiotic study approach which is divided into three parts, namely; icons, indexes, and symbols. The method applied to this study is qualitative descriptive, which aims to explain the content of meaning in analyzing Wardah products. The researcher selects and collects available data, then analyzes it using semiotic studies and finds an icon sign system with logos, taglines, and product type names. In the index sign system in the form of supporting subjects of product advertising, and symbol sign systems in the form of functions of the products used in their parts. The data was taken from 11 video ads. This research can distinguish icons, indexes, and symbols in Wardah product advertisements. Thus, every other advertisement must have its own symbol and meaning, so that the interpretation of the advertisement will vary according to the study used.

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