Icons, indexes, and symbols of advertisements in the skincare products of Some By Mi.

Ghenani, Ghenani (2023) Icons, indexes, and symbols of advertisements in the skincare products of Some By Mi. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Semiotics is the study of signs. According to Peirce, advertising can be analyzed by studying semiotic representations in the form of icons, indexes and symbols. This study aims to see the concept of truth or authenticity of a product in conveying information and find out the functions about the product to be promoted through advertising pamphlets, so that people can be interested in the product being advertised. This study uses Charles Sanders Peirce's semiotic theory which focuses on three types of signs, namely icons, indexes and symbols. This study also uses qualitative methods because the data are analyzed descriptively. There are fifty data found in this study. The results show that there are several types of icons, indexes, and symbols of Some By Mi skincare products, one of which is the Some By Mi AHA-BHA-PHA Miracle 30 Days product, which is well known as its first product. In addition, there are five functions of icons, four functions of indexes, and three functions of symbols according to Peirce's theory which will be analyzed in advertising pamphlets. One of the functions of icons is to make it easier for people to find information about the object they represent, indexes function to find out the relationship between cause and effect, while symbols function to help convey the message to be conveyed through signs.

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