Makna Tanda Verbal dan Non-Verbal pada Iklan Makanan di Televisi
Pratiwi, Desak Putu Eka
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Language of advertisement is very unique. It is very rich, not only in its language style but also the word choice. Copy writers are used to play with words, manipulate words, or even change the meaning of the words. They often break the language rule to get particular effects, using the words that out of context, and even creating new words. This exploitation of language makes the analysis of language of advertisement an interesting subject to analyze. Advertisement is a group of signs which can be freely interpreted Basically, the signs in the advertisement can be divided into two different types, verbal sign and non-verbal sign. Verbal sign is all words used in the advertisement while non-verbal sign is any forms and colors presented in the advertisement. This research aims at identifying the meaning of verbal and non-verbal signs in the advertisement of food products which are published on Indonesian national TV. Documentation and observation method are applied to obtain the qualitative data. Theory of semantics by Palmer (2001) and theory of pragmatic by Yule (1996) are used to analyze the meaning of verbal signs of the advertisements. In addition, the theory of semiotic by Barthes (1998) is used to analyze the meaning of non-verbal signs in the advertisements. The results are presented through formal and informal method The results show that the verbal and visual signs in the TV advertisements carried connotative meaning.