it is indicated that advertising making addressed to summer the time E2, this is in line R1 with the advertisement tag line itself. These some
visible signs and it could be called the first level meaning primary sign system denotation, taken from verbal and nonverbal signs. The next
analysis is to interpret or to seek the secondary system called connotation meaning. It will be discussed in the next section.
b. Connotation meaning 1. Santa Claus does not only appear in winter but also appears in the
summer for enjoying Pepsi Summer time is Pepsi time
There are signs of non verbal advertisement where there is a father has big body and a big hand and also he has a curly white hair with a thick
white beard. It is not strange again that there is a message connotation that want the advertisement to show the reader that actually the father is
Santa Claus E2. If we remember again, this is reversed with appearance of Santa Claus who appears in the winter but this time instead appears in
summers, of course, this raises the question to the audiences. It will increasingly become more attractive and easily remembered by audiences.
Because of that purpose they advertisers manipulate data.
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By placing the tagline summer time Pepsi time E1 in advertisement, the advertisement maker wants to send connotative meaning which relates
R1 to non-verbal signs that Santa Claus is drinking Pepsi. This indicates that the connotative meaning when summer time Santa Claus wants to
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Jeremias Jena, Lock Cit.
drink Pepsi C2. According the theory of Roland Barthes between verbal and non-verbal language in the advertisement would be so related.
2. When the summer time, the most fresh is drinking Pepsi
Summer time Pepsi time
The interesting side of this advertisement is presenting Santa Claus in the summer season. In reality, the real Santa Claus appears actually in
winter season, such us Santa comes in December during Christmas time where it is currently winter. Interestingly, Santa Claus appears suddenly
during the summer C1. He comes out and drinking Pepsi, shows connotation that summer time is the most fresh time to drink Pepsi C2
like what is done by Santa Claus.
3. Pepsi Advertisement with Tagline Un Pimp Your Body
