Review of literature The Analysis of Verbal and Visual Sign of Adidas Advertisement.
delivered while this writing is focused on analyze semiotic sign of advertisement and its messages. While the similarities is both of this writing is analyzing advertisement.
The second undergraduate thesis is written by Purwanto 2009 entitled “The Analysis of Verbal and Visual signs in Advertisement Mike’s Famous in Cycle World Magazine”. His paper
analyzed the signs which are used in the advertisement related to the context of situation. The theories applied in his study here are the theory proposed by Lund 1947, Dyer 1993, Leech
1966, Wandia 1997, and Janich 2001. The result of this study is the advertisement has five structural components. There are: Headline, Illustration, Body Copy, Signature Line, and
Standing Details. His paper provides ideas to analyze the signs in the advertisement and take an advertisement that contains the five structural components of advertisement.
The third undergraduate theses is written by Shakuntala 2011 “Visual and Verbal sign of five Australian cartoons on “It’s All Happening book”. several points that are the focus of her
study are the verbal and visual sign which are related to the context of situation, the messages of verbal and visual art and about the cartoon itself, the correlation between verbal into visual. The
theories were used to analyze the data are from “Theory Language, Context and Text: Aspect of Language in Social Semiotic Perspective” by Halliday 1985. The second theory is theory of
sign by Ferdinand de Saussure it is then combined with the theory on Verbal and Visual Sign. The last one is Theory of Types of Meaning by Leech 1974.Her paper is giving the point that
verbal and visual signs explains to the reader about the meaning of the advertisement through the text and the picture.
The last undergraduate thesis is written by Vina Dwi Riyanti 2011 entitled “context of situation and text organization in shampoo advertisement”. The problem that is discussed in this
thesis is three kinds of features of context situation field, tenor, and mode and verbal and visual message presented in shampoo advertisements. The method that is used in analyzing the data is
qualitative method. The data in this thesis were collected from English magazine that is Teen Vogue Magazine 2011. There were two advertisements selected as the data: Herbal essences
advertisement, and Pantene advertisement. The theories applied in this thesis based on discourse analysis theory, mainly the theory of context of situation proposed by Halliday 1985, semiotic
theory by Chandler 2001 structure of advertisement concept proposed by Leech 1966 theory of meaning by Leech 1977, concept of color term proposed by Wierzbicka 1996, and the
other theory that related to the topic was used too. Based on analysis of the two advertisements, the result shows that the similarities and the differences in term of structure in printed
advertisement can be shows as follows: the two have similarities in using general format of structure and advertisement. In terms of headlines, signature line, and slogan they look very short
and meaningful to attract the attention of viewers. The difference of this advertisement is in using the icon as the frontline of the advertisement. First advertisement, they prefer to show the
new product while the second advertisement they focus on the advantages after using the product it can be seen from the model with shinny hair. This undergraduate thesis is different with this
writing in term of analyzing. The previous thesis focuses in analyzing context of situation of advertisement, while this writing focuses on analyzing semiotic sign of advertisement and its
messages. While the similarities is both of this writing is analyzing advertisement. Besides four undergraduate theses above, an article from an international journal
of business and social science. Vol. 2 No. 9 was also reviewed. It was article entitled “The Impact
of Visual and Verbal Rhetoric in Advertising on Mental Imagery and Recall” by Nabil 2011. This research focuses on studying the role of advertising rhetoric, both visual and verbal, in the
process of persuasion and recall and in which case it is the most appropriate. This involves checking the effect of rhetorical figures on mental imagery and recall. This approach relies on
the importance of the imagination Evrard et al, 2000 and on the process of mental imagery Helme-Guizon, 1995 representing the first response considered in this research.