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.

2.2 Concept

This concept in this study is the general idea about the definition of the title of this study. The concept consists of several parts that related to the topic. The first is the concept of Advertisement, second concept of Verbal and Visual Signs, and third concept of Meaning and Function. The advertisement which uses is adidas advertisement. Adidas, Inc. is the world’s leading innovator in athletic footwear, apparel, equipment and accessories. Adidas will be employed in this study because this product is very interesting and the signs can attract the reader’s eyes. Adidas advertisement can attract the reader’s eyes because in this advertisement there is a woman as the model that is using adidas product. 2.2.1 The Concept of Advertisement Advertisement is something such as a short film or a written notice that is shown or presented to the public to help sell a product or to make an announcement. Dyer 1993 states that the word “advertising” means drawing attention to something, or notifying or informing somebody or something. In more specific definition he states: Advertising is one of the means used by manufacturing and service industries to ensure the distribution of commodities to people in society, at large and is designed to create demands for such goods and services. It helps the manufacturer or business to secure a section of the market by organizing and controlling people’s state and behavior in the interests of company profit and capital growth.

2.2.2 Concept of Verbal and Visual Signs