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CHAPTER III RESEARCH FINDINGS
A. Data Description
In the third chapter the writer will describe the analysis of connotation in Pepsi advertisement. Advertisement analyzed are five units. Those are the
corpuses for analyzing in this research. The five Pepsi advertisements provide with the following taglines: 1 Live for Now, 2 Summer Time, Pepsi Time II,
3 Un Pimp Your Body, 4 Change the Game 5 Ask for more. This study purposes to find a connotation that is existing in advertisement.
Therefore, besides the verbal language, the non verbal language also influences in making the connotation in the advertisement itself, because the iconic verbal
sign is a supporting element in understanding the connotation in advertisements. So, the data description can be tabulated in the following table.
Table of verbal and non verbal signs Object
Verbal Sign Non Verbal Sign
Image 1 -
Live for N W Live in the first
column, for in the third, N in
fifth column, and W in last
- The picture in first column
described people laughing, happy, and cheerful in town. Two women
wearing clothes of different colors, with the high buildings
background.
column. -
Text Pepsi at the Bottle
- The second image column in the
advertisement is Pepsi bottle including logo and the name
product text “Pepsi”. -
The third column is the image of a woman with a cheerful face using
microphone, wearing strange clothes pink and also pink hair,
dark background decorated with purple lights.
- Furthermore, there are several
women with the cheerful wearing yellow clothes, holding a Pepsi
product, plus a background set of many people.
- The fifth column is Pepsi logo
coupled colored water background with the little bit brown color.
- The last column is a man who was
playing basketball, wearing a blue plaid shirt, with a black
background with a green light illuminated.
Image 2 -
Summer Time Pepsi Time
- Text Pepsi at
the Bottle of product
- There is one who has white-haired
and white-bearded drinking soft drinks in bottles which labeling
the logo of Pepsi and text Pepsi. The hand that holds the bottle
looks fat. -
The figure of man like Santa Claus
Image 3 -
UN PIMP YOUR BODY
- Pepsi Diet
- Picture a bright blue sky and there
is little clouds that decorate. -
The sun is shining -
There are Blue ocean and little movement of water as there are
people or stone just fell in the water.
- Beach chairs are usually to relax
and sunbathing under the sun. -
Waterfront is not sand but neatly arranged wood.
- There are pieces of the body
looks like a truncated abdomen and apart from its owners.
Characterized by a navel
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