Semiotics is the study of signs, symbols, and signification. It is the study of how meaning is created, not what it is. Below are some brief definitions of semiotic terms, beginning
with the smallest unit of meaning and proceeding towards the larger and more complex. Semiotic can be used by advertisement maker to choose the appropriate words and
pictures to appeals consumers and also can be used to interpret the message conveyed by the words and pictures in advertisements.
Semiotics is important because it can help not to take reality for granted as something having a purely objective existence which is independent of
human interpretation. Studying semiotics can assist us to become more aware of reality as a construction and of the roles played by ourselves and others in constructing it. It can help to
realize that information or meaning is not contained in the world or in books, computers or audio-visual media. Semiotics views that a sign consist of two parts, the sign and the notion of
the sign. Accord ing to Chandler 2007: 14 the form of the sign is called “signifier” and the
notion sign is called “signified”. There are three modes of sign including icon, index, and symbol. Based on the signified concept conveyed by a sign, there are denotative signified and
connotative signified.
2.3.1.1 Modes of Sign
There are three kinds of sign according to Chandler 2007: 36 are as follows: 1.
Symbol Symbolsymbolic: a mode in which the signifier does not resemble the signified but
which is fundamentally arbitrary or purely conventional – so that this relationship must be
agreed upon and learned. A symbol gets its meaning from a group of people who gives meaning to the symbol through convention.
a. Example of symbolic verbal sign
The symbolic of verbal sign in advertisement is word. Word such as nouns, verbs, adjectives, adverbs kind sign because the relation between words signifier and
the things it represent signified are established through convention among the speakers of the language.
For example, the word “Temple” in the table 2.1 below which consist of six letters t-e-m-p-l-
e signifies ”The place of hindu people for pray”. Sign : a word “Temple”
The word “Temple”
Signifier Signified
Table 2.1 Example of symbolic Verbal sign b.
Example of symbolic Non-verbal sign The example of symbolic non-verbal sign is in Table 2.2. The signifier is red
logo and black background. It signifies “DOTA” by the convention among gamer people.
Sign : DOTA Logo
DOTA
Signifier Signified
Table 2.2 Example of symbolic Non-verbal sign 2.
Icon Iconiconic: a mode in which the signifier is perceived as resembling or imitating the
signified recognizably looking, sounding, feeling, tasting or smelling like it – being similar in
possessing some of its qualities. The iconic relation can occur because the signifier is recognizably looking, sounding, feeling, tasting or smelling like the signified, or being similar in
possessing some of its qualities. a.
Example of iconic verbal sign The example of iconic verbal sign is a bird sound. It consists of the
signifier “Tweet” which is the imitation of the signified. Table 2.3 shows the signifier and signified of the bird sound.
Sign : Icon of bird sound A word “tweet”
The sound of a bird Signifier
Signified Table 2.3 Example of Icon Verbal sign
b. Example of iconic non-verbal
Usually iconic non-verbal is similar like a real thing. Table 2.4 is the example of iconic non-verbal sign. The picture is not a real computer,
but the shape is similar. Therefore, the picture of computer can signify the real computer.
Sign : Icon of Computer
Computer
Signifier Signified
Table 2.4 Example of Iconic Non-verbal Sign
3. Index
Index is a mode in which the signifier is not arbitrary but is directly connected in some way physically or causally to the signified regardless of intention
– this link can be observed or inferred: e.g. „natural signs‟ smoke, thunder, footprints, echoes, non-
synthetic odours and flavours, medical symptoms pain, a rash, pulse-rate, measuring instruments weathercock, thermometer, clock, spirit-level,
„signals‟ a knock on a door, a phone ringing, pointers a pointing „index‟ finger, a directional signpost, recordings a
photograph, a film, video or television shot, an audio recorded voice, personal „trademarks‟ handwriting, catchphrases.
a. Example of Indexical verbal sign
Table 2.5 shows two examples of indexical verbal sign. The verbal sign are “come on“and “let‟s go” which are the indicator of the speaker want to go to
somewhere with someone.
The two verbal signs are applied in sentence: “Come on, we go to the cinema” and “Let‟s, go we go to the cinema”. It can be seen the verbal sign” come on”
became an index that the speaker invite someone to the cinema and the verbal sign “Let‟s go” indicates the speaker with someone go to the cinema.
Sign : Go somewhere -
Come on, we go to the cinema -
Let‟s, go we go to the cinema -
the speaker invite someone to the cinema -
The speaker with someone goes to the cinema.
Signifier Signified
Table 2.5 Example of Indexical verbal sign
b. Example of Indexical non-verbal sign
Table 2.6 is an example of indexical non-verbal sign. It show the bread out from toaster and smoky. That is the index indicating that the bread is done
because the bread out from toaster and smoky. Smoke is directly related to something hot or already done.
Sign : Bread Index
The bread is done
Signified Signifier
Table 2.6 Example of Indexical non-verbal sign
2.3.1.2 Denotative and Connotative Signified
