tagline usually from of words, phrase which appears after logo. Body copy is a part which tells the story of the advertisement. In the body copy the writer
gets down really to the important facts and business with the readers.
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E. Relation Between Semiotics and Advertisements
Semiotics is the study of sign and symbols in the widest sense, the significance of material feature of culture and its codes of behaviour. The sign
conveys information or message. To gain attention or stimulates interest of the buyer, the producers have
to set strategies of marketing, and it depends on clear and creative visual communication. The placement of icon which consists of picture and colour.
Symbol which consists of headline and tagline is the key part of the overall successfulness of the advertisement. But, in this research, the classification of
object, especially icon and symbol, is the possible research to do for the advertisements. It is caused of the limitation of time and place where the
index and the other classifications need deeper research.
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Every advertisement has different meaning to different audience, and people‟s perception and interpretation. That is why the writer uses the
semiotics to understand the meaning in communication process to analyze of advertisement.
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Altstiel, Grow. Advertising Strategy : Creative Tactic from Outside In, UK : Sage Publication, 2006, p. 101-165.
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Noth, Winfried. Handbook of Semiotics. Bloomington: Indiana University Press. 1990.
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CHAPTER III RESEARCH FINDINGS
A. Data Description
The first analysis aims to find out the the meaning of icon and symbol in Starbucks Coffee advertisement. Icon consists of text in headline and
tagline. While, symbol consists of picture and colour Then, the purpose of the second analysis is to find out whether the
message from the advertiser is delivered to the reader. Data will be grouped in the table. The punctuation and case of the letter lower or upper of the
headline and tagline in the tables are based on the advertisement. The description can be seen in the following.
Table 1 Type of Icon and Symbol
No.
Edition of Starbucks Coffee
Advertisements Object
Icon Symbol
Picture Colour
Headline and Tagline
1. Green Tea
-A cup -Upside feet with trousers
-Background -black
-green -white and
green -black
inner beauty… 2.
The Eye -The eye
eyelash, eyebrow, eyeball
-brown -black
-white
-A cup of coffee with a straw
-brown and green
-white -Green
Burning the midnight oil?
“IT‟S NOT JUST COFFEE, IT‟S
STARBUCKS” 3.
Frappuccino -A cup of Caramel
Frappuccino -Feet with red stiletto and
crawling up position -Clothing
A sun dress Sunglasses
Bucket hat -Background
-brown -white
feet skin -red
stiletto -black,
orange, green and
pink. -brown
-white and dark blue
-green and white
-black
Here‟s the best part of your life
B. Data Analysis
