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
stomach and beside there is something loose harness.
- Logo and text Pepsi diet on the
bottom left side. Image 4
- CHANGE THE GAME
- There are some famous athletes,
Lampard, Torres, Drogba, and athletes from India, Holding
each tools according to their profession.
- There is a Pepsi logo shirts used
in the model and the same logo located on the bottom left corner.
- There Jabulani balls, balls used
in world cup 2012. -
The picture uses background with a blue base color plus a few
splashes of water decorator brownish
Image 5 -
AKS FOR MORE
- Pipe has white color and has blue
strip. The body pipe is thin or slim impressed, because the pipe
is very slim the pipe can bend themselves thin like paper, but
there is a hole in the pipe shoots. -
Hole in the top of pipe looks like issuing water droplets and has
brown color. -
Plain white Background -
Pepsi logo in the tagline ask for more that occupies “o” in the
word more
B. Data Analysis
To reveal the connotation, the author will go through from the Primary sign system or denotation significance, according to the theory used in this
paper the connotation theory Roland Barthes. In theory the system of connotation from Roland Barthes in the first level with symbolized in formula
signifierE1 or called denotation. After finding verbal and nonverbal signs in the table of the first advertisement to the last, the writer will describe that data
and elaborate to connotation meaning SignifiedC2 which will automatically pass the denotation meaning first.
The writer will be explaining and answering according to the questions of this research. Explaining in sequence and the image advertisement will put
in front before analyzing. Here they are the advertisements that selected by the writer to be analyzed, the tagline as follows: 1 Live for Now, 2 Summer
Time, Pepsi Time II, 3 Un Pimp Your Body, 4 Change the Game 5 Ask for more.
1. Pepsi Advertisement with Tagline Live For Now
a. Denotation Meaning
Before seeking connotation meaning of advertisement the writer has to find a denotation meaning or common meaning contained in the advertisement
itself. According to Barthes theory, the theory that is used to analyze in this study, the first meaningprimary sign system or called denotation, formulated
with code E1. There are the denotations that found in first advertisement as a corpus with the tagline Live for Now.
In the first analysis of Pepsi advertisement, the writer finds verbal signs text Live for N W E1, placed in different columns with different background
anyway. Live text in firs column with the background a woman while smiling cheerfully, chatting with others. The second column contains in a bottle of
Pepsi with PESPI text that becomes the name and the mark on the bottle itself,
while the text in third column is for with background of a woman. Furthermore, the letters N and W contains in the fourth column and the last
column slip in the rounded logo Pepsi logo that is between the fourth column and fifth column.
In this first Pepsi advertisement also has a lot of non-verbal signs, illustrated with a variety of characters and a wide variety, different in some
places, premises are placed in some columns each column contains the writing of tagline which separated. In the field there are intentionally not shown the
shape of the letter writing but only with pictures that represent letters like the letter O in the middle of word now symbolized by a rounded image in
accordance with the Pepsi logo C1. Besides some of the characters shown, this advertisement also shows a
different background with different settings on each character. The first column indicates that the setting of the place to be in front of the high building, that
means some people that in the first column are in the city, it is signed by high buildings behind them C1.
In the second column picture there is a picture Pepsi product with blue background as usual becomes brand of product itself. The next column
describes a woman holding microphone, the writer assumption that the woman has a singer profession. The fourth column there are more women with some
other woman in the back, they smile by holding the Pepsi products. In the next column there is Pepsi logo with Pepsi water background. And in the last
