Visual Sign is the picture of an advertisement. Dyer 1986 those pictures are easier to understand and had more impact than words, and they generally offer greater opportunity for the
communication of excitement, mood, and imagination. A picture is used to lead the eye to written copy in magazine ads and in commercials language. Dyer 1993 states that visual aspect
is associated mainly with actors but it must not be forgotten that there are other visual elements in advertisements: stage props and other object such as rock, grass, etc., the setting including
weather and certainly the product.
2.2.3 The Components of Advertisements
Leech 1974 states that the standard components of press advertisement, as distinguished by function and lay out are:
1. Headline Headline is the headthe opening of an advertisement which functioning as an eye catcher or
attention gatherer. 2. Illustration
It is the background of the advertisement which the illustration of the advertisement. 3. Body Copy
It is the main part of the advertising message, which is often divided into various sections under subheads.
4. Signature Line Logo This part mentions the brand name; it is often accompanied by a price tag, slogan, trademark,
or picture of the brand pack. 5. Standing Details
It includes cut out coupon and strictly utilitarian information in small print, they usually appear unchanged in a series of different advertisements.
2.3 Theoretical Framework
The main theory that used in this study is the theory which proposed by Dyer 1982 in his book “Advertising as Communication “and Leech 1974 in his book “Semantics: The Study
of Meaning”. 2.3.1 Theory of Sign
Saussure as cited in Chandler 2001 defines sign is the whole that results from the association of the signifier with the signified. The relationship between the signifier and the
signified is referred to as signification’. Saussure cited in Chandler 2001 A sign must have both a signifier and a signified. You cannot have a totally meaningless signifier or a completely
formless signified. A sign is recognizable combination of a signifier with a particular signified. The same signifier the word open could stand for a different signified and thus be a different
sign if it were on a push-button inside a lift push to open door. Similarly, many signifiers could stand for the concept open for instance, on top of a packing carton, a small outline of a
box with an open flap for open this end again, with each unique pairing constituting a different sign.
2.3.2 Verbal Aspect
The verbal aspect of an advertisement is the text. Advertisement has text in the form of sentences, phrases or even words. This form described the product itself and others
related to the product. For example the brand name and the advantages of the product are crucial aspects in the advertisement. Chandler 2001 states the term text usually refers to a message
