Illustration is the picture, drawing, photograph or other non-verbal elements used in an advertisement to illustrate the message.
c. Body Copy
Body Copy is explains how the product or service meets the customer needs. It is the main part of advertisement message often divided into various sections under
subheads. d.
Signature Line Logo Signature Line Logo is the identifier of the product advertiser. It mentions
brand-name, often accompanied by a price-tag, slogan, trademark or the picture of the brand pack and it helps customers to easily recognize a brand.
e. Standing Details
Standing Details usually contains company address, call center, website that can be used by customers to get information about the brand.
A press advertisement is two dimensional, the notion of demands a certain freedom of interpretation. An illustration might occupy the whole length of the advertisement, and the
various linguistic components be placed at different positions to be right or left of it: or the headline or other parts of the verbal message might be superimposed on the illustration.
2.2.2 Concept of Verbal Sign
Verbal sign is text or word in the advertisement. The language used by advertiser in the advertisement shows that the advertiser think of people as targets on which they hope to make an
impact to the customers. Advertising language is of course loaded language which has the primary aims to attract to reader attention and dispose us favorably towards the product or
service on offer Dyer, 1982:139. According to Chandler 2007:14, verbal signs are sound pr letters which convey an idea such as words, phrases, and sentences.
Verbal sign is often used to provide instruction, relay information or knowledge, or for entertainment
.
Verbal signs analyzed in this study are written English words found in Red Bull advertisement.
2.2.3 Concept of Non-Verbal Sign
Non-Verbal sign are the pictures, colors, and expressions in advertisement. The picture is used to lead the eye to the written copy in magazine ads and in commercials. According to Dyer
1993: 93, include lights, shape, movement and representation, whether people, objects, gestures, poses or expression, etc. The non-verbal signs are the picture use in Red Bull
advertisement. Dyer 1982: 86 states that pictures are easier to understand and have more impact than words, and they generally offer greater opportunity for the communication of
excitement, mode and imagination. The picture is presented in interesting photograph and can describe the product. Every picture has colors, and color can also help the audience to retrain the
memory of a message. With color, the advertisements grab the attention of consumer.
2.2.4 Concept of Signifier
According to Dyer 1986: 16 states Signifier is any material thing that signifies, e.g., words on a page, a facial expression, an image.
Signifier as suggested by Chandler 2007: 15, is the external and perceptible form the sign. It something can be seen, heard, or read. In the
“Red Bull and Soy Joy” advertisement, the signifiers are the words and pictures that can be read and seen by readers.
2.2.5 Concept of Signified
