According to Berger, this study has two founders; they are Ferdinand de Saussure and Charles Sander Pierce. They developed this study in different
method and place and did not know each other. Ferdinand de Saussure is from Europe and his background is Linguistics. Charles Sander Pierce is from United
States of America and his background is Philosophy.
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After Ferdinand de Saussure Theory, Roland Barthes continues with the theory of connotative sign system, which is developed from theory signification of
Ferdinand de Saussure In this study, the writer will focus on that theory Roland Barthes theory because he has the concept of denotative and connotative meaning.
B. Roland Barthes Theory of Denotative and Connotative Meaning
Roland Barthess theory is the one would become the main support for analyzing of this study. The writer considers that this theory is the most suitable
because according to explanation before, that is needed when seeking meaning or connotation signifying theory called the second level or so-called connotations
system derived from the first system called denotation. He said that in social-cultural life the understanding of signifier signifiant
and signified signifié is a process of two steps. Because signifier is a process which is not only caught by senses in human cognition but also it is produced by.
So that Barthes based on sign users said that signifier is called expression E and signified is contenu C, content or concept.
7
6
Sumbo Tinarbuko, Semiotika Komunikasi Visual, Yogyakarta: Jalasutra, 2008, p. 12.
7
Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, Depok: Komunitas Bambu, 2011, p. 84.
Based on the theory of de Saussure, a sign which is a relation R between E and C is in human cognition and it would be more than just a sign, said
Barthes. And he concluded that this concept is to be E-R-C model.
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He based on his work, Elements of Semiology 1964, developed this theory to be the theory of
denotation and connotation then and distinguished them to pursue the meaning in related to socio-culture.
1. Denotative and Connotative System
According semiotic which developed by Ferdinand de Saussure, Roland Barthes was developed in two systems graded signs. He named it denotation and
connotation system. Denotation system is the first step of graded signs. Consist of signifier and signified; writing in theory of de Saussure. First, Let us observe the
sign model of de Saussure: To scheme the example above, it may be described as follows:
Signifier
Soft drink Pepsi
Sign Pepsi Product
Signified
The water has delicious taste
Figure I: The sign model of de Saussure In other hand, every sign could not be stated away from the contextual role
of a sign reference in the reality. Because the context could give meaning as what is expressed.
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For example, a ‘rose’ has two different meaning when it is in garden just a plant and it is picked and sent to a girl a symbol of love. It means
8
Ibid., p. 13.
9
Muhammad Al-Fayyadl, DERRIDA, Yogyakarta: LKiS, 2005, p. 37.
