A Semiotic analysis on coca-cala's commercial advertisements

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A SEMIOTIC ANALYSIS ON COCA-COLA’S COMMERCIAL ADVERTISEMENTS

A Thesis

Submitted to Letters and Humanities Faculty in Partial Fulfillment of the Requirements for Degree of Strata One (SI)

BAHTIAR RIFA’I NIM. 105026000928

ENGLISH LETTER DEPARTEMENT THE FACULTY OF ADAB AND HUMANITIES

STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH

JAKARTA 2010

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LEGALIZATION

The thesis entitled “A Semiotic Analysis on Coca-Coca’s Commercial Advertisements” has been defended before the Letters and Humanities Faculty’s Examination Committee on Friday, July 07th, 2010. The thesis has already been accepted as a partial fulfillment of the requirements for the degree of Srata One (S1).

Jakarta, July 07, 2010 Examination Committee

Signature Date

1. Dr. M. Farkhan M. Pd (Chair Person) __________ _________ NIP: 19650919 200003 1 002

2. Drs. Asep Saefuddin, M. Pd (Secretary) __________ _________ NIP: 1640710 199303 1 006

3. Drs. Asep Saefuddin, M. Pd (Advisor) __________ _________ NIP: 1640710 199303 1 006

4. Elve Oktafiani, M. Hum (Examiner I) __________ _________ NIP: 197810032001122002

5. M. Supardi, SS, M. Hum (Examiner II) __________ _________ NIP:

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DECLARATION

I hereby declare that this submission is my own work and that, to the best of my knowledge and belief. It contains no material previously published or written by another person nor material which to a substantial extent has been accepted for the award of any other degree or diploma of the university or other institute of higher learning, except where due acknowledgment has been made in the text.

Jakarta, July 07, 2010.

Bahtiar Rifa’I

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ABSTRACT

Bahtiar Rifa’I, A Semiotic Analysis on Coca-Cola’s Commercial Advertisements, Thesis, April, 2010, Department of English Literature, Faculty of Adab and Humanities, Syarif Hidayatullah Islamic State University.

The study in this paper concerns with the way the author explores the meaning of sign in semiotic signification. The writer focuses on five images of Coca-Cola’s advertisements and wants to know about the sign system and meaning in connotation and denotation level.

The method used in this paper was descriptive qualitative analysis with textual and pictorial analysis where the writer describes and interprets the sign on the 10 images of Coca-Cola’s commercial advertisements.

From the analysis, the writer concludes that each of the sign of Coca-cola’s advertisements has a system and formed by pictorials, texts, and contexts. These elements contribute a meaning in denotation and connotation meaning. Finally, the writer concludes that Coca-Cola’s advertisement support an idea about capital system, cultural and ideological term in connotation meaning.

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APPROVEMENT

A SEMIOTIC ANALYSIS ON COCA-COLA’S COMMERCIAL ADVERTISEMENTS

A Thesis

Submitted to Letters and Humanities Faculty in Partial Fulfillment of the Requirements for Degree of Strata One

BAHTIAR RIFA’I 105026000928

Approved by:

Drs. Asep Saefuddin, M.Pd NIP. 19640710 199303 1 006

ENGLISH LETTER DEPARTEMENT THE FACULTY OF ADAB AND HUMANITIES

STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH

JAKARTA 2010

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TABLE OF CONTENTS

ABSTRACT ……… APPROVEMENT ... LEGALIZATION ………. DECLARATION ……….. ACKNOWLEDGMENT ……….. TABLE OF CONTENTS ……….

i ii iii iv v vii

CHAPTER I INTRODUCTION

A. Background of the Study ... B. Focus of the Study ……….. C. Research Question ……….. D. Objective and Significance of the Study ……… E. Research Methodology

1. Research Methodology …..……….…. 2. Data Collecting Technique ……….. 3. Data Analysis Technique ………

4. Unit Analysis ……….

1 6 6 7 7 7 8 8

CHAPTER II THEORETICAL FRAMEWORK

A. Advertisement ………

1. Definition of advertisement ……… 2. The Function of Advertising ………. 3. Advertising Effects ……… B. Semiotics ………

1. Definition of Semiotics ……….. Semioticians and his Theory ……… a. Ferdinand de Saussure ……… b. Charles Sandre Pierce ……… C. Advertisements as the Semiotic Signification ………….

9 9 10 11 12 12 14 14 16 17

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viii CHAPTER III RESEARCH FINDINGS

A.Description Of Data ..………

B. Data Analysis ………

20 21

CHAPTER IV CONCLUSIONS

A.Conclusions ………..

B. Suggestions ……….

REFERENCE ... APPENDICES ...

42 43

44 46

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CHAPTER I INTRODUCTION

A. Background of the Study

Advertising is everywhere, as it becomes more ubiquitous, we tend to ignore it. But we tend to ignore it; advertisers find a new way to make it more ubiquitous. As a result, in the television, no one is neutral about advertising. We love or we hate it, many of us do both.

The term of advertising, according to the theory of mass media communication, is a message which is published or broadcasted in the mass media. It’s designed to provide information that will help to persuade people to buy or accept goods, service or ideas. Advertising is paid for by an identifiable sponsor, and it’s controlled, its means, the paying sponsor controls when, where and how the ads appears. The advertising is impersonal, it appeals to broad groups through mass media.1

In the term of globalization and consumer society, the number of advertising to the consumer society is very close into their life especially, in a big city where the societies live on. The advertising manifests about the commercial product into the variety ways, the product manifests into billboard all along the road, street banner, and even in the mass media such a newspaper, radio and television, internet, with a very wide range of people can watch it.

Thomas M. Pasqua, et al., Mass Meedia in the Information Age, (New Jersey: Prentice-Hall, Inc, 1990), p. 185.

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Afterward, the development of advertisement and advertising system in the consumer society altered to the any problem of social and cultural landscape. The problem primarily about the usage of sign, the image that appeared, and the information that told, a meaning, and how the advertising can influence the perception, understanding and people behave. Whether the advertising extends the information about the product offered concretely or, on the contrary, just extends about the falsifying the reality.2

In other word, the advertising would include and influence the societies with the messages and the ideology systematically inherent in the advertisement for a modern people. The advertising is no more promoting a product that advertised in the media, but advertising created the system of the idea with the specific values and stood on that system, autonomously.

The advertising produced for the audience contained with a certain message. A message created with a many codes aimed to the audience for understanding it. The code appears directed to influence the audience to buy the product advertised, and this is not arbitrary codes, but it’s a code with a message inherent within the advertising.

As codes that appears in the advertising for the mass consumer, contained a message for us to interpret the sign from the advertising, the term of interpretation of the sign in advertising recognized as semiology (or semiotic, as it know better in America). The theory of semiology itself used

Yasraf Amir Piliang, Hipersemiotika Tafsir Cultural Studies Atas Matinya Makna, (Yogyakarta: Jalasutra, 2003), p.280

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for approaching the sign that appears in the advertising, especially for Coca-Cola’s commercial advertisement.

Ferdinand de Saussure, as well-known as the father of modern linguistics, look forward to a science that studies the life of sign within societies, he called it Semiology from the Greek Semion “sign”. This is general approach to the study of sign in every cultural life, and even of culture as a sort of language. As quoted in his book, Course in General Linguistic, he explains:

“Language is a system of signs which express ideas. Hence it is like writing, the deaf and dumb alphabet, symbolic rites, etiquette, military signal and so on, except that it is the most important of such systems. One may therefore envisage a science which studies the life of signs in the framework of social life….we shall call it semilogy (from the Greek semeion, ‘sign’). It will teach us what signs consist of, the law which they governed.”3

Afterward, Ferdinand de Saussure proposed a dualistic notion of the sign, relating the signifier as the form of the word or phrase uttered, to the signified as the mental concept. And it’s important to note that according to Saussure, the sign is completely arbitrary, i.e. there was no necessary connection between the sign and its meaning.4

The other semioticians that developed the theory of sign is Charles Sander Pierce, he was a founder of philosophical doctrine known as pragmatism. He preferred use a term of Semiotic, and defined the object sign into tree categories:

Ferdinand de Saussure, Course in General Linguistic, (New York City: McGraww-Hill Paperback, 1966), p. 16.

4_Ibid

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1. Icon is the connection between sign and object because of its similarities. For example, picture and map.

2. Index is the connection between sign and object because of cause and effect. For example, smoke caused by a fire.

3. Symbol is the connection between sign and object because of the agreement or convention in societies. For example, flag, a traffic signal and linguistic sign.5

The term of Semiology/Semiotic definitely becomes more popular as a new approach for decoding a sign. Roland Barthes as a well-known as the scientist who practiced Linguistic and Semiology model of Saussurean. In his book S/Z proposed another term to understand the sign by arranging and grouping codes into five, there are a hermeneutic code, semantic code, symbolic code, narrative/proairetic code and cultural code.

Interrelated with the theory of semiotic above, this thesis analyzes of the meaning of the visual aspect and Linguistic of the Coca-Cola’s advertisements. In this research, the writer applies the theory of semiotic signification, and uses some of the semioticians’ theory. The writer uses a Pierce’s theory to analyze the object sign in advertisement (icon, index, symbol), Roland Barthes’s theory is to analyze the codes that appeared in the advertisement (hermeneutic code, semantic code, symbolic code, narrative code and cultural code), and Saussure’s theory is to find the meaning of the

Syukron Kamil, “Semiotika Teori dan Hubungannya dengan Sastra”, Al-Turas Mimbar Sejarah, Sastra, Budaya dan Agama, Vol 07, No.11 (Januari, 2001), p. 40.

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Coca-Cola advertisement in level of connotative meaning and denotation meaning.6

B. Focus of the Study

In order to limit the research, the writer only focuses on the Coca-Cola’s commercial advertisements in Coca-Cola Coke edition and takes three image of it advertisement models. The next two images are from Coca-cola Zero edition. Each of these editions consists of many slogans advertisement that usually showed in billboard and street banner or even in the magazine. The writer thinks that a coca-cola advertisement will be full of interpretation to get the meaning from that advertising model. On the process of interpretation of these Coca-Cola’s commercial advertising, the writer uses a theory of semiotic especially in semiotic signification and focuses on the aspect of an object of sign (Pierce), the codes (Barthes) and the meaning of the advertisement in denotation and connotation meaning (Saussure).

C. Research Question

In order to get a meaning from the interpretation of the Coca-Cola’s advertisement, the writer wants to explain and analyze each of the signifiers that appeared in advertisement to get a denotative meaning. Afterward, the writer interprets the advertisement in level of connotation to get a meaning of whole sign appears in the advertisement. The questions are consists of:

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1. What are the sign systems used on the coca-cola commercial advertisement?

2. What do the signs in coca-cola advertisement mean according to semiotic signification?

D. Objective and Significance of the Study

Based on the research question above, the writer has several objective of the research as follow:

1. To know about the sign system that constituted the Coca-Cola’s commercial advertisement

2. To know the meaning of the connotation and denotation level in coca-cola advertisements.

Moreover, by analyzing the advertisement sign in the commercial media in the term of semiotic, could give some of advantage for the reader who is interested in the semiotic field for analyzing the cultural code that manifests in various ways. Semiotic can be applied in analyzing many sign in advertisement, linguistic codes, pop culture codes and many more.

E. Research Methodology 1. Research Methodology

The method which is used in this research is descriptive qualitative analysis with textual and pictorial analysis where the writer describes and interprets the sign on the Coca-Cola’s commercial advertisements

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2. Data Collecting Technique

The method of data collecting technique in this research is analyzing and observing the icon, index and symbol element that appears in Coca-cola’s advertisement in “Coca-Cola Coke” edition and “Coca-Cola Zero” edition. Beside it, the writer uses other resources in data collecting technique, such as resources from any documents from books, journals, and internet.

3. Data Analysis Technique

To analyze the data, the writer analyzes the meaning of the pictorial aspect and linguistic aspect of the Coca-Cola advertisements. Firstly, the writer uses a Pierce’s theory to analyze the object of sign in Coca-Cola advertisements from the icon, index and symbol sight. Then the writer analyzes the codes that appeared in the advertisements whether it is a hermeneutic code, semantic code, symbolic or narrative code. Finally, the writer finds the meaning of the Coca-Cola’s advertisements by analyzing connotation and denotation meaning.

4. Unit Analysis

Unit analysis, which is used on this research, is the collection of Coca-Cola’s advertisement from Coca-Cola Coke edition and Coca-Cola Zero edition (see appendices).

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CHAPTER II

THEORETICAL FRAMEWORK

A. Advertisement

1. Definition of Advertisement

The word “advertise” originates from the Latin advertere, which means to turn toward or to take note of. Certainly, the visual and the verbal commercial message that are part of advertising are intended to attract attention and produce some responses by the viewer. Advertising is persuasive and virtually impossible to escape.1

Newspapers and the magazine often have more advertisement than copy, the radio and television provide entertainment but are also laden with the advertisement. Advertisements also exist on billboard along the freeway, in subway or everywhere. The persuasive of advertising and its creative elements are designed to cause viewers to take note.

Advertising is form of communication used to help selling products and services. Typically, it communicates a message including the name of the products or services and how that products or services could potentially benefit the consumer. However, advertising does typically attempt to persuade potential consumer to purchase or to consume more of particular brand of product or services.

Jorge Reina Schement, (ed.), Encyclopedia of Communication and Information

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2. The Function of Advertising

Although the primary objective of advertising is to persuade, it may achieve this objective in many different ways. An important function of advertising is the identification function, that is, to identify a product and differentiate it from the other, this create an awareness of the product and provides a basis for consumer to choose the advertised products. The identification function of advertising includes the ability of advertising to differentiate a product so that it has own unique identity or personality.2

Another function of advertising is to communicate information about the product, its attributes and its location of sale, this is function known as the information functions. The third function of advertising is to induce consumer to try a new product and to suggest reuse of the product as well as new uses, this is as the persuasion function.

A Webster’s New World Encyclopedia defines the advertising related to its functions and purposes:

“….any of various methods use by a company to increase the sale of its product or to promote a brand name. advertising can be seen by economist as either beneficial (since it convey information about a product and so bring the market closer to a state of perfect competition) or as a hindrance to perfect competition, since it attempts to make illusory distinctions (such as greater sex appeal) between essentially similar product.” 3

According to the advertising function and its definition, basically the advertising is a form of mass communication due to the message laden in the

2_Ibid.

p. 11.

Kasiyan, Manipulasi dan Dehumanisasi Perempuan dalam Iklan (Yogyakarta: Penerbit Ombak, 2008), p. 149.

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advertising communicated through a mass medium to a large number of people.

3. Advertising Effects

There are many critiques arguing that advertising places a burden on society by raising the cost of merchandise and inducing people to buy a thing they don’t need. There are four common of the advertising effect and misconception.4

1. Advertising makes people buy things they don’t need 2. Advertising makes things cost more

3. Advertising helps sell bad products 4. Advertising is a waste money

Beside it, advertising has its detractor on its appearance and the a message laden on it, here are the details of the common criticisms in contemporary advertising and its effects:5

1. Advertising improper use of grammar debases a language.

A sentence “John tastes good like a cigarette should” may help sell cigarettes, but its make like difficult for English Teacher.

2. Advertising makes people to materialistic.

It’s portrays the acquisition of things as the means to a happy life. 1. Advertising has the power to make people do irrational thing such as

buying product they don’t need.

Ralph E. Hanson, Mass Communication Living in a Media World, (New York: McGraw-Hill Companies, Inc, 2005), p.413.

Thomas M. Pasqua, et al., Mass Meedia in the Information Age, (New Jersey: Prentice-Hall, Inc, 1990), p. 187.

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2. That is too much advertising, and this make life less pleasant that it might be.

3. Many people find some advertising offensive or in bad taste.

4. Advertising perpetuates stereotypes, such as women being best suited to housekeeping.

B. Semiotic

1. Definition of Semiotic

Semiotic (or semiology, as it better known in Europe) originate from the Greek semion, which mean sign. Semiotics is a general study about the signs as an essential part of cultural life and communication. According to semiotics, we can only know culture and reality by means of the sign, through the process of signification. Beside it, much of semioticians said that semiotic is a theory related to the lie, fake or generally as a theory of the lie. Semiotics is in principle the discipline studying everything which can be used in order to lie.

Umberto Eco, write in his book A Theory of Semiotic, said:

“Semiotics is concerned with everything that can be taken as a sign. A sign is everything which can be taken as significantly substituting for something else. This something else does not necessary substituting for something else. This something else does not necessary have to exist or to actually be somewhere at the moment in which a sign stand in for it. Thus semiotics is in principle the discipline studying everything which can be used in order to lie. If something cannot be used to tell a lie, conversely it cannot be used to tell the truth. It cannot in fact be used “to tell” at all. I think that the definition of a “theory of lie” should be taken as a pretty comprehensive program for a general semiotics.”6

Uberto Eco, Teori Semiotika, Signifikasi Komunikasi, Teori Kode, Serta Teori Produksi Tanda, (Yogyakarta: Kreasi Wacana, 2009), p. 7.

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According to a definition by Eco, the theory of lie is in definition of semiotic, but implicitly inherent in this definition as the theory of the truth. Because if the sign couldn’t show it reality, it’s couldn’t show his lies. Finally, even Eco define a Semiotic as the theory of the lie, implicitly he define a semiotic as the theory of the truth.

As the theory of interpretation in the cultural life, semiotic has two fundamental founders, between Ferdinand de Saussure and Charles Sander Pierce. These two founders put the fundamental aspect in semiotic through ontological and epistemological.

Between these two founders of Semiotic, each of them develops the different type and characteristic of semiotic. Saussure as the founder of the modern linguists build the semiotic based on the language as the system of the sign. And Pierce build the theory of semiotic based on the pragmatic and logic philosophy. Generally, most of the expert of the semiotic differs between the semiotics of signification based on the Saussure, and semiotics of communication which based on Pierce logical and pragmatic philosophy. Actually, in these two differences has a same interaction each other, even in the system of the language sign and in the communication as the language context.7

Kaelani, M.S. Filsafat Bahasa Semiotika dan Hermeneutika, (Yogyakarta: Paradigma, 2009), p. 169.

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2. Semioticians and his Theory 1. Ferdinand de Saussure

Ferdinand de Saussure, is well know as the father of modern linguistics and the founding father of structural linguistic in Europe. Saussure was born in Geneva in 1857, studied mainly in Germany, taught for a number of years in Paris, and then returned to the University of Geneva in 1981 and dead there in 1913. His importance work, not in his detail explanation in linguistic, but in his general view of representation and the way his model of language shaped the semiotic approach to the problem of representation in a wide variety of cultural fields.

There are a three element distinction from Saussure according to his Course in General Linguistic book as the fundamental element of the structural semiotic approach, between (1) signifier and signified, (2) langage, parole, and langue, (3) synchronic and diachronic.

1. Saussure defined the linguistic sign as two side entity. One side of the sign was what he called the signifier. A signifier is the thoroughly material aspect of a sign. If one feels one’s vocal when speaking, it is clear that are made from vibrations (which are undoubtedly material in nature). Saussure describes the verbal signifier as a sound image.8

Paul Cobley and Litza Jansz, Semiotic for Beginner, (London: Penguin Books, 1997), p.10.

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Inseparably from the signifier in any sign, engendered by the signifier is what Saussure calls the signified as the mental concept. The word “dog” in English made up the signifier /d/, /o/ and /g/, what is engendered for the hearers is not the real dog but a mental concept of “dogness”.

These two inseparable of the Signified (mental concept) and the Signifier (material aspect) are described as the following diagram:

Signified

Signifier

(Figure I. Meaning element from Saussure)

2. The general phenomenon of language (in French, langage) is made up by two factor, between parole (individual acts of speech) and langue (a system of difference between sign).9

3. According to Saussure, the linguistic research must concern in Synchronic aspect before Diachronic aspect. Saussure describes this vital distinction as: “Synchronic linguistic will be concerned with the logical and physiological relations that bind together coexisting terms and form a system in the collective mind of the speaker. And Diachronic linguistics, on the contrary, will study relations that bind together successive terms not perceived by the

Ibid, p.15.

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collective mind but substituted for each other without forming a system.”10

2. Charles Sander Pierce

Charles Sander Pierce, the founder of the philosophical doctrine as pragmatism, he defines a sign in the term of semiosis as “...something which stands to somebody for something in some respect or capacity...”. In this term, Pierce determine the subject of the sign as the part that unseparated from the proses of the signification. The Triadic model of Pierce (representament + objek + interpretant = sign), show the important role of the subject in the language transformation. The sign according to Pierce is which stand in the proces of the unlimited semiosis, or the proses of the unlimited semiosis series, which creating the interpretant in the newest form.11

This is the triange model or the semiosis by Pierce: Sign/ground

Interpretant Object

(Figure II. Meaning element from Pierce)

Ferdinand de Saussure, Course in General Linguistic, (New York City: McGraww-Hill Paperback, 1966), p. 99.

Yasraf Amir Piliang, Hipersemiotika Tafsir Cultural studies atas MatinyaMakna, (Yogyakarta: Jalasutra, 2003), p. 266.

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In the other name, a sign, is a fisrtnes which stand in such a genuine triadic relation to a secondes, called it object, as to be capable on determining the thirdnes, called representament.

From this triadic model, Pierce determines the sign clasification. Ground or a sign itself clasified into Qualisign (quality on sign), Signsign (actual event on sign), and Legisign ( a role or norm or a habit on sign).

Based on it object, Pierce clasified a sign into Icon (the connection between sign and object becouse its similiarities), Index (the connection between sign and object its causalities and effect), and Symbol (the connection between sign and object becouse the convention on the social agreement).

On the interpretant, a sign clasified on Rheme (a sign interpreted to represent based on the choises), Dicisign (a sign intrepreted to rerresent based on the fact), and the Argument (a sign interpreted to represent on the reason on something else).

C. Advertisements as the Semiotic Signification

Adveertisment as the langguage communiacation has a spesific language structure. It express the message with the certain language and sometimes contain of false expression than the real purpose of the advertisment.

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According to the semiotic signification, advertisment has contain more than a signs, it consist of the language element which arraged from a signifier or the a material element of the advertisment showed as picture, fhoto and ilustration. And a concept of signified and the meaning beyond it signifier. These structural element of advertisment is used to show a reality or even falsifaying the reality of the advertiments. 12

Usually, an advertisments has three elements of sign. An object of the product that advertise, contexts of advertisment aroud it object showed as the things that gives the contexs of and object. And the text of advertismets in written language. Beside it elements, advertisment has a levels of meanings, it a denotative meaning, and a deepen meaning or connotative meaning when the advertisment related to the cultural context and the undestanding of an ideology.13

Beside it elements, advertising has indicate to a certain codes. The first code that exist in usual texts is a linguistic code refer to what the texts expressed. Generally, this code is express abut what is in the meaning of dictionary or in linguistic order.

Roland Barthes, a well-known as the scientist who practiced linguistic and semiology model of Saussurean and Piercian to analyze the secondary code in cultural product such advertisements. In his book S/Z proposed another term to understand the sign by arranging and grouping codes into five,

Ibid, p. 280.

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there are a hermeneutic code, semantic code, symbolic code, narrative/proairetic code and cultural code.14

Before he defines a sign into five codes above, he made two order of signification of meaning to get a meaning in level of connotation and related to cultural condition. In this order of signification, Barthes interrogate every pieces of cultural and material product such advertisements and explained that advertisements contribute to cultural myths as second-order signs.

First Order Second Order

Culture

Reality Sign

Connotation Form

Signifier Signified Denotation

Myth Content

(John Fiske, Introduction to Communication Studies, 1990.p.88)

The first order is based from Saussure work on semiology. In this first order shows a relation between signifier and signified in sign and between a sign with other reference in external reality. Roland Barthes called this order with denotation. A meaning in denotation level may show a similarity except

Roland Barthes, S/Z, (Oxford: Basil Blackwell, 1990), pp.19-20.

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in connotation level. In this case, denotation tends to be described as the definitional, literal, obvious or commonsense meaning of a sign.15

The term of connotation is used to refer to the socio cultural and association to ideological of the sign. These are typically related to the interpreter’s class, gender, and so on. Sign according to Barthes are more polisemic in their connotations than their denotations.16

These are definition of codes that Barthes proposed in his second order of signification:

1. A hermeneutic code consists of all units which function is to articulated in various ways question, its response, and the variety of chance events which can either formulate the question or delay its answer, or even, constitute an enigma and lead to its solution. 2. A Semantic code is a code of connotation which utilizes hints or

flicker of meaning generated of certain signifiers. Third is symbolic code which code of recognizable groupings or configuration regularly repeated in various modes and by various mean in the text, which ultimately generates the dominant figure in the carpet. 3. Other code is a narrative/proairetic code. Narrative or proaretic

code is a code of action derived from the concept of proaresis, the ability rationally is to determine the result of an action, and this code is also embodied in sequence such as lexcia.

John Fiske, Introduction to Communication Studies,(Jogjakarta: Jalasutra,1990), p. 119.

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4. The last code which Barthes called as cultural code, which code manifest as a gnomic, collective, anonymous and an authoritative voice which speaks for and about what it aims to establish as accepted knowledge or wisdom.

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CHAPTER III RESEARCH FINDINGS

A. Description of Data

The writer uses the image of the coca-colas advertisements as the object of the research. The data are collected from cola coke and coca-cola zero images edition that has an identical characteristic as sign. The data of the images that the writer obtains can be presented on the table below:

Object Expression Form Content form/Interpret ant

Image 1 “Welcome to the Coke side of life”

- To invite an audience of the message to consume coca-coca’s drink product. - To tell to the audience that coca-cola is

better product of drink.

- To Influence to the audience that coca-cola is a part of people life.

Image 2 “Continuous quality is quality you trust”

- To claim coca-cola as the best quality that audience trusted.

- An icon of coca-cola factory and five-penny of each coca-cola bottle shows an idea of industrial capitalism.

Image 3 “How to liven up the day after the holiday, too!”

- Coca-cola’s product influences the audience that his brand is suited for a holiday and party times.

- Coca-cola’s product is suited for any American food.

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are extra taste to consume.

Image 4 “Taste so Much Like Coke”

- A new appearance of coca-cola zero edition with a black color as dominant element of the product.

- A new kind of coca-cola product

- Coca-cola Zero claimed a taste is better than a previous coca-cola coke edition. - Coca-cola as a company sue themselves

to the audience about a taste of coca-cola zero edition.

Image 5 “Real Taste and Zero Sugar”

- A new appearance of coca-cola zero edition with a black color as dominant element of the product.

- Coca-cola zero sugar claims as the real taste of coca-cola and with zero sugar. - An audience persuade to consume a

coca-cola zero sugar due to an ingredient of it mixture is safely for consume.

B. Data Analysis

In analyzing the data, according to the semiotic signification on the advertisements, the writer analyzes the meaning of the pictorial aspect or an object of the advertisement and the contexts that gives the context to an object of advertisement, and the text of advertisement as the linguistic symbol.

An advertisement has a complex meaning when it appeared in many ways. A semiotic signification had determined a meaning of advertisement to

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denotative meaning (an explicit meaning of sign) and connotative meaning (a meaning of sign related to ideological and cultural term).

Due to advertising has it referring codes, then the writer analyzes the code that laden in the coca-coca’s advertisements. This code may show its hermeneutic code, semantic code, symbolic, cultural, or even narrative code. Finally, finding the meaning of coca-cola’s advertising meaning is the final step of this data analysis, whether it shows in denotative meaning or connotation meaning.

1. Semiotic analysis on Coca-cola Coke edition, “Welcome to the Coke side of life”.

(Image 1)

Coca-cola’s product is famous with its red color symbol. A bottle of coca-cola’s products are generally in red color with other combinations to

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support its symbol elements. In the picture above, a bottle of coca-cola is obviously colored with a red painting. Actually, it is important to be aware of the concept of red color in coca-cola symbol as a fundamental principle of coca-cola products to distinguish from other products.

It is obviously interesting according to context of the pictorial sign above when a bottle of coca-cola explodes various colors in dynamic pencil sign. According to Pierce a sign is something which stands to somebody entity and determines a sign into triadic model of semiotic interpretation to representament, object, and interpretant. Following to Piercian concept of semiotic interpretation, a sign of pencil represents a coca-cola concept at all.

A sign of pencil pictorial symbol references an interpretant about coca-cola personification products. A pencil colored with a red and light prominently among others color shows the ideas about coca-cola is very dominant product among others.

Another important of the pictorial elements above is the use of an expression text ‘welcome to the Coke side of life’ in a middle of the pictorial element and associated to general consumer of coca-cola drinks products. An expression phrases explains an ideas about a persuasion that a coca-cola drink is element of a people side of life.

The text on that coca-cola’s advertisement identified as signifier given in the middle of the picture. The sign as a whole is the printed text: “Welcome

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to the Coke side of life”. The signifiers are the letters or words as individual units and signified about:

1. To invite the audience of the message in order to consume coca-coca’s drink product.

2. To tell the audience that coca-cola is better product of drink.

3. To influence the audience that coca-cola is a part of people life.

The first signified concept about invited an audience to consume coca cola’s drink product can be understood by viewing the concept of the advertising above. The signifier of pencils, or the signifier of the various colors showed in that advertisement signified to something about coca-coca audience or consumer. A concept of color and pencil, however, signified to the people or some community that they consume the coca-cola’s drink products.

The second signified concept of special product, as represented in coca-cola brand, showed in the bottle as a signifier of the advertisement. Coca-cola, especially in Coke edition, however, is consumed by people around the world in every countries. The advertisement of coca-cola find in many ways of advertisement, people may find the coca-cola advertising in the magazine and television. In addition, this why a coca-cola drink is the product that so close to people life due to its advertising process signified for people to consume and drink coca-cola.

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The third signified concept is the most important concept of the advertisement above. The phrase about “Welcome to the Coke side of life” Influences to the audience that coca-cola is a part of people life. This pictorial symbol organizes the audience and influences their consciousness to consume the coca-cola’s drink product as their part of life.

After identifying the signifier and the signified elements, the second ways to understand the sign is identifying the connotation meaning. By analyzing the signifier and the signified above or in denotation meaning, the writer bear the meaning into connotation interpretation or what is the meaning of the sign in cultural term or ideological term. However, as identified the sign in level of the signifier and the signified, the sign above dominantly told about the coca-cola as the drink product and also a product that consumed by a whole people around the world, this is what the sign told about in connotation meaning.

The last important thing of the advertisement sign above is the referring codes of the advertisement. There are also certain codes, refers to the sign of coca-coca’s advertisement above into symbolic code, and semantic code.

In the term of symbolic code, the sign of coca-cola’s advertisement under the phrase ‘welcome to the Coke side of life’ applied any symbols as a dominant element of a sign. A picture of coca-cola’s red bottle as the first symbol of the sign and a picture of colorful pencils, in connotative level,

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symbolize to someone entity. A red bottle, actually designated a coca-cola as an industry of drink and a picture of colorful pencil designate to people whom drink a coca-cola’s product.

2. Semiotic analysis on Coca-cola coke edition, “Continuous quality is quality you trust”.

(Image 2)

In this advert, a very dominant through pictorial symbol consists three elements, row of coca-cola’s bottle, coca-cola manufacture, and a coca-cola coke labels with a red color. These three elements are object of the sign according to Piercian model of semiotic because every picture of coca-cola’s bottles, manufacture, and its symbol has a relation each other to a sign in general coca-cola coke edition.

The writer agreed that an object of the pictorial aspect of the adverts above has a sign and meaning. A bottle of the coca-cola has its interpretant, a

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factory and a label too, has its relation to interpretant element of Piercian model of semiotic.

A row of coca-cola’s bottle is a represantament which related to a coca-cola product as an object of the sign intention above. Based on the role of the sign by Piercian model, if there are signs that represent on the reason or something else, an interpretant element can identified as argument interpretant. Actually, a pictorial symbol in rows of bottle is a symbol of coca-cola general production.

The next object of a sign above is a picture of coca-cola factory and red cola logos. These two objects represent to an interpretant about coca-cola units whole elements, including a factory activities and labels. Each of three interpretants appeared in a sign above, pointed to coca-cola corporation as a capital business. Including in a sign above, a theme told something about trade system and a price of each bottle of coca-cola drinks.

How does the pictorial sign above have a meaning? To answer this question, the writer determines these three pictorial sign and compared it with a context which is appeared in a sign above. In these cases, between a picture of coca-cola factory, its bottle and even its red label as a dominant, gives a context to the audience in other to have an interpretation about coca-cola’s capital system.

The texts on the coca-cola’s advertisement identified as signifier element of a sign. The sign as a whole is the printed text: Continuous quality

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is quality you trust, Coca-Cola Coke, Ask for it either way…both trade-mark mean the same thing, 5$, copyright the Coca-Cola Company. These signifiers are individual units and indicate to signified about:

1. A phrase ‘continuous quality is quality you trust’ is a claim of coca-cola drink products as the best quality that trusted by the audience.

2. A phrase ‘ask for it either way…both trade-mark mean the same thing’ is an idea of industrial capitalism that coca-cola had built is the best among other drink products.

3. A phrase ‘Coca-Cola Coke’ is a Coke edition of coca-cola drink products.

4. A word 5$ (penny) is a price for each bottle of coca-cola.

The signifier ‘continuous quality is quality you trust’ as the writer said in the previous page that this expression as a claim of coca-cola that it is the best quality or drink in audience lifestyle. This signifier is not enough meaning of the concept to understand a whole meaning of a sign. A phrase above is actually composed to another meaning called a signified meaning. In this term of interpretation, the writer agreed that a phrase ‘continuous quality is quality you trust’ signified to a trick of coca-cola industry through his consumer to agreed that coca-cola is the best quality of drink production.

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These signified concepts are supported by a pictorial element appeared in whole sign above. Beside it, other signified concept of the previous interpreted phrase could be a persuasion trick for the audience of this advertisement to consume and to believe that the quality of coca-cola drink is the best quality among other.

A signifier expression in phrase ‘ask for it either way…both trade-mark mean the same thing’ signified about an idea of industrial capitalism that coca-cola had built is the best among other drink products. A structure constituted this expression is a communication process that persuades and invites an audience to interact each other or to think something about when they are seeing this advertisement. A phrase that expresses an invitation to the audience to think or to find another best product outside of coca-cola applied in the phrase ‘ask for it either way’. This expression phrase in active sentence and signified to the audience to think another product except coca-cola. The audience may think about, is there something else but coca-cola, or is there another best drink quality except coca-cola?

Supporting for a signified above, other phrase appeared in second phrases ‘both trade-mark mean the same thing’. An expression of this signifier is a strengthening of the previous expression. At first glance, the audience signified to think about another coca-cola drink product and to find another best quality in other products, but in second phrases, the audience stimulated to believe that coca-cola is the best product after all. The audience has to

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believe both trade system, and coca-cola label (trademark) is the best drink production after seeing a sign in advertising above.

The look ‘Coca-Cola Coke’ and ‘5$’ which is located in front of the picture provide a paradigmatic perception through its signified concepts. The receiver or the audience of this coca-cola advertising version would assume to think about coca-cola’s price, and version. This assumption might be the first conclusion but not merely a right assumption. When this advertisement mode seeing in each time by an audience, a sign in signified concept appeared which tells about Coca-Cola manufacture attention to build a capital trade system. The means of this signified concepts aim to the audience who ever saw this advertisement to buy and to consume Coca-Cola drink.

The last signifier in phrase ‘copyright© the Coca-Cola Company’ is a minor element built in the advertisement above. This signifier also means to tell the audience about a copyright of every cola drink labeled by coca-cola company industry, which is manufactured guarantee for all coca-coca-cola drink production. Although this signifier is a minor element, a structure in this signifier also provides other claim about capital industry and trade system or something called as capitalism.

As a combination of many textual signifier and pictorial signifier concept which arranged in the sign above, there are also latent codes throughout the sign. In this assumption, the writer identified that there is a narrative/proairetic code as a major code.

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Consideration of the code’s role and interpretation from many signifier element appeared which constitutes to many signified interpretation, a sign of coca-cola coke edition in image 2, encodes and narrates to coca-cola manufacturing process. A pictorial signifier in manufacture image, a process of labeling a bottle, and a trade symbol of coca-cola label, is major information to indicate that this sign would be a narrative code.

3. Semiotic analysis on cola-cola coke edition, “How to live up the day after the holiday too!”.

(Image 3)

In the interpretation of semiotic and its analysis through a sign, there are main sphere interests, identified as the sign itself, the code or system in which the signs are organized and the culture which these codes and signs are operated. According to these main interests and related to the advertisement of coca-cola above, a theory of semiotic could be the appropriate theory in

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analyzing a sign of coca-cola which expresses about “How to liven up the day after the holiday”.

In analyzing a sign of coca-cola advertisement above, the writer decides to analyze a pictorial symbol as the represantament that indicate toward an interpretant. There are two main represeantament/ground or pictorial symbols in coca-cola coke advertisement, in coca-cola’s bottle and sandwich.

These two represeantament/ground refer to interpretant. The interpretant in coca-cola bottle figure is an index idea of industrial label and product, and the interpretant in sandwich figure is an index of American special food for a holiday.

Each of coca-cola’s bottle and sandwich pictorial elements, give a context meaning that audience know something about coca-cola drinks. In this interpretation step, the sign in pictorial elements show ideas about coca-cola product as a special drink and suitable for any occasion in holiday with a sandwich. On the other side, the audience or the viewer of this advertisement are (sign) influenced to consume a coca-cola drink when they are eating a sandwich. Meanwhile, both of a coca-cola drink and sandwich are pairs of food and drink.

A text that operates to other meaning in the advertisement above identified as signifier element of sign. The signifiers printed in; “how to live up the day after the holiday too!”’ is as the main purpose of the

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advertisement. A paragraph as explanation of coca-cola and sandwich, is written in “It’s the day after. You open the fridge and all that’s left are the leftovers. This is your change to pile up all your favorite holiday taste into one giant super-sandwich. Now… if you can just find one chilled bottle of Coke somewhere between the carton of eggs and the last of the turkey, you’ve got it made”. A line referred to coca-cola bottle, is written in “Stoke up on plenty of Coke… you know how taste it disappears!”. Every lines referred to sandwich, is written in, “the last of the cocktail olives” , “Uncle Jim’s annual Virginia ham”, “The best turkey that I ever cooked”, “Aunt May’s candied yams”, “Our family favorite stuffing ”. The last signifier is a phrase “Coke Adds Life”.

However, signifier is a form or physical element of sign and referred to signified elements concepts about;

1. A phrase “how to live up the day after the holiday too!” is a question statement to the viewer of the whole sign. A whole sign perceive that a coca-cola’s drink and American sandwich is pair of special food.

2. A paragraph “It’s the day after. You open the fridge and all that’s left are the leftovers. This is your change to pile up all your favorite holiday taste into one giant super-sandwich. Now… if you can just find one chilled bottle of Coke somewhere between the carton of eggs and the last of the turkey, you’ve got it made” is a story about the coca-cola as the special drink for the holiday.

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3. A phrase “Stoke up on plenty of Coke…you know how taste it disappears!” lined to coca-cola’s bottle is expression about coca-cola coke edition taste.

4. A phrase “the last of the cocktail olives” is signifier of olive as a additional ingredient for sandwich.

5. A phrase “Uncle Jim’s annual Virginia ham” referred to a ham is one of sandwich (American food) ingredient that Uncle Jim (American people) has special ham.

6. A phrase “The best turkey that I ever cooked” referred to a turkey is one of sandwich (American food) ingredient.

7. A phrase “Aunt May’s candied yams” refere to candied yams in sandwich is one of sandwich (American food) ingredient

8. A phrase “Our family favorite stuffing” referred to any stuff in sandwich is one of sandwich (American food) ingredient.

9. Moreover, the last signifier written in phrase “Coke Adds Life” is a final statement of the advertisement theme. This coca-cola coke advertisement signified to inform an ad about people of American life.

After identifying the signifier element that manifested in text and defined its element to signified concept, the writer decides to identify it in connotation meaning or in the meaning related to the culture and ideological

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term. Connotations meaning derives not from the sign itself, but it is from the way of the society value use both the signifier and the signified.

According to the usage of connotation term, the writer argued that the coca-cola’s coke advertisement has meaning to American people life style. This is cultural meaning as what the advertisement appears in each the signifier told. The signifier in texts and pictorial element show the ideas to the audience of this sign about the idea of American food and drink culture.

As a combination of many textual signifier and pictorial signifier concepts which is arranged in the sign above, there are also semantic and culture codes throughout the sign. Semantic code is a code in connation which utilize hint of meaning generated to certain signifier. In this term, according to the semantic code and from each the signifier appear in coca-cola coke “how to live up the day after the holiday too!” edition generates a meaning in connotation level about American food and lifestyle especially in holiday. A coca-cola and sandwich are describes as the special pairs of food and drink for people in the holiday.

The second codes that appeared in coca-cola coke “how to live up the day after the holiday too!” edition is culture code. This culture code considered as what the coca-cola advertisement above want to tell to the audience. Coca-cola coke advertisement (sign) want to show the audience that coca-cola is general drink product that people consume and suited with an American food style.

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4. Semiotic analysis on cola-cola Zero edition, “Taste So Much Like Coke”.

(Image 4)

In coca-cola zero edition, a coca-cola industry shows the different concept than in Coke editions. In zero editions, coca-cola industry changed the image of bottle as the pictorial element of sign into can. However, a picture of coca-cola can is a dominant element of pictorial sign and identified as a represantement of sign. The other important thing in this advertisement is a text that appeared in the advertisement. In this situation, the writer decides to classify a pictorial element and the text as the represantement of the sign.

In order to get the meaning of the sign above, then the writer applies the theory of semiotic as Piercian models. The represantement of the can is index to cola drink in general product and the information of new coca-cola product after Coke edition. The represantement in text elements supports the first index of coca-cola new edition. From this classification between represantament and indexes, the pictorial symbol and text signified and

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indicate to interpretant about coca-cola zero is better taste claims than the previous Coke edition.

After those explanations, the text element is classified as signifier to get the meaning in signified level and connotation level. A phrase “Taste so much like coke, we should sue ourselves” is signifiers in words as individual units and signified to concepts about:

1. A new appearance of coca-cola zero edition with a black color is as dominant element of the product.

2. A new kind of coca-cola product

3. Coca-cola Zero claimed better taste than a previous coca-cola coke edition.

4. Coca-cola as a company sue themselves to the audience about a taste of coca-cola zero edition.

The first of three signified above is general sense of the sign or this advertisement. This three signified just information about the new coca-cola zero edition with a modern design is better than the classical design. However, it is also important signified concept in the last signified. The phrase “taste so much like Coke, we should sue ourselves” which appeared in dominant sentences is a main purpose of what is the coca-cola industry wants to tell to the audience of this advertising. A use of word “we” and “ourselves” in phrase expression signified to someone entity or group and in this interpretation the

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unclear entity could be represented or signified to coca-cola industry or company.

Furthermore, after got the interpretation of system or in the denotation level arranged in a sign of coca-cola zero editions, the next interpretation is in connotation level. There is important information about previous coca-cola edition that the product of coca-cola has to influence on people ways of living, actually to consume coca-cola drink products. When coca-cola drink product had become habit and people consumes the drink in every ways and times, an industry innovates their product to keep the consumer. In this situation, coca-cola industry will produce the new image or the new edition.

The trends of changing previous edition become a new one is what coca-cola industry wants to publish. When the people knew the new edition of coca-cola product and people are influenced to know a taste of the new edition. Actually, the industry does not change the ingredient of the taste. By this interpretation, the writer decide to take a conclusion about the connotation meaning in coca-cola zero “Taste So Much Like Coke” sign that the meaning of this advertisement is meaning to capital systems.

Another last thing appeared in this sign is a code system intended to cultural code. A sign in coca-cola zero “Taste So Much Like Coke” indicate to manifest a collective understanding that the zero edition or coca-cola product in general information establish as the best drink product in people mind and understanding.

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5. Semiotic analysis on coca-cola zero sugar edition, “Real Taste and Zero Sugar”.

(Image 5)

Coca-cola Zero Sugar is a recent edition of coca-cola industry. The concepts of the image and the color as same as the previous edition in coca-cola zero but the newest thing appeared in this edition is added by the new label. In addition, an interpretant of pictorial sign indexes to coca-cola industry and coca-cola recent edition.

A combination of the texts on the coca-cola zero sugar’s advertisement identified as signifier element of a sign written as “Now we have REAL TASTE and ZERO SUGAR….why can’t big nights come with Zero morning afters?”. A signifier expression above signified to express thing s such:

1. A new appearance of coca-cola zero edition with a black color is as dominant element of the product.

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2. Coca-cola zero sugar claims is as the real taste of coca-cola and with zero sugar.

3. The audience persuades to consume a coca-cola zero sugar due to an ingredient of its mixture is safely for consumer.

The last two signified concepts are the important thing of the sign above and provide information about what the coca-cola meant and want to tell an audience of the coca-cola zero sugar’s advertisements. The second signified is about coca-cola zero sugar claiming taste and positioned its edition to the real taste among previous editions is a coca-cola fake. This fake represents in phrase “Now we have REAL TASTE and ZERO SUGAR”. In reality, thus expression of real taste and with zero sugar is claiming and falsifying of ingredient in coca-cola product. By this signifier, the audience persuades just to consume coca-cola drink due to the mixture of ingredient safely for consumer.

In previous explanation, the writer decided to put the meaning of connotation level about capital system that the coca-cola company develops in consumer. Although an image and text as signifier was very different, and a denotation meaning of whole sign expressed something explicit of the sign, thus element combined from signifier and texts, express the same thing about the capital system.

Consideration of the code’s role and interpretation from many signifier element and denotation level appeared, which constitutes to many signified

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interpretation, a sign of coca-cola zero sugar edition, “Real Taste and Zero Sugar” indicate to hermeneutic code. By reading phrase “why can’t big nights come with Zero morning afters?”, the audience of this advertisement asked and influenced to buy a coca-cola as the priority. In other circumstances, the audiences when they are seeing this advertisement and reading a phrase they led to solution to buy a coca-cola zero sugar as the final solution.

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CHAPTER IV

CONCLUSIONS AND SUGGESTIONS

A. Conclusions

Based on the analysis of five kinds of Coca-cola’s advertisements that has been made and the general purposed of semiotic signification research aimed to find a meaning of denotation and connotation meaning, the writer concludes as the following:

1. After analyzing five edition of coca-cola advertisement, the writer decides to summarize that a sign in coca-cola advertisement used any structure of sign system. Each of the sign has a system and formed by combination between pictorial element, texts and context. Thus element has contribution to give a meaning of each signifier in pictorial element, text and signified to denotation and connotation meaning.

2. There are similarities of sign system appeared in all advertisements of Coca-cola. The usage of pictorial elements, texts, and color, especially the usage of red color as brand mark signifies to Coca-cola’s drink products as general. A red color become a trade mark of Coca-cola and used to symbolize every advertisement of Coca-cola.

3. In denotation meaning each of coca-cola advertisement’s signified to produce a meaning about coca-cola as the best drink product. In this level, an audience influence to consume a coca-cola product by seeing

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each of the advertisement. This denotation meaning supports an idea about capital system and people habit as cultural and ideological term which describes a connotation meaning. Mostly, the writer found a symbolic code, narrative code and cultural code in coca-cola’s advertisements that the writer interpreted for.

B. Suggestions

From the conclusion above, the writer suggest some points to the readers who want to analyze coca-cola’s advertisement and general semiotic theory:

1. The coca-cola company uses any manipulation in their advertisements. The manipulation exists in a structure or system which constituted the sign in advertisement. So, the reader should understand the coca-cola advertisement and it manipulation system and structure in semiotic term.

2. The consumers or audience of coca-cola’s product have to be more understand about the coca-cola purposes in advertising. The consumers and audiences of coca-cola advertising have to understand and aware of coca-cola slogan and manipulation in their sign (advertisements).

3. Finally, the writer hopes that this study will be useful for the future semiotical research, especially for the English Letter Department students who want to analyze the semiotical research.

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