F. Research Methodology 1. The Method of Study
The research uses qualitative method. The research uses verbal and
non-numeric data as an analysis base and as a problem solving for the problems investigated.
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The result of the research will be written in descriptive-analysis.
2. Data Analysis
For the research, the writer uses descriptive qualitative analysis technique. The writer uses Barthes’ theory of signification to analyze denotation, connotation,
and myth to understand the meaning of identified advertisement.
3. The Instrument of the Research
The writer himself acts as the main instrument of the research through searching, collecting, reading, identifying, classifying, and analyzing the data needed
for the study.
4. Unit Analysis
The unit analysis in this research is Public Service Advertising Deforestation.
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Muhammad Farkhan, Proposal Penelitian Bahasa dan Sastra Jakarta: Cella, 2007, p.2
CHAPTER II THEORITICAL FRAMEWORK
A. Semiotic as Studies
The importance of signs and signification has been recognized throughout much of the history of philosophy, and in psychology as well. Plato and Aristotle
both explored the relationship between signs and the world, and Augustine considered the nature of the sign within a conventional system. These theories have
had a lasting effect in Western philosophy, especially through Scholastic philosophy. More recently, Umberto Eco, in his Semiotics and philosophy of language, has
argued that semiotic theories are implicit in the work of most, perhaps all, major thinkers.
Semiotic began to become a major approach to cultural studies in the late 1960s, partly as a result of the work of Roland Barthes. The translation into English
his popular essays in a collection entitled Mythologies, greatly increased scholarly awareness of his approach.
Semiotic is not widely institutionalized as an academic discipline. It is a field of study involving many different theoretical stances and methodological tools.
Semiotics involves the study not only of what we refer to as signs in everyday speech, but of anything which stands for something else. In a semiotic sense, signs take the
form of words, images, sounds, gestures, and objects. Rahayu Surtiati Hidayat also said that semiotic however cannot be called as science because its function as an
analysis tool.
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That’s why some people consider semiotic as an approach and others consider it as a method, although there are still a lot of arguments relating to this
topic. Despite the arguments, semiotic has an inter-discipline characteristic, similar
to philosophy and logic. Semiotic can be used in various kinds of science: architecture, medicine, cinematography, linguistic, literature, and even law and
anthropology to understanding signs. Semiotics, also called semiotic studies or semiology, is the study of sign
processes semiosis, or signification and communication, signs and symbols, both individually and grouped into sign systems. It includes the study of how meaning is
constructed and understood. The term semiotic was first used in English by Henry Stubbes in a very
precise sense to denote the branch of medical science relating to the interpretation of signs. John Locke used the terms semeiotike and semeiotics in Book 4, Chapter 21 of
An Essay Concerning Human Understanding. Here he explains how science can be divided into three parts:
“All that can fall within the compass of Jordana understanding, being either, first, the nature of Jordana, as they are in themselves, their relations, and their manner
of operation: or, secondly, that which man himself ought to do, as a rational and voluntary agent, for the attainment of any end, especially happiness: or, thirdly, the
ways and means whereby the knowledge of both the one and the other of these is
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Rahayu Surtiati Hidyat, “Semiotik dan Bidang Ilmu.” Semiotika Budaya, ed. T. Christomy Untung Yuwono Depok: Pusat Penelitian Kemasyarakatan dan Budaya Direktorat Riset dan
Pengabdian Masyarakat Universitas Indonesia, P. 79
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