In the advertisement that has the tagline Change The Game. There is a predominantly blue background with white light appears to shine from
behind the model neat rows facing forward. This advertising model is uniform Pepsi athletes with the ball or appliance, they hold tools according
to their profession. The total model in this advertisement there are 6 persons, with 3 models of 3 football players and other baseball players from
India C1. 2 of 3 baseball player holding a bat origin India ball in the game of baseball. As the model of the player holding the ball 2 of 3 Jabulani ball
logo used as in the 2012 world cup in Africa. Besides what is described above, there are some additional signs that
illustrated such as sign spilled water or look like a fountain in the middle of the advertising model. And there is also complete with the tagline Pepsi
logo on the right bottom corner. In Change the Change tagline, Change in the first line and the game in the second line and beside them there are Pepsi
logo and Pepsi text C1.
b. Connotation 1. Pepsi has a big power
Change The Game
The sentences change the game in this advertisement for the secondary sign system connotation certainly possesses another purpose
different with meaning at the primary sign system that called denotation. To play certainly need energy, but to change the game will require more
effort, it can be called with the power. In the advertisement seen somebody,
according to imaging products theory, the human body and the human face is strong; both of them are attracted attention human and other creatures.
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In picture of this advertisement symbolic by many famous athletes in the game
which usually they can change the game R2. It is to be emphasized so that the reader can easily understand advertising connotation of the
advertisement itself. Advertisement makers want to emphasize the message when someone
drinking Pepsi, they will have more power, the power to change the game. Therefore, the advertiser is not careless to put advertising model. The
models who appear in the advertisement are actually famous players when they play, they usually can change the games C2.
2. A true champion Change The Game
A person who can change the game is probably the real champion that is the purpose of the message is in advertisement. According to
Christomy
that in a connotation meaning there is continue meaning, after first meaning will appear next meaning again and so on.
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The same case with this advertisement after first connotation meaning; has big power, the continue
connotation meaning after has a big power he is a true champion C2. It is also signed R2 by the models shown in the champion men like Lampard,
Drogba and Torres. They are great players who take part to bring the trophy
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Susann Vihma Seppo Vekeks, Semiotika Visual dan Semantika Produk Yogyakarta and Bandung: Jalasutra P.47.
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Tommy Christomy, Lock Cit.
