Purpose of the Study Scope of the Study

1.5. Previous Studies

There are three previous studies related to Roland Barthes’ semiotics that are used as references. The first is an undergraduate thesis written by Siti Sopianah 2010 entitled “Analisis Semiotik terhadap Iklan Susu Bendera Edisi Ramadhan 1430 H di Televisi”. She analyzed the milk advertisement using Roland Barthes’ theory. She described the denotative meaning, connotative meaning, and myth of every scene of the video. In describing the analysis, she also mentioned the type of shot on the scenes. However, she did not make a deep analysis of the verbal communication. In addition, she only analyzed one advertisement without comparing it to other advertisements. Therefore, this study will make a deeper and broader analysis by comparing the three advertisements of online C2C marketplace. The second study was written by Tazkiyatul Fikriyah A’la 2011 that analyzed the A-MILD advertisements taken from billboards located at central roads of Jakarta. On her undergraduate thesis, she also used Roland Barthes’ theoretical framework in analyzing the advertisement. The study used descriptive qualitative method because she interpreted the advertisements’ meaning by her own knowledge and described the result of her analysis. She focused on describing denotative and connotative meanings of verbal and non-verbal elements of the object in each picture. She also explained the myth of the advertisements, but it was explained briefly in one-paragraph discussion. The last study used the interpretation of Barthes’s is written by Lilik Hamidah 2011. Her research in Jurnal Ilmu Komunikasi focused on interpreting the signified and signifier of Dji sam soe advertisements. She did not apply Barthes’s theory deeply on her journal, because she only used the connotative meaning of the theory. In her journal, she emphasized on the analysis of color and layout of the advertisements. Based on the previous research, there are spaces that can be filled in this research, such as making a deeper analysis and comparing the analysis to other several objects. I also describe the denotative meaning, the connotative meaning and the message conveyed in the advertisements.

1.6. Writing Organization

CHAPTER I : INTRODUCTION This chapter consists of background of the study 1.1., research questions 1.2., purpose of the study 1.3., scope of the study 1.4., and previous studies 1.5.. CHAPTER II : THEORETICAL FRAMEWORK The underlying theory contains several subchapters; they are semiotics 2.1., Roland Barthes 2.2., advertisement 2.3., and camera angels 2.4..