Verbal Aspect Theory of Sign

1.3.1.2 Non-verbal Aspect

The non-verbal aspect of an advertisement is the picture. A picture used to lead the eyes to the written copy in magazine advertisement in commercial. Language is often used merely to reinforce a photograph or filmed sequence. The non-verbal element of the advertisement is aimed to persuade the consumer to capture the product.

1.3.2 Theory of Meaning and Function

Meaning has regarded as a complex of contextual relation. Phonetics, grammar, lexicography, and semantics each handles its own components of the complex in its appropriate context. The meaning of language also has its own function. It has different functions in each word when people speak or deliver something to their interlocutors.

1.3.2.1 Types of Meaning in Advertisement

Leech 1974:9 classifies meaning into seven types as follows: 1. Conceptual Meaning Conceptual meaning sometimes c alled “denotative or cognitive” meaning. It considered as the central factor in linguistic communication. It is the basic propositional meaning which corresponds to the primary dictionary definition. The meaning is stylistically neutral and objective as opposed to other kinds of associative meanings. 2. Connotative Meaning Connotative meaning is the communicative value; an expression has by virtue of what it refers to, over, and above its purely conceptual content. Connotative meaning is not specific to a language, but it is shared by other communicative system, such as visual art and music. 3. Social Meaning According to Leech 1974:14, social meaning is a piece of language conveys about the social circumstances of its use. For instance, some dialectic words of the speakers are telling us something about their regional or social origin. Social meaning is related to the situation in which an utterance is used. 4. Affective Meaning Affective meaning is often explicit conveyed through conceptual or connotative content of the use of words. It is about what is conveyed by the personal feelings or attitude towards the listener. 5. Reflected Meaning Leech 1974:16 states that reflected meaning is the meaning which arises in case of multiple conceptual meaning, when one sense of a word forms part of four responses to another sense.