b. Connotation 1. The drink is suitable for fat people
un pimp your body
In the first level sign system is explained by verbal language un pimp your body and Pepsi diet, it is highly correlated with non-verbal signs in
advertising where there are pieces of distended stomach with a belt that is separated from its binding C1. Distended stomach separated from the
bindings on the secondary level sign system possesses sense to reduce fat, it is supported by other verbal language that diet Pepsi in the bottom left corner.
Sometimes people generally have perception that do drinking like the Pepsi taste, it’s not good for our healthy. People have the assumption that this
drink is of no use, if consumed a lot. Here was negative rather than positive aspects. Therefore, in this advertising the advertising maker wants to bring
another perception connotative meaning that Pepsi is suitable for the fat people C2 because the Pepsi is soft drink that has fat content 0.
6
2. Fresh and healthy un pimp your body
The secondary sign system connotation in this advertisement, advertiser wants to show the connotation which is supported by a variety non-
verbal signs such as; stomach pieces that a part of the bond plus seats in addition there is a place for relaxing. This shows the second level of meaning
connotative that when Pepsi is used for refreshing and relaxing to keep healthy C2.
6
Putu Adi Susanta, http:www.putuadisusanta.com200901manfaat-coca-cola-pepsi- sofdrink.html download at 20 January 2014.
When there is a view of the sea calm and peaceful but there is one side where the water is churned like a plunge into the water runs out this certainly
raises R2 the significance connotative seen as something that is refreshing. Like when we are playing water at the beach which is clean and quiet, it will
make a refreshing impression for those who see the picture.
3. For doing relax un pimp your body
The background of this advertisement is on the beach with blue and clean sea background, as well as the chairs for relaxing at the edge of the
beach, it certainly has connotative meaning as it creates an impression that the drink is performed at the time relaxing C2. The advertisement makers want
this advertisement seems to be relaxing. The beach setting R2 is perfect for connotative meaning because they want to show along with supporting
images that the people will seat frightening off the along coast suggests and it’s situation is very relaxing. Addition with the bright sun, it is time suitable
for relaxing. The connotative shows that Pepsi is suitable for the relaxed people.
4. Pepsi Advertisement with Tagline Change The Game
a. Denotation
This advertisement is Pepsi advertisement aimed to Indian society, so there is Indian language by tagline Ab Badlega Games when translated into
English means Change The Game E1. It has been written by the makers of advertisement in bottom right corner. Change according to Cambridge
dictionaries has meaning different, while Game Become the first sign level has meaning fun activity n or sport E2. But if the level of the secondary
sign level C2 will appear a lot of meanings. The secondary system will be discussed in the section of connotations.
This advertisement was made in 2012, in which there were several models of famous such as athlete famous football players and baseball
players C1 of India which included famous to attract the readers advertisement attention.
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,
Kategori