INTERPRETATION OF SEMIOTICS IN CAR ADVERTISEMENTS.
SEMIOTICS INTERPRETATION
OF CAR ADVERTISEMENTS
A THESIS
Submitted to the English Applied Linguistics Study Program as a Partial Fulfillment of the Requirements for the Degree of
Magister Humaniora
By:
EKA DESSY NATALINA
Registration Number: 8106112005
C
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
STATE UNIVERSITY OF MEDAN
2016
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ABSTRACT
Eka Dessy Natalina. Interpretation of Semiotics in Car Advertisements. Thesis: English Applied Linguistics Study Program, Post Graduate School, State University of Medan. 2016
This thesis deals with descriptive qualitative study to find out the interpretation of semiotics on car advertisements. The objectives of the study were 1) to describe and elaborate how semiotics used in car advertisements interpreted by people and 2) to reason for why semiotics used in car advertisements interpreted by people the way they do. The sources of this study were the people who live in jalan Jala Asri. They were ranged from 16 to 50 years old and had different tribes and level of education. The data were obtained through in-depth interview covering 4 respondents (2 men and 2 women). The result showed that the people were able to interpret the semiotics used in the car advertisement in the four steps of interpretations (denotative, connotative, mythic and context - readers meaning). The highest percentage for denotative was 42.9%, connotative was 38.1%, mythic was 9.5%, and context – readers was 35.7%. The lowest percentage for denotative was 35.3%, connotative was 21.4%, mythic was 0% and context-readers was 11.8%. Readers interpreted the car advertisements in such a way due to functional factors such as different characters or personality of the respondents, and personal factors such as different jobs and experience of the respondents.
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ABSTRAK
Eka Dessy Natalina. Interpretation of Semiotics in Car Advertisements. Tesis: Program Studi Linguistik Terapan Bahasa Inggris, Sekolah Pasca Sarjana. Universitas Negeri Medan. 2016
Tesis ini berfokus pada penelitian deskriptif kualitatif untuk menemukan interpretasi terhadap penggunaan semiotic pada iklan mobil. Tujuan penelitian ini adalah 1) menggambarkan interpretasi terhadap semiotik yang ada pada iklan mobil, dan 2) untuk menemukan alasan pembaca dalam menginterpretasikan penggunaan semiotik dalam iklan mobil. Subjek penelitian ini adalah warga yang tinggal di jalan Jala Asri. Merek berusia antara 16 – 50 tahun dan berasal dari suku dan tingkat pendidikan yang berbeda. Data penelitian ini diperoleh melalui wawaancara mendalam terhadap 4 responden (2 orang pria dan 2 orang wanita). Hasil penelitian menunjukkan bahwa para responden mampu meninterpretasi penggunaan semiotik di iklan mobil dalam empat tahapan makna (makna denotatif, konotatif, mitos dan konteks-pembaca). Persentase tertinggi untuk makna denotatif adalah 42.9%, connotatif adalah 38.1%, mitos adalah 9.5%, and konteks-pembaca adalah 35.7%. Persentase terendah untuk makna denotatif adalah 35.3%, konotatif adalah 21.4%, mitos adalah 0% and konteks-pembaca adalah 11.8%. Pembaca menginterpretasi iklan mobil tersebut sedemikian rupa dikarenakan faktor fungsional, yakni perbedaan karakter responden dan faktor pribadi, yakni, pekerjaan dan pengalaman dari responden.
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ACKNOWLEDGEMENT
The completion of this thesis is impossible without the support of many people around and close to the writer. First and foremost, praise and thank be to Jesus Christ, God The Almighty, for the grace and blessings in her life especially in presenting this academic work as one of the requirements to obtain the degree of Master Humaniora.
The writer would like to express her deepest gratitude to Prof. Dr. Berlin Sibarani, M.Pd. and Prof. Dr. Lince Sihombing, M.Pd. not only for their valuable knowledge, suggestions and comments, but also for their precious time spared in guiding, advising, and correcting the draft of this thesis until its present form. May God bless them in all activities they do.
Her special thanks goes to her reviewers and examiners, Prof. Dr. Sri Minda Murni, M.S., Dr. Anni Holila Pulungan, Dr. Zainuddin, M.Hum and Prof. Dr. Sumarsih, M.Pd., for their great inputs in the attempt to meet the requirements of the content presented in this thesis.
She would also like to extend her sincere thankfulness to Mr. Farid
Maa’ruf, as the staff of LTBI, for his assistance regarding the administrative procedures during the completion of this thesis. May success and happiness be with him.
In the process of undertaking this graduate study, the writer expresses her profound and sincere gratitude to her parents, Drs. J. Sitinjak and N. Marpaung, St. J. Simangunsong and L. Siahaan, to her husband, S. Simangunsong, M.M, to her lovely son, Susetyo Salomo Simangunsong and her sister, Marisi Debora, M. Hum. for their love and support. God is good, even very good for has given them in her life. May God bless them abundantly.
She would like to take this opportunity to thank all her friends in Class B, LTBI – XVIII for their positive support, contributions and togetherness for their early success in finishing this study has pushed the writer to do the same as an old
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saying says, “Just because you took longer than others doesn’t mean you failed.”
Long last the friendship she has with them.
Finally, she realizes that this thesis could possibly far from being perfect. Therefore, all constructive critics are warmly appreciated. May God bless us.
Medan, July 2016
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TABLE OF CONTENT
ABSTRACT ... i
ACKNOWLEDGEMENT ... iii
TABLE OF CONTENT ... iv
LIST OF TABLES ... vi
LIST OF APPENDICES ... vii
CHAPTER I INTRODUCTION ... 1
1.1 The Background of the Study ... 1
1.2 The Problems of the Study ... 5
1.3 The Objectives of the Study ... 5
1.4 The Scope of the Study ... 6
1.5 The Significance of the Study ... 6
CHAPTER II LITERATURE REVIEW ... 7
2.1. Semiotic... 7
2.2 Denotation, Connotation and Myth ... 12
2.3The Nature of Interpretation ... 14
2.3.1 Interpretation as a Revelation ... 15
2.3.2 Interpretation as an Art ... 16
2.3.3 Interpretation as a Gift ... 17
2.4 Principles of Interpretation ... 17
2.5 Factors affecting Interpretation ... 20
2.6 Semiotic Analysis of Advertisement ... 22
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2.7. 1 Automotive Advertisement ... 29
2.8 Relevant Studies ... 30
2.9 Conceptual Framework ... 32
CHAPTER III RESEARCH METHODOLOGY ... 34
3.1 Research Design ... 34
3.2 Data and Data Sources ... 35
3.3 Technique of Data Collection ... 35
3.4 Technique of Data Analysis ... 35
3.5Trustworthiness of the Study ... 36
CHAPTER IV DATA ANALYSIS, FINDINGS AND DISCUSSIONS ….. 38
4.1. Data Analysis ... 38
4.1.1. The people’s Interpretation ... 38
4.1.2. Factors Affecting Interpretation ... 40
4.2. Findings... 42
4.3. Discussions ... 43
CHAPTER V CONCLUSION AND SUGGESTION ... 45
5.1. Conclusion ... 45
5.2. Suggestion ... 46
REFERENCES ... 47
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LIST OF TABLES
Pages TABLE 1 People’s Interpretations ... 40
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LIST OF APPENDICES
Pages
APPENDIX A Interview of 1st Respondent ... 51
APPENDIX B Interview of 2nd Respondent ... 54
APPENDIX C Interview of 3rd Respondent ... 57
APPENDIX D Interview of 4th Respondent ... 59
APPENDIX E Interview Analysis ... 62
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1 CHAPTER I
INTRODUCTION
1.1 The Background of the Study
As a form of mass communication, advertising is closely linked with the world of commerce and marketing. Advertising, therefore, is a powerful tool for the flow of information from sellers to the buyers. It does not only influence and persuade people to act or believe but also reflects certain aspects of the society’s values and structure. In this case, mass media, like newspaper, magazine, television, radio, internet, etc., is used to reach the mass amount of people.
Advertising and promotion are an integral part of our social and economic systems. In our complex society, advertising has evolved into a vital communications system for both consumers and businesses. The ability of advertising and other promotional methods to deliver carefully prepared messages to target audiences has given them a major role in the marketing programs of most organizations. Companies ranging from large multinational corporations to small retailers increasingly rely on advertising and promotion to help them market products and services. In market-based economies, consumers have learned to rely on advertising and other forms of promotion for information they can use in making purchase decisions (Belch, 2010: 5).
For the media, the language it also can be seen as a place of exchange of meaning. The message conveyed in the text will interact with readers so that the
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meaning produced. Essentially, advertising is a sign that implied by the producer to the consumer to be, considered and subsequently taken into consideration to make a decision to purchase (use) or not a product. Life style increasingly consumerist society provides an opportunity for manufacturers to compete to offer their products, they are trying to mobilize all the expertise, creativity in advertising as a means of communication create and use a language that is attractive and convincing in order to lure consumers. In this society, the objects of consumption are seen as an expression of self or externalization of the consumer. According to Williamson (in Piliang, 2003: 148): "Consumption provides specific opportunities for creativity, as something toys where all parts have been determined, but the combination doubled ... Buy".
Semiotics is the study of signs and marking, so it is a discipline that investigates all forms of communication that occurs by means of a 'sign' (signs). The basis of semiotics is the concept of the sign, as far as relating to the human mind entirely composed of signs, so that man by the hand signs to communicate with each other. What kinds of choices make an advertisement highly effective are things worthy to be studied from a linguistic perspective because the language used in advertisement is not similar to the common language people normally find in the storybook, article or any other printed media. Furthermore, the interpretation towards the language of advertisement is not always the same for individuals. That is why people may have different interpretation toward the same objects. It is influenced by the different level of education, economical status, family background, and many else.
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Advertising can be perceived and interpreted from different points of view because humans have a remarkable capacity to see things in different ways. A brand can be understood according to the terms of reference used and this refers to the nature or past experience. However advertisement is a set of signs which is interpreted freely. The resulting image can be positive or negative or both, because in principle arbitrary symbols or arbitrary. Verbal sign in the form of a word "car", for example, on an ad is a marker. For readers, this marker raises certain markers or mental concept of the object to which it refers. The object is probably a jeep, SUV (Sport Utility Vehicle), pick-up or car to public transport, depending on the understanding of the reader about the car. Brand used by each car is a sign of verbal symbols used to identify it. If the ad shows a visual signal in the form of an image "car" driving on the road with knee-deep water (flooding iconic sign), it will give a strong sense that the manufacturer has designed it to be able to hit flood (indexical sign). On the other hand, if the same object is pictured on a dusty and a long way run (symbolic sign), it will evoke the meaning of strong and tough car for a long trip. If the object is MPV (Multi Purpose Vehicle) driving with a family within it and it is placed in front of a house (iconic sign), it will give a knowledge sense that the car suits for family needs.
In the beginning, car ads, just like ads for almost every other product, were very informative and they were offering detailed descriptions of cars. A typical car ad from the 50's or the 60's described various car specifications, such as mileage, top speed, engine displacement, and so on. During the 1980's, adverts started to look like short movies, and they weren't just informative any more. Almost every commercial had a joke or two in it, and a funny slogan that would
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stick in people's heads long after they've seen the commercial. In the 1990's, most car ads were promoting the technology that you could find in vehicles, describing certain innovations in headlight technology, new and improved suspension and brake systems, and other similar novelties. Throughout the history of the automobile industry in Indonesia, advertising has been an ever-increasing strategy for automobile marketing. In the 1970s, the increasing in various forms of advertising such as magazines, radio broadcasting, and television allowed advertisements to reach a wider audience (Pope, 2013: 3). Marketing gurus know their target audience and are able to construct advertisements that reach out to people based on specific marketing niches. Since people’s purchasing behavior is influenced by desires for personal identification and social status, most automobile advertisements focus on cars as desirable self-images. They are selling people their own dream. When many people unite against a brand, a demand for an alternative is created. It is in many ways trendy to be against something, probably because it is a natural way of making a strong statement about who you are and what you believe in. Brands have become our way of talking with each other and we all want to say something and be someone (Engeseth, 2009: 138). The most important changes in automobile advertising started happening after the invention of the Internet. We all know that the Internet changed practically our whole lives, and it's no wonder that it affected the way car makers promote their vehicles. It's pretty easy for companies to advertise their products to millions of people using websites and various social networks. Nowadays, when you see a commercial that is fun and entertaining, and you like to see it again, you visit their website or you go to some video sharing site. On the
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other hand, car printed advertisements included the changes on having more pictures or images and less detailed descriptions. People are lured with pictures of detailed pictures of a car, not only from outside view but also from inside to have real image of a car. Advertisers are challenged not only to present information as well as to promote the car through the signs without or less descriptions but also to make it meaningful to people.
This study then would investigate the people’s interpretation toward present car advertisements in terms of their signs and patterns of symbolism’ and present an analysis about the relationships between sign systems and the contexts of meaning in which they are encountered.
1.2 The Problems of the Study
Given the limitations in conducting the research and to generate a focused research, this study is limited to these research problems:
1. How are semiotics used in car advertisements interpreted by people? 2. Why do semiotics used in car advertisements interpreted by people the
way they do?
1.3The Objectives of Study
In relation to the problems, the objectives of study are
1. to describe and elaborate how semiotics used in car advertisements interpreted by people
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2. to reason for why semiotics used in car advertisements interpreted by people the way they do.
1.4The Scopes of Study
This study applies the concept of the systemic functional linguistics (SFL) proposed by Halliday by describing what thematic progression that can be realized in car advertisement especially in relation to the semiotics theory.
From the two major types of advertisement, broadcast and print advertisement, this analysis is aimed at automobile printed advertisement especially car advertisements taken from a car dealer.
1.5The Significance of the Study
Findings of the study are expected to be useful theoretically and practically.
1. Theoretically, the findings are expected to enrich the theory of language communication by getting information about the use of semiotics in advertisement and the way people interpret it.
2. Practically, the findings are expected to be useful for other researchers to conduct research on the basis of SFL, especially in semiotics and interpretation, in which the finding can give significant input in linguistics.
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CHAPTER V
CONCLUSION AND SUGGESTION
5.1 CONCLUSION
Based on the discussion on Chapter IV, the conclusions are drawn as following:
1. The people were able to interpret the semiotics used in the car advertisement in the four steps of interpretations. Their interpretations were started with denotative meaning for none of them have ever seen such form of car advertisement. And this affected their ability in revealing the connotative meaning which were somehow revealed from common knowledge of advertisement features. The context and readers meaning in this study brought a same conclusion for all respondents, which is the car in the advertisement suits for family. The mythic meaning each respondent got showed a particular worldview about the car advertisement, which were personality, trust, and lifestyle of the brand of the car on the advertisement.
2. Based on the factors affecting interpretation, the study shown functional factors and personal factors were affecting the respondents’ interpretation. Different characteristics, jobs, needs and experience were parts of the two factors affecting interpretation of the car ads. And this can be understood by their interpretation related to context and readers.
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5.2 SUGGESTION
In relation to the conclusions, suggestions are offered as the following: 1. It is suggested to have further research in analyzing different range of text,
such as posters and photographs, or pamphlets using Interpretation of Semiotics.
2. It is suggested to teachers to value different interpretations in the classrooms as the richness of the text to communicate through images as well as words.
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REFERENCES
Alex Sobur. 2004. Analisis Teks Media (Suatu Pengantar Untuk Analisis Wacana,
Analisis Semiotic dan Analisis Framing). Remaja Rosdakarya: Bandung
Arikunto, S. 2008. Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Barthes, R. 1977. Myth Today: In Mythologies. London: Palodin.
Basilian, C. 2002. The meaning of Interpretation. Journal of Interpretation Research. 7(1), 7-9
Beasly, R. & Danesi, M. 2002. Persuasive Signs: The Semiotics of Advertising. Berlin: Moutor de Gruyter. Retrieved from http://www.books.google.com/books?id=as1r7kc
Beck, L and Cable, T. 1998. Interpretation for the 21st Century. London:
Sagamore Publishing
Belch, George E. and Belch, Michael A. 2004. Advertising and Promotion. An
Integrated Marketing Communications Perspective. New York:
McGraw-Hill.
Bogdan, R. and Biklen, S. 1992. Qualitative Research for Education (2nded). Boston: Allan and Bacon
Budyatna, Muhammad and Ganiem, Leila Mona. 2011. Interpersonal
Communication Theory, First Ed, Kencana, Jakarta.
Chandler, D. 2007. Semiotics: The Basics, second edition. New York, Routledge. Christensen, Lars Thøger. 2001. Reklame i Selvsving. Frederiksberg:
Samfundslitteratur
Cohen, L., & Morrison, K. 2007. Research Methods in Education (6th ed).
Routledge: London & New York.
Cook, Guy. 2001. The Discourse of Advertising, London and New York: Routledge
Danesi, M. 2002. Understanding Media Semiotics, London, Arnold.
De Mooij, Marieke. 2004. Consumer Behavior and Culture. Consequences for
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48
Djajasudarman, T. Fatimah. 2006. Metode Linguistik: Ancangan Metode
Penelitian dan Kajian. Bandung: PT. Eresco.
Eco, Umberto. 2003. Mouse or Rat? Translation as Negotiation, London: Weidenfeld & Nicolson.
Engeseth, Stevan. 2009. The Fall of PR and the Rise of Advertising. Stefan Engeseth Publishing
Fitri, Yohani. 2015. Interpretation of Semiotics on “Shaun the Sheep” Stop
Motion Animated Wordless Cartoon. Unpublished Thesis: English Applied
Linguistics Study. Post Graduate Program. UNIMED.
Frankel, J. R., & Wallen, N. E. 2006. How to Design and Evaluate Research in
Education. New York: McGraw – Hill
Gibson, dkk. 1989 Organism/ elan manajemen Polak)), Jakarta:Penerbil Erlangga Goddard, Angela. 2005. The Language of Advertising. London: Routledge
Ham, S.H. 1992. Environmental Interpretation: A Practical Guide with Big Ideas
and Small Lludgets. Colorado: Fulcrum Publishing
Hasanah, Asri. 2010. Semiotics Analysis on Dagadu T-Shirt. Unpublished Thesis: Linguistics. Post Graduate Program. IAN Syarif Hidayatullah Jakarta Hernadi, P. 1989. The Rhetoric of Interpretation and the Interpretation of the
Rhetoric. USA: Duke University Press.
Holloway, I. 1997. Basic Concepts for Qualitative Research. Oxford: Blackwell Science
Irvine, M. 2005. ‘Media and Semiotic Theory –Key Terms and Concepts’ online] via
www.http://www9.georgetown.edu/faculty/irvinem/theory/TheoryKeyTer
ms.html [Accessed March 11nd 2015]
Krefting, L. 1991. Rigor in Qualitative Research: The Assessment of
Trustworthiness. The American journal of Occupational Therapy, 43(3),
214
Kress, G. 2003. Multimodality – A Social Semiotic Approach to Contemporary Communication. New York: Routledge.
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Kotler, Phillip and Keller. 2004. Marketing Management, New Jersey: Prentice Hall Inc.
Lee, Monle & Johnson, Carla. 2007. Prinsip-prinsip Periklanan dalam Perspektif
Global. Translated by Munandar, Harris and Priatna, Dudi. Jakarta:
Kencana Prenada Media
Lincoln, Y. S., & Guba, E. G. 1985. Naturalistic Inquiry. Beverly Hills, CA: Sage.
Maitin, S. and Lacy, P.UN. 2011. Global Compact-Accenture CEO Study:
Towards a New Era Of Sustainability In the Automotive Industry, retrieved
fromhttp://www.unglobalcompact.org/docs/news_events/8.1/UNGC_Acce nture_Automotive.pdf (access on 12.03.2015)
Mansfeldt, Gregers. 2000. Reklame. Gyldendalske Boghandel, Nordisk Forlag. Miles, M. & Huberman, A. 1994. Qualitative Data Analysis. Newburry Park:
Sage
Mills, E. 1920. Adventures of a Nature Guide and Essays in Interpretation. Washington: New Past Press
Monye, Sylvester O. 2000. The Handbook of International Marketing
Communications. Oxford: Blackwell Publishers
Moriarty, S. 2005. Visual Semiotics Theory, Handbook of Visual Communication:
Theory, methods, and media, 8, 227-241.
Piliang, Yasraf A. 2010. Semiotic and Hypersemiotic. Matahari, Bandung,
Pope, D. 2013. Making Sense of Advertisements. History Matters: The U.S. Survey Course.
Saussure, Ferdinand de. 1966. Course in General Linguistic, New York City: McGraw-Hill Paperback.
Sembiring. Novalina. 2011. The Interpretation on Advertisement Language of
Vocational High School on Billboard. Unpublished Thesis: English
Applied Linguistics Study. Post Graduate Program. UNIMED
Shekedi, A. 2005. Multiple Case Narrative: A Qualitative Approach to Studying
Multiple Populations. Philadelphia: John Benjamins. Pub.
http://dx.dri.org/10.1075/sin.7
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Turkcan, Burcin. 2013. Semiotic Approach to the Analysis of Children's
Drawings: Unpublished Disertation: Educational Science. Doctoral
Program. Adelaide University
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CHAPTER V
CONCLUSION AND SUGGESTION
5.1 CONCLUSION
Based on the discussion on Chapter IV, the conclusions are drawn as following:
1. The people were able to interpret the semiotics used in the car advertisement in the four steps of interpretations. Their interpretations were started with denotative meaning for none of them have ever seen such form of car advertisement. And this affected their ability in revealing the connotative meaning which were somehow revealed from common knowledge of advertisement features. The context and readers meaning in this study brought a same conclusion for all respondents, which is the car in the advertisement suits for family. The mythic meaning each respondent got showed a particular worldview about the car advertisement, which were personality, trust, and lifestyle of the brand of the car on the advertisement.
2. Based on the factors affecting interpretation, the study shown functional factors and personal factors were affecting the respondents’ interpretation. Different characteristics, jobs, needs and experience were parts of the two factors affecting interpretation of the car ads. And this can be understood by their interpretation related to context and readers.
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5.2 SUGGESTION
In relation to the conclusions, suggestions are offered as the following: 1. It is suggested to have further research in analyzing different range of text,
such as posters and photographs, or pamphlets using Interpretation of Semiotics.
2. It is suggested to teachers to value different interpretations in the classrooms as the richness of the text to communicate through images as well as words.
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47
Arikunto, S. 2008. Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Barthes, R. 1977. Myth Today: In Mythologies. London: Palodin.
Basilian, C. 2002. The meaning of Interpretation. Journal of Interpretation Research. 7(1), 7-9
Beasly, R. & Danesi, M. 2002. Persuasive Signs: The Semiotics of Advertising.
Berlin: Moutor de Gruyter. Retrieved from
http://www.books.google.com/books?id=as1r7kc
Beck, L and Cable, T. 1998. Interpretation for the 21st Century. London: Sagamore Publishing
Belch, George E. and Belch, Michael A. 2004. Advertising and Promotion. An Integrated Marketing Communications Perspective. New York: McGraw-Hill.
Bogdan, R. and Biklen, S. 1992. Qualitative Research for Education (2nded). Boston: Allan and Bacon
Budyatna, Muhammad and Ganiem, Leila Mona. 2011. Interpersonal Communication Theory, First Ed, Kencana, Jakarta.
Chandler, D. 2007. Semiotics: The Basics, second edition. New York, Routledge. Christensen, Lars Thøger. 2001. Reklame i Selvsving. Frederiksberg:
Samfundslitteratur
Cohen, L., & Morrison, K. 2007. Research Methods in Education (6th ed). Routledge: London & New York.
Cook, Guy. 2001. The Discourse of Advertising, London and New York: Routledge
Danesi, M. 2002. Understanding Media Semiotics, London, Arnold.
De Mooij, Marieke. 2004. Consumer Behavior and Culture. Consequences for Global Marketing and Advertising, Thousand Oaks: SAGE Publications
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48
Djajasudarman, T. Fatimah. 2006. Metode Linguistik: Ancangan Metode Penelitian dan Kajian. Bandung: PT. Eresco.
Eco, Umberto. 2003. Mouse or Rat? Translation as Negotiation, London: Weidenfeld & Nicolson.
Engeseth, Stevan. 2009. The Fall of PR and the Rise of Advertising. Stefan Engeseth Publishing
Fitri, Yohani. 2015. Interpretation of Semiotics on “Shaun the Sheep” Stop Motion Animated Wordless Cartoon. Unpublished Thesis: English Applied Linguistics Study. Post Graduate Program. UNIMED.
Frankel, J. R., & Wallen, N. E. 2006. How to Design and Evaluate Research in Education. New York: McGraw – Hill
Gibson, dkk. 1989 Organism/ elan manajemen Polak)), Jakarta:Penerbil Erlangga Goddard, Angela. 2005. The Language of Advertising. London: Routledge
Ham, S.H. 1992. Environmental Interpretation: A Practical Guide with Big Ideas and Small Lludgets. Colorado: Fulcrum Publishing
Hasanah, Asri. 2010. Semiotics Analysis on Dagadu T-Shirt. Unpublished Thesis: Linguistics. Post Graduate Program. IAN Syarif Hidayatullah Jakarta Hernadi, P. 1989. The Rhetoric of Interpretation and the Interpretation of the
Rhetoric. USA: Duke University Press.
Holloway, I. 1997. Basic Concepts for Qualitative Research. Oxford: Blackwell Science
Irvine, M. 2005. ‘Media and Semiotic Theory –Key Terms and Concepts’ online] via
www.http://www9.georgetown.edu/faculty/irvinem/theory/TheoryKeyTer ms.html [Accessed March 11nd 2015]
Krefting, L. 1991. Rigor in Qualitative Research: The Assessment of Trustworthiness. The American journal of Occupational Therapy, 43(3), 214
Kress, G. 2003. Multimodality – A Social Semiotic Approach to Contemporary Communication. New York: Routledge.
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Kotler, Phillip and Keller. 2004. Marketing Management, New Jersey: Prentice Hall Inc.
Lee, Monle & Johnson, Carla. 2007. Prinsip-prinsip Periklanan dalam Perspektif Global. Translated by Munandar, Harris and Priatna, Dudi. Jakarta: Kencana Prenada Media
Lincoln, Y. S., & Guba, E. G. 1985. Naturalistic Inquiry. Beverly Hills, CA: Sage.
Maitin, S. and Lacy, P.UN. 2011. Global Compact-Accenture CEO Study: Towards a New Era Of Sustainability In the Automotive Industry, retrieved fromhttp://www.unglobalcompact.org/docs/news_events/8.1/UNGC_Acce nture_Automotive.pdf (access on 12.03.2015)
Mansfeldt, Gregers. 2000. Reklame. Gyldendalske Boghandel, Nordisk Forlag. Miles, M. & Huberman, A. 1994. Qualitative Data Analysis. Newburry Park:
Sage
Mills, E. 1920. Adventures of a Nature Guide and Essays in Interpretation. Washington: New Past Press
Monye, Sylvester O. 2000. The Handbook of International Marketing Communications. Oxford: Blackwell Publishers
Moriarty, S. 2005. Visual Semiotics Theory, Handbook of Visual Communication: Theory, methods, and media, 8, 227-241.
Piliang, Yasraf A. 2010. Semiotic and Hypersemiotic. Matahari, Bandung,
Pope, D. 2013. Making Sense of Advertisements. History Matters: The U.S. Survey Course.
Saussure, Ferdinand de. 1966. Course in General Linguistic, New York City: McGraw-Hill Paperback.
Sembiring. Novalina. 2011. The Interpretation on Advertisement Language of Vocational High School on Billboard. Unpublished Thesis: English Applied Linguistics Study. Post Graduate Program. UNIMED
Shekedi, A. 2005. Multiple Case Narrative: A Qualitative Approach to Studying Multiple Populations. Philadelphia: John Benjamins. Pub. http://dx.dri.org/10.1075/sin.7
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50
Turkcan, Burcin. 2013. Semiotic Approach to the Analysis of Children's Drawings: Unpublished Disertation: Educational Science. Doctoral Program. Adelaide University