Background of the Study

CHAPTER I INTRODUCTION

1.1 Background of the Study

Advertisement can be recently found in everyday life of people. Based on Oxford Advance Learner‟s Dictionary 2000 that advertisement is a notice, picture, or film telling people about a product, job, or services. Advertisement has primary purpose to introduce goods and service to public in order to support the selling. Usually advertisement use commercial offering such as newspaper, magazine, radio, television, brochure, etc. Advertisement must attract attention and gain a person‟s interest. There are two important sign to attract attention of people, verbal and non-verbal signs. In printed advertisement, the firm uses the words or language to inform and persuade the target. In making advertisement, the firm has to choose the proper words to make a good language which plays important role in attracting audience attentions. Each of the words has its own role to describe and explain the product itself by using a number of preferred linguistic patterns and t echniques which one called “English in Advertising” Leech, 1966. According to Dyer 1993 advertising means drawing attention to something or notifying or informing somebody or something. There are two important elements in advertisement; Verbal and Non-Verbal sign. Verbal sign is the most common sign used in communication. Verbal sign includes spoken language and written language. The spoken and written language contain conventionalized linguistic symbols such as words, phrases, and sentences that enable us to tell our thought, ideas, and feeling to other people. In the advertisement, verbal sign is the word. Like a slogan and all the word in the advertisement. Non-verbal signs are the signs other than the verbal sign. Non-verbal signs have been used by people before they have the verbal. Body language used by primitive people to communicate is a kind of non-verbal sign. And the other non-verbal signs are facial expressions, eye contact, the way of dressing and objects in nature like the moon, clouds, sun, etc. With the technology of photography, non-verbal signs now can capture and printed to make a picture. The pictures are often employed in various media to attract the readers. This study concerned on the analysis of the meaning verbal and non-verbal sign inside the advertisement and relationship between the verbal and non-verbal sign in advertisement. The study is relevant with semiotic analysis. The purpose is to increase the learner knowledge about semiotic analysis in advertisement especially in the verbal and non-verbal sign.

1.2 Problems of the Study