the Perice's object modes analysis in a brochure of PT.Metland Cibitung : job training report
CURRICULUM VITAE
1. Profile
Name
: Anggit Nur Ulfah
Address
: Gegerkalong Tengah, Gang Haji Ridho 2, No. 24 A.
Bandung 44153
Place/ Date of Birth
: Garut, 22nd February 1991
Sex
: Female
Religion
: Islam
Phone
: 08999487722
E-mail
: [email protected]
2. Educational Background
2.1 Formal Education
No
Year
Institutions
1.
2009- present
English Department Indonesia University of Computer
2.
2006-2009
SMA Negeri 2 Tarogong Kidul
3.
2003-2005
SMP Negeri 2 Tarogong Kidul
4.
1997-2003
SD Negeri Cintakarya IV
31
2. Informal Education
Years
No.
Institution
1
2010
Seminar on Copywriting I (Certified)
2
2010
Seminar Public Speaking (Certified)
3
2011
Seminar on Copywriting I (Certified)
4
2011
Seminar Feminist, Feminine and Text (Certified)
5
2011
Seminar and Workshop of Semiotics in Literature
and Media
6
2012
Character Building Training (Certified)
3. Competency
The competencies the writer had as follows:
a. The computer operating, particularly Ms. Office Programs
b. The computer operating, particularly Adobe Photoshop CS 3
32
The Peirce’s Object Modes Analysis in A Brochure
of PT.METLAND Cibitung
Job Training Report
Submitted to fulfil one of the course requirement
Anggit Nur Ulfah
63709009
English Department
Faculty of Letters
Indonesia University of Computer
2012
Acknowledgement
First at all, the writer gives praise and thankfulness to Allah S.W.T because
His blessing and grant this report can be finished, and also to our prophet,
Muhammad S.A.W. The writer expresses acknowledgement for the following
people:
1. Dr. Juanda.. As the Head of English Department Faculty of Letters,
Indonesia University of Computer.
2. Muhamad Rayhan Bustam S.S. As my advisor, thank you for your time,
advice, guidance and patience in guiding me during the writing to this
report.
3. Asih Prihandini, S,S. M.Hum. The Coordinator of Job Training, thank you
for your support.
4. All staff of PT. Metropolitan Land. Thank you very much.
5. My parents, who always encourage me during the writing of this report
and doing my job training.
6. To my husband Dikdik Kurniawan ST, who always support me at every
time I am felling give up and you’re my spirit. Thank you very much.
Love you so much, my hubby.
7. My friends Oline, Pepey and Aldi who support and helped me thank you
very much guys.
vi
8. And for SI-01 student of ’09, for being my classmate. Thank you very
much.
The writer expects that this paper will be useful especially for the writer, and
generally for the readers. Hopefully, by reading this paper, it will also be useful
for readers to expand their knowledge about this topic. The writer is also looking
forward for the critics and advices.
Bandung, December 2012
Anggit Nur Ulfah
vii
CONTENTS
COVER
i
APPROVAL
ii
DECLARATION OF OWNERSHIP
iii
ABSTRACT
iv
ABSTRAK
v
ACKNOWLEDGEMENT
vi
CONTENTS
viii
CHAPTER I: INTRODUCTION
1.1 Background to the topic
1
1.2 Scope
2
1.3
2
Objectives
1.4 Significant to knowledge
3
1.5
The framework of theory
3
1.6
Research method
4
1.7
Place and time
4
CHAPTER II THE BUSINESS OF PT. METROPOLITAN LAND CIBITUNG
(METLAND)
2.1 Description of PT. Metropolitan Land
5
2.2 Job training position, coordination and responsibilities
7
viii
2.2.1 Job position
8
2.2.2 Coordination and responsibilities
8
2.4 Description of job training position
CHAPTER III THE DESCRIPTION OF THE TOPIC
3.1 The Pierce’s object modes a brochure PT. Metropolitan Land Cibitung
8
9
10
3.1.1 Explanation
3.1.2 Analysis a brochure PT. Metropolitan Land Cibitung
11
11
3.2 Problems and Solutions
3.2.1 Problems
16
3.2.2 Solutions
16
CHAPTER IV CONCLUSIONS AND SUGGESTIONS
17
4. 1 Conclusions
17
4.2 Suggestions
18
REFERENCES
19
APPENDICES
20
CURICULUMVITAE
24
ix
REFERENCES
Chandler, Daniel, 2002, the basics of semiotics, Rutledge 2 Park Square, Milton Park,
Abingdon, Oxon OX14 4RN
Ratna, Nyoman Kutha. 2006. Teori, Metode, dan Teknik Penelitian Sastra,
Yogyakarta: Pustaka Pelajar
http://plato.stanford.edu/entries/peirce-semiotics/#SigVeh
http://pustaka.pu.go.id/files/pdf/pdf_41.pdf
http://www.metropolitanland.com/home/index.php
http://en.wikipedia.org/wiki/Brochure
18
CHAPTER I
INTRODUCTION
This chapter presents general descriptions of background, scope, and
objective, significant to knowledge, the framework of theory, research method,
place and time of the job training.
I.I Background to the topic
Brochure is one of ways for promoting products of company. Yet the use
of brochure is not effective if it is not accompanied by an explanation of the
things which are contained in the brochure; this is because many symbols or
other things in the brochure that are not understood by customers. It is exactly
that makes a company assigns marketing promotion to explain content of the
brochure, and the writer did job training for that position in PT. Metropolitan
Land Cibitung.
PT. Metropolitan Land is a company engaged in property, especially
housing, and the writer who did the job training in PT. Metropolitan Land was
assigned as a marketing promotion. The marketing promotion has a job to
explain and give the description of the brochure. PT. Metropolitan Land uses
brochures for promoting their products. Then, we as a marketing promotion must
know about those brochures and every symbol, icon/iconic on them since not all
customers, especially customers of residential understand how to read the
pictures from the brochure.
1
2
The brochure will make easier for customers to understand the product.
The target to introduce and promote the product can be achieved then. A picture
in the brochure can be a representation of something, and that is very important
for the promotion, it is useful for the customers to understand the pictures or
symbols on the brochure, especially brochure of residential in PT. Metropolitan
Land.
Based on the statement above, the writer assumes that it is important to
learn the brochure trough the Semiotics theory. In this case, the writer will
analyze the brochure by using Pierce’s theory about the object modes. Thus, the
writer chose the title “The pierce’s object modes analysis in a brochure of PT.
Metropolitan Land Cibitung” for this job training report.
I.2 Scope
The scope for this job training report will be on how object modes of sign used
on the brochure and how the brochure can influence the customers to buy the
product.
I.3 Objectives
There are many objectives in doing the job training and choosing the topic in
this paper, those are:
1. To find the symbol, iconic and index from pictures with the terms of the
data source, i.e. brochure.
2. To understand what are symbol, iconic and index of the brochure.
3
3. To understand the meaning of symbol/symbolic, iconic and index of the
brochure.
I.4 Significant to Knowledge
This report is expected to give explanation about semiotics especially object
modes to student of English Department and how the object modes on the
brochure were used when the author did the job training.
I.5 The Framework of Theory
The purpose of the writer chose the topic for the job training report is to give
information about how customers understand brochures at residential. Thus, we
must know the types of picture on that brochure and the function of every picture
on that brochure.
According to the basic of semiotics book, Charles Sanders Peirce told about a sign
in specific object modes analysis on the brochure. He divided the sign into three essential
parts, i.e. Symbol/symbolic, Icon/iconic and Index/indexical. After we know what the
parts consisted in the pictures of the brochure, we can explain it clearly and more
effective to customers.
The writer will analyze the brochure based on Peirce’s perspective about object
modes namely:
Symbol/symbolic: a mode in which the signifier does not resemble the signified
but which is fundamentally arbitrary or purely conventional – so that this
relationship must be agreed upon and learned.
4
Icon/iconic: a mode in which the signifier is perceived as resembling or imitating
the signified (recognizably looking, sounding, feeling, tasting or smelling like it) –
being similar in possessing some of its qualities: e.g. a portrait, a cartoon, a scalemodel, onomatopoeia, metaphors, realistic sounds in ‘programme music’, sound
effects in radio drama, a dubbed film soundtrack, imitative gestures.
Index/indexical: a mode in which the signifier is not arbitrary but is directly
connected in some way (physically or causally) to the signified (regardless of
intention) – this link can be observed or inferred: e.g. ‘natural signs’ (smoke,
thunder, footprints, echoes, non-synthetic odours and flavours). (the basic
semiotics, Chandler. p.36, 2002)
I.6 Research Method
In writing the report, the writer uses descriptive analytic method. The
descriptive analytic method is a method performed with describing the facts and
followed by analysis (Kuta Ratna, 2004:53).
To collect the data, the writer
directly observed from the source book (the basic semiotics, Chandler, 2002), and
some data from the company of the job training.
I.7 Place and Time
The writer took the job training activities in PT. METLAND Cibitung
(Metropolitan Land) located at Jln. Raya Imam Bonjol No. 9 Cibitung, Bekasi.
The schedules of this job training were at 08.00 am to 02.00 pm, from Thursday to
Saturday. It was started from July 3rd to August 31th, 2012.
CHAPTER II
THE BUSSINESS OF PT. METROPOLITAN LAND
In this chapter the writer will explain about general description of PT.
Metropolitan Land (METLAND) such as history of PT. Metropolitan land
(METLAND), Job training position, coordination and responsibilities.
2.1 The description of PT. Metropolitan Land
PT. Metropolitan Land Tbk (METLAND) was established on February 16,
1994, and commenced its operations on October 28, 1994. Since then, the
company keeps focusing on residential and commercial development. The success
of METLAND nowadays is shown in customer satisfaction, good quality of
products, professional management and also good relationship with subsidiaries
environment and partnership. PT Metropolitan Land has some projects at around
Jakarta such as METLAND Menteng, METLAND Puri, METLAND Transyogi,
METLAND Tambun, METLAND Cileungsi and METLAND Cibitung.
5
6
As a trusted development company, PT. METLAND has experienced
more than 15 years in the property sector. This success is mainly because of their
capability in delivering finest property products for customer satisfaction.
In developing their properties, PT. METLAND not only builds quality
housing, but also helps to create a beautiful and comfortable environment with the
concept of green living.
2.2 Job Training Position, Coordination and Responsibilities
2.2.1 The Job Position
The writer’s position in doing the job training was as an assistant of
marketing promotion division at PT. METLAND Cibitung. The writer explained
some brochures to customers who wanted to know the specification about the
products. The products were houses with variant types. Thus, costumers often
asked about prices, facilities, and the material of the houses.
2.2.2 The Coordination
In doing the job training, the writer was coordinated with three counselors.
The first counselor of this job training was Mr. Nitik Hening as a general manager
who gave the writer permission for doing the job training in PT. METLAND
Cibitung. The second was Mr. Aditya Lesmana, he is a manager marketing who
guided the writer to face costumers, and was tell contained of the symbols in any
brochures, and the price ranges on any type of houses. The last was Mr. Dikdik
7
Kurniawan, he is an inspector who helped the writer to know detail specification
of houses when the writer came to the project at the field. To know more detail about the
writer’s coordination, let’s see the organization structure below.
Ir. Nitik Hening
General Manager
Aditya lesmana
Taufik hidayat
Dono
Dewi
Marketing
manager
Technic manager
Architect
manager
Landbank
manager
Sally
Ponijan
Rindi
Finance
Accounting
Secretary Project
Anggit Nur Ulfah
Asst. Marketing
Promotion
2.2.3 Responsibilities
The writer‘s position in doing the job training was as an assistant
of marketing promotion. The writer was guided by Mr. Aditya Lesmana as
8
marketing promoting manager. The writer explained some brochures to
customers who wanted to buy the product and gave the detail to costumers
about rules of the company such as the costumers should pay for the land
first then the company will build the house.
Based on the fact above, it was important to the writer as the
marketing promotion to know and understand about the brochure because
from the brochure customers will get a lot of information about the house.
Also, we should keep persuading the customer to build his/her interest to
buy our products.
CHAPTER III
THE DESCRIPTION OF THE TOPIC
This chapter explains about the description of the topic. The
explanation is about the analysis object modes a brochure PT. Metropolitan
Land Cibitung, including the main picture and the blueprint and then, problem
and solution while the writer did the job training.
3.1 The Peirce’s Object Modes Analysis in a Brochure PT. Metropolitan
Land Cibitung
3.1.1
Explanation
A brochure (also referred to as a pamphlet) is a type of leaflet.
Brochures are advertising pieces mainly used to introduce a company or
organization, and inform about products and services to a target audience.
Brochures are distributed by mail, handed personally or placed in brochure
racks. As its function to inform and promote a product brochure cannot
be effective if it is not accompanied by an explanation of the things
contained in it; this is because many symbols or other things that are
sometimes not understood by customers. Thus, the writer uses an
approach of Pierce’s perspective about the object modes to analyze the
brochure.
According to Charles Sanders Peirce the sign is a unity of what is
represented (the object), how it is represented (the representamen) and
how it is interpreted (the interpretant). Here then are three modes:
9
10
1. Symbol/symbolic: a mode in which the signifier does not resemble the
signified but which is fundamentally arbitrary or purely conventional – so
that this relationship must be agreed upon and learned: e.g. language in
general (plus specific languages, alphabetical letters, punctuation marks,
words, phrases and sentences), numbers, Morse code, traffic light, national
flag.
2. Icon/iconic: a mode in which the signifier is perceived as resembling or
imitating the signified (recognizably looking, sounding, feeling, tasting or
smelling like it) – being similar in possessing some of its qualities: e.g. a
portrait, a cartoon, a scale-model, onomatopoeia, metaphors, realistic
sounds in ‘programme music’, sound effects in radio drama, a dubbed film
soundtrack, imitative gestures.
3. Index/indexical: a mode in which the signifier is not arbitrary but is
directly connected in some way (physically or causally) to the signified
(regardless of intention) – this link can be observed or inferred: e.g.
‘natural signs’ (smoke, thunder, footprints, echoes, non-synthetic odours
and flavours), medical symptoms (pain, a rash, pulse-rate), measuring
instruments (weathercock, thermometer, clock, spirit-level), ‘signals’ (a
knock on a door, a phone ringing), pointers (a pointing ‘index’ finger, a
directional signpost), recordings (a photograph, a film, video or television
shot, an audio recorded voice), personal ‘trademarks’ (handwriting,
catchphrases).(the basic semiotics, Chandler. p.36, 2002)
11
3.1.2 Analysis of brochure:
On the brochure there are two pictures to be analyzed, namely:
1. The main picture of brochure
2. The blueprint of brochure
1. The main picture of brochure
12
There are three houses on the brochure above. The first house is
without number, (because the number cannot be seen on the picture). The
second and third house are numbers 7 and 8.
The picture on the brochure shows 99% of the houses that will be
built later. That house, which will be built, is almost exactly like the picture
on the brochure. According to Peirce perspective, the picture like that is
called icon/iconic. Icon/iconic is a mode in which the signifier is perceived as
resembling or imitating the signified (recognizably looking, sounding,
feeling, tasting or smelling like it)- being similar in possessing some of its
qualities i.e. a portrait, a cartoon, a scale-mode. (Chandler. 2002. P.36,). The
complete analysis of the brochure can be seen at the table below.
Houses
Birds
Tress
Grass
Tricycle
People
Car
Windows
Iconic, Imitating. The house’s pictures in the
brochure are 99% as imitating of real house.
Iconic, Resembling. The bird’s picture in the
brochure is not exactly like a real one.
Iconic, Resembling. The picture of tress in the
brochure is not exactly like a real one.
Iconic, Resembling. The picture of grass in the
brochure is not exactly like a real one.
Iconic, Imitating. The picture of tricycle in the
brochure is 99% as imitating of real tricycle.
Iconic, Imitating. The picture of people in the
brochure is 99% as imitating of the real one.
Iconic, Imitating. The picture of car in the brochure is
99% as imitating of the real one.
Iconic, Resembling. The picture of windows in the
brochure is not exactly like a real one.
13
The picture in the brochure is made in 3D for making the details of picture
clearly to see and for attracting costumers (at least they will be interested in
reading the brochure). Thus, the picture of brochure is made by resembling as
the original or Peirce calls icon/iconic ‘imitating as the original’. Then, in the
brochure, the writer did not find symbol and index.
1. The Blueprint of Brochure
Figure 2.1 the blueprint of brochure
On the brochure, the blueprint image is made in 3D image. The purposes
are to make costumers understand the blueprint of brochure and to know the
detail of the houses.
These 3D images are images resembling with the original images. As seen
on blueprint of brochure, there is the picture of bedrooms with the mattress
14
like original. It is shown in the other pictures on the blueprint of brochure;
there is the picture of the kitchen, the dining room having the dining table like
an original, the living room which consists of sofa, television, etc., and the
picture of car like original.
Almost all of the pictures are icon/iconic but there are three symbols.
According to Peirce, Symbol/symbolic is a mode in which the signifier does
not resemble the signified but which is fundamentally arbitrary or purely
conventional – so that this relationship must be agreed upon and learned: e.g.
language in general (plus specific languages, alphabetical letters, punctuation
marks, words, phrases and sentences), numbers, Morse code, traffic light,
national flag. (Chandler. 2002. P.36,). The writer will explain the meaning of
the symbols below:
Direction to open the door
Red bricks installed pull up until
Meet with metal truss
Rows praktis for fasten up red bricks.
Figure 2.2 examples symbol on the brochure
Based on the picture above The signifier does not resemble the signified
but which is fundamentally arbitrary or purely conventional means that the
signifier is not like an object or does not imitating by the object itself. As
15
shown on the brochure, the first symbol is the directions how we open the
door or the way the door opens; the second is the symbol of a long line black
and white, and the last small squares symbol at each end of a long line black
and white color.
Although, people, costumers of residential, do not understand the symbols
really, it is important to know that the symbol gives the information
interpreted through the pictures.
3.2 Problems and solutions
The problem and solution found during the job training are:
3.2.1
Problems
Since the first time doing the job training, the writer got some
problems in analyzing object modes on the brochure; the writer
found a difficulty in understanding some pictures or sign. Then, it
was hard to find out the difference ways to compare symbol, icon,
and index on the brochure.
3.2.2
Solutions
To treat the problems, the writer asked the meaning of the
symbols to the coordinator in the place where the writer did the job
training. After the writer got the explanation about the symbols, then
the writer tried to find the relation between the symbols and the
theory.
CHAPTER IV
CONCLUSION AND SUGGESTION
This chapter describes the summaries in the activity of the job training. The
conclusion and suggestion would be explained generally, as follow:
4.1 Conclusions
After finishing the research, the writer concludes that it is important to
understand about types of sign such as symbol/symbolic, icon/iconic and index. In
the brochure, the writer did not find about index/indexical, the writer only found
symbol and icon because index is like ‘natural sign’ such as if there is a smoke, there
is a fire. The writer found symbols in the brochure such as the picture of houses,
birds, tricycle, people, and windows. Then, the writer found symbol in the brochure
such as symbol of walls, rows praktis and direction to open the door.
4.2 Suggestions
There are some suggestions which the writer has, as follow:
1. Company
The company should give more activities to the student who will take the job
training. The company should give a chance to the student to have more
experience.
16
17
2. Faculty of Letter
The faculty should give more introduction/explanation about the job training
and also the procedure how to take the job training before the student is placed in
an institution.
3. English Department
The English Department should be better to have a list of companies where
the students can apply for their job training.
4. Student
The students have to search the company or institutions which match with their
abilities so it will give a chance to improve their ability.
1. Profile
Name
: Anggit Nur Ulfah
Address
: Gegerkalong Tengah, Gang Haji Ridho 2, No. 24 A.
Bandung 44153
Place/ Date of Birth
: Garut, 22nd February 1991
Sex
: Female
Religion
: Islam
Phone
: 08999487722
: [email protected]
2. Educational Background
2.1 Formal Education
No
Year
Institutions
1.
2009- present
English Department Indonesia University of Computer
2.
2006-2009
SMA Negeri 2 Tarogong Kidul
3.
2003-2005
SMP Negeri 2 Tarogong Kidul
4.
1997-2003
SD Negeri Cintakarya IV
31
2. Informal Education
Years
No.
Institution
1
2010
Seminar on Copywriting I (Certified)
2
2010
Seminar Public Speaking (Certified)
3
2011
Seminar on Copywriting I (Certified)
4
2011
Seminar Feminist, Feminine and Text (Certified)
5
2011
Seminar and Workshop of Semiotics in Literature
and Media
6
2012
Character Building Training (Certified)
3. Competency
The competencies the writer had as follows:
a. The computer operating, particularly Ms. Office Programs
b. The computer operating, particularly Adobe Photoshop CS 3
32
The Peirce’s Object Modes Analysis in A Brochure
of PT.METLAND Cibitung
Job Training Report
Submitted to fulfil one of the course requirement
Anggit Nur Ulfah
63709009
English Department
Faculty of Letters
Indonesia University of Computer
2012
Acknowledgement
First at all, the writer gives praise and thankfulness to Allah S.W.T because
His blessing and grant this report can be finished, and also to our prophet,
Muhammad S.A.W. The writer expresses acknowledgement for the following
people:
1. Dr. Juanda.. As the Head of English Department Faculty of Letters,
Indonesia University of Computer.
2. Muhamad Rayhan Bustam S.S. As my advisor, thank you for your time,
advice, guidance and patience in guiding me during the writing to this
report.
3. Asih Prihandini, S,S. M.Hum. The Coordinator of Job Training, thank you
for your support.
4. All staff of PT. Metropolitan Land. Thank you very much.
5. My parents, who always encourage me during the writing of this report
and doing my job training.
6. To my husband Dikdik Kurniawan ST, who always support me at every
time I am felling give up and you’re my spirit. Thank you very much.
Love you so much, my hubby.
7. My friends Oline, Pepey and Aldi who support and helped me thank you
very much guys.
vi
8. And for SI-01 student of ’09, for being my classmate. Thank you very
much.
The writer expects that this paper will be useful especially for the writer, and
generally for the readers. Hopefully, by reading this paper, it will also be useful
for readers to expand their knowledge about this topic. The writer is also looking
forward for the critics and advices.
Bandung, December 2012
Anggit Nur Ulfah
vii
CONTENTS
COVER
i
APPROVAL
ii
DECLARATION OF OWNERSHIP
iii
ABSTRACT
iv
ABSTRAK
v
ACKNOWLEDGEMENT
vi
CONTENTS
viii
CHAPTER I: INTRODUCTION
1.1 Background to the topic
1
1.2 Scope
2
1.3
2
Objectives
1.4 Significant to knowledge
3
1.5
The framework of theory
3
1.6
Research method
4
1.7
Place and time
4
CHAPTER II THE BUSINESS OF PT. METROPOLITAN LAND CIBITUNG
(METLAND)
2.1 Description of PT. Metropolitan Land
5
2.2 Job training position, coordination and responsibilities
7
viii
2.2.1 Job position
8
2.2.2 Coordination and responsibilities
8
2.4 Description of job training position
CHAPTER III THE DESCRIPTION OF THE TOPIC
3.1 The Pierce’s object modes a brochure PT. Metropolitan Land Cibitung
8
9
10
3.1.1 Explanation
3.1.2 Analysis a brochure PT. Metropolitan Land Cibitung
11
11
3.2 Problems and Solutions
3.2.1 Problems
16
3.2.2 Solutions
16
CHAPTER IV CONCLUSIONS AND SUGGESTIONS
17
4. 1 Conclusions
17
4.2 Suggestions
18
REFERENCES
19
APPENDICES
20
CURICULUMVITAE
24
ix
REFERENCES
Chandler, Daniel, 2002, the basics of semiotics, Rutledge 2 Park Square, Milton Park,
Abingdon, Oxon OX14 4RN
Ratna, Nyoman Kutha. 2006. Teori, Metode, dan Teknik Penelitian Sastra,
Yogyakarta: Pustaka Pelajar
http://plato.stanford.edu/entries/peirce-semiotics/#SigVeh
http://pustaka.pu.go.id/files/pdf/pdf_41.pdf
http://www.metropolitanland.com/home/index.php
http://en.wikipedia.org/wiki/Brochure
18
CHAPTER I
INTRODUCTION
This chapter presents general descriptions of background, scope, and
objective, significant to knowledge, the framework of theory, research method,
place and time of the job training.
I.I Background to the topic
Brochure is one of ways for promoting products of company. Yet the use
of brochure is not effective if it is not accompanied by an explanation of the
things which are contained in the brochure; this is because many symbols or
other things in the brochure that are not understood by customers. It is exactly
that makes a company assigns marketing promotion to explain content of the
brochure, and the writer did job training for that position in PT. Metropolitan
Land Cibitung.
PT. Metropolitan Land is a company engaged in property, especially
housing, and the writer who did the job training in PT. Metropolitan Land was
assigned as a marketing promotion. The marketing promotion has a job to
explain and give the description of the brochure. PT. Metropolitan Land uses
brochures for promoting their products. Then, we as a marketing promotion must
know about those brochures and every symbol, icon/iconic on them since not all
customers, especially customers of residential understand how to read the
pictures from the brochure.
1
2
The brochure will make easier for customers to understand the product.
The target to introduce and promote the product can be achieved then. A picture
in the brochure can be a representation of something, and that is very important
for the promotion, it is useful for the customers to understand the pictures or
symbols on the brochure, especially brochure of residential in PT. Metropolitan
Land.
Based on the statement above, the writer assumes that it is important to
learn the brochure trough the Semiotics theory. In this case, the writer will
analyze the brochure by using Pierce’s theory about the object modes. Thus, the
writer chose the title “The pierce’s object modes analysis in a brochure of PT.
Metropolitan Land Cibitung” for this job training report.
I.2 Scope
The scope for this job training report will be on how object modes of sign used
on the brochure and how the brochure can influence the customers to buy the
product.
I.3 Objectives
There are many objectives in doing the job training and choosing the topic in
this paper, those are:
1. To find the symbol, iconic and index from pictures with the terms of the
data source, i.e. brochure.
2. To understand what are symbol, iconic and index of the brochure.
3
3. To understand the meaning of symbol/symbolic, iconic and index of the
brochure.
I.4 Significant to Knowledge
This report is expected to give explanation about semiotics especially object
modes to student of English Department and how the object modes on the
brochure were used when the author did the job training.
I.5 The Framework of Theory
The purpose of the writer chose the topic for the job training report is to give
information about how customers understand brochures at residential. Thus, we
must know the types of picture on that brochure and the function of every picture
on that brochure.
According to the basic of semiotics book, Charles Sanders Peirce told about a sign
in specific object modes analysis on the brochure. He divided the sign into three essential
parts, i.e. Symbol/symbolic, Icon/iconic and Index/indexical. After we know what the
parts consisted in the pictures of the brochure, we can explain it clearly and more
effective to customers.
The writer will analyze the brochure based on Peirce’s perspective about object
modes namely:
Symbol/symbolic: a mode in which the signifier does not resemble the signified
but which is fundamentally arbitrary or purely conventional – so that this
relationship must be agreed upon and learned.
4
Icon/iconic: a mode in which the signifier is perceived as resembling or imitating
the signified (recognizably looking, sounding, feeling, tasting or smelling like it) –
being similar in possessing some of its qualities: e.g. a portrait, a cartoon, a scalemodel, onomatopoeia, metaphors, realistic sounds in ‘programme music’, sound
effects in radio drama, a dubbed film soundtrack, imitative gestures.
Index/indexical: a mode in which the signifier is not arbitrary but is directly
connected in some way (physically or causally) to the signified (regardless of
intention) – this link can be observed or inferred: e.g. ‘natural signs’ (smoke,
thunder, footprints, echoes, non-synthetic odours and flavours). (the basic
semiotics, Chandler. p.36, 2002)
I.6 Research Method
In writing the report, the writer uses descriptive analytic method. The
descriptive analytic method is a method performed with describing the facts and
followed by analysis (Kuta Ratna, 2004:53).
To collect the data, the writer
directly observed from the source book (the basic semiotics, Chandler, 2002), and
some data from the company of the job training.
I.7 Place and Time
The writer took the job training activities in PT. METLAND Cibitung
(Metropolitan Land) located at Jln. Raya Imam Bonjol No. 9 Cibitung, Bekasi.
The schedules of this job training were at 08.00 am to 02.00 pm, from Thursday to
Saturday. It was started from July 3rd to August 31th, 2012.
CHAPTER II
THE BUSSINESS OF PT. METROPOLITAN LAND
In this chapter the writer will explain about general description of PT.
Metropolitan Land (METLAND) such as history of PT. Metropolitan land
(METLAND), Job training position, coordination and responsibilities.
2.1 The description of PT. Metropolitan Land
PT. Metropolitan Land Tbk (METLAND) was established on February 16,
1994, and commenced its operations on October 28, 1994. Since then, the
company keeps focusing on residential and commercial development. The success
of METLAND nowadays is shown in customer satisfaction, good quality of
products, professional management and also good relationship with subsidiaries
environment and partnership. PT Metropolitan Land has some projects at around
Jakarta such as METLAND Menteng, METLAND Puri, METLAND Transyogi,
METLAND Tambun, METLAND Cileungsi and METLAND Cibitung.
5
6
As a trusted development company, PT. METLAND has experienced
more than 15 years in the property sector. This success is mainly because of their
capability in delivering finest property products for customer satisfaction.
In developing their properties, PT. METLAND not only builds quality
housing, but also helps to create a beautiful and comfortable environment with the
concept of green living.
2.2 Job Training Position, Coordination and Responsibilities
2.2.1 The Job Position
The writer’s position in doing the job training was as an assistant of
marketing promotion division at PT. METLAND Cibitung. The writer explained
some brochures to customers who wanted to know the specification about the
products. The products were houses with variant types. Thus, costumers often
asked about prices, facilities, and the material of the houses.
2.2.2 The Coordination
In doing the job training, the writer was coordinated with three counselors.
The first counselor of this job training was Mr. Nitik Hening as a general manager
who gave the writer permission for doing the job training in PT. METLAND
Cibitung. The second was Mr. Aditya Lesmana, he is a manager marketing who
guided the writer to face costumers, and was tell contained of the symbols in any
brochures, and the price ranges on any type of houses. The last was Mr. Dikdik
7
Kurniawan, he is an inspector who helped the writer to know detail specification
of houses when the writer came to the project at the field. To know more detail about the
writer’s coordination, let’s see the organization structure below.
Ir. Nitik Hening
General Manager
Aditya lesmana
Taufik hidayat
Dono
Dewi
Marketing
manager
Technic manager
Architect
manager
Landbank
manager
Sally
Ponijan
Rindi
Finance
Accounting
Secretary Project
Anggit Nur Ulfah
Asst. Marketing
Promotion
2.2.3 Responsibilities
The writer‘s position in doing the job training was as an assistant
of marketing promotion. The writer was guided by Mr. Aditya Lesmana as
8
marketing promoting manager. The writer explained some brochures to
customers who wanted to buy the product and gave the detail to costumers
about rules of the company such as the costumers should pay for the land
first then the company will build the house.
Based on the fact above, it was important to the writer as the
marketing promotion to know and understand about the brochure because
from the brochure customers will get a lot of information about the house.
Also, we should keep persuading the customer to build his/her interest to
buy our products.
CHAPTER III
THE DESCRIPTION OF THE TOPIC
This chapter explains about the description of the topic. The
explanation is about the analysis object modes a brochure PT. Metropolitan
Land Cibitung, including the main picture and the blueprint and then, problem
and solution while the writer did the job training.
3.1 The Peirce’s Object Modes Analysis in a Brochure PT. Metropolitan
Land Cibitung
3.1.1
Explanation
A brochure (also referred to as a pamphlet) is a type of leaflet.
Brochures are advertising pieces mainly used to introduce a company or
organization, and inform about products and services to a target audience.
Brochures are distributed by mail, handed personally or placed in brochure
racks. As its function to inform and promote a product brochure cannot
be effective if it is not accompanied by an explanation of the things
contained in it; this is because many symbols or other things that are
sometimes not understood by customers. Thus, the writer uses an
approach of Pierce’s perspective about the object modes to analyze the
brochure.
According to Charles Sanders Peirce the sign is a unity of what is
represented (the object), how it is represented (the representamen) and
how it is interpreted (the interpretant). Here then are three modes:
9
10
1. Symbol/symbolic: a mode in which the signifier does not resemble the
signified but which is fundamentally arbitrary or purely conventional – so
that this relationship must be agreed upon and learned: e.g. language in
general (plus specific languages, alphabetical letters, punctuation marks,
words, phrases and sentences), numbers, Morse code, traffic light, national
flag.
2. Icon/iconic: a mode in which the signifier is perceived as resembling or
imitating the signified (recognizably looking, sounding, feeling, tasting or
smelling like it) – being similar in possessing some of its qualities: e.g. a
portrait, a cartoon, a scale-model, onomatopoeia, metaphors, realistic
sounds in ‘programme music’, sound effects in radio drama, a dubbed film
soundtrack, imitative gestures.
3. Index/indexical: a mode in which the signifier is not arbitrary but is
directly connected in some way (physically or causally) to the signified
(regardless of intention) – this link can be observed or inferred: e.g.
‘natural signs’ (smoke, thunder, footprints, echoes, non-synthetic odours
and flavours), medical symptoms (pain, a rash, pulse-rate), measuring
instruments (weathercock, thermometer, clock, spirit-level), ‘signals’ (a
knock on a door, a phone ringing), pointers (a pointing ‘index’ finger, a
directional signpost), recordings (a photograph, a film, video or television
shot, an audio recorded voice), personal ‘trademarks’ (handwriting,
catchphrases).(the basic semiotics, Chandler. p.36, 2002)
11
3.1.2 Analysis of brochure:
On the brochure there are two pictures to be analyzed, namely:
1. The main picture of brochure
2. The blueprint of brochure
1. The main picture of brochure
12
There are three houses on the brochure above. The first house is
without number, (because the number cannot be seen on the picture). The
second and third house are numbers 7 and 8.
The picture on the brochure shows 99% of the houses that will be
built later. That house, which will be built, is almost exactly like the picture
on the brochure. According to Peirce perspective, the picture like that is
called icon/iconic. Icon/iconic is a mode in which the signifier is perceived as
resembling or imitating the signified (recognizably looking, sounding,
feeling, tasting or smelling like it)- being similar in possessing some of its
qualities i.e. a portrait, a cartoon, a scale-mode. (Chandler. 2002. P.36,). The
complete analysis of the brochure can be seen at the table below.
Houses
Birds
Tress
Grass
Tricycle
People
Car
Windows
Iconic, Imitating. The house’s pictures in the
brochure are 99% as imitating of real house.
Iconic, Resembling. The bird’s picture in the
brochure is not exactly like a real one.
Iconic, Resembling. The picture of tress in the
brochure is not exactly like a real one.
Iconic, Resembling. The picture of grass in the
brochure is not exactly like a real one.
Iconic, Imitating. The picture of tricycle in the
brochure is 99% as imitating of real tricycle.
Iconic, Imitating. The picture of people in the
brochure is 99% as imitating of the real one.
Iconic, Imitating. The picture of car in the brochure is
99% as imitating of the real one.
Iconic, Resembling. The picture of windows in the
brochure is not exactly like a real one.
13
The picture in the brochure is made in 3D for making the details of picture
clearly to see and for attracting costumers (at least they will be interested in
reading the brochure). Thus, the picture of brochure is made by resembling as
the original or Peirce calls icon/iconic ‘imitating as the original’. Then, in the
brochure, the writer did not find symbol and index.
1. The Blueprint of Brochure
Figure 2.1 the blueprint of brochure
On the brochure, the blueprint image is made in 3D image. The purposes
are to make costumers understand the blueprint of brochure and to know the
detail of the houses.
These 3D images are images resembling with the original images. As seen
on blueprint of brochure, there is the picture of bedrooms with the mattress
14
like original. It is shown in the other pictures on the blueprint of brochure;
there is the picture of the kitchen, the dining room having the dining table like
an original, the living room which consists of sofa, television, etc., and the
picture of car like original.
Almost all of the pictures are icon/iconic but there are three symbols.
According to Peirce, Symbol/symbolic is a mode in which the signifier does
not resemble the signified but which is fundamentally arbitrary or purely
conventional – so that this relationship must be agreed upon and learned: e.g.
language in general (plus specific languages, alphabetical letters, punctuation
marks, words, phrases and sentences), numbers, Morse code, traffic light,
national flag. (Chandler. 2002. P.36,). The writer will explain the meaning of
the symbols below:
Direction to open the door
Red bricks installed pull up until
Meet with metal truss
Rows praktis for fasten up red bricks.
Figure 2.2 examples symbol on the brochure
Based on the picture above The signifier does not resemble the signified
but which is fundamentally arbitrary or purely conventional means that the
signifier is not like an object or does not imitating by the object itself. As
15
shown on the brochure, the first symbol is the directions how we open the
door or the way the door opens; the second is the symbol of a long line black
and white, and the last small squares symbol at each end of a long line black
and white color.
Although, people, costumers of residential, do not understand the symbols
really, it is important to know that the symbol gives the information
interpreted through the pictures.
3.2 Problems and solutions
The problem and solution found during the job training are:
3.2.1
Problems
Since the first time doing the job training, the writer got some
problems in analyzing object modes on the brochure; the writer
found a difficulty in understanding some pictures or sign. Then, it
was hard to find out the difference ways to compare symbol, icon,
and index on the brochure.
3.2.2
Solutions
To treat the problems, the writer asked the meaning of the
symbols to the coordinator in the place where the writer did the job
training. After the writer got the explanation about the symbols, then
the writer tried to find the relation between the symbols and the
theory.
CHAPTER IV
CONCLUSION AND SUGGESTION
This chapter describes the summaries in the activity of the job training. The
conclusion and suggestion would be explained generally, as follow:
4.1 Conclusions
After finishing the research, the writer concludes that it is important to
understand about types of sign such as symbol/symbolic, icon/iconic and index. In
the brochure, the writer did not find about index/indexical, the writer only found
symbol and icon because index is like ‘natural sign’ such as if there is a smoke, there
is a fire. The writer found symbols in the brochure such as the picture of houses,
birds, tricycle, people, and windows. Then, the writer found symbol in the brochure
such as symbol of walls, rows praktis and direction to open the door.
4.2 Suggestions
There are some suggestions which the writer has, as follow:
1. Company
The company should give more activities to the student who will take the job
training. The company should give a chance to the student to have more
experience.
16
17
2. Faculty of Letter
The faculty should give more introduction/explanation about the job training
and also the procedure how to take the job training before the student is placed in
an institution.
3. English Department
The English Department should be better to have a list of companies where
the students can apply for their job training.
4. Student
The students have to search the company or institutions which match with their
abilities so it will give a chance to improve their ability.