Background of Study INTRODUCTION

The ways to persuade the consumers, advertisement is using different language. It refers to the usage of informal language beside formal language. Advertising language is generally informal; its sentences are usually simply constructed and short Dyer, 1986: 139. The advertisers deliberately make it different. They also use unique and interesting pictures to attract the consumers. The analysis of an advertisement can be divided into two types of sign: verbal and non-verbal sign. Basically, Chandler 2001:27 stated that verbal sign is defined as something that deals with text and word. Non-verbal sign is defined as the pictures or gestures that are not spoken but still try to convey meaning. Multiple meanings or a single can be created by a sign, the relationship between sign can generate a different set of meanings, and a sign is active and always generates some meaning. The function of language and sign in advertisement play an important role to convey commercial message to the consumers to make them interested in. It is mostly associated with advertising is interactional because it is used to express, maintain and terminate contact between the advertiser and the consumer. Although advertiser and consumer are not in visual contact, they communicate through the channel which in this case is an advertisement. The reason to choose advertisement as the analysis because many kinds of advertisement are interesting to analyze and we know that people cannot live without advertisement to find anything in this modern era. Garnier Product Advertisement is one of means of communication which consist of verbal and non-verbal sign and it is also kind of attractive advertisement. Many people are attracted to use this product because Garnier is extremely good for the skin and quite popular around the world. Even though Garnier product is popular around the world, however, these Garnier products which are selected for the data analysis is marketed in Asia only due to the models of these products are Asian girls. There are a lot of skincare product advertisements in our daily life, however, Garnier is the one and only option because it has good quality, its non-verbal sign is attractive, and various set of wordings.

1.2 Problems of Study

The problems that appear according to the background above as follows: 1. What are the types of meaning and function of verbal and non-verbal messages in Garnier product advertisement? 2. What are the meanings of verbal and non-verbal sign presented in Garnier product advertisement?

1.3 Aims of Study

As formulated on the problem above, the aims of this study can be divided into two points as follows: 1. To explain the types of meaning and function of verbal and non-verbal messages in Garnier product advertisement. 2. To describe the meanings of verbal and non-verbal sign presented in Garnier product advertisement.

1.4 Scope of Discussion

The scope of discussion in this study is concentrated on a few aspects, such as: 1. The types of meaning and function of verbal and non-verbal messages which exist in Garnier product advertisement. 2. The meanings of verbal and non-verbal sign presented in Garnier product advertisement.

1.5 Research Method

The research method that was used in this study can be divided into three components, namely the data source, methods and techniques of collecting data, methods and techniques of analyzing data.

1.5.1 Data Source

The data that was used as the object of discussion in this present study were presented in the form of skincare product advertisements. Skincare products of Garnier are including facial cleansers, moisturizers, white complete fairness cream, and BB cream. This writing was using four models of Garnier skincare product advertisement as the data source. Those four models are Garnier Pure Active, Garnier Sakura White, Garnier Pure Active Fruit Energy, and Garnier