It includes cut out coupon and strictly utilitarian information in small print, they usually appear unchanged in a series of different advertisements.
2.3 Theoretical Framework
The main theory that used in this study is the theory which proposed by Dyer 1982 in his book “Advertising as Communication “and Leech 1974 in his book “Semantics: The Study
of Meaning”. 2.3.1 Theory of Sign
Saussure as cited in Chandler 2001 defines sign is the whole that results from the association of the signifier with the signified. The relationship between the signifier and the
signified is referred to as signification’. Saussure cited in Chandler 2001 A sign must have both a signifier and a signified. You cannot have a totally meaningless signifier or a completely
formless signified. A sign is recognizable combination of a signifier with a particular signified. The same signifier the word open could stand for a different signified and thus be a different
sign if it were on a push-button inside a lift push to open door. Similarly, many signifiers could stand for the concept open for instance, on top of a packing carton, a small outline of a
box with an open flap for open this end again, with each unique pairing constituting a different sign.
2.3.2 Verbal Aspect
The verbal aspect of an advertisement is the text. Advertisement has text in the form of sentences, phrases or even words. This form described the product itself and others
related to the product. For example the brand name and the advantages of the product are crucial aspects in the advertisement. Chandler 2001 states the term text usually refers to a message
which is recorded in some way e.g writing so that it is physically independent of its sender and receiver. Almost all advertisements have text in the form of sentences, phrases or even words.
This form described the product itself and others related to the product. Dyer 1993 states word not only describing things, communicates feelings, association attitudes, but they also bring ideas
to our mind. For instance the name of these lipsticks bring certain ideas to maid sleek peach, hanky pink, quite flame, and warm coral. When we glance at advertisement in magazine, we will
be subjected to a liberal sprinkling of adverbs and adjectives. These are the key parts of speech for advertiser. They are trigger words because they can stimulate envy, dreams and desires by
evoking looks, touch, taste, smell and sound without actually misrepresenting a product.
2.4 Types of Meaning
Leech in his ‘
Semantic ‘A Study of meaning’ 1974 proposes meaning into seven types or ingredients giving primacy to conceptual meaning. The Seven types of meaning
according to Leech are as follows:
1. Conceptual Meaning:
Conceptual meaning is also called logical or cognitive meaning. Conceptual Meanings are the essential or core meaning while other six types are the peripheral. It is peripheral in a sense
that it is non-essential. They are stylistically marked and subjective kind of meanings. Leech gives primacy to conceptual meaning because it has sophisticated organization based on the
principle of contrastiveness and hierarchical structure. Boy = + human + male-adult. The hierarchical structure of ‘Boy’ = + Human + Male-Adult or “Boy” =Human – MaleFemale-
adult in a rough way. Conceptual meaning is the literal meaning of the word indicating the idea or concept to which it refers. The aim of conceptual meaning is to provide an appropriate
semantic representation to a sentence or statement. A sentence is made of abstract symbols.
