a. Denotation
In advertisement pictures above with the verbal sign that shows the primary sign system first level meaning explains that there are few visible
signs such as text UNPIMP YOUR BODY verbal and another verbal sign that is a diet Pepsi in the bottom right corner E1. The word of Pimp has meaning
that a man who controls prostitutes and arranges client for them, taking parentage of their earning in return, and according to the Cambridge
dictionary has meaning a man who controls prostitutes, especially by finding customers for them, and takes some of the money that they earn E2.
In the primary sign system besides the verbal there is also nonverbal sign for the significance. It supports to get the secondary sign system
connotation. In this advertisement, the setting background of advertisement is pictured at the beach with the blue sky adorned with the a few white
clouds, bright sunshine show us that the time is at a midday. The sea shows calm water but there is a little difference in one point on the left where there
is a sort of water movement as being the fall of heavy objects. On the edge of beach described that there is seat that is usually for
relaxation. And also the picture describes that there is wooden board in tidy layout. Interestingly there are pieces of human distended stomach with the
belt binding sticking on each side respectively. In the bottom right corner there is a Pepsi logo with the diet Pepsi text shows us that time is at midday
time E1.
b. Connotation 1. The drink is suitable for fat people
un pimp your body
In the first level sign system is explained by verbal language un pimp your body and Pepsi diet, it is highly correlated with non-verbal signs in
advertising where there are pieces of distended stomach with a belt that is separated from its binding C1. Distended stomach separated from the
bindings on the secondary level sign system possesses sense to reduce fat, it is supported by other verbal language that diet Pepsi in the bottom left corner.
Sometimes people generally have perception that do drinking like the Pepsi taste, it’s not good for our healthy. People have the assumption that this
drink is of no use, if consumed a lot. Here was negative rather than positive aspects. Therefore, in this advertising the advertising maker wants to bring
another perception connotative meaning that Pepsi is suitable for the fat people C2 because the Pepsi is soft drink that has fat content 0.
6
2. Fresh and healthy un pimp your body
The secondary sign system connotation in this advertisement, advertiser wants to show the connotation which is supported by a variety non-
verbal signs such as; stomach pieces that a part of the bond plus seats in addition there is a place for relaxing. This shows the second level of meaning
connotative that when Pepsi is used for refreshing and relaxing to keep healthy C2.
6
Putu Adi Susanta, http:www.putuadisusanta.com200901manfaat-coca-cola-pepsi- sofdrink.html download at 20 January 2014.
Kategori