An Analysis Of Denotative And Connotative Meanings In Pepsi Advertisements

AN ANALYSIS OF DENOTATIVE AND CONNOTATIVE

MEANINGS IN PEPSI ADVERTISEMENTS

A Thesis

Submitted to Letters and Humanities Faculty

In Partial Fulfillment of the Requirements for the Degree of Strata One

By

SHOFI LADHI SYARIFUDDIN

109026000145

ENGLISH LETTERS DEPARTMENT LETTERS AND HUMANITIES FACULTY

STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA

ii ABSTRACT

Shofi Ladhi Syarifuddin, An Analysis of Denotative and Connotative Meanings

in the Pepsi Advertisements, Thesis; Department of English Letters, Faculty of Adab and Humanities, Syarif Hidayatullah State Islamic University, Jakarta, 2014.

This study is aimed to explore the meaning of signs which consist of denotative and connotative levels. The writer focuses on five images of Pepsi Advertisements and wants to know about the primary and secondary sign systems. The method in this study is qualitative method and use Roland Bathers Theory.

This study shows that the five Pepsi advertisements provide with the following taglines: (1) Live for Now, (2) Summer Time, Pepsi Time II, (3) Un Pimp Your Body, (4) Change the Game (5) Ask for more have primary sign as denotative level and secondary sign as connotative level.

From the analysis, the writer concludes that each sign of Pepsi Advertisements has a system and it is supported by object, context, and text in the advertisements. These elements contribute to the meaning of denotative and connotative level upon products. The last, the writer states that Pepsi Advertisements manipulate and create the symbol and sign values upon products to persuade the consumers.

iv

DECLARATION

I hereby declare that this submission is my own work and that, to the best knowledge and belief, it contains no material which to a substantial extent has been accepted for the award of any other degree or diploma of the university or other institutes of higher learning, except where due acknowledgement has been made in the text.

Jakarta, March, 2014

Shofi Ladhi Syarifuddin

vii

ABSTRACT …….….………... ii

LEGALIZATION...………... iii

DECLARATION……….. iv

ACKNOWLEDGMENT………v

TABLE OF CONTENTS ………..……….vii

CHAPTER I INTRODUCTION A. Background of the Study ………..….1

B. Focus of the Study ……….…4

C. Research Question ………..…4

D. Significance of the Study ………..….4

E. Research Methodology ………..….5

1. Objective of the Research ………..….5

2. Research Method …………...……….5

3. Data Analysis Technique ………....5

4. Unit of Analysis………..6

5. Instrument of the Research……….6

viii CHAPTER II

THEORETICAL FRAMEWORK

A. Semiotics ……….7

B. Roland Barthes Theory…...……….8

1. Denotative and Connotative System ………....9

2. The Myth and Ideology ………..…19

C. Advertisement ………23

1. Definition of Advertisement ………...23

2. Effect of Advertisement ………...…………..26

3. Elements of Advertisement ………27

CHPATER III RESEARCH FINDINGS A. Data Description ………...29

B. Data Analysis ………33

1. Pepsi Advertisement with Tagline Live for Now………...34

a. Denotative meaning ………34

b. Connotative meaning ……….36

2. Pepsi Advertisement with Tagline Summer Time, is Pepsi Time ...38

a. Denotative meaning ………38

b. Connotative meaning ……….39

3. Pepsi Advertisement with Tagline Un Pimp Your Body………...40

a. Denotative meaning ………41

ix

5. Pepsi Advertisement with Tagline Ask for More………..48

a. Denotative meaning………48

b. Connotative meaning ………49

CHAPTER IV CONCLUSIONS AND SUGGESTIONS A. Conclusions .………..…..51

B. Suggestions .………52

BIBLIOGRAPHY ………..53

v

ACKNOWLEDGEMENT

In The name of Allah, Most Gracious, Most Merciful

All praises to Allah, the Almighty, the one who gives us everything we can not count, praise to Him for this life, this soul and for guiding us through Muhammad. Peace and salutation may be upon our beloved prophet who guides us to the right path by teaching us all kind of sciences and advising us to learn hard anywhere.

Being student in State Islamic University Syarief Hidayatullah is more than just a pride, it is an honour. Learning English, Linguistics and Literature with ecperienced and friendly lecturers in English Letters Departement is a prestigious thing in this life. Therefore, the writer would like to express the sincere appreciation, gratitude, and respect to:

1. Drs. Saefuddin, M.Pd. as the current Head of English Letters Departement. 2. Especially to Drs. Abd. Hamid, M.Ed as the Advisor (thanks for his guidance,

patient, kindness, contribution, correcting and helping to finish this research) 3. Ms. Elve Oktafiyani, M. Hum as the Secretary of English Letters Department. 4. All lecturers who sincerely taught the writer from first semester until the last

in this Department. The writer’s memory of them will never fade away. The highest appreciation, gratitude, and remark go to the writer’s parents, Asyikin (Alm) and Qomariyah. They are the light and the only motivator and reason in pursuing the dreams. This thesis and all of the writer’s works are dedicated to both of them. Their guidance, advices, prays, and supports are

vi

in Paramuda Ciputat which has giving me a learning, motivation, experience and most valuable place. I got everything here, thanks for all.

Finally, his deepest thanks goes to:

1. Zuni Fatihah, thanks for your smile and support to through every processes.

2. Ni’am (Chus), Hamdin (Letnan), Herry (Mbah), Farhan and Adha. Without you maybe the writer fells lonely, bored and no laugh in this University.

3. His beloved friends in IMAGE JABODETABEK; Hilmy, Inayah, Ujang, Toufan, Wahyu, Ucup, Hikam, Syam, Mas’ad and others, your solidarity make a proud.

4. His beloved friends in WASIAT that could be not written one by one. Here is the step when the writer came at the first time and did not know everything.

5. To all which the writer could not mention one by one both mediated and unmediated in helping and completing this thesis.

Finally, the writer hopes this paper will be useful especially for the writer himself and for who are interested in this study. May Allah bless us. Amin.

Ciputat, March, 2014

1 CHAPTER 1

INTRODUCTION

A. Background of the Study

Human always needs the existence of interactions with others in all aspects and fields of life to fulfill many needs and to develop cultures. At last, it establishes a community as evidence that is a social creature. Whatever what they do, when they come together, when they play, working, make laugh, or make everything, they need language. They live in a world of language. The diverse people in a community cause similar need of a media to communicate each other and must be understood by every members. Therefore, human creates language as a communication media to share any information and to support the interactions in social life.

In their process of interaction in social life, they talk to their friends, their associates, wife or husband, teachers, parents, they talk by telephone or face to face, they need brain and attitude to develop it. This case is based on position of language as a support of the actualization of ideas, and human behavior. So, it can be told that emergence and developing of language are a sign of the emergence of society.

Saussure in his book Course in General Linguistics said that language is a sign system which expresses the ideas, thinking, and heart or expression from

signer to sign receiver by speaking or writing, symbol, or gesture.1 According to Saussure language is the most important for all sign systems. As a sign system or symbol system, language is the human communication requirement that is used for interaction. People use language as the requirement for telling every idea by the communication. Language is the process of people thinking for understanding language for inside or outside, from effective or imaginative sides.

The language conveying must be effective and imaginative, in order the reader can take the message which is conveyed by the advertiser. In the advertisement slogan is recommended as simple as possible and unique or different, in order the reader can read easily and the reader remember well what they have seen because it’s different with other. Beside the advertisement must be unique and different, the important of the conveying meaning of advertisements is when someone who read or see the advertisement they must be able to be made understand easily.

Advertisement is a form of communication which non personal, the promotion needs a fee so much, either through print and online media or non-profit organization with the intention of member information or influence readers.2

Advertisement is so important for a product, so for making advertisement requires a number of considerations such as who become the public figure to introduce the product. Many various advertisement products are presented by

1

Ferdinand De Saussure, Course in General Lingusitics, (New York City: McGraww - Hill Paperback, 1966), p. 83.

2

Dunn, S. Watson dan Arnold M. Barban, Advertising: Its Role in Modern Marketing-fourth edition, ( New York: CBS College Publishing 1982), P. 7.

3

artists or public figures, they usually use the unique word, not only influence but also inviting. The main point, the great advertisement maker very cares about that elements are hoped able to make the potential costumers easily remember. So, for making only one advertisement will need a high creativity and a deep imagination. Of course, the advertiser will so consider about the denotative and connotative meaning.

The denotative and connotative meanings are influence in a good advertisement making, because the good advertisement is when people imaginations who reads advertisements is same with the advertisement maker. According to good advertisements which explained above we can conclude that denotative and connotative have a big requirement in the conveying message to the reader.

Words that do not contain additional of meaning or felling called denotative meaning, while the word that contain additional of meaning or felling, and sense of values called connotation.3 According to the writer, based on the meaning from Gorys Keraf, denotative meaning is the meaning that actually just coming from word it’s self, there is no imagination which comes from outside. For example; rose in denotative meaning, rose is just flower and has some color. While connotative meaning is the meaning that coming from the outside from word it’s self. For example, rose in connotative meaning has some meaning such us rose is a symbol of beautiful, romantic or love, or can be something that become a tool for express someone who falling in love.

3

For example rose, if describing with the denotative and connotative meaning, it will show us, how many signs of rose. The writer has perception that it will be interesting when the same topic; denotative and connotative used to analysis advertisement. We will find many sign that hidden message in advertisements. The writer trays to reveal the interested side of advertisements.

B. Focus of the Study

To limit the research, the writer only focuses on Pepsi Advertisements. Each product has full of message that shown as the denotation, connotation, and meaning upon products which is expressed in the elements of advertisements, object, context, and text that built to express the message. The concept from this research is referred to Roland Barthes concept that started from primary sign of denotation and secondary sign of connotation.

C. Research Question

According to focus of the study, the writer formulates the question of the research as follows:

- How are denotative and connotative meanings described in Pepsi

Advertisements based on Roland Barthes theory?

D. Significance of the Study

In this research, the writer expects the reader to understand the denotative and connotative in advertisements based on Roland Barthes theory. Furthermore, the writer expects the students of linguistics, especially semiotics science, in order this research be an inspiration in finding ideas for developing other studies based

5

on semiotics theory. And it may be the one of data information for other researches who wants to study the similar research.

E. Research Methodology

1. Objective of the Research

The objective of the research is to describe the study of denotative and connotative which is represented in advertisements of Pepsi product. Specifically, in understanding the denotative and connotative meanings which are constructed in Pepsi advertisements.

2. Research Method

The method used in this research is descriptive method. It is based on the documents (verbal and non verbal) where the documents will be analyzed by the writer descriptively. The description means looking for denotative and connotative meaning in Pepsi Advertisements, and giving explanation about that.

3. Data Analysis Technique

In this research, the selected corpuses will be analyzed by the descriptive analysis technique. The writer has several steps as technique for doing the research, these steps are:

a. The writer selects five Pepsi Advertisements.

b. Noting the sign verbal and nonverbal in Pepsi Advertisements which selected.

c. From the sign verbal and nonverbal will find the denotative meanings.

d. After finding the denotative meaning, the writer tries to find connotative meaning which is existing in Pepsi advertisements e. Analyzing the selected data by using Roland Barthes Theory. f. Writing the result of the study.

4. Unit of Analysis

The unit of analysis in this research is Advertisements of soft drink in Pepsi product which selected five advertisements to be analyzed.

5. Instrument of the Research

The instrument of this research is the writer himself by reading, understanding, classifying, making notes if there is some important in source data, analyzing, explaining and concluding.

6. Time and Place

This research started from April 2013 and it will be ended in April 2014 at Department of English, Letters and Humanities Faculty, State Islamic University of Syarif Hidayatullah, and some university libraries around Jakarta.

7 CHAPTER II

THEORETICAL FRAMEWORK

A. Semiotics

Talking about semiotics as a science, there is a kind of space that has historical built contradiction between two founders those are semiotics continental Ferdinand De Saussure and America Semiotics Charles Sender Pierce.4 Actually, Both of them are not contradictory but interrelated and complementary, Pierce with the semiotics pragmatics and Saussure with the semiotics signification. From Saussure Theory, Roland Barthes develops completely wider and dipper. Barthes used denotation system and connotation system. The theory of Barthes will be used by writer to analyze this research with Pierce theory and Saussure theory as a supporting theory. All of theory will be explained in next chapter before discussing about theory we have to know what semiotics is.

Semiotics is a science to study a sign in human life. It is agreed as the study method in the first conference, Association for Semiotics Studies in 1974. A sign is something that means something else for someone. In etymology, semiotics is taken from Greek word, semeion which means a sign. A sign at that time means a thing which is referred to other thing. In the terminology side, semiotics is the study of object-scale, culture, event, as a sign, said Umberto Eco. Semiotics is concerned with “everything” that can be taken as a sign.5

4

Alex Sobur, Semiotika Kominikasi, (Bandung: PT Remaja Rosdakarya. 2009), p. 209. 5

Audifax, Reseach: Sebuah Pengantar untuk “Mencari-Ulang” Metode Penelitian dalam Psikologi, (Yogyakarta: Jalasutra, 2008), p. 317.

According to Berger, this study has two founders; they are Ferdinand de Saussure and Charles Sander Pierce. They developed this study in different method and place and did not know each other. Ferdinand de Saussure is from Europe and his background is Linguistics. Charles Sander Pierce is from United States of America and his background is Philosophy.6

After Ferdinand de Saussure Theory, Roland Barthes continues with the theory of connotative sign system, which is developed from theory signification of Ferdinand de Saussure In this study, the writer will focus on that theory Roland Barthes theory because he has the concept of denotative and connotative meaning.

B. Roland Barthes Theory of Denotative and Connotative Meaning

Roland Barthes's theory is the one would become the main support for analyzing of this study. The writer considers that this theory is the most suitable because according to explanation before, that is needed when seeking meaning or connotation signifying theory called the second level or so-called connotations system derived from the first system called denotation.

He said that in social-cultural life the understanding of signifier (signifiant) and signified (signifié) is a process of two steps. Because signifier is a process which is not only caught by senses in human cognition but also it is produced by. So that Barthes based on sign users said that signifier is called expression (E) and signified is contenu (C), content or concept.7

6

Sumbo Tinarbuko, Semiotika Komunikasi Visual, (Yogyakarta: Jalasutra, 2008), p. 12. 7

Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, (Depok: Komunitas Bambu, 2011), p. 84.

9

Based on the theory of de Saussure, a sign which is a relation (R) between (E) and (C) is in human cognition and it would be more than just a sign, said Barthes. And he concluded that this concept is to be E-R-C model.8 He based on his work, Elements of Semiology (1964), developed this theory to be the theory of denotation and connotation then and distinguished them to pursue the meaning in related to socio-culture.

1. Denotative and Connotative System

According semiotic which developed by Ferdinand de Saussure, Roland Barthes was developed in two systems graded signs. He named it denotation and connotation system. Denotation system is the first step of graded signs. Consist of signifier and signified; writing in theory of de Saussure. First, Let us observe the sign model of de Saussure:

To scheme the example above, it may be described as follows: Signifier

(Soft drink Pepsi) Sign

(Pepsi Product) Signified

(The water has delicious taste)

Figure I: The sign model of de Saussure

In other hand, every sign could not be stated away from the contextual role of a sign (reference) in the reality. Because the context could give meaning as what is expressed.9For example, a ‘rose’ has two different meaning when it is in garden (just a plant) and it is picked and sent to a girl (a symbol of love). It means

8

Ibid., p. 13. 9

that the meaning of a sign (a rose flower) will be based on the contextual role as social convention of sign users, because the meaning of a sign is arbitrary, the meaning of a sign could sometime be changed.

De Saussure said that a sign consists signifier/signifiant and signified/signifié and they are unity as sides of a paper like structural aspects and also the relation of a sign to the context of a sign, the sign users (society) as reference. To draw the example above, here is the scheme:

Signifier A rose flower

Signified

• It is a plant when it is in the garden.

• A symbol of love

when it is given to a girl. Sign

Figure II: The sign model of de Saussure

Continue to Theory Roland Barthes in the second system, connotation become signified from denotation (signified and signifier) which related from the first system (denotative) and the second system (connotative).

In details, Barthes and his Mythology book describes that system significance of the sign is consist of relation (R = relation) between sign (E =

expression) and the meaning (C = content ). That significance is decided in two system first system (primer) called denotative and second system which is separated again in connotative system and metalanguage. In denotative has sign

11

and the meaning or usually called signified and signifier, while in connotative has elaborated from signified and signifier (E) and in metalanguage has elaborated from significance of denotative meaning (C). We can conclude that connotative and metalanguage is elaborate from denotative system.10

Piliang said that denotation was the step of sign which explained the relation between signifier said signified, or between sign and relation with the realities which produce explicate meaning, directly, and surely.11 Denotative meaning in this case is the meaning that appear at the thing it’s self. For example the picture of Suharto face, it means that the denotative meaning is the real face of Suharto. Simply that denotation is sign which the signifier has high convents or high agreement. While connotation is the step of signified and signifier which has not explicate meaning, indirectly, unsurely, it means that still open with the other meaning. He made second level meaning that formed when signified connected to many aspects such us; psychology, feeling, emotion, and belief. Like the picture of Suharto, the denotative meaning is like described above, but in connotative meaning it can be has other meaning. It can become connotation with president. Connotation can produce the meaning in the second level which is implicitly and hidden.

More detail, Chris Barker explains that denotation is meaning level of descriptive or literally. In the second level is connotation, meaning is formed which connect to signified with cultural aspects in wider; belief, framework, and

10

Roland Barthes, Mitologi, (Jogjakarta: Kreasi wacana, 2009) p. 158. 11

ideology a formed social. The meaning of signified can manifold, if sniggle meaning is accompanied with layered meanings. When connotation is made by natural as something hegemonic. It means that cultural contract is going to be the universal truth.12

Connotation which has sure meaning can develop to be myths; the hidden meaning consciously agreed by community. myth that high belief can be developed into an ideology it’s self.13 According to Barthes, in the level of denotation, language presents convention or codes of society that are explicitly. It means that appear codes is based fro relation signified and signifier. Otherwise, in the connotation level, language presents codes these are implicit. It means that system of codes that contain hidden meanings. Barthes has opinion that hidden meaning is an area of ideology or mythology.14

Barthes claims that myths is a second list of semiological system or metalanguage. Myths is second language that talk about language in first level (signified and signifier). Myths make world perception seems undeniable natural or destined for God. Myth tasked with providing scientific justification for historical purposes, and made unexpected events that seem immortal. More explanation about myth going to be explained in section.

The description of denotative and connotative meaning have been discussed above. The writer will explain in detail. The first step in social cultural

12

Chris Barker, Cultural Studies,Teori dan Praktik, (Jogjakarta: Kreasi Wacana, 2009),p. 74.

13

Roland Barthes, op. cit. p. 109. 14

13

life, sign users define a sign just as denotation meaning, meaning of a sign as common sign, and it is being caught by senses of sign users at the first time which is R1 between E1 and C1.15Denotation is what is exactly shown (the level of

explaining the relation (R1) between signifier/E1 and signified/C1) or it is a sign in

which refers to a reality. It would produce the meaning explicit, and direct as social convention. For example, an image photo of my face on Senior High School Certificate (signifier/ E1) is (in relation to/ R1) what I look like in real life

now (signified/ C1). So that, denotation is a simple sign (signifier in related to

signified), the real meaning of a sign in which the signifier has the level of social convention and Barthes stated that this is as primary sign system.

But in case, how if a sign interacts with emotional, gender psychological, belief, and cultural of sign users. It is used by sign users to mean a sign to get meaning, a subjective meaning of sign users. Barthes said that it is the secondary sign system which getting meaning or interpreting a sign as more complex which called connotation meaning.

Based on sign users, the relation (R) between in the context E1 – R1 – C1

(primary sign system) will push to the extension of secondary sign system which is E2 – R2 – C2. And Barthes added that secondary sign system has two

orientations. They orient to the extension of expression and the extension of

content/concept. The first which is the extension of expression, E2 = (E1 _– R1 _– C1)

– R2 – C2 is called metalanguage and the second is connotation, E2 – R2 – C2 = (E1 – R1 – C1). Secondary sign system which orients to signifier/expression (E) is the

15

extension of signifier (expression/E2), but to the content/concept/signified (C2) is

not changed. Barthes stated that it is metalanguage which the process of relation (R) between (E) and (C) is informed by using the difference expression (E).16

Image : Metalanguage

Metalanguage Primary System (Source: Barthes 1967)

For example the word women, this word has signed the word of women (E1) as expression, in relation to (R1) the real women as content (C1). This word is extended and related (R2) to be the other kinds of women such as Mrs., Madam, Girl and Female as the expression (E2), but the content is same, the definition of women (C2). This system is oriented to the extension of expression/signifier (E2) which is called Metalanguage. It can be described as scheme below:

Metalanguage

Primay system

(Source: Barthes 1967)

In addition, sign users as subjective position also want to extent to the secondary sign system which orients to the content/concept (C) is the extension of

16

Ibid., p. 158.

E2 (Signifier) R2 C2 (Signified)

E1 (Signifier) R1 C1 (Signified)

E2/Mrs,Madam R2 C2 (Signified)/ The definition of Girl and Fimale women

E1/ The word C1/ The real Of women R1 women in reality

15

signified/content (contenu/C2). But the signifier/expression (E2) is not changed. This is called as connotation. Connotation is a process of the relation (R) between (E) and (C) that is interpreted by sign users to develop the content, concept, signified (C).

The second system is also evolving towards C (content). For example

Pondok Indah. In the first system, Pondok Indah means an area in Central Jakarta. In the second system, which is not explained what it is about Pondok Indah, but other meaning given to that region. According to Barthes, the other meaning is called connotation. Connotation given to the name of the region varies depending on the views and experiences of people who give the other meaning. Pondok Indah can have the connotation of “regional elite people”, “area of residence of reach people”, “area of residence several artists in Indonesia”, “area that many large houses built luxury and magnificent”.17

In addition, sign users as subjective position also want to extent to the secondary sign system which orients to the content/concept (C) is the extension of signified/content (contenu/C2). But the signifier/expression (E2) is not changed.

This is called as connotation. Connotation is a process of the relation (R) between (E) and (C) that is interpreted by sign users to develop the content, concept, signified (C).

17

Image: Connotation

Connotation Sign System Connotation

Primary sign system (Source : Barthes 1964)

For example back to the word women, this word is extended and related (R2) to be the other description of women such as sexy, pretty and beautiful

person or as complex description like graceful, sexy-object; it is as the extension of content/signified (C2). But in other side, the expression is same, the definition

word of women (E2). In this case, what has explained is the extension of

content/signified (C2), but the expression/signifier is not changed and Barthes

called this extension as connotation.

To example table formula above, here is the scheme:

Secondary Signsystem Connotation Primary

sign system (Source : Barthes 1964)

Other explanations about connotative according to Gorys Keraf. Generally, the meaning has two basic types. The meanings are denotative and connotative. The explanation is as follows:

E2/(signifier R2 C2 (Signified) E1 (signifier) R1 C1 (signified)

E2/the definition of women R2 C2 / Beautiful, sexy,

pretty, graceful

E1/ The word C1/ The real Of women R1 women

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a. Denotative Meaning

Denotative meaning is also called in some other terms such as: denotation meaning, cognitive meaning, conceptual meaning, ideational meaning, referential meaning, or propositional meaning. It is called denotation meaning, conceptual, ideational, or referential, because it denotes to a referent, concept, or idea of a referents. Moreover, it called cognitive meaning because the meaning is related to the awareness or knowledge; stimulus (speaker) and response (listener) about the things that can be absorbed by the senses (consciousness) and the ratio of humans. And this meaning is also called propositional meaning because the meaning is related to the information or statements that are factual. This meaning, which is referred to by various names, is the most basic meaning of the word.

b. Connotative Meaning

Connotations or connotative meaning is also called connotation meaning, emotive meaning, or evaluative meaning. Connotative meaning is a kind of meaning in which the stimulus and response contains emotional values. Connotative meaning occurs partly because the speaker wants to create a feeling of agree - disagree, happy - not

happy and others to the listener; On the other hand, the selected words shows that the speaker is also harbored the same feelings.18

In Oxford Advanced Learner’s Dictionary, connotation is an idea suggested by a word in addition to its main meaning.19 Furthermore, Leech in the book of Semantics, has the opinion about connotative, connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content.20

In other sides, Kreidler has the opinion about denotation and connotation. A denotation identifies the central aspect of word meaning. And connotation refers to the personal aspect of meaning, the emotional associations that the word arouses. Connotations vary according to the experience of individuals but, because people do have common experiences, some words have shared connotations.21

According to Christomy, The interpretation (I) developed from Pierce theory from a signification can be a new sign (S) in the next or continue sign. That new sign has object and has a new interpretation again. The new interpretation will be have a new sign again and so on.22 This process of signification can be continuing according to experience and knowledge someone. The process from Christomy is described as follow:

18

Keraf, Op. Cit., p. 27. 19

Hornby, Oxford Advanced Learner’s Dictionary 6th Ed, (Oxford: Oxford University Press, 2000), p. 275.

20

Geoffrey Leech, Semantics, (New Zealand: Penguin Books, 1974), p. 14. 21

Charles W. Kreidler, Introducing English Semantics, (New York: Routledge, 1998), p. 45.

22

19

But how if a connotation stays in for long time? In Mythologies (1957), Barthes based on sign users argued that a connotation could dominate a society. For example, it would be handled by major community who wants to give some connotation (negative or positive) to minor community, in order to be a myth concept for long time. Myth is produced by major community to minor community or on the contrary viaa connotation process that given.

2. Myth and Ideology

In this study connotation meaning of Pepsi advertisement besides theory connotation of Roland Barthes, myth and the theory of ideology something very helpful in analyzing the object, although in this study only stop at the level of connotation. Because when someone has connotation perception to an object, it will be a myth if everyone already believed and had considered that the true meaning and connotation applied in everyday life. In line with Roland Barthes notion that myth is a form of speech (a type of speech) because it is all things in daily activities can be regarded as a myth, as long as it is shown in the discourse.23 Simply, when the phenomena of contemporary culture connotation given by the

23

broad society then becomes reasonable, in the sense of the meaning is no longer regarded as a result connotations. Here is the meaning of it being myth.24

Indeed, in the literature, ideology often bring surprises, new and unexpected, though somehow there must be related between the ideology and the reader. Clearly, the reader can find ideology in the text by analyzing various connotations in it. As in this research the authors will find ideology in one of the ads in the Pepsi products. One method that is used to find the ideology is the connotation that seek myth and ideology through the texts of this sort of research corpus itself. In the semiotics perspective, myth can be learned or find by seeking indication fictional in text which as a whole is presented as nonfictional.25

As literal definition, myth is a story which is used by a society to explain or to understand some aspects from a reality or nature. Primitive myth is about a life and death, human and god, goodness and badness. In other hand, Barthes imitated the concept of primitive myth to be used to the concept of a connotative process to uncover the hidden meaning in advertisements, fashion and so on.26

He added that myth now days is about power, success, masculine, feminine, or something that could not be questioned such a black person in French as sub-ordinate person caused by colonialism at last time, but it was shown on Paris-Match magazine mid-1957 by wearing French uniform and saluting a French flag as French is a state and does not differentiate any person. It lives on a community that given to naturalize something or naturalize history. For the

24

Litiyana H. K. “Pemosisian Iklan Nokia dilihat dari konotasi”, (Tesis: UI), p. 22. 25

Ibid, p. 210. 26

John Fiske, Introduction to Cultural and Communication Studies, (Yogyakarta: Jalasutra, 2007), p. 121.

21

example in French at the barber shop on Paris-Match magazine Barthes read and knew that a black person been colonized but on Paris-Match magazine was not happen anything by saluting a French flag.27

In the definition of Barthes concept about myth which is in Kris Budiman,

Kosa Semiotika, is a part of speech that taken to be read in advertisements for example as something, something natural, or the way to conceptualize something.28

In his work, Mythologies essay, Barthes said that myth is from secondary sign system process which connotation is stable or to be dominant on a community (convention). He opened up that what has been natural in French is the connotation process, showing black person saluted a French flag, to be myth then, it seemed there was no a question about black person, all was under controlled by French as a great colonial Empire.

Furthermore, Barthes added that what he had written Mythologies (essays) is to criticize the cultural phenomena in French. His theory is to dismantle something that has been dominated. However, he wrote that what has been nature in a community is produced by a connotation process (the extension of content/signified (C2) in a community), if a connotation stays alive or to be fixed,

it is going to myth, and in other time it would be ideology.29 In other words, myth which is used by a sign users (community) is a connotation process which is the deepest meaning that produced by a convention of community to naturalize

27

Ibid., p. 122. 28

Kris Budiman, Kosa Semiotika, (Yogyakarta: LKiS, 1999), p. 76. 29

something, even it transforms history to be nature, in attempting to strengthen or to give a message, a foundation, in nature to a community.

A connotation and myth are operated in secondary sign system which is the place of the interaction sign users with gender, emotional, psychological, religion and cultural. They are the ways of sign core and live on a community. They follow a period of time and will be changed if it could not be needed again. But how if the difference community operates or wants to interpret a sign that given by to sign users; Barthes in his great book, S/Z (1970), explained that there are five codes, hermeneutic, semantic, symbolic, narrative/proairetic and cultural codes in which everything that could be read as meaning is based on codes.

A code is the combination of signs which is agreed as social convention to give chance that transformation of messages (sender and receiver) is understood; it is like the system mind or paradigm.30To understand a sign, a code should be applied. In simply definition a code is to get sameness perception. After interpreting a sign as denotation, connotation or myth process, Barthes classified those codes into a next interpretation. The five codes are defined as below:

Hermeneutic code is a code that follows to interpret any argument, question, or something that would drive to arrange, deny, or even to answer it. To interpret this code, it should check every detail of a sign that shown in order to gain the answer that informed. Semantic code is something that contains a position which is a connotation is built such as masculine, feminine, or it is arranged to give a masculine connotation, feminine, and so on. Symbolic code is a grouping code via

30

23

any ways and textual elements to recognize something easily. Narrative code is a code of action which is based on a capability to attempt a result or to determine a result from what has done rationally or it contains a story. And the last code is

Cultural code, it is a reference code; it seems collective acceptance of morality, wisdom, history, knowledge, art, myth or any representation as common.31

In addition, Barthes in his book, S/Z (1970), redefined the denotation meaning. He said that denotation is what is exactly shown (the level of explaining the relation (R1) between signifier/E1 and signified/C1) or it is a sign in which

refers to a reality. It would produce the meaning explicit, and direct as social convention. But there is something case here, as what Barthes intention to criticize phenomena in the world especially in French, denotation is not what is exactly shown, literal meaning or natural a sign; it tends to naturalize as definitional, commonsense and literal. Denotation is as the final result of a connotative process as what Barthes said: Denotation is not the first meaning, but it pretends to be so; under this illusion, it is ultimately no more than the last of the connotation.32

C. Advertisement

1. Definition of Advertisement

The important words from an advertisement are seducing, remembering, manipulating, informing, inviting, promoting, and reputing; they are the main focuses of producers to get advantages. In the way, when people go to supermall or a market, they buy products as commanded by

31

Kris Budiman, Op. Cit., p.62. 32

Roland Barthes, S/Z, translated by Richard Miller, (United Kingdom: Basic Blackwell Ltd, 1974), p. 9.

first signal in their minds. It is said succeed advertisement to influence people’s mind.

From the etymology, the definition of advertisements previously not from English words, but the word of an advertisement is from Latin word

adverte. It means that go forward. Berkhouver stated that every statement which is conscious is pointed to public in any form, where it is taken by trading actor, for achieving product or service sales.33 So that the etymology concept here states that the advertisement is something that related to the activity of trade communication or marketing product.

Coutland L. Bovee, William F. Arens in Contemporary Advertising

(1986) and Thomas M. Garret, S.J. in Some Ethical Problems of Modern Advertising (1961) stated that advertising is the activity of delivering visual and verbal messages to public by informing or influencing them to buy products and services that has been produced.34 For simply definition of advertisements is a message concept to inform, influence, seduce, remember and offer products or services (noncommercial) to public through media to buy.

Related to psychological aspect, advertisement is said success started from early information upon products, services, and ideas which consumers is going to buy, or to consume them at the first sight; it is the term of psychological process of advertising. From the psychological aspect and the decision to buy or consume at the first sight, the producers communicate to

33

Winardi, Promosi dan Reklame, (Bandung: Mandar Maju, 1992), p. 1. 34

Jeremias Jena, Etika dalam Iklan, (Driyakarya Philosophy Magazine, XXIII, No. 3, 1997) , p. 47.

25

the consumers that is succeed communication. The transformation messages run well.

Based on media, advertisement has two kinds of media, Electronic and printed media. Electronic media is delivered on television, radio, film, internet etc. Printed media is delivered on newspaper, magazine, etc.

Advertisements have four general functions, there are for educational, economical, communicable, marketable and social. Advertisements as

educational are to explain or inform like how to save our head by wearing a helmet, as an economical like achieving product request, as communicable

like to inform consumers where the product is, as marketable like the strategies by involving any media, and as social like non-commercial advertisement.35

Based on the aims of advertisement, advertising is set to support personal selling or promoting, to reach isolated places, to avoid imitation product, to achieve product request, to repute agency or product, in which to get trustfrom consumers.

Basically according to the explanation above, the phenomena of an advertisement is one of applied mass communication. Bittner said that “mass communication is messages communicated through a mass medium to a large number of people”.36 It means that there are so many mass media that could be placed by any message (shared information). This seems as single address, there is no interaction between addresser and addressee.

35

Alo Liliweri, Dasar Dasar Komunikasi Periklanan, (Bandung: PT. Citra Adya Bakti, 1992), p. 47.

36

The fast development of economic capitalism influences the characteristics of advertisements in cases of style, contain, and function. This characteristic is changeable in order to go forward with consumers. An early advertisement is for achieving quality products (the need of consumers), it means that it closes to the quality, value, function and price of products, but now the advertisement is symbolic oriented, it means that the consumers, which are constructed to be consumerist and always feel lack

of needs, look for the symbolic value (status, prestige,) in social position.37 In the global information era of consumerist, an advertisement constructs a “style”. It means that advertisement may construct people’s life style. 38 There is difference (people’s life style) between old and contemporary advertisements, an advertisement belongs to exclusive class at last time, but now people could imitate the “life style” from other which is constructed by advertisements.39

2. Effect of Advertisement

Producers waste so much money to set the strategies of marketing in mass media, advertisement, mean that there is something efficient roles (motif) that inviting producers to waste their money. The producers believe that advertisement has the strong effects to change the people mainstream (state of mind) which the effect of advertising makes audiences buy

37

Yasraf Amir Piliang, Hipersemiotika: Tafsir Cultural Studies atas Matinya Makna, (Yogyakarta: Jalasutra, 2003), p. 288.

38

Dick Hebdige, Subculture: The Meaning of Style, (London: Routledge, 1987), p. 100. 39

Yasraf Amir Piliang, Dunia Yang Di Lipat: Tamasya Melampui Batas-Batas Kebudayaan, (Yogyakarta: Jalasutra, 2004), p. 302.

27

products where they do not need, advertising makes things cost more and helps to sell bad products and advertising could waste people’s money.40

As conclusion, technically, commercial advertisements should be smart manipulated to change the people’s mainstream and to seduce society. As step, an advertisement may use everything that to manipulate, to seduce society like involving sensuality, beauty of women, or like verbal form not to imperative way, “Buy our products now. An advertisement may take advice position or alternative order, for example determining the beneficial, health, beauty of products.

And the following statements above, the writer remembers the quote which is from Pablo Picasso. He said that “art” is a lie that reveals the “truth”. It means that “a creation” which is from human resources to intend and to give a lie to a community as simple intention to stabilize any intention, in the name of a community “truth”.

3. Elements of Advertisement

In advertising, especially for knowing the denotative and connotative meaning, the key format elements are logo, slogan, and signature.

a. Seals, Logos, and Signatures

A seal is awarded only when a product meets standards established by a particular organization, such as the Good Housekeeping Institute or Underwriters Laboratories. Because these organizations are recognized

40

Ralph E. Hanson, Mass Communication Living in A Media World, (New York: McGraw-Hill Companies, Inc, 2005), p. 413.

authorities, their seals provide an independent, valued endorsement for the advertiser’s product.

Logotypes (logos) and signatures are special designs of the

advertiser’s company or product name. They appear in all company advertisement and, like trademarks, give the product individuality and provide quick recognition at the point of purchase.

b. Slogans

Many slogans (also called themelines or taglines) begin as successful headlines. Slogans have two basic purposes: to provide continuity to a series of advertisement in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement.41

Slogan is a word or phrase that is easy to remember; used for example by a political party or in advertising to attract people’s attention or to suggest an idea quickly.42

41

William F. Arens & David H. Schaefer, Essentials of Contemporary Advertising, (New York: McGraw-Hill, 2007), pp. 244-250.

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29 CHAPTER III RESEARCH FINDINGS

A. Data Description

In the third chapter the writer will describe the analysis of connotation in Pepsi advertisement. Advertisement analyzed are five units. Those are the corpuses for analyzing in this research. The five Pepsi advertisements provide with the following taglines: (1) Live for Now, (2) Summer Time, Pepsi Time II, (3) Un Pimp Your Body, (4) Change the Game (5) Ask for more.

This study purposes to find a connotation that is existing in advertisement. Therefore, besides the verbal language, the non verbal language also influences in making the connotation in the advertisement itself, because the iconic (verbal sign) is a supporting element in understanding the connotation in advertisements. So, the data description can be tabulated in the following table.

Table of verbal and non verbal signs

Object Verbal Sign Non Verbal Sign

Image 1 - Live for N W

Live in the first column, for in the third, N in fifth column, and W in last

- The picture in first column

described people laughing, happy, and cheerful in town. Two women wearing clothes of different colors, with the high buildings background.

column.

- Text Pepsi at the Bottle

- The second image column in the advertisement is Pepsi bottle including logo and the name product text “Pepsi”.

- The third column is the image of a woman with a cheerful face using microphone, wearing strange clothes pink and also pink hair, dark background decorated with purple lights.

- Furthermore, there are several women with the cheerful wearing yellow clothes, holding a Pepsi product, plus a background set of many people.

- The fifth column is Pepsi logo coupled colored water background with the little bit brown color. - The last column is a man who was

playing basketball, wearing a blue plaid shirt, with a black background with a green light illuminated.

31

Image 2 - Summer Time

Pepsi Time

- Text Pepsi at the Bottle of product

- There is one who has white-haired and white-bearded drinking soft drinks in bottles which labeling the logo of Pepsi and text Pepsi. The hand that holds the bottle looks fat.

- The figure of man like Santa Claus

Image 3 - UN PIMP

YOUR BODY

- Pepsi Diet

- Picture a bright blue sky and there is little clouds that decorate. - The sun is shining

- There are Blue ocean and little movement of water as there are people or stone just fell in the water.

- Beach chairs are usually to relax and sunbathing under the sun. - Waterfront is not sand but neatly

arranged wood.

- There are pieces of the body looks like a truncated abdomen and apart from its owners. Characterized by a navel

stomach and beside there is something loose harness.

- Logo and text Pepsi diet on the bottom left side.

Image 4 - CHANGE THE

GAME

- There are some famous athletes, Lampard, Torres, Drogba, and athletes from India, Holding each tools according to their profession.

- There is a Pepsi logo shirts used in the model and the same logo located on the bottom left corner. - There Jabulani balls, balls used

in world cup 2012.

- The picture uses background

with a blue base color plus a few splashes of water decorator brownish

Image 5 - AKS FOR

MORE

- Pipe has white color and has blue strip. The body pipe is thin or slim impressed, because the pipe is very slim the pipe can bend themselves thin like paper, but

33

there is a hole in the pipe shoots. - Hole in the top of pipe looks like

issuing water droplets and has brown color.

- Plain white Background

- Pepsi logo in the tagline ask for more that occupies “o” in the word more

B. Data Analysis

To reveal the connotation, the author will go through from the Primary sign system or denotation significance, according to the theory used in this paper the connotation theory Roland Barthes. In theory the system of connotation from Roland Barthes in the first level with symbolized in formula (signifier/E1) or called denotation. After finding verbal and nonverbal signs in the table of the first advertisement to the last, the writer will describe that data and elaborate to connotation meaning (Signified/C2) which will automatically pass the denotation meaning first.

The writer will be explaining and answering according to the questions of this research. Explaining in sequence and the image advertisement will put in front before analyzing. Here they are the advertisements that selected by the writer to be analyzed, the tagline as follows: (1) Live for Now, (2) Summer

Time, Pepsi Time II, (3) Un Pimp Your Body, (4) Change the Game (5) Ask for more.

1. Pepsi Advertisement with Tagline Live For Now

a. Denotation Meaning

Before seeking connotation meaning of advertisement the writer has to find a denotation meaning or common meaning contained in the advertisement itself. According to Barthes theory, the theory that is used to analyze in this study, the first meaning/primary sign system or called denotation, formulated with code (E1). There are the denotations that found in first advertisement as a corpus with the tagline Live for Now.

In the first analysis of Pepsi advertisement, the writer finds verbal signs text Live for N W (E1), placed in different columns with different background anyway. Live text in firs column with the background a woman while smiling cheerfully, chatting with others. The second column contains in a bottle of Pepsi with PESPI text that becomes the name and the mark on the bottle itself,

35

while the text in third column is for with background of a woman. Furthermore, the letters N and W contains in the fourth column and the last column slip in the rounded logo Pepsi logo that is between the fourth column and fifth column.

In this first Pepsi advertisement also has a lot of non-verbal signs, illustrated with a variety of characters and a wide variety, different in some places, premises are placed in some columns each column contains the writing of tagline which separated. In the field there are intentionally not shown the shape of the letter writing but only with pictures that represent letters like the letter O in the middle of word now symbolized by a rounded image in accordance with the Pepsi logo (C1).

Besides some of the characters shown, this advertisement also shows a different background with different settings on each character. The first column indicates that the setting of the place to be in front of the high building, that means some people that in the first column are in the city, it is signed by high buildings behind them (C1).

In the second column picture there is a picture Pepsi product with blue background as usual becomes brand of product itself. The next column describes a woman holding microphone, the writer assumption that the woman has a singer profession. The fourth column there are more women with some other woman in the back, they smile by holding the Pepsi products. In the next column there is Pepsi logo with Pepsi water background. And in the last

column there is a man who is playing basketball, he wears a blue shirt with setting background illuminated blue color (C1).

b. Connotation Meaning

1). Life full of Joy, pleasure and comfortable (Live for Now)

In the primary sign system called denotation live has meaning have life, Have a home, spend live, stay alive.4 Overall, tagline live for now in the primary system has meaning live for right now. In the secondary system called connotation (Signified/C2), live not only have meaning have life but also have connotations Full of Joy, pleasure and comfortable.(E2) Relating to what that described in several columns that have background in some characters of joy and happiness other character addressed to anyone who drinks Pepsi in the column (R2) marked with fourth column there is a young woman who is carrying a bottle of Pepsi.

In the third next column shows that the meaning of life is not just a life, symbolized by a singer who appeared full of joy, a man picture in sixth column looks like comfortable if drink Pepsi (C2). The more strengthen brand of Pepsi product advertisement in order that readers know that advertising wants to show all the comfort and cheerfulness will be obtained if they drink Pepsi, this is reinforced by the Pepsi bottle mark in the second column complete with the name of the product.

4

37

2). Live for right now, modern, luxury and easy going (Live for Now)

Some models in the advertisement clearly show that all life at the modern urban place. As in first column shows us there are some young people who were chatting with each other with high building background. In the third column indicates the presence of woman who wears fancy dress and holding a microphone with a glamorous black background and light pink decorated (C1).

While the fourth column shows some women being happy and sociable environment which is characterized by happy expression and accompanied by a lot of people, the writer describes a situation that is intended to be like in a bar or discotheque. Figure advertising shows that the activity is carried out by people living for right now, modern, luxury, and easy going (signified/C2).

3). Suitable for all young people (Live for Now)

With various kinds of characters in this advertisement certainly has a connotation meaning that this product is suitable for all types or characters people (C2) to consumption, especially for young people. This case is signed (R2) by the difference in the character in every column. The people which described in there require more movement or thinking more like in the last column, marked with a young child plays basketball, of course, it will require more movement. Therefore, the advertisement maker expected that Pepsi is suitable to accompany them.

There are several aspects of the same character in this advertisement, all of them are young people who are in activities, of course they need a lot of the water to through the activities. Therefore connotation meaning of verbal signs Live for Now; Suitable for all young people can be addressed to all people, especially for all young people (C2).

2. Pepsi advertisement with tagline Summer Time, Pepsi Time

a. Denotation Meaning

In the second advertisement which has the tagline Summer time is Pepsi time shows us that there is father with glasses who has white hair and a thick white beard drinking beverages in bottles labeled logo Pepsi (C1). Another sign that appears in the form of verbal language Summer time is Pepsi time (E1) has a denotative meaning. It is when you are in summer, your time to drink Pepsi.

The father has a big hand, holding a bottle labeled and has a logo of Pepsi. He is very enjoying the drink that accompanied by the sun light.

39

it is indicated that advertising making addressed to summer the time (E2), this is in line (R1) with the advertisement tag line itself. These some visible signs and it could be called the first level meaning/ primary sign system (denotation), taken from verbal and nonverbal signs. The next analysis is to interpret or to seek the secondary system called connotation meaning. It will be discussed in the next section.

b. Connotation meaning

1). Santa Claus does not only appear in winter but also appears in the

summer for enjoying Pepsi(Summer time is Pepsi time)

There are signs of non verbal advertisement where there is a father has big body and a big hand and also he has a curly white hair with a thick white beard. It is not strange again that there is a message (connotation) that want the advertisement to show the reader that actually the father is Santa Claus (E2). If we remember again, this is reversed with appearance of Santa Claus who appears in the winter but this time instead appears in summers, of course, this raises the question to the audiences. It will increasingly become more attractive and easily remembered by audiences. Because of that purpose they (advertisers) manipulate data.5

By placing the tagline summer time Pepsi time (E1) in advertisement, the advertisement maker wants to send connotative meaning which relates (R1) to non-verbal signs that Santa Claus is drinking Pepsi. This indicates that the connotative meaning when summer time Santa Claus wants to

5

drink Pepsi (C2). According the theory of Roland Barthes between verbal and non-verbal language in the advertisement would be so related.

2). When the summer time, the most fresh is drinking Pepsi (Summer

time Pepsi time)

The interesting side of this advertisement is presenting Santa Claus in the summer season. In reality, the real Santa Claus appears actually in winter season, such us Santa comes in December during Christmas time where it is currently winter. Interestingly, Santa Claus appears suddenly during the summer (C1). He comes out and drinking Pepsi, shows connotation that summer time is the most fresh time to drink Pepsi (C2) like what is done by Santa Claus.

41

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.com/2009/01/manfaat-coca-cola-pepsi-sofdrink.html (download at 20 January 2014).

43

When there is a view of the sea calm and peaceful but there is one side where the water is churned like a plunge into the water runs out this certainly raises (R2) the significance connotative seen as something that is refreshing. Like when we are playing water at the beach which is clean and quiet, it will make a refreshing impression for those who see the picture.

3). For doing relax (un pimp your body)

The background of this advertisement is on the beach with blue and clean sea background, as well as the chairs for relaxing at the edge of the beach, it certainly has connotative meaning as it creates an impression that the drink is performed at the time relaxing (C2). The advertisement makers want this advertisement seems to be relaxing. The beach setting (R2) is perfect for connotative meaning because they want to show along with supporting images that the people will seat frightening off the along coast suggests and it’s situation is very relaxing. Addition with the bright sun, it is time suitable for relaxing. The connotative shows that Pepsi is suitable for the relaxed people.

4. Pepsi Advertisement with Tagline Change The Game

a. Denotation

This advertisement is Pepsi advertisement aimed to Indian society, so there is Indian language by tagline Ab Badlega Games when translated into English means Change The Game (E1). It has been written by the makers of advertisement in bottom right corner. Change according to Cambridge dictionaries has meaning different, while Game Become the first sign level has meaning fun activity (n) or sport (E2). But if the level of the secondary sign level (C2) will appear a lot of meanings. The secondary system will be discussed in the section of connotations.

This advertisement was made in 2012, in which there were several models of famous such as athlete famous football players and baseball players (C1) of India which included famous to attract the reader's advertisement attention.

45

In the advertisement that has the tagline Change The Game. There is a predominantly blue background with white light appears to shine from behind the model neat rows facing forward. This advertising model is uniform Pepsi athletes with the ball or appliance, they hold tools according to their profession. The total model in this advertisement there are 6 persons, with 3 models of 3 football players and other baseball players from India (C1). 2 of 3 baseball player holding a bat origin India ball in the game of baseball. As the model of the player holding the ball 2 of 3 Jabulani ball logo used as in the 2012 world cup in Africa.

Besides what is described above, there are some additional signs that illustrated such as sign spilled water or look like a fountain in the middle of the advertising model. And there is also complete with the tagline Pepsi logo on the right bottom corner. In Change the Change tagline, Change in the first line and the game in the second line and beside them there are Pepsi logo and Pepsi text (C1).

b. Connotation

1). Pepsi has a big power (Change The Game)

The sentences change the game in this advertisement for the secondary sign system (connotation) certainly possesses another purpose different with meaning at the primary sign system that called (denotation). To play certainly need energy, but to change the game will require more effort, it can be called with the power. In the advertisement seen somebody,

according to imaging products theory, the human body and the human face is strong; both of them are attracted attention human and other creatures.7 In picture of this advertisement symbolic by many famous athletes in the game which usually they can change the game (R2). It is to be emphasized so that the reader can easily understand advertising connotation of the advertisement itself.

Advertisement makers want to emphasize the message when someone drinking Pepsi, they will have more power, the power to change the game. Therefore, the advertiser is not careless to put advertising model. The models who appear in the advertisement are actually famous players when they play, they usually can change the games (C2).

2). A true champion (Change The Game)

A person who can change the game is probably the real champion that is the purpose of the message is in advertisement. According to Christomy that in a connotation meaning there is continue meaning, after first meaning will appear next meaning again and so on.8 The same case with this advertisement after first connotation meaning; has big power, the continue connotation meaning after has a big power he is a true champion (C2). It is also signed (R2) by the models shown in the champion men like Lampard, Drogba and Torres. They are great players who take part to bring the trophy

7

Susann Vihma & Seppo Vekeks, Semiotika Visual dan Semantika Produk (Yogyakarta and Bandung: Jalasutra) P.47.

8

47

of Champions League in Chelsea FC 2012. And the baseball players at that advertisement are in the champion league baseball in India.

That is something that is needed by advertisement maker in the connotative message of advertisement which has tag line change the game above. So the connotative meaning of this advertisement has been taken from the non-verbal signs where they are all true champions. So, in this advertisement the advertiser wants to convey a message in it that is a True Champion (C2) where the players consume Pepsi soft drink.

3). Before playing, drink Pepsi first (Change The Game)

In the description of the picture there are splashes of water, which means the water is splashing Pepsi water (E2), created by the purpose of advertisement is to clarify (R2) that it is a tasteless drink then the Pepsi products can change the game. In this case another purpose of advertisement is a verbal message here is if you want to change the game is recommended to drink Pepsi. So, the advertising model is drinking Pepsi before the match and he will change the game (C2).

4). Intended for the World Cup 2012 Africa (Change The Game)

As it looks in the existing advertisement model that bringing the Jabulani Ball. Jabulani Ball (C1) is the ball used in the World Cup 2012 in Africa (E2). Acquired connotation of ball in this advertisement is intended for that event (R2). Supported again by the famous athlete used in the

football game because the advertiser wants connect to that event in Africa (C2). As fact that world cup is just held once in 4 years.

5. Pepsi Advertisement with Tagline Ask for More

a. Denotation

In this advertisement described with a long suction pipe or where the base and the tip of a thin circular straw remains perforated. Suction white color with a blue strip combined with a plain white background (E1) makes objects visible advertisement without being distracted by the background color. Another nonverbal sign also in suction end there is a hole that has water coming out of the hole as if to fall from suction hole. The water which has brown color illustrating that water droplets off (E1), it is water Pepsi products.

While verbal signs in this advertisement are the sentence contained

ask for more (C1) located in bottom right corner. The primary sign level in this sentence includes the word ask has meaning question, expect and invite

49

(E2) according to Cambridge. In secondary sign system (connotation) would have a different meaning. In this picture as nonverbal sign affects to the connotations of advertisement, because iconic (verbal sign) is a supporting element in understanding advertisement studied. What are the connotations of this advertisement? The following discussion and analysis of the connotation of advertisement that has tagline ask for more will be explained in the next section.

b. Connotation

1). Pepsi makes addicted (ask for more)

In the first level of meaning is explained that there is a long suction in the edges there is a visible water coming out or dripping out. What is meant in this advertisement is a water that comes out to the last drop. Everything that drink is discharged until the last droplet (C2). Connotations of ask for more referred (R2) to in this advertisement is to drink Pepsi drink it down, until the last drop, this indicates that someone drinks Pepsi, they will not feel bored and will continue to last drop water (C2). Connotation is supported by the presence of non-verbal signs of drinking straws last dripping water you drink.

2). Stay slim (ask for more)

Described in the advertisement is long suction at the base circular and thin while it is still able to pull out in the end to the last drop of water. It is meaningful connotations despite drinking until they run out, this drink will

not make someone being fat. Connotations is supported by the presence of a thin suction (R2) indicating the second level of meaning (connotation) under which drinking a Pepsi will make them stay slim (C2) even drink it so much.

3). Drink so much is not problem (ask for more)

At the second level of meaning to ask for more meaning this could also drink a lot or a little though there will not be a problem. It is taken from the continuation of the first connotation meaning is stay slim. Continuing of connotation, Christomy has opinion that a interpretation meaning can be a continuing and a new meaning, according to the experience and knowledge of someone. It happens in the corpus advertisement at this time. The continuing to stay slim no matter if you drank a lot. This connotation is (R2) supported by the same image that is a slender suck water running out until the last droplet. So basically drink a lot is connected with the previous interpretation that to drink a lot is not problem because it still keeps the body stay slim (C2).

51 CHAPTER IV

CONCLUSION AND SUGGESTION

A. Conclusion

Based on the data analysis, the writer concludes that connotative lies on almost every Pepsi Advertisements, which is the main data of this study. In this last chapter, the writer would like to draw some conclusions about the research he did based on his analysis of the connotative meaning.

The writer concludes that each sign of Pepsi Advertisements has a system and it is supported by object, context, and text in the advertisements. These elements contribute to the meaning of denotative and connotative level upon products. And the last, the writer states that Pepsi Advertisements manipulate and create the symbol and sign values upon products to persuade the consumers.

The writer finds the good and bad connotative in advertisements in this research. Many connotative in Pepsi advertisements are in good connotative. But some of connotative has bad connotative such as in advertisement number 5, the connotative is make addicted so it is bad for people who wants to consume. Beside the bad connotative there many good connotative because every product always wants to show the good think in every advertisement.

B. Suggestion

The writer would like to suggest reader or the next researcher that the study about connotative meaning has great interest especially in advertisement in order to know the other meaning behind the real picture which has been presented. In addition this topic is little bit less to take as the topic of research especially in this faculty UIN Syarif Hidayatullah Jakarta.

In this his research is just the beginning, because in this analysis just limited in connotative meaning, actually this still can be continued in myth and ideology meaning, because after denotation will be followed by connotation, after connotation will be followed by myth and ideology.

Finally, the writer hopes this research will be useful for someone who wants to study about this topic in the future, especially in improving the English language.

53

BIBLIOGRAPHY

Audifax, Imagining Lara Croft: Psikosemiotika, Hiperealitas dan Simbol-Simbol Ketaksadaran, Yogyakarta: Jalasutra, 2006.

Bareker, Chris, Cultural Studies,Teori dan Praktik. Jogjakarta: Kreasi Wacana,

2009.

Barthes, Roland, Element of Semiology, New York: HILL and WANG, 1997. ___________, Imaji, Musik, Teks: Essay Selected, translator, Stephen Heath,

London: Fortana Press, 1990.

___________, Mitologi, Jogjakarta: Kreasi wacana, 2009.

___________, S/Z, translator, Richard Miller, Oxford: Basil Blackwell, 1990. Budiman, Kris, Kosa Semiotika, Yogyakarta: LKiS, 1999.

Christomy, Tommy, Semiotika Budaya, Depok: PPKB Universitas Indonesia, 2004.

Fiske, John, Introduction to Cultural and Communication Studies. Yogyakarta: Jalasutra, 2007.

Hebdige, Dick, Subculture: The Meaning of Style, London: Routledge, 1987. Hanson, E. Ralph, Mass Communication Living in A Media World, New York:

McGraw-Hill Companies, Inc, 2005.

Hoed H, Benny, Semiotika dan Dinamika Sosial Budaya, Depok: Komunitas Bambu, 2011.

Hornby, Oxford Advanced Learner’s Dictionary 6th Ed, (Oxford: Oxford University Press 2000).

Jena, Jeremias, Etika dalam Iklan, Driyakarya Philosophy Magazine, XXIII, No.3, 1997.

Keraf, Gorys, Diksi dan Gaya Bahasa 19th Ed. Jakarta: Gramedia Pustaka Utama, 2009.

Kreidler, W, Charles, Introducing English Semantics, New York: Routledge, 1998.

Kurniawati, Heppy, Litiyana, “Pemosisian Iklan Nokia dilihat dari konotasi”, Tesis: Universitas Indonesia, 2009.

Leech, Geoffrey, Semantics, New Zealand: Penguin Books, 1974.

Liliweri, Alo, Dasar Dasar Komunikasi Periklanan, Bandung: PT. Citra Adya Bakti, 1992.

Paliang, Amir, Yasraf, Hipersemiotika: Tafsir Cultural Studies atas Matinya Makna,Yogyakarta: Jalasutra, 2003.

_____________, Dunia Yang Dilipat: Tamasya Melampui Batas-Batas

Kebudayaan, Yogyakarta: Jalasutra, 2004.

Rakhmad, Jalaluddin, Psikologi Komunikasi, Bandung: Remaja Rosda Karya, 2001.

Saussure, Ferdinand, de Course in General Linguistic. New York City: McGraww- Hill Paperback, 1966.

Sobur, Alex, Drs., Semiotika Kominik,. Bandung: PT Remaja Rosdakarya. 2009. _____________, M.Si, Semiotika Kominikasi, Bandung: PT Remaja Rosdakarya.

2009.

Susanta, Adi, Putu, http://www.putuadisusanta.com/2009/01/manfaat-coca-cola-pepsi-sofdrink.html, accessed at 20 January 2014.

Tinarbuko, Sumbo, Semiotika Komunikasi Visual, Yogyakarta: Jalasutra, 2008. Vihma, Susann & Vekeks, Seppo, Semiotika Visual dan Semantika Produk.

Yogyakarta and Bandung: Jalasutra, 2006.

Watson, S. Dunn, dan Barban, M. Arnold, Advertising: Its Role in Modern Marketing (Fourth edition). New York: CBS College Publishing, 1982.

William F. Arens & David H. Schaefer, Essentials of Contemporary Advertising, New York: McGraw-Hill, 2007.

55 APENDICES

51 CHAPTER IV

CONCLUSION AND SUGGESTION

A. Conclusion

Based on the data analysis, the writer concludes that connotative lies on almost every Pepsi Advertisements, which is the main data of this study. In this last chapter, the writer would like to draw some conclusions about the research he did based on his analysis of the connotative meaning.

The writer concludes that each sign of Pepsi Advertisements has a system and it is supported by object, context, and text in the advertisements. These elements contribute to the meaning of denotative and connotative level upon products. And the last, the writer states that Pepsi Advertisements manipulate and create the symbol and sign values upon products to persuade the consumers.

The writer finds the good and bad connotative in advertisements in this research. Many connotative in Pepsi advertisements are in good connotative. But some of connotative has bad connotative such as in advertisement number 5, the connotative is make addicted so it is bad for people who wants to consume. Beside the bad connotative there many good connotative because every product always wants to show the good think in every advertisement.

52

B. Suggestion

The writer would like to suggest reader or the next researcher that the study about connotative meaning has great interest especially in advertisement in order to know the other meaning behind the real picture which has been presented. In addition this topic is little bit less to take as the topic of research especially in this faculty UIN Syarif Hidayatullah Jakarta.

In this his research is just the beginning, because in this analysis just limited in connotative meaning, actually this still can be continued in myth and ideology meaning, because after denotation will be followed by connotation, after connotation will be followed by myth and ideology.

Finally, the writer hopes this research will be useful for someone who wants to study about this topic in the future, especially in improving the English language.

53 Ketaksadaran, Yogyakarta: Jalasutra, 2006.

Bareker, Chris, Cultural Studies,Teori dan Praktik. Jogjakarta: Kreasi Wacana, 2009.

Barthes, Roland, Element of Semiology, New York: HILL and WANG, 1997. ___________, Imaji, Musik, Teks: Essay Selected, translator, Stephen Heath,

London: Fortana Press, 1990.

___________, Mitologi, Jogjakarta: Kreasi wacana, 2009.

___________, S/Z, translator, Richard Miller, Oxford: Basil Blackwell, 1990. Budiman, Kris, Kosa Semiotika, Yogyakarta: LKiS, 1999.

Christomy, Tommy, Semiotika Budaya, Depok: PPKB Universitas Indonesia, 2004.

Fiske, John, Introduction to Cultural and Communication Studies. Yogyakarta: Jalasutra, 2007.

Hebdige, Dick, Subculture: The Meaning of Style, London: Routledge, 1987. Hanson, E. Ralph, Mass Communication Living in A Media World, New York:

McGraw-Hill Companies, Inc, 2005.

Hoed H, Benny, Semiotika dan Dinamika Sosial Budaya, Depok: Komunitas Bambu, 2011.

Hornby, Oxford Advanced Learner’s Dictionary 6th Ed, (Oxford: Oxford University Press 2000).

Jena, Jeremias, Etika dalam Iklan, Driyakarya Philosophy Magazine, XXIII, No.3, 1997.

Keraf, Gorys, Diksi dan Gaya Bahasa 19th Ed. Jakarta: Gramedia Pustaka Utama, 2009.

Kreidler, W, Charles, Introducing English Semantics, New York: Routledge, 1998.

54

Kurniawati, Heppy, Litiyana, “Pemosisian Iklan Nokia dilihat dari konotasi”, Tesis: Universitas Indonesia, 2009.

Leech, Geoffrey, Semantics, New Zealand: Penguin Books, 1974.

Liliweri, Alo, Dasar Dasar Komunikasi Periklanan, Bandung: PT. Citra Adya Bakti, 1992.

Paliang, Amir, Yasraf, Hipersemiotika: Tafsir Cultural Studies atas Matinya Makna,Yogyakarta: Jalasutra, 2003.

_____________, Dunia Yang Dilipat: Tamasya Melampui Batas-Batas Kebudayaan, Yogyakarta: Jalasutra, 2004.

Rakhmad, Jalaluddin, Psikologi Komunikasi, Bandung: Remaja Rosda Karya, 2001.

Saussure, Ferdinand, de Course in General Linguistic. New York City: McGraww- Hill Paperback, 1966.

Sobur, Alex, Drs., Semiotika Kominik,. Bandung: PT Remaja Rosdakarya. 2009. _____________, M.Si, Semiotika Kominikasi, Bandung: PT Remaja Rosdakarya.

2009.

Susanta, Adi, Putu, http://www.putuadisusanta.com/2009/01/manfaat-coca-cola-pepsi-sofdrink.html, accessed at 20 January 2014.

Tinarbuko, Sumbo, Semiotika Komunikasi Visual, Yogyakarta: Jalasutra, 2008. Vihma, Susann & Vekeks, Seppo, Semiotika Visual dan Semantika Produk.

Yogyakarta and Bandung: Jalasutra, 2006.

Watson, S. Dunn, dan Barban, M. Arnold, Advertising: Its Role in Modern Marketing (Fourth edition). New York: CBS College Publishing, 1982.

William F. Arens & David H. Schaefer, Essentials of Contemporary Advertising, New York: McGraw-Hill, 2007.