Charles Sanders Pierce A semiosis process analysis on Starbucks Coffee Advertisements

C. Charles Sanders Pierce

In this research, the writer uses theory from Charles Sanders Pierce to answer the research question. Charles Sanders Peirce divides sign into three elements. There are representamen, object and interpretant. 20 A theory of semiotics focuses on a sign. Peirce says a sign or representamen is something which stands for something in some respect or capacity. 21 To use Peirce triadic theory, Peirce explains that representament as the sign itself, the object is the thing which referred. Interpretant is the product from the connection between interpretant and object. 22 In triadic theory of Peirce, the combinations of Representamen+Object will result a new sign which called “interpretant”. The interaction between the representament, the object and the interpretant is referred to by Peirce as „semiosis‟. Based on Peirce‟s model of the sign, the traffic light of sign sign for „stop‟ would consist of: a red light facing traffic at an intersection the representament; vehicles halting the object and the idea that a red light indicates that vehicles must stop the interpretant. 23 According to Peirce theory of semiotic known as triangle model can be shown as follows : Representament Object Interpretant 20 Charles Sanders Peirce, Philosophical Writing of Peirce; Edited by Justus Buchler New York; DOVER PUBLICATIONS,INC.,1940,p.99. 21 Ibid., p.99. 22 Ibid., pp. 100-101 23 Daniel Chandler 2002, Op.Cit. p.9 Figure 1: The Sign Model of Charles Sanders Pierce 24 The tradiac of sign above can be explained as follows : a. The Sign or representament: the form which the sign takes not necessarily material, though usually interpreted as such - called by some theorists the „sign vehicle‟. b. An interpretant: not an interpreter but rather the sense made of the sign. c. An Object: something beyond the sign to which it refers a referent. In Peirce‟s own words: “A Sign, or Representamen, is a First which stands in such a genuine triadic relation to a Second, called its Object, as to be capable of determining a Third, called its Interpretant, to assume the same triadic relation to its Object in which it stands itself to the same Object. The triadic relation is genuine, that is its three members are bound together by it in a way that does not consist in any complexus of dyadic relation. That it the reason the Interpretant, or Third, cannot stand in a mere dyadic relation to the Object, but must stand in such a relation to it as the Representamen itself does Nor can the triadic relation in which the Third stands be merely similar to that in which the First stands, for 24 John K. Sheriff, Semiotic Themes; Edited by Richard T. De George with title Charles S. Peirce and the Semiotics of Literature Lawrence: University of Kansas Publications, 1981, p.53 this would make the relation of the Third to the First a degenerate Secondness merely.” 25 Based on its representament, Peirce divided sign into three parts. They are qualisign, sinsign, and legisign : a. Qualisign: quality in sign, for example, smooth, words. b. Sinsign: actual event on sign, for example, dirty word in the sentence if “The river is dirty, it refer the rain on riverbed”. c. Legisign: a law of sign. Such as, traffic light. 26 Based on its interpretant, Pierce divided sign into three part. They are : a. Rheme: sign that may be interpreted that based on choice. For example, someone that hisher eyes is red, it can refer that shehe is crying or getting sick or waking up. b. Dicent sign or dicisign: is to describe about the fact of interpretant or the real description of a thing. c. Arguments : is logical reasoning of interpretant 27 Based on its object, Pierce divided sign into three parts. They are : a. Icon: a mode in which the signifier is perceived as resembling or imitating the signified recognizably looking, sounding, feeling, tasting or smelling like it being similar in processing some of its qualities: e.g a portrait, a cartoon, a scale model, onomatopoeia, 25 Charles Sanders Peirce. 1940. Op.Cit., pp.99-100. 26 Charles Sanders Peirce. 1940. Op.Cit., p. 101 27 Charles Sanders Peirce. 1940. Op.Cit., p. 103 methapors, realistics sounds in „programme music‟, sound effect in radio drama, a dubbed film soundtrack, imitative gestures. b. Indexindexical: a mode in which the signifier is not arbitrary but is directly connected in some way physically or causally to the signified regardless of intention – this link can be observed or inferred: e.g. „natural signs‟ smoke, thunder, footprints, echoes, non-synthetic odours and flavours, medical symptoms pain, a rash, pulse-rate, measuring instruments weathercock, thermometer, clock, spirit- level, „signals‟ a knock on a door, a phone ringing, pointers a pointing „index‟ finger, a directional signpost, recordings a photograph, a film, video or television shot, an audio recorded voice, personal „trademarks‟ handwriting, catchphrases. c. Symbolsymbolic: Symbolsymbolic: a mode in which the signifier does not resemble the signified but which is fundamentally arbitrary or purely conventional – so that this relationship must be agreed upon and learned: e.g. language in general plus specific languages, alphabetical letters, punctuation marks, words, phrases and sentences, numbers, morse code, traffic lights, national flags. 28 According to Peirce theory the table can be shown as follow: I Firstness II Secondness III Thirdness Representamen Qualisign Sinsign Legisign 28 Charles Sanders Peirce. 1940. Op.Cit., p. 101 Object Icon Index Symbol Interpretant Rheme Dicent Argument Table 1: Peirce’s Thought of Semiotics 29

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