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.
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.
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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
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Jeremias Jena, Lock Cit.
