e. Customer 5
53
In interpreting the meaning of picture and headline in the advertisement, the customer said that she does not understand and she has
no idea about those. But, in interpreting the meaning of colour she said that the
advertiser uses colourful to gives bright vibes to the reader. Because, The bright colours are easier for people to draw attention to that picture.
6. Conclusions of Analysis
In this analyse the writer concludes that: Firstly, not all of the customers could interpret the meaning of the headline with clearly. The
meaning of the headline which the advertiser wants to deliver to them could not be understood. There is one customer could not understand the
meaning of the headline. Secondly, the picture of a girl stripping off her clothes, crawling up
the Frappuccino and diving right in with the legs dangling sticking out and all clothes on the ground picture is also could not be interpreted vividly by
all of the informants. Four customers could interpret with clearly but one customer could not understand the meaning of the picture with clearly.
Thirdly, in interpret the colours in that advertisement, all of them can interpret very well. The five informants said that the colours are to
attract the attention of the customer.
53
Hana Khairunnisa. Nurse. Interview was taken on Wednesday, 29 July, 2015
Then, for the green colour as the background, all of them can get the meaning. They said that green colour in that advertisement creates a
feeling of warm, calm and cool. In interpreting the black colour in the font of headline, two of them interpreted that the meaning of it does not have
specific meaning. They think that the advertiser chooses black colour only to create a good design.
From the explanation above, in general, all of them can understand the meaning of the sign which the advertiser wants to deliver to them.
Because they can interpret the meaning and the message of that advertisement the same as the advertiser. It means that the messages the
advertiser wants to deliver to them are successfully accepted. Also, in interpreting pictures, colours and headline in that advertisement, some of
them can interpret that signs with more imaginative and more creative than the advertiser.
75
CHAPTER IV CONCLUSION AND SUGGESTIONS
A. Conclusions
After analyzing the Starbucks Coffee advertisements, the writer concludes some points, such as follows:
Starbucks Coffee as one of famous coffee brand uses sign on its advertisement as language to promote and attract the reader‟s attention to buy
the product. The language on Starbuck s Coffee‟s advertisement can be
analyzed by using semiotics because semiotics is the scientific study about signs. There are some theories about semiotics, but the writer uses Charles
Sanders Peirce 1931 to analyze Starbucks Coffee‟s advertisements.. In this
research, the writer uses three types of Starbucks Coffee advertisements. The type of Starbucks “inner beauty”, Starbucks “Burning the midnight oil?” and
Starbucks “Here‟s to the best part of your day”. Every advertisements consist of representament, object and interpretant as suggested by Peirce Triadic
Theory. The combination of the three signs will deliver the meaning of selected object advertisement to the reader. Based on the result of analysis
with Charles Sanders Peirce theory, the writer concludes that every advertisement of Starbucks Coffee uses attractive signs which make
interesting sense of customers. On the other hand, by the interview with the advertiser and five
customers of Starbucks Coffee, the writer finds out that not all customers could interpret the messages of the advertisement clearly. Because based on
Kategori