There are several concepts need to be defined in this study including advertisement, verbal sign, non-verbal sign, signifier, and signified. The explanation of those concepts is as follows:
2.2.1 Concept of Advertisement
Advertisements is a text that has the objective to announce a something that appeals to many peoples and that adds a well known product in all public or the messages paid for by those
who send them and are intended to inform or influence people who receive them. Like a media that carries the ads, and a host of people like copy editors, visualizes, brand managers,
researchers, creative heads and designers who take it the last mile to the customer or receiver. Advertisement is a public notice especially in print but nowadays more advertisement use the
visual.
According to Leech 1966: 50, advertisements usually consist of several components such as the following:
a. Headline
Headline is the head opening of an advertisement to attract readers. Usually the headlines use the big size for easily seen and use the eye catching color.
b. Illustration
Illustration is the picture, drawing, photograph or other non-verbal elements used in an advertisement to illustrate the message.
c. Body Copy
Body Copy is explains how the product or service meets the customer needs. It is the main part of advertisement message often divided into various sections under
subheads. d.
Signature Line Logo Signature Line Logo is the identifier of the product advertiser. It mentions
brand-name, often accompanied by a price-tag, slogan, trademark or the picture of the brand pack and it helps customers to easily recognize a brand.
e. Standing Details
Standing Details usually contains company address, call center, website that can be used by customers to get information about the brand.
A press advertisement is two dimensional, the notion of demands a certain freedom of interpretation. An illustration might occupy the whole length of the advertisement, and the
various linguistic components be placed at different positions to be right or left of it: or the headline or other parts of the verbal message might be superimposed on the illustration.
2.2.2 Concept of Verbal Sign
