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CHAPTER II
THEORETICAL FRAMEWORK
A. Previous Research
The research about semiotics has been done before, such as: Cindyramitha, 2012, in her thesis by the title “Semiotics Analysis of
Product Packaging Design of Gulaku Sugar Sticks”, used theory of Ferdinand De Saussure to analyze the signs. She explained all the data
descriptively. She aimed to gain knowledge about the process of meaning productions behind each visual elements on product packaging design
using semiotics analysis with Saussure‟s dyadic model
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. Anwar Yasin, 2011, in his thesis under title “A Semiotic Analysis of
Education Advertisements on Campus Magaz ine”, tried to find out the
sign meaning of the education advertisements by using triangle semiotics concept. However, in his analysis chapter, he did not draw the triangle
semiotics of Peirce to show the relation between the object, representamen, and interpretant
where the combination of the three signs will deliver a clear meaning of a selected object advertisement. He used
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Cindyramitha, “Semiotics Analysis of Product Packaging Design of Gulaku
Sugar Stick ”, Unpublished undergraduate thesis on University of Indonesia, Depok:
2012.
the table to describe them. He did not show how many icon and symbol that found in every advertisement
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. Björn Kralemann - Claas L
attmann, in the journal “Models as icons: modeling models in the semiotic framework of Peirce‟s theory of signs”.
They tried to shed the light on the ontological puzzle pertaining to models and to contribute to a better understanding of what models are. They said
that models should be regarded as a specific kind of signs according to the sign theory put forward by Charles S. Peirce, and, more precisely, as
icons, i.e. as signs which are characterized by a similarity relation between sign model and object original. This yields the following result: models
are determined by a semiotic structure in which a subject intentionally uses an object, i.e. the model, as a sign for another object, i.e. the original,
in the context of a chosen theory or language in order to attain a specific end by instituting a representational relation in which the syntactic
structure of the model, i.e. its attributes and relations, represents by way of a mapping the properties of the original, which hence are regarded as
similar in a relevant manner
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. Risto Hilpinen, in his Journal by the title “On the Objects and
Interpretants of Signs: Comments on T. L. Short‟s Peirce‟s Theory of Signs”. This journal is a commentary on some topics discussed by Thomas
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Anwar Yasin, “A Semiotic Analysis of Education Advertisements on Campus
Magazine ”, Unpublished undergraduate thesis on UIN Syarif Hidayatullah Jakarta,
Jakarta: 2011.
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Björn Kralemann and Claas Lattmann, “Models as icon” on Modeling models in
the semiotic framework of Peirce’s theory of signs, Germany: 2012.
Short in his recent book Peirc e‟s Theory of Signs: Peirce‟s distinction
between iconic and indexical signs, the objects of propositions, and different ways of interpreting the distinction between the immediate and
dynamic objects of signs. Through his journal, he suggested that the models of a theory can be regarded as its immediate objects, and the real
systems represented by the models are the dynamic objects of the theory
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. G.D. Dharma Keerthi Sri Ranjan, in her journal under title “Science of
Semiotic Usage in Advertisements and Con sumer‟s Perception” tried to
preserve the culture and help to read the cultural perception becoming natural. She explained that advertisement is capable of manipulating the
perception and the behavior of the consumers. Each advertisement is a cultural document and has a cultural shadow which carries to readers to
share and negotiate the cultural themes. These symbolic and the iconic conversation are ritualized enactments through the dimensions of cultural
esteem. However, in her journal, she did not draw the triadic semiosis concept of Peirce related to the advertisement, she described it
descriptively
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. So, in the researc
her‟s thesis untitled “Semiotic Analysis of Greenpeace Campaign Posters in Climate Change Series” which makes it
different from the previous researches is the corpus used and the objective.
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Risto Hilpinen, “Comments on T. L. Short’s Peirce’s Theory of Signs” on The
Objects and Interpretants of Signs, Coral Gables: 2007.
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G.D. Dharma Keerthi Sri Ranjan, “Advertisements and Consumer’s
Perception ” on Science of Semiotic Usage, Sri Lanka: 2010.