the product. For example the brand name of the product and the aims of the product. Advertising language is the loaded language which has the
primary aims to attract the reader attention and dispose us favourably towards the product or services on offer Dyer, 1982:139. Dyer also states
that words not only describe things, communicate feelings, associations, and attitudes, but they also bring ideas to our mind. Chandler 2001:5
states that the term text usually refers to a message which is recorded in some way so that it is physically independent of its sender and receiver.
b. Non-verbal message can be defined as the pictures, which present the
kinds of the product; logo of company, the colour, etc. Dyer 1982:86 states that pictures are easier to understand and have more impact than
word. Generally, it offers opportunity for the communication of excitement, mood, and imagination. The sign as composed of two distinct
parts such as: a signifier: sound-image and signified: the concept of meaning according to Saussure.
1.2.3 Meaning
In Encyclopaedia Americana 1969, meaning can be defined as a characteristic attributed to sign in very wide sense of the word, including not only
linguistic expressions, such as written or spoken words and sentences, but also marking on maps, road sign, smoke signals, and the other various signals.
1.3 Theoretical Framework
This study is supported by some theories of the experts in the semiotic field. The theories that were used in this study were the theory that was proposed
by Daniel Chandler about signified and signifier 2001:28 and also the theory that was proposed by Leech about functions 1974:47-50 and meanings 1974:9
as the main theories in order to describe the message of sign and explain the functions and meanings of the advertisement. The other theory was a theory that
was proposed by a graphic designer named Herman Cerrato 2012 about the meaning of colours in the advertisement as the supporting theory.
2.3.1 Theory of Sign
Ferdinand de Saussure as cited in Chandler 2001:28 defines the means of communication as a signifier and a signified. The signifier is the form of which
the sign takes and the signified is the concept it represents. Peirce as cited in Chandler 2001:14 states that there are three modes of
relationship between signifier and signified: 1.
Symbolsymbolic is a mode in which the signifier does not resemble the signified but which is fundamentally arbitrary or purely conventional so
that the relationship must be learnt: e.g. language in general plus specific languages, alphabetical letters, punctuation marks, words, phrases and
sentences, numbers, morse code, traffic lights, national flags.
