xxii this subchapter in four terms: Concept and Methods; Iconic, Indexical, and Symbolic Signs;
Denotation and Connotation; and Codes. This following explanation is taken from Gillian Dyer book entitled “Advertising as Communication” 1982.
1. Concept and Methods
According to Gillian Dyer, the concepts of semiotic are divided in two ways; the first concept of semiotics contains of langue and parole, and the second distinction contains of
signifier and signified. 1982:117-119. Here, I want to focus on using both of these concepts simultaneously.
Based on the main function of semiotics that was adopted from linguistics field, the former concept is usually referred as langue language and parole speech. Langue consists
of structural rules and convention which are independent of the individual use of them. The individual use is called parole speech. It is the manifestation of the preferred, combined and
expressed elements of langue. Dyer has argued that “an advertisement is the manifestation of both parole and langue”.
Advertisement is parole—the combination of verbal and visual signs which creates meaning—and that langue is the means codes which allow the messages to function. Langue
conditions and is conditioned by parole and consists of a diverse set of social limits, references and discourses, image, formal techniques and symbolic figures which advertisers represent to
create message to the public society. 1982: 118 Further explanation about sign, Dyer has also given simple understanding about the
definition of sign. A sign is made up of the signifier and the signified. Signifier is a material concept and signified is a mental concept. It can be said that signifier is real meaning of a
visual, but signified is the concept—it works in the way of thinking. Both of signifier and
xxiii signified are work together, but this distinction is needed for the purpose of analysis in order
to see how the sign works. 1982: 118
2. Iconic, Indexical, and Symbolic Signs
