CHAPTER II
REVIEW OF LITERATURE, CONCEPT, AND THEORETICAL FRAMEWORK
2.1 Review of literature
There are four undergraduate theses and one international article that reviewed in this section. Those theses and journal were needed to make this writing even better.
The first undergraduate theses is written by Putra 2009 entitled “The analysis of the three printed English Clothing Advertisements”. The problem that is discussed in this thesis is the
relationship between verbal and visual signs in presenting the messages of clothing advertisements and also message delivered by the advertiser to the readers in each clothing
advertisement. The data in this thesis were collected from Action Magazine January-February 2008 and Track magazine January 2008 and March 2008. There were three clothing
advertisements selected as the data which are Titanium advertisement, The Realm Wetsuit advertisement, and Billabong advertisement. The collected data were descriptively and
qualitatively analyzed by using semiotic theories by Saussure 1974, Leech 1974, and Dyer 1986. The finding of the analysis showed that there were the relationships between verbal and
visual signs in conveying messages to the readers. If one of the signs did not exist, it will be difficult to find the messages conveyed by the advertiser. This undergraduate thesis is difference
with this writing in term of analyzing. The previous thesis focuses on the relationship between verbal and visual signs in presenting the messages of clothing advertisements and also message
delivered while this writing is focused on analyze semiotic sign of advertisement and its messages. While the similarities is both of this writing is analyzing advertisement.
The second undergraduate thesis is written by Purwanto 2009 entitled “The Analysis of Verbal and Visual signs in Advertisement Mike’s Famous in Cycle World Magazine”. His paper
analyzed the signs which are used in the advertisement related to the context of situation. The theories applied in his study here are the theory proposed by Lund 1947, Dyer 1993, Leech
1966, Wandia 1997, and Janich 2001. The result of this study is the advertisement has five structural components. There are: Headline, Illustration, Body Copy, Signature Line, and
Standing Details. His paper provides ideas to analyze the signs in the advertisement and take an advertisement that contains the five structural components of advertisement.
The third undergraduate theses is written by Shakuntala 2011 “Visual and Verbal sign of five Australian cartoons on “It’s All Happening book”. several points that are the focus of her
study are the verbal and visual sign which are related to the context of situation, the messages of verbal and visual art and about the cartoon itself, the correlation between verbal into visual. The
theories were used to analyze the data are from “Theory Language, Context and Text: Aspect of Language in Social Semiotic Perspective” by Halliday 1985. The second theory is theory of
sign by Ferdinand de Saussure it is then combined with the theory on Verbal and Visual Sign. The last one is Theory of Types of Meaning by Leech 1974.Her paper is giving the point that
verbal and visual signs explains to the reader about the meaning of the advertisement through the text and the picture.
The last undergraduate thesis is written by Vina Dwi Riyanti 2011 entitled “context of situation and text organization in shampoo advertisement”. The problem that is discussed in this
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