c. From the sign verbal and nonverbal will find the denotative
meanings. d.
After finding the denotative meaning, the writer tries to find connotative meaning which is existing in Pepsi advertisements
e. Analyzing the selected data by using Roland Barthes Theory.
f. Writing the result of the study.
4. Unit of Analysis
The unit of analysis in this research is Advertisements of soft drink in Pepsi product which selected five advertisements to be
analyzed.
5. Instrument of the Research
The instrument of this research is the writer himself by reading, understanding, classifying, making notes if there is some important in
source data, analyzing, explaining and concluding.
6. Time and Place
This research started from April 2013 and it will be ended in April 2014 at Department of English, Letters and Humanities Faculty,
State Islamic University of Syarif Hidayatullah, and some university libraries around Jakarta.
7
CHAPTER II THEORETICAL FRAMEWORK
A. Semiotics
Talking about semiotics as a science, there is a kind of space that has historical built contradiction between two founders those are semiotics continental
Ferdinand De Saussure and America Semiotics Charles Sender Pierce.
4
Actually, Both of them are not contradictory but interrelated and complementary, Pierce
with the semiotics pragmatics and Saussure with the semiotics signification. From Saussure Theory, Roland Barthes develops completely wider and dipper. Barthes
used denotation system and connotation system. The theory of Barthes will be used by writer to analyze this research with Pierce theory and Saussure theory as a
supporting theory. All of theory will be explained in next chapter before discussing about theory we have to know what semiotics is.
Semiotics is a science to study a sign in human life. It is agreed as the study method in the first conference, Association for Semiotics Studies in 1974. A
sign is something that means something else for someone. In etymology, semiotics is taken from Greek word, semeion which means a sign. A sign at that
time means a thing which is referred to other thing. In the terminology side, semiotics is the study of object-scale, culture, event, as a sign, said Umberto Eco.
Semiotics is concerned with “everything” that can be taken as a sign.
5
4
Alex Sobur, Semiotika Kominikasi, Bandung: PT Remaja Rosdakarya. 2009, p. 209.
5
Audifax, Reseach: Sebuah Pengantar untuk “Mencari-Ulang” Metode Penelitian dalam Psikologi, Yogyakarta: Jalasutra, 2008, p. 317.
