artists or public figures, they usually use the unique word, not only influence but also inviting. The main point, the great advertisement maker very cares about that
elements are hoped able to make the potential costumers easily remember. So, for making only one advertisement will need a high creativity and a deep imagination.
Of course, the advertiser will so consider about the denotative and connotative meaning.
The denotative and connotative meanings are influence in a good advertisement making, because the good advertisement is when people
imaginations who reads advertisements is same with the advertisement maker. According to good advertisements which explained above we can conclude that
denotative and connotative have a big requirement in the conveying message to the reader.
Words that do not contain additional of meaning or felling called denotative meaning, while the word that contain additional of meaning or felling,
and sense of values called connotation.
3
According to the writer, based on the meaning from Gorys Keraf, denotative meaning is the meaning that actually just
coming from word it’s self, there is no imagination which comes from outside. For example; rose in denotative meaning, rose is just flower and has some color.
While connotative meaning is the meaning that coming from the outside from word it’s self. For example, rose in connotative meaning has some meaning such
us rose is a symbol of beautiful, romantic or love, or can be something that become a tool for express someone who falling in love.
3
Gorys Keraf, Diksi dan Gaya Bahasa, Jakarta : Gramedia Pustaka Utama, 2009, p. 27.
For example rose, if describing with the denotative and connotative meaning, it will show us, how many signs of rose. The writer has perception that
it will be interesting when the same topic; denotative and connotative used to analysis advertisement. We will find many sign that hidden message in
advertisements. The writer trays to reveal the interested side of advertisements.
B. Focus of the Study
To limit the research, the writer only focuses on Pepsi Advertisements. Each product has full of message that shown as the denotation, connotation, and
meaning upon products which is expressed in the elements of advertisements, object, context, and text that built to express the message. The concept from this
research is referred to Roland Barthes concept that started from primary sign of denotation and secondary sign of connotation.
C. Research Question
According to focus of the study, the writer formulates the question of the research as follows:
- How are denotative and connotative meanings described in Pepsi
Advertisements based on Roland Barthes theory?
D. Significance of the Study
In this research, the writer expects the reader to understand the denotative and connotative in advertisements based on Roland Barthes theory. Furthermore,
the writer expects the students of linguistics, especially semiotics science, in order this research be an inspiration in finding ideas for developing other studies based
on semiotics theory. And it may be the one of data information for other researches who wants to study the similar research.
E. Research Methodology
1. Objective of the Research
The objective of the research is to describe the study of denotative and connotative which is represented in advertisements of
Pepsi product. Specifically, in understanding the denotative and connotative meanings which are constructed in Pepsi advertisements.
2. Research Method
The method used in this research is descriptive method. It is based on the documents verbal and non verbal where the documents
will be analyzed by the writer descriptively. The description means looking for denotative and connotative meaning in Pepsi
Advertisements, and giving explanation about that.
3. Data Analysis Technique
In this research, the selected corpuses will be analyzed by the descriptive analysis technique. The writer has several steps as
technique for doing the research, these steps are: a.
The writer selects five Pepsi Advertisements. b.
Noting the sign verbal and nonverbal in Pepsi Advertisements which selected.
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.
