SEMIOTIC IN A MILD GO AHEAD VERSION ON TELEVISION.
SEMIOTIC IN A MILD GO AHEAD VERSION ON
TELEVISION
A THESIS
Submitted to Partial Fulfillment of the Requirement for the Degree of
Sarjana Sastra
By:
HABIBULLAH
Registration Number 209220015
ENGLISH AND LITERATURE DEPARTMENT
FACULTY OF LANGUAGES AND ARTS
STATE UNIVERSITY OF MEDAN
2014
ABSTRACT
Habibullah. 2014. A Semiotic Analaysis of A Mild Go Ahead Version on
Television. A Thesis. Faculty of Languages and Arts. State University of
Medan.
This research is focused on semiotic used in A Mild Go Ahead. The research was
conducted by using descriptive qualitative research. The data were collected from
the mass media. The findings of the thesis show that there are 43 pictures from three
advertisements. The result of the research show that A Mild Go Ahead consists of
three semiotic elements that devided into 9 types of semiotic which is Qualisign (0),
Legisign (7), Sinsign (55), Icon (15), Index (33), Symbol (14), Rheme (16),
Decisign (24) and Argument (22). The most dominant type is sinsign, which means
A Mild Go Ahead is tried to make the similarity between what is shown and the
reality.
Keyword: Semiotic, A Mild Go Ahead, Advertisement.
i
TABLE OF CONTENTS
ABSTRACT .......................................................................................................... i
ACKNOWLEDGEMENT ................................................................................. ii
TABLE OF CONTENTS .................................................................................. iv
LIST OF APPENDICES ................................................................................... vi
LIST OF TABLES ............................................................................................. vii
CHAPTER I: INTRODUCTION ................................................................... 1
A. The Background of the Study .................................................. 1
B. The Problem of the Study ........................................................ 3
C. The Objective of the Study ...................................................... 3
D. The Scope of the Study ............................................................ 3
E. The Significance of the Study .................................................. 4
CHAPTER II: REVIEW OF LITERATURE ................................................ 5
A. Theoretical Framework ............................................................ 5
1. Semiotics .............................................................................. 5
2. The Semiotic Theories .......................................................... 6
a. Ferdinand De Saussure ..................................................... 6
b. Charles Sanders Pierce ..................................................... 7
1. Represantement ......................................................... 9
2. Object ........................................................................ 10
3. Interpretant ................................................................ 10
3. Semiotic Fields ...................................................................... 11
4. Semiotic in Visual Communication ...................................... 12
a. History of Advertising ...................................................... 13
b. Television Advertisement ................................................ 14
1. Range Abroad ............................................................ 14
2. Selectivity and Flexibility ......................................... 14
3. Visual Effect and Creativity ...................................... 15
5. The Relevant studies ............................................................. 17
iv
CHAPTER III: RESEARCH METHOD ....................................................... 19
A. Research Design….................................................................... 19
B. Source of the Data .................................................................... 19
C. Research Instrument .................................................................. 19
D. Procedures of Analyzing Data ................................................. 19
CHAPTER IV: DATA AND DATA ANALYSIS ............................................. 21
A. Data… ....................................................................................... 21
B. Data analysis ............................................................................ 21
C. Research Findings ..................................................................... 45
D. Discussions ............................................................................... 46
CHAPTER V: CONCLUSION AND SUGGESTION ................................... 49
A. Conclusion… ............................................................................ 49
B. Suggestion ................................................................................ 50
REFERENCES .................................................................................................. 51
APPENDICES .................................................................................................. 53
v
LIST OF TABLES
Table 2.1 Pierce’s Semiotic Theory.................................................................. 11
Table 4.1 Meaning of Semiotic ........................................................................ 42
Table 4.2 Dominant Types of Semiotic ............................................................ 42
LIST OF APPENDICES
APPENDIX 1 Table of A Mild Go Ahead Analysis ........................................ 53
APPENDIX 2 A Mild Go Ahead ..................................................................... 66
iv
CHAPTER I
INTRODUCTION
A. The Background of the Study
Many people use not only sound as oral language and text as written
language to communicate or to convey their ideas, opinion, message, feelings, and
purpose to other, but also they use pictures and videos. Pictures and videos are
visual language that can say or convey something if arranged well. Moreover, the
visual language is now also widely used not only for personal use to convey
messages, but are often also used by companies in order to attract consumers to
know and even to buy their products. It's not easy to capture the meaning contained
in the image without text even sound or words. But it feels quite powerful. In
addition to creativity, visual language is also more attractive in appearance. So it's
not just about the language of the sound is played through the mouth and ears, but
also can be made and seen by the eye.
In the world of television which is audiovisual media, all that displayed are
the combined language from spoken, written and visual pictures. Combination of
those three can be seen when watching movies, news, or just advertising. In the
movie, all three languages definitely should be combined together to support one
another. Meanwhile, in the news, is a widely used language in the form of words
spoken language of the presenter. While in the advertisement or TVC (Television
Commercial), which incidentally has a limited duration of about 15 – 60 seconds,
visual language is very often used. In the video only lasted a short, advertisers
typically display certain symbols which is the intent of the ad and able to be digested
1
2
by the audience or consumer. For example, in one scene of soap ad, a woman looks
into the limelight after a shower by using the soap. Meaning in this scene is the soap
is very fragrant and was able to invite the attention of those around us. That’s why
the visual language as a medium for the delivery of ideas, feelings, messages and
thoughts as a promotional medium that is easily understood and highly favored.
Advertising and semiotic (sign) on the television takes an important role in
identifying the meaning to express the object. Since the object is one of the types
of semiotic. Thus semiotic analysis should be relevant to the object as the subject
matter. Little john (1996) in Sobur (2009:16) said that signs is the basic of all
communication. It is to say that the researcher himself is quite interesting to conduct
or analyze the subject matter, since, in the social life the study of semiotic (sign) in
relation to the advertisement is having a dual role. Thus academically, the strong
reason for the researcher to choose this kind of study is motivated by knowing
much more the science of semiotic in the field of linguistic.
Advertisement that initially only to attract consumers to rely on product
excellence, are now beginning to look up the visual language play as an attraction.
This is because television advertising is "distraction" and not the main menu offered
if we watch television. Spectators can just change the channel they like without
having to watch all the advertisement that are running. This is a visual language of
advertising is featured as the attention of television viewers that they are interested
in watching the advertisement. After watching them, unconsciously they will also
understand the advertisement and capture its meaning.
3
B. The Problems of the Study
Based on the background of the study, the problem of this study are as the
following:
1. What kind of semiotic that used in the TV Commercial entitled “A Mild Go
Ahead”?
2. What is the meaning of semiotic in the TV Commercial entitled “A Mild Go
Ahead”?
3. What is the dominant types semiotic in the TV Commercial entitled “A
Mild Go Ahead”?
C. The Scope of the Study
The scope of study is limited to the analysis of semiotic in mass media electronic,
especially in the TV commercial entitled “A Mild Go Ahead”.
D. The Objective of the Study
Based on the problem of the study, the objectives of the study are:
1. To describe the kinds of semiotic that used in the TV commercial entitled
“A Mild Go Ahead”.
2. To describe the meaning of semiotic in the TV commercial entitled “A Mild
Go Ahead”.
3. To find out the dominant types of semiotic in the TV commercial entitled
“A Mild Go Ahead”.
4
E. The Significant of the Study
The findings of the thesis will be useful for:
1. The English Department students to develop the science of Semiotic in
communication in the field of linguistics, through the mass media electronic
in the TV commercial.
2.
Those who are interested in this kind of research or subject matter.
3. Giving contribution in the teaching of English using Semiotic as a means of
communication in interpreting the meaning of semiotics.
CHAPTER V
CONCLUSION AND SUGGESTION
A. Conclusion
After analysing the data it can be stated some conclusion as the following:
1. There are three kinds of semiotics forms in the use of semiotics in “A Mild
Go Ahead” as the sign in the TVC namely; (a) Representamen is a kind of
outer skin of an sign that only can see but not yet known the meaning by the
human (b) Object is the meaning on what we have seen from the picture or
a sign, and (c) The interpretant is something that arise from the
represantement and the object as the relation between them that being
interpret by the people.
2. Based on the analysis there are some meaning of using semiotics in the TVC
“A Mild Go Ahead”; (a) as the creativity, the TVC is become more
interesting to watch, and hopefully the audience will begin to use the
product, (b) the TVC using semiotics to replace the real meaning of every
scene that appears in the TVC, and (c) , it’s to suggest people especially
smoker to use this product indirectly.
3. There are nine types of semiotic such as qualisign, sinsign, legisign, icon,
index, symbol, rheme, decisign and argument with the sinsign dominantly
occures in the research.
49
50
B. Suggestion
Based on the conclusion above, it’s advisable that:
1. In learning a language as the social semiotics will give us some
contributions to find much more system of using sign in social life situation.
2. Through mass media as an electronic media is a good way of conducting the
research especially in semiotics as a science in the field of linguistics.
References
Baksin, Askurifai. 2009. Videography: Camera Operation and Shooting
Technique. Bandung: Widya Padjadjaran Publisher.
Budiman, Kris .2004. Iconity, Literature of Semiotic and Visual Art.Yogyakarta:
Baik Publisher.
Chandler, Daniel. 2007. The basic semiotics. London and New York: Routledge.
Deli Publisher. 2007. Making Indie Movie is Easy. Jakarta: Andi Publisher.
Eco, Umberto. 1979. A Theory of Semiotic. Bloomington: Indana University Press
Fiske, John ; Idy Subandy Ibrahim (editor), 2004, Cultural And Communication
Studies : A Most cemprehension Introduction. Jalasutra; Yogyakarta
Hoed, Benny H. 2001. Dari Logika Tuyul Ke Erotisme. Magelang: Indonesia
Jefkins, Frank. 1997. Advertising. Jakarta: Erlangga.
Keraf, Gorys. 2005. Deixis and Language Style. Jakarta: P.T. Gramedia Pustaka
Utama
Noviani, Ratna. 2002. Jalan Tengah Memahami Iklan. Yogyakarta: Pustaka
Pelajar
Nusa, Okto D.T. 2011. A Thesis: Semiotic Meaning in Aqua’s “Sumber Air Su
Dekat” Version on Television. Yogyakarta: Komunikasi FISIP Universitas
Pembangunan Nasional Yogyakarta.
Pierce, Charles S. 1986. Logic as Semiotics: The theory of Signs. Bloomington:
Indiana University Press.
Piliang, Yasraf Amir. 2003. HIPERSEMIOTIKA : Tafsir Cultural Studies Atas
Matinya Makna, pengantar : bambang Sugiharto. Jalasutra, Yogyakarta
Rose, Gillian. 2007. Visual methodologies: an introduction to the interpretation of
visual materials. London: Sage Publication LTD.
Short, T.L. 2007. Pierce’s theory of sign. New York: Cambridge University Press
Sobur, Alex. 2003. Semiotika komunikasi. Bandung: PT. Remaja Rosdakarya
Sobur, Alex. , 2004. Media Text Ananlysis. Bandung: Remaja Rosdakarya.
Sobur, Alex. 2006. Semiotika Komunikasi. Jakarta: Remaja Rosdakarya
Sumartono, 2002. Trapped in the Advertisement. Bandung: Alfabeta.
51
Suprapto, Tommy M.S. Pengantar Teori dan Manajemen, Yogyakarta: Medpress,
2009.
Tinarbuko, Sumbo. 2008. Semiotic of Visual Communication. Jakarta: Jalasutra
T. Cristomy, Untung Yuwono .2004. Culture Semiotic. Jakarta: Pusat Penelitian
Kemasyarakata dan Budaya Direktorat Riset dan Pengabdian Masyarakat
Universitas Indonesia
Van Zoest, Aart.1993. Semiotics: About Signs, How It Works and What we Do
With it. Jakarta: Yayasan Sumber Agung
Walija. 1996. Indonesian in Conversation. Jakarta: IKIP Muhammadiyah Jakarta
Press.
Widyatama, Rendra. 2005. An Introduction to Advertisements. Jakarta: Buana
Pustkaka Indonesia
Zaimar, Okke.2008. Semiotic and Its Application to Literary Work. Jakarta: Pusat
Bahasa, Departemen Pendidikan Nasional, Jilid 1
52
TELEVISION
A THESIS
Submitted to Partial Fulfillment of the Requirement for the Degree of
Sarjana Sastra
By:
HABIBULLAH
Registration Number 209220015
ENGLISH AND LITERATURE DEPARTMENT
FACULTY OF LANGUAGES AND ARTS
STATE UNIVERSITY OF MEDAN
2014
ABSTRACT
Habibullah. 2014. A Semiotic Analaysis of A Mild Go Ahead Version on
Television. A Thesis. Faculty of Languages and Arts. State University of
Medan.
This research is focused on semiotic used in A Mild Go Ahead. The research was
conducted by using descriptive qualitative research. The data were collected from
the mass media. The findings of the thesis show that there are 43 pictures from three
advertisements. The result of the research show that A Mild Go Ahead consists of
three semiotic elements that devided into 9 types of semiotic which is Qualisign (0),
Legisign (7), Sinsign (55), Icon (15), Index (33), Symbol (14), Rheme (16),
Decisign (24) and Argument (22). The most dominant type is sinsign, which means
A Mild Go Ahead is tried to make the similarity between what is shown and the
reality.
Keyword: Semiotic, A Mild Go Ahead, Advertisement.
i
TABLE OF CONTENTS
ABSTRACT .......................................................................................................... i
ACKNOWLEDGEMENT ................................................................................. ii
TABLE OF CONTENTS .................................................................................. iv
LIST OF APPENDICES ................................................................................... vi
LIST OF TABLES ............................................................................................. vii
CHAPTER I: INTRODUCTION ................................................................... 1
A. The Background of the Study .................................................. 1
B. The Problem of the Study ........................................................ 3
C. The Objective of the Study ...................................................... 3
D. The Scope of the Study ............................................................ 3
E. The Significance of the Study .................................................. 4
CHAPTER II: REVIEW OF LITERATURE ................................................ 5
A. Theoretical Framework ............................................................ 5
1. Semiotics .............................................................................. 5
2. The Semiotic Theories .......................................................... 6
a. Ferdinand De Saussure ..................................................... 6
b. Charles Sanders Pierce ..................................................... 7
1. Represantement ......................................................... 9
2. Object ........................................................................ 10
3. Interpretant ................................................................ 10
3. Semiotic Fields ...................................................................... 11
4. Semiotic in Visual Communication ...................................... 12
a. History of Advertising ...................................................... 13
b. Television Advertisement ................................................ 14
1. Range Abroad ............................................................ 14
2. Selectivity and Flexibility ......................................... 14
3. Visual Effect and Creativity ...................................... 15
5. The Relevant studies ............................................................. 17
iv
CHAPTER III: RESEARCH METHOD ....................................................... 19
A. Research Design….................................................................... 19
B. Source of the Data .................................................................... 19
C. Research Instrument .................................................................. 19
D. Procedures of Analyzing Data ................................................. 19
CHAPTER IV: DATA AND DATA ANALYSIS ............................................. 21
A. Data… ....................................................................................... 21
B. Data analysis ............................................................................ 21
C. Research Findings ..................................................................... 45
D. Discussions ............................................................................... 46
CHAPTER V: CONCLUSION AND SUGGESTION ................................... 49
A. Conclusion… ............................................................................ 49
B. Suggestion ................................................................................ 50
REFERENCES .................................................................................................. 51
APPENDICES .................................................................................................. 53
v
LIST OF TABLES
Table 2.1 Pierce’s Semiotic Theory.................................................................. 11
Table 4.1 Meaning of Semiotic ........................................................................ 42
Table 4.2 Dominant Types of Semiotic ............................................................ 42
LIST OF APPENDICES
APPENDIX 1 Table of A Mild Go Ahead Analysis ........................................ 53
APPENDIX 2 A Mild Go Ahead ..................................................................... 66
iv
CHAPTER I
INTRODUCTION
A. The Background of the Study
Many people use not only sound as oral language and text as written
language to communicate or to convey their ideas, opinion, message, feelings, and
purpose to other, but also they use pictures and videos. Pictures and videos are
visual language that can say or convey something if arranged well. Moreover, the
visual language is now also widely used not only for personal use to convey
messages, but are often also used by companies in order to attract consumers to
know and even to buy their products. It's not easy to capture the meaning contained
in the image without text even sound or words. But it feels quite powerful. In
addition to creativity, visual language is also more attractive in appearance. So it's
not just about the language of the sound is played through the mouth and ears, but
also can be made and seen by the eye.
In the world of television which is audiovisual media, all that displayed are
the combined language from spoken, written and visual pictures. Combination of
those three can be seen when watching movies, news, or just advertising. In the
movie, all three languages definitely should be combined together to support one
another. Meanwhile, in the news, is a widely used language in the form of words
spoken language of the presenter. While in the advertisement or TVC (Television
Commercial), which incidentally has a limited duration of about 15 – 60 seconds,
visual language is very often used. In the video only lasted a short, advertisers
typically display certain symbols which is the intent of the ad and able to be digested
1
2
by the audience or consumer. For example, in one scene of soap ad, a woman looks
into the limelight after a shower by using the soap. Meaning in this scene is the soap
is very fragrant and was able to invite the attention of those around us. That’s why
the visual language as a medium for the delivery of ideas, feelings, messages and
thoughts as a promotional medium that is easily understood and highly favored.
Advertising and semiotic (sign) on the television takes an important role in
identifying the meaning to express the object. Since the object is one of the types
of semiotic. Thus semiotic analysis should be relevant to the object as the subject
matter. Little john (1996) in Sobur (2009:16) said that signs is the basic of all
communication. It is to say that the researcher himself is quite interesting to conduct
or analyze the subject matter, since, in the social life the study of semiotic (sign) in
relation to the advertisement is having a dual role. Thus academically, the strong
reason for the researcher to choose this kind of study is motivated by knowing
much more the science of semiotic in the field of linguistic.
Advertisement that initially only to attract consumers to rely on product
excellence, are now beginning to look up the visual language play as an attraction.
This is because television advertising is "distraction" and not the main menu offered
if we watch television. Spectators can just change the channel they like without
having to watch all the advertisement that are running. This is a visual language of
advertising is featured as the attention of television viewers that they are interested
in watching the advertisement. After watching them, unconsciously they will also
understand the advertisement and capture its meaning.
3
B. The Problems of the Study
Based on the background of the study, the problem of this study are as the
following:
1. What kind of semiotic that used in the TV Commercial entitled “A Mild Go
Ahead”?
2. What is the meaning of semiotic in the TV Commercial entitled “A Mild Go
Ahead”?
3. What is the dominant types semiotic in the TV Commercial entitled “A
Mild Go Ahead”?
C. The Scope of the Study
The scope of study is limited to the analysis of semiotic in mass media electronic,
especially in the TV commercial entitled “A Mild Go Ahead”.
D. The Objective of the Study
Based on the problem of the study, the objectives of the study are:
1. To describe the kinds of semiotic that used in the TV commercial entitled
“A Mild Go Ahead”.
2. To describe the meaning of semiotic in the TV commercial entitled “A Mild
Go Ahead”.
3. To find out the dominant types of semiotic in the TV commercial entitled
“A Mild Go Ahead”.
4
E. The Significant of the Study
The findings of the thesis will be useful for:
1. The English Department students to develop the science of Semiotic in
communication in the field of linguistics, through the mass media electronic
in the TV commercial.
2.
Those who are interested in this kind of research or subject matter.
3. Giving contribution in the teaching of English using Semiotic as a means of
communication in interpreting the meaning of semiotics.
CHAPTER V
CONCLUSION AND SUGGESTION
A. Conclusion
After analysing the data it can be stated some conclusion as the following:
1. There are three kinds of semiotics forms in the use of semiotics in “A Mild
Go Ahead” as the sign in the TVC namely; (a) Representamen is a kind of
outer skin of an sign that only can see but not yet known the meaning by the
human (b) Object is the meaning on what we have seen from the picture or
a sign, and (c) The interpretant is something that arise from the
represantement and the object as the relation between them that being
interpret by the people.
2. Based on the analysis there are some meaning of using semiotics in the TVC
“A Mild Go Ahead”; (a) as the creativity, the TVC is become more
interesting to watch, and hopefully the audience will begin to use the
product, (b) the TVC using semiotics to replace the real meaning of every
scene that appears in the TVC, and (c) , it’s to suggest people especially
smoker to use this product indirectly.
3. There are nine types of semiotic such as qualisign, sinsign, legisign, icon,
index, symbol, rheme, decisign and argument with the sinsign dominantly
occures in the research.
49
50
B. Suggestion
Based on the conclusion above, it’s advisable that:
1. In learning a language as the social semiotics will give us some
contributions to find much more system of using sign in social life situation.
2. Through mass media as an electronic media is a good way of conducting the
research especially in semiotics as a science in the field of linguistics.
References
Baksin, Askurifai. 2009. Videography: Camera Operation and Shooting
Technique. Bandung: Widya Padjadjaran Publisher.
Budiman, Kris .2004. Iconity, Literature of Semiotic and Visual Art.Yogyakarta:
Baik Publisher.
Chandler, Daniel. 2007. The basic semiotics. London and New York: Routledge.
Deli Publisher. 2007. Making Indie Movie is Easy. Jakarta: Andi Publisher.
Eco, Umberto. 1979. A Theory of Semiotic. Bloomington: Indana University Press
Fiske, John ; Idy Subandy Ibrahim (editor), 2004, Cultural And Communication
Studies : A Most cemprehension Introduction. Jalasutra; Yogyakarta
Hoed, Benny H. 2001. Dari Logika Tuyul Ke Erotisme. Magelang: Indonesia
Jefkins, Frank. 1997. Advertising. Jakarta: Erlangga.
Keraf, Gorys. 2005. Deixis and Language Style. Jakarta: P.T. Gramedia Pustaka
Utama
Noviani, Ratna. 2002. Jalan Tengah Memahami Iklan. Yogyakarta: Pustaka
Pelajar
Nusa, Okto D.T. 2011. A Thesis: Semiotic Meaning in Aqua’s “Sumber Air Su
Dekat” Version on Television. Yogyakarta: Komunikasi FISIP Universitas
Pembangunan Nasional Yogyakarta.
Pierce, Charles S. 1986. Logic as Semiotics: The theory of Signs. Bloomington:
Indiana University Press.
Piliang, Yasraf Amir. 2003. HIPERSEMIOTIKA : Tafsir Cultural Studies Atas
Matinya Makna, pengantar : bambang Sugiharto. Jalasutra, Yogyakarta
Rose, Gillian. 2007. Visual methodologies: an introduction to the interpretation of
visual materials. London: Sage Publication LTD.
Short, T.L. 2007. Pierce’s theory of sign. New York: Cambridge University Press
Sobur, Alex. 2003. Semiotika komunikasi. Bandung: PT. Remaja Rosdakarya
Sobur, Alex. , 2004. Media Text Ananlysis. Bandung: Remaja Rosdakarya.
Sobur, Alex. 2006. Semiotika Komunikasi. Jakarta: Remaja Rosdakarya
Sumartono, 2002. Trapped in the Advertisement. Bandung: Alfabeta.
51
Suprapto, Tommy M.S. Pengantar Teori dan Manajemen, Yogyakarta: Medpress,
2009.
Tinarbuko, Sumbo. 2008. Semiotic of Visual Communication. Jakarta: Jalasutra
T. Cristomy, Untung Yuwono .2004. Culture Semiotic. Jakarta: Pusat Penelitian
Kemasyarakata dan Budaya Direktorat Riset dan Pengabdian Masyarakat
Universitas Indonesia
Van Zoest, Aart.1993. Semiotics: About Signs, How It Works and What we Do
With it. Jakarta: Yayasan Sumber Agung
Walija. 1996. Indonesian in Conversation. Jakarta: IKIP Muhammadiyah Jakarta
Press.
Widyatama, Rendra. 2005. An Introduction to Advertisements. Jakarta: Buana
Pustkaka Indonesia
Zaimar, Okke.2008. Semiotic and Its Application to Literary Work. Jakarta: Pusat
Bahasa, Departemen Pendidikan Nasional, Jilid 1
52