Verbal and Non-Verbal Signs in "Red Bull" and "Soy Joy" Advertisement.

i

VERBAL AND NON-

VERBAL SIGNS IN” RED BULL”

AND “SOY JOY” ADVERTISEMENTS

I WAYAN ADI JAYAKUSUMA

1218351002

NON REGULAR PROGRAM ENGLISH DEPARTMENT

FACULTY OF ARTS

UDAYANA UNIVERSITY

DENPASAR

iii

ABSTRACT

This study focuses on the kinds and meanings of verbal and

non-verbal signs in “Red Bull” and “Soy Joy” advertisements. “Red Bull and

Soy Joy” advertisements are interesting to analyze because in these

advertisement they have kinds and meanings of verbal and non-verbal

signs.

There are three theories to analyze the data, first the semiotic

theory from Chandler applied to find the kinds of non-verbal signs. Then

theory from Leech was applied to analyze meaning of verbal sign. And

third theory from color psychology, this theory was applied to find out

about messages in the color of illustration in advertisement. It can be

helpful for this study.

The result of the study showed the verbal and non-verbal signs

used in “Red Bull and Soy Joy” advertisements have two meaning such

as conceptual and connotative meaning. That meaning can persuade

reader to buy and consume this product.

Keywords:

Red Bull Advertisement, Soy Joy Advertisement, Verbal and

Non-verbal sign, Semiotic, Meaning.

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ACKNOWLEDGMENTS

In this beautiful moment, I would like to express my gratitude to

Ida Sang Hyang Widi Wasa

for His blessing so I can finish this paper. I

also thankful for all my lecturers, especially Drs. I Ketut Tika, M.A. and

Drs. I Made Winaya, M.Par. as my first and second supervisor for their

patience, guidance, encouragement and correction during completing this

paper. Thanks also for my father I Wayan Puglig, S.H. and my mother Ni

Made Mertaasih, S.E. for their moral motivation and also support me in

various situations.

My thanks are also dedicated to the following people for their

assistance and help morally to complete this paper.

1.

The Dean of Faculty of Arts, Udayana University

2.

The Head of English Department, Faculty of Arts, Udayana

University and as well as lectures for knowledge which I got

during years of study.

3.

All lectures and staffs of English Department especially for

Staffs in Non Regular Program, Faculty of Arts, Udayana

University which I cannot mention one by one.

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4.

My beloved, Putu Tiana Ayu Kalvica Puti who always support

me in many conditions.

5.

My best friend in Uno and Power Ranger, Ngurah Gita

Pramana Putra, Indri Novita Sari, Angelica Arif M, Haryadi

Suryanatha, Yorga Pramana Jata, Benny Adinata, Rahardian

Daniswara, Rito Effendi, Bisma Putra, Santa Putra, Nanda

Adistanaya Ade Dimas, all my best partners in HIMAPESI and

KELUARGA BESAR HIMAPESI who always give me more

experience and support me, my friend in Gang B, Bogel, Ajus,

Dede, Mahendra, Okix, Cecep, Ai, and all the others.

Last but not least, honestly, I hope that this paper will be useful for

those who are interested in developing their study of verbal and

non-verbal signs especially in advertisement.

Denpasar, May 2016

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TABLE OF CONTENTS

ACKNOWLEDGEMENTS

... i

ABSTRACT

... iii

TABLE OF CONTENT

... iv

CHAPTER I INTRODUCTION

... 1

1.1 Background of the Study ... 1

1.2 Problems of the Study... 3

1.3 Aims of Study ... 3

1.4 Scope of Discussion... 3

1.5 Research Method ... 4

1.5.1 Data Source ... 4

1.5.2 Method and Technique of Collecting Data ... 5

1.5.3 Method and Technique of Analyzing Data ... 5

CHAPTER II REVIEW OF LITERATURE, CONCEPTS, AND

THEORITICAL FRAMEWORK

... 6

2.1 Review of Literature ... 6

2.2 Concepts ... 9

2.2.1 The Concept of Advertisement ... 10

2.2.2 The Concept of Verbal Sign ... 12

2.2.3 The Concept of Non-Verbal Sign ... 12

2.2.4 The Concept of Signifier ... 13

2.2.5 The Concept of Signified ... 13

2.3. Theoretical Framework ... 14

2.3.1 Semiotic Theory... 14

2.3.1.1 Modes of Sign ... 15

2.3.1.2 Denotative and Connotative Signified ... 20

2.3.2 Theory of Meaning ... 21

2.3.2.1 Types of Meaning ... 22

2.3.3 Color and Their Meanings ... 26

CHAPTER III THE ANALYSIS OF VERBAL AND NON-VERBAL

SIGNS IN RED BULL AND SOY JOY ADVERTISEMENT

... 30

3.1 Preliminary ... 30

3.2 Red Bull Advertisement 1 ... 34

3.2.1 Analysis Meaning of Verbal Sign ... 36

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3.3 Red Bull Advertisement 2 ... 41

3.3.1 Analysis Meaning of Verbal Sign ... 43

3.3.2 Analysis of Non-Verbal Sign ... 45

3.4 Soy Joy Advertisement 1 ... 48

3.4.1 Analysis Meaning of Verbal Sign ... 50

3.4.2 Analysis of Non-Verbal Sign ... 51

CHAPTER IV CONCLUSION

... 53

CHAPTER I

INTRODUCTION

1.1 Background of the Study

Advertisement can be recently found in everyday life of people. Based on Oxford Advance

Learner‟s Dictionary (2000) that advertisement is a notice, picture, or film telling people about a

product, job, or services. Advertisement has primary purpose to introduce goods and service to public in order to support the selling. Usually advertisement use commercial offering such as newspaper, magazine, radio, television, brochure, etc. Advertisement must attract attention and

gain a person‟s interest. There are two important sign to attract attention of people, verbal and

non-verbal signs.

In printed advertisement, the firm uses the words or language to inform and persuade the target. In making advertisement, the firm has to choose the proper words to make a good language which plays important role in attracting audience attentions. Each of the words has its own role to describe and explain the product itself by using a number of preferred linguistic patterns and techniques which one called “English in Advertising” (Leech, 1966).

According to Dyer (1993) advertising means drawing attention to something or notifying or informing somebody or something. There are two important elements in advertisement; Verbal and Non-Verbal sign. Verbal sign is the most common sign used in communication. Verbal sign includes spoken language and written language. The spoken and written language contain conventionalized linguistic symbols such as words, phrases, and sentences that enable us to tell our thought, ideas, and feeling to other people. In the advertisement, verbal sign is the word. Like a slogan and all the word in the advertisement.

Non-verbal signs are the signs other than the verbal sign. Non-verbal signs have been used by people before they have the verbal. Body language used by primitive people to communicate is a kind of non-verbal sign. And the other non-verbal signs are facial expressions, eye contact, the way of dressing and objects in nature like the moon, clouds, sun, etc. With the technology of photography, non-verbal signs now can capture and printed to make a picture. The pictures are often employed in various media to attract the readers.

This study concerned on the analysis of the meaning verbal and non-verbal sign inside the advertisement and relationship between the verbal and non-verbal sign in advertisement. The study is relevant with semiotic analysis. The purpose is to increase the learner knowledge about semiotic analysis in advertisement especially in the verbal and non-verbal sign.

1.2 Problems of the Study

The problems that are discussed in this study are as follows:

1. What kind of verbal and non-verbal signs are found in “Red Bull and Soy Joy” advertisement?

2. What are the meanings of verbal and non-verbal signs in “Red Bull and Soy Joy” advertisement?

1.3 Aims of Study

The aims of this study are:

1. To analyze and describe the verbal and non-verbal signs found in “Red Bull and Soy Joy” advertisement

2. To identify the meaning of the verbal and non-verbal signs in “Red Bull and Soy Joy” advertisement

1.4 Scope of Discussion

Based on the problem stated above there some limitations of discussions in this writing to make this study more accurate therefore it is easier to analyze. The discussion in this study focuses to analyze and describe of verbal signs and the non-verbal signs. And identify about the meaning of the verbal and non-verbal signs in “Red Bull and Soy Joy” advertisement.

1.5Research Method

Methodology is the system that is adopted in writing scientific research. There are three aspects in connection with the data, namely data source, method and technique of collecting data, and method and technique of analyzing data.

1.5.1. Data Source

The data were taken from “Red Bull and Soy Joy” advertisements. The reason for chosen those data because their product were good for health and great for increasing the energy in the body. There are more verbal and non-verbal signs in Red Bull advertisement than Soy Joy advertisement because that very interesting to be analyzed in this study. The data of this study were taken from “Red Bull and Soy Joy” advertisements as follows:

1. Red Bull advertisement 1 “START YOUR ENGINE, AND GIVES YOU EXTRA

DRIVE” taken from http://www.kastnerandpartners.co.uk/red-bull-energy-shots/

2. Red Bull advertisement 2 “NOTHING BUT WIIINGS” taken from https://id.pinterest.com/pin/76068681177469433/.

3. Soy Joy advertisement 1 “REAL FRUIT. WHOLE SOY. ALL JOY.” taken from https://simplygluten-free.com/blog/2011/08/confessions-of-a-skinny-gluten-free-girl.html

1.5.2. Method and Technique of Collecting Data

In this Study, the advertisement will classify base on the composition of verbal and nonverbal signs. First step was download the pictures of two Red Bull and one Soy Joy advertisements used as the data, after that observe the three advertisements. And collect the verbal and non-verbal signs from the three advertisements by using note taking technique.

1.5.3. Method and Technique of Analyzing Data

The semiotic theory from Chandler (2007), Color Psychology (2000) and the theory of meaning from Leech (1971) are used as the reference to analyze the data. Steps of data analysis are as follows:

1. Separate then classify elements of each Red Bull advertisement into headline, body copy, illustration, signature line, and standing detail components into verbal and non-verbal signs based by Leech theory (1966).

2. Analyzing the meaning of non-verbal signs was analyzed by using the semiotic theory from Chandler (2007) and color that used in the advertisement based on Color Psychology (2000).

3. The meanings of the verbal signs in “Red Bull and Soy Joy” advertisement were analyzed by using the theory of meaning by Leech (1971).

CHAPTER II

REVIEW OF LITERATURES, CONCEPTS, AND THEORETICAL FRAMEWORK

2.1Review of Literature

A literature review is an evaluative report of information found in the literature related to the selected area of study. The review should describe, summary, evaluate and clarify this literature. There are three previous studies which concern with verbal and non-verbal that have been done by the student of English Department Faculty of Letters and Cultures Udayana University. Paper

entitled “Analysis of Visual and Verbal in Harley-Davidson‟s Motorcycle Advertisement in Hot

Bike Magazine” done by Savitri (2007). This paper was also analyzed about verbal and visual messages and it focused on the production signs which have the power to promote and persuade. This study was mainly aimed to describe the sign (visual and verbal) in the advertisement relating to the analyzing of its meaning and function of language, and context of situation. The data used in this study was taken from the Harley-Davidson‟s Enthusiast magazine, Januari 2007 edition as the primary data. The main theories that used in this study were theories of meanings and function by Geoffrey Leech and the theories of context of situation by Haliday. From this study found the visual sign used as the prominent sign of the advertisement and intended to attract the attention of the reader. This study concern on the production signs which have the power to promote and persuade but in my study focus on relationship verbal and non-verbal sign.

The second paper entitled “Semiotic Analysis of Bali Taksu Travel‟s Brochures” by Wijaya

signs are conveyed by both verbal and visual sign in Bali Taksu Travel‟s Brochures. This study aimed to analyze the text in Bali Taksu Travel‟s Brochure and find out the message conveyed by

both verbal and visual sign in Bali Taksu Travel‟s Brochure. This data was taken from Bali Taksu Travel‟s office at jalan Waribang no.21A Kesiman, Denpasar, Bali. Brochures verbal signs were analyzed based on Dyer‟s concept and visual signs of the brochure were analyzed based on the semiotic theory by Chandler. From this study, find out the message conveyed by

both verbal and visual sign in Bali Taksu Travel‟s Brochures. Similar with this study, but the title

meaning of this paper is too wide. So I choose the title in my paper more specific from this paper.

The third paper is written by Moch (2008) entitled “A Semiotic Analysis of Madonna‟s Concert Film Live to Tell”. This study focused to find out the presentation of visual sign in

concert film for satisfy the audiences. This paper aimed to analyze function of icon, symbol, and

index in Madonna‟s concert film Live to Tell and to find out the use of the scenic design in Madonna‟s concert film Live to Tell. The data was taken from Madonna‟s concert film entitled Live to Tell in Confession Tour (2006) which caused controversy because of the catholic symbol, namely crucifix, used when Madonna acted like Jesus Christ. The method used to collect data in social sciences is Qualitative method. All the data are analyzed and explained by applying descriptive method. The weakness of this paper is it does not discuss about the relationship between verbal and non-verbal sign. This study is different from his study because this study analyzes the relationship between verbal and non-verbal sign.

The different between three reviewed papers with this study is the theories used and the data source. In this study used the theory from Leech about the meaning of verbal and non-verbal sign. And also it used the theory from color psychology to find meaning from illustration colors.

In this study used different data source, drink and food advertisement. It makes different with three reviewed papers before.

2.2. Journal Review

One article of journal that related to this study was “Signs” - International Journal of Semiotics / Signs Scandinavian Section Royal School of Library and Information Science, Denmark. Signs are an international peer-reviewed electronic journal on the semiotics of mind, consciousness, language and culture as well as living and inanimate nature, and possible connections between them. The stance of the journal is interdisciplinary due to the nature of the subject and explores all processes of cognition, communication, meaning and information interchange, in which signs feature. The journal is also transdisciplinary in that it has an interest in the philosophical frameworks forming the specific semiotic outlook on cognitive, communicative and social processes. Signs invites to a broad range of contributions: the philosophical as well as scientific description of sign phenomena, the systematization of sign phenomena in theories and models, and the application of semiotic knowledge. Signs primarily publish research articles but also response articles, comments, and critical reviews. With Signs we hope to serve well researchers in semiotics and related areas of semiotics, researchers using semiotic theory in their work and scientists interested in becoming informed about current work in semiotics and its ramifications as well as educators seeking inspiration and material.

There are several concepts need to be defined in this study including advertisement, verbal sign, non-verbal sign, signifier, and signified. The explanation of those concepts is as follows:

2.2.1 Concept of Advertisement

Advertisements is a text that has the objective to announce a something that appeals to many peoples and that adds a well known product in all public or the messages paid for by those who send them and are intended to inform or influence people who receive them. Like a media that carries the ads, and a host of people like copy editors, visualizes, brand managers, researchers, creative heads and designers who take it the last mile to the customer or receiver. Advertisement is a public notice especially in print but nowadays more advertisement use the visual.

According to Leech (1966: 50), advertisements usually consist of several components such as the following:

a. Headline

Headline is the head / opening of an advertisement to attract readers. Usually the headlines use the big size for easily seen and use the eye catching color.

Illustration is the picture, drawing, photograph or other non-verbal elements used in an advertisement to illustrate the message.

c. Body Copy

Body Copy is explains how the product or service meets the customer needs. It is the main part of advertisement message often divided into various sections under subheads.

d. Signature Line (Logo)

Signature Line (Logo) is the identifier of the product advertiser. It mentions brand-name, often accompanied by a price-tag, slogan, trademark or the picture of the brand pack and it helps customers to easily recognize a brand.

e. Standing Details

Standing Details usually contains company address, call center, website that can be used by customers to get information about the brand.

A press advertisement is two dimensional, the notion of demands a certain freedom of interpretation. An illustration might occupy the whole length of the advertisement, and the various linguistic components be placed at different positions to be right or left of it: or the headline or other parts of the verbal message might be superimposed on the illustration.

Verbal sign is text or word in the advertisement. The language used by advertiser in the advertisement shows that the advertiser think of people as targets on which they hope to make an impact to the customers. Advertising language is of course loaded language which has the primary aims to attract to reader attention and dispose us favorably towards the product or service on offer (Dyer, 1982:139). According to Chandler (2007:14), verbal signs are sound pr letters which convey an idea such as words, phrases, and sentences. Verbal sign is often used to provide instruction, relay information or knowledge, or for entertainment. Verbal signs analyzed in this study are written English words found in Red Bull advertisement.

2.2.3 Concept of Non-Verbal Sign

Non-Verbal sign are the pictures, colors, and expressions in advertisement. The picture is used to lead the eye to the written copy in magazine ads and in commercials. According to Dyer (1993: 93), include lights, shape, movement and representation, whether people, objects, gestures, poses or expression, etc. The non-verbal signs are the picture use in Red Bull advertisement. Dyer (1982: 86) states that pictures are easier to understand and have more impact than words, and they generally offer greater opportunity for the communication of excitement, mode and imagination. The picture is presented in interesting photograph and can describe the product. Every picture has colors, and color can also help the audience to retrain the memory of a message. With color, the advertisements grab the attention of consumer.

2.2.4 Concept of Signifier

According to Dyer (1986: 16) states Signifier is any material thing that signifies, e.g., words on a page, a facial expression, an image.

Signifier as suggested by Chandler (2007: 15), is the external and perceptible form the sign. It something can be seen, heard, or read. In the “Red Bull and Soy Joy” advertisement, the signifiers are the words and pictures that can be read and seen by readers.

2.2.5 Concept of Signified

According to Dyer (1986: 16) states Signified is the concept that a signifier refers to. The signified is the concept, the meaning, the thing indicated by the signifier. It need not be a 'real object' but is some referent to which the signifier refers. The thing signified is created in the perceiver and is internal to them. Whilst the signifier is more stable, the signified varies between people and contexts. The signified does stabilize with habit, as the signifier cues thoughts and images.

Signified as suggested by Chandler (2007: 16) is the notion conveyed by the sign. In advertisement, the signified of the signs contains the message from the producer of goods or service to persuade consumer.

2.3Theoretical Framework

This part of the study provides the theory used to solve the problem of this study. There are three theories applied in this study including Semiotic theory by Chandler (2007), the theory meaning by Leech (1971) and Color Psychology (2000).

Semiotics is the study of signs, symbols, and signification. It is the study of how meaning is created, not what it is. Below are some brief definitions of semiotic terms, beginning with the smallest unit of meaning and proceeding towards the larger and more complex.

Semiotic can be used by advertisement maker to choose the appropriate words and pictures to appeals consumers and also can be used to interpret the message conveyed by the words and pictures in advertisements. Semiotics is important because it can help not to take 'reality' for granted as something having a purely objective existence which is independent of human interpretation. Studying semiotics can assist us to become more aware of reality as a construction and of the roles played by ourselves and others in constructing it. It can help to realize that information or meaning is not 'contained' in the world or in books, computers or audio-visual media. Semiotics views that a sign consist of two parts, the sign and the notion of the sign. According to Chandler (2007: 14) the form of the sign is called “signifier” and the

notion sign is called “signified”. There are three modes of sign including icon, index, and

symbol. Based on the signified concept conveyed by a sign, there are denotative signified and connotative signified.

2.3.1.1Modes of Sign

There are three kinds of sign according to Chandler (2007: 36) are as follows: 1. Symbol

Symbol/symbolic: a mode in which the signifier does not resemble the signified but which is fundamentally arbitrary or purely conventional – so that this relationship must be agreed upon and learned. A symbol gets its meaning from a group of people who gives meaning to the symbol through convention.

The symbolic of verbal sign in advertisement is word. Word such as nouns, verbs, adjectives, adverbs kind sign because the relation between words (signifier) and the things it represent (signified) are established through convention among the speakers of the language.

For example, the word “Temple” in the table 2.1 below which consist of six

letters t-e-m-p-l-e signifies ”The place of hindu people for pray”.

Sign : a word “Temple”

The word “Temple”

Signifier Signified

Table 2.1 Example of symbolic Verbal sign b. Example of symbolic Non-verbal sign

The example of symbolic non-verbal sign is in Table 2.2. The signifier is red

logo and black background. It signifies “DOTA” by the convention among

gamer people.

DOTA

Signifier Signified

Table 2.2 Example of symbolic Non-verbal sign 2. Icon

Icon/iconic: a mode in which the signifier is perceived as resembling or imitating the signified (recognizably looking, sounding, feeling, tasting or smelling like it) – being similar in possessing some of its qualities. The iconic relation can occur because the signifier is recognizably looking, sounding, feeling, tasting or smelling like the signified, or being similar in possessing some of its qualities.

a. Example of iconic verbal sign

The example of iconic verbal sign is a bird sound. It consists of the

signifier “Tweet” which is the imitation of the signified. Table 2.3

shows the signifier and signified of the bird sound. Sign : Icon of bird sound

A word “tweet” The sound of a bird

Signifier Signified

Table 2.3 Example of Icon Verbal sign b. Example of iconic non-verbal

Usually iconic non-verbal is similar like a real thing. Table 2.4 is the example of iconic non-verbal sign. The picture is not a real computer,

but the shape is similar. Therefore, the picture of computer can signify the real computer.

Sign : Icon of Computer

Computer

Signifier Signified

Table 2.4 Example of Iconic Non-verbal Sign

3. Index

Index is a mode in which the signifier is not arbitrary but is directly connected in some way (physically or causally) to the signified (regardless of intention) – this link can

be observed or inferred: e.g. „natural signs‟ (smoke, thunder, footprints, echoes, non-synthetic odours and flavours), medical symptoms (pain, a rash, pulse-rate), measuring instruments (weathercock, thermometer, clock, spirit-level), „signals‟ (a knock on a door,

a phone ringing), pointers (a pointing „index‟ finger, a directional signpost), recordings (a photograph, a film, video or television shot, an audio recorded voice), personal

„trademarks‟ (handwriting, catchphrases).

a. Example of Indexical verbal sign

Table 2.5 shows two examples of indexical verbal sign. The verbal sign are

“come on“and “let‟s go” which are the indicator of the speaker want to go to

The two verbal signs are applied in sentence: “Come on, we go to the cinema” and “Let‟s, go we go to the cinema”. It can be seen the verbal sign” come on”

became an index that the speaker invite someone to the cinema and the verbal

sign “Let‟s go” indicates the speaker with someone go to the cinema.

Sign : Go somewhere

- Come on, we go to the cinema - Let‟s, go we go to the cinema

- the speaker invite someone to the cinema - The speaker with someone goes to the

cinema.

Signifier Signified

Table 2.5 Example of Indexical verbal sign

b. Example of Indexical non-verbal sign

Table 2.6 is an example of indexical non-verbal sign. It show the bread out from toaster and smoky. That is the index indicating that the bread is done because the bread out from toaster and smoky. Smoke is directly related to something hot or already done.

The bread is done

Signified Signifier

Table 2.6 Example of Indexical non-verbal sign 2.3.1.2Denotative and Connotative Signified

According to Chandler (2007:137), In semiotics, denotation and connotation are terms describing the relationship between the signifier and its signified, and an analytic distinction is made between two types of signified: a denotative signified and a connotative signified. Meaning includes both denotation and connotation.

Denotation tends to be described as the definitional, literal, obvious or common-sense meaning of a sign. In the case of linguistic signs, the denotative meaning is what the dictionary attempts to provide. The term „connotation‟ is used to refer to the socio-cultural and „personal‟ associations (ideological, emotional, etc.) of the sign. These are typically related to the

interpreter‟s class, age, gender, and ethnicity.

Connotation is thus context dependent. Signs are more „polysemic‟ – more open to interpretation – in their connotations than their denotations. Denotation is sometimes regarded as a digital code and connotation as an analogue code (Wilden 1987, 224).

Based on Chandler (2007: 137), the definition of denotative signified and connotative signified is as follows:

1. Denotative signified is the factual and objective notion of a sign which is the natural attributes possessed by a sign.

2. Connotative signified is the value of a sign beyond its denotative meaning which reveal the socio-cultural or personal association toward a sign including attitude emotions, and feelings.

According to Barthes (1974: 9) denotation is just another connotation. From such a perspective, denotation can be seen as no more of a natural meaning than is connotation but rather as a process of naturalization. Such a process leads to the powerful illusion that denotation is a purely literal and universal meaning which is not at all ideological, and indeed that those connotations which seem most obvious to individual interpreters are just as natural.

2.3.2

Theory of Meaning

Meaning has very important in advertisement, According to Leech (1971), classifies meaning into seven types of meaning.

2.3.2.1Types of Meaning

Leech (1971) classifies meaning into seven types as follows:

1. Conceptual Meaning

Conceptual meaning is also called logical or cognitive meaning. It is the basic propositional meaning which corresponds to the primary dictionary definition. Such a meaning is stylistically neutral and objective as opposed to other kinds of associative meanings. Conceptual Meanings are the essential or core meanings while other six types are the peripheral. It is peripheral in as a sense that it is non-essential. They are stylistically marked and subjective kind of meanings.

Leech gives primacy to conceptual meaning because it has sophisticated organization based on the principle of contractiveness and hierarchical structure.

Conceptual meaning is assumed to be central factor in linguistic communication and it can be shown to be integral to the functioning of language in a way that order types of meaning are not. The concept is minimal unit of meaning which could be called „sememe‟. As we define phoneme on the basis of binary contrast, for example we can define sememe „Woman‟ as = + human + female + adult. If any of these attribute changes the concept cease to be the same. Conceptual meaning deals with the core meaning of expression. It is the denotative or literal meaning. It is essential for the functioning of language. For example, a part of the conceptual meaning of „Needle” may be “thin”, “sharp” or “instrument”. Conceptual meaning is the literal meaning of the word indicating the idea or concept to which it refers.

2. Connotative Meaning

Connotative meaning is the communicative value of an expression over and above its purely conceptual content. It is something that goes beyond mere referent of a word and hints at its attributes in the real world. It is something more than the dictionary meaning. Connotative Meaning is the communicative value, an expression which has by virtue of what is refer to, over and above its, purely conceptual content talking about connation is in fact talking about the real world experience one associates with an expression when one uses or hears it.

3. Stylistic Meaning

Leech (1971) stated that stylistic meaning is a language which conveys the social circumstance or its use. We can assume that when we decide the stylistic meaning of a text through our recognition in a different way using same levels of language.

For example:

1. They chucked a stone at the cops, and then did a bunk with the loot.

The sentence above could be said that two criminals, talking casually about the crime afterwards.

2. After casting a stone at the police, they absconded with the money.

We might say that the chief inspector, in making the official report; both could describe the same happening.

4. Affective Meaning

Affective meaning can often be called explicitly conveyed through the conceptual or connotative content of the words used stated by Leech (1971). We can assume that affective meaning is one of types of meaning that reflects the personal feeling of the speaker.

For examples:

A. “You are a vicious tyrant and a villainous reprobation and I hate you”

Here we can say that the speaker addresses a negative attitude towards his listener. This is called Affective meaning. Though the example above is a bit rude, we must be very cautious and convey our attitude indirectly.

5. Reflective Meaning

Leech (1971) states that reflective meaning is the meaning which arises in cases of multiple conceptual meaning, when one sense of a word forms part of our response to another sense. In another word, some people often have difficulty in use of a word with particular sense. Leech says that in church service „the comforter‟ and the Holy Ghost „refer to the third in Trinity. They

are religious words. But without we know it, there are responses to the non-religious meaning too. The “comforter” sounds comforting and peaceful while the “ghost” sounds “scary‟ or

„awesome‟. The word seems get rid off on another especially through relative frequency.

6. Collocative Meaning

Collocative meaning means what is communicated through association with words which tend to occur in the environment of another word. Collocative meaning refers to a relation a word because it‟s usual or habitual occurrences with certain kinds of words.

For example:

1. Pretty is collocated with: woman, girl, garden, flower, color, etc. 2. Handsome is collocated with: boy, airliner, typewriter, man, car, etc.

7. Thematic Meaning

Leech (1971) states that thematic meaning is communicated by the way in which a speaker or writer organizes the message, in term of ordering, focus and emphasis. Thematic meaning can help us to understand the message and its implications properly.

For example:

1. Mrs. Smith donated the first prize.

2. The first prize was donated by Mrs. Smith.

In the first sentence, it is already known that Mrs. Smith has already given away her

„important‟ things. While in the second sentence „what did Mrs. Smith was important‟. This

2.3.3 Colors and Their Meanings

Color can represent or bring the feeling of something as stronger than unusual to make what is being presented or promoted by the advertisement more clear and can attract or persuade the readers to read the message with more interest. There are some theories and opinion about the meaning of colors from the expert. But the most relevant to this study is the theory from

Color Psychology, which entitled “How Colors Impact Moods, Feelings, and Behaviors” because give explanation based on the relation between color and the impact with moods, feelings, and behaviors it is very match with the reason why advertisement made and how the advertisement can attract attention the readers.

a. Black

Black is the color which is represent modernity, formality, elegant, wealth, mystery, style, evil, death, fear anonymity, anger, sadness, remorse, ,mourning, power, sex, seriousness, conventionally, rebellion, and sorrow. Black is the color of authority power. It is popular in fashion because it makes people appear thinner. It is also stylish and timeless. Some fashion experts say a woman wearing black implies submission to men. Black outfit can also be overpowering or make the wearer seem aloof or evil. Usually in advertisement use a black color has a background picture because that color compatible for the advertisement.

b. White

White is the color which represent purity, snow, peace, innocence, cleanliness, simplicity, humility, sterility, winter, coldness, clinics, surrender, cowardice, fearfulness, air, death, and hope. White is popular decorating and fashion because it is light, neutral, and goes with

everything. White is popular in decorating and in fashion because it is light, neutral, and compatible with everything. In advertising, white is associated with coolness and cleanliness because is the color of snow. As opposed to black, white usually has positive connotations. White is associated with hospitals, therefore can use for suggest safety when promoting medical products such as medicine.

c. Red

Red is the color which represent passion, strength, energy, fire, love, excitement, speed, heat, leadership, masculinity, danger, blood, war, anger, revolution, radicalism, socialism, communism, aggression, summer, stop, and respect. The most emotionally intense color, red stimulates a faster heartbeat and breathing. It is also the color of love. Red clothing gets noticed makes the wearer appear heavier. In decorating, red is usually used as an accent. Decorators say that red furniture should be perfect since it will attract attention.

d. Blue

Blue is the color which is represent seas, skies, peace, unity, harmony, calmness, coolness, confidence, conservatism, water, ice, loyalty, dependability, technology, winter, depression, coldness, idealism, tackiness, air, wisdom, friendliness, truthfulness and steadfastness. In many diverse cultures blue is significant in religious beliefs, believed to keep the bad spirits away. Blue also can be cold and depressing. And blue color also can make people more productive.

Green is the color which is represent nature, spring, fertility, youth, environment, wealth, money (US), good luck, vigor, generosity, go, grass, aggressions, inexperience, envy, misfortune, jealously, disgrace (china), illness, greed, corruption (North Africa), life, eternal, earth, natural abundance, health, spring growth, balance, and stability. Currently the most popular decorating color is green because symbolized of nature. It is the easiest color on the eye and can improve vision. Some words associated with green to represent restful, cool, refreshing, traditional, conservative, calm, spacious, and relaxing.

f. Purple

The color purple is specifically associated with royalty and the nobility, creating an impression of luxury, wealth and extravagance. Purple has power. It has a richness and quality to it that demands respect. Purple is ambitious and self-assured, the leader. Too much of the color purple can promote or aggravate depression in some. It is one color that should be used extremely carefully and in small amounts by those who are vulnerable to these depressed states. In advertising, Light purple is a good choice for a feminine design and use bright purple when promoting children's products.

g. Yellow

Yellow is the color of sunshine. It's associated with joy, happiness, intellect, honor, loyalty, and energy. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food. Yellow is seen before other colors when placed against black; this combination is often used to issue a warning. Use yellow to evoke pleasant, cheerful feelings. Usually advertisement chooses yellow to promote children's products and items related to leisure. Yellow is very effective for attracting attention.

Leech gives primacy to conceptual meaning because it has sophisticated organization based on the principle of contractiveness and hierarchical structure.

Conceptual meaning is assumed to be central factor in linguistic communication and it can be shown to be integral to the functioning of language in a way that order types of meaning are not. The concept is minimal unit of meaning which could be called „sememe‟. As we define phoneme on the basis of binary contrast, for example we can define sememe „Woman‟ as = + human + female + adult. If any of these attribute changes the concept cease to be the same. Conceptual meaning deals with the core meaning of expression. It is the denotative or literal meaning. It is essential for the functioning of language. For example, a part of the conceptual meaning of „Needle” may be “thin”, “sharp” or “instrument”. Conceptual meaning is the literal meaning of the word indicating the idea or concept to which it refers.

2. Connotative Meaning

Connotative meaning is the communicative value of an expression over and above its purely conceptual content. It is something that goes beyond mere referent of a word and hints at its attributes in the real world. It is something more than the dictionary meaning. Connotative Meaning is the communicative value, an expression which has by virtue of what is refer to, over and above its, purely conceptual content talking about connation is in fact talking about the real world experience one associates with an expression when one uses or hears it.

3. Stylistic Meaning

Leech (1971) stated that stylistic meaning is a language which conveys the social circumstance or its use. We can assume that when we decide the stylistic meaning of a text through our recognition in a different way using same levels of language.

For example:

1. They chucked a stone at the cops, and then did a bunk with the loot.

The sentence above could be said that two criminals, talking casually about the crime afterwards.

2. After casting a stone at the police, they absconded with the money.

We might say that the chief inspector, in making the official report; both could describe the same happening.

4. Affective Meaning

Affective meaning can often be called explicitly conveyed through the conceptual or connotative content of the words used stated by Leech (1971). We can assume that affective meaning is one of types of meaning that reflects the personal feeling of the speaker.

For examples:

A. “You are a vicious tyrant and a villainous reprobation and I hate you”

Here we can say that the speaker addresses a negative attitude towards his listener. This is called Affective meaning. Though the example above is a bit rude, we must be very cautious and convey our attitude indirectly.

5. Reflective Meaning

Leech (1971) states that reflective meaning is the meaning which arises in cases of multiple conceptual meaning, when one sense of a word forms part of our response to another sense. In another word, some people often have difficulty in use of a word with particular sense. Leech says that in church service „the comforter‟ and the Holy Ghost „refer to the third in Trinity. They

are religious words. But without we know it, there are responses to the non-religious meaning too. The “comforter” sounds comforting and peaceful while the “ghost” sounds “scary‟ or „awesome‟. The word seems get rid off on another especially through relative frequency.

6. Collocative Meaning

Collocative meaning means what is communicated through association with words which tend to occur in the environment of another word. Collocative meaning refers to a relation a word because it‟s usual or habitual occurrences with certain kinds of words.

For example:

1. Pretty is collocated with: woman, girl, garden, flower, color, etc. 2. Handsome is collocated with: boy, airliner, typewriter, man, car, etc.

7. Thematic Meaning

Leech (1971) states that thematic meaning is communicated by the way in which a speaker or writer organizes the message, in term of ordering, focus and emphasis. Thematic meaning can help us to understand the message and its implications properly.

For example:

1. Mrs. Smith donated the first prize.

2. The first prize was donated by Mrs. Smith.

In the first sentence, it is already known that Mrs. Smith has already given away her „important‟ things. While in the second sentence „what did Mrs. Smith was important‟. This means that the changing of the meaning also.

2.3.3 Colors and Their Meanings

Color can represent or bring the feeling of something as stronger than unusual to make what is being presented or promoted by the advertisement more clear and can attract or persuade the readers to read the message with more interest. There are some theories and opinion about the meaning of colors from the expert. But the most relevant to this study is the theory from Color Psychology, which entitled “How Colors Impact Moods, Feelings, and Behaviors” because give explanation based on the relation between color and the impact with moods, feelings, and behaviors it is very match with the reason why advertisement made and how the advertisement can attract attention the readers.

a. Black

Black is the color which is represent modernity, formality, elegant, wealth, mystery, style, evil, death, fear anonymity, anger, sadness, remorse, ,mourning, power, sex, seriousness, conventionally, rebellion, and sorrow. Black is the color of authority power. It is popular in fashion because it makes people appear thinner. It is also stylish and timeless. Some fashion experts say a woman wearing black implies submission to men. Black outfit can also be overpowering or make the wearer seem aloof or evil. Usually in advertisement use a black color has a background picture because that color compatible for the advertisement.

b. White

White is the color which represent purity, snow, peace, innocence, cleanliness, simplicity, humility, sterility, winter, coldness, clinics, surrender, cowardice, fearfulness, air, death, and hope. White is popular decorating and fashion because it is light, neutral, and goes with

everything. White is popular in decorating and in fashion because it is light, neutral, and compatible with everything. In advertising, white is associated with coolness and cleanliness because is the color of snow. As opposed to black, white usually has positive connotations. White is associated with hospitals, therefore can use for suggest safety when promoting medical products such as medicine.

c. Red

Red is the color which represent passion, strength, energy, fire, love, excitement, speed, heat, leadership, masculinity, danger, blood, war, anger, revolution, radicalism, socialism, communism, aggression, summer, stop, and respect. The most emotionally intense color, red stimulates a faster heartbeat and breathing. It is also the color of love. Red clothing gets noticed makes the wearer appear heavier. In decorating, red is usually used as an accent. Decorators say that red furniture should be perfect since it will attract attention.

d. Blue

Blue is the color which is represent seas, skies, peace, unity, harmony, calmness, coolness, confidence, conservatism, water, ice, loyalty, dependability, technology, winter, depression, coldness, idealism, tackiness, air, wisdom, friendliness, truthfulness and steadfastness. In many diverse cultures blue is significant in religious beliefs, believed to keep the bad spirits away. Blue also can be cold and depressing. And blue color also can make people more productive.

Green is the color which is represent nature, spring, fertility, youth, environment, wealth, money (US), good luck, vigor, generosity, go, grass, aggressions, inexperience, envy, misfortune, jealously, disgrace (china), illness, greed, corruption (North Africa), life, eternal, earth, natural abundance, health, spring growth, balance, and stability. Currently the most popular decorating color is green because symbolized of nature. It is the easiest color on the eye and can improve vision. Some words associated with green to represent restful, cool, refreshing, traditional, conservative, calm, spacious, and relaxing.

f. Purple

The color purple is specifically associated with royalty and the nobility, creating an impression of luxury, wealth and extravagance. Purple has power. It has a richness and quality to it that demands respect. Purple is ambitious and self-assured, the leader. Too much of the color purple can promote or aggravate depression in some. It is one color that should be used extremely carefully and in small amounts by those who are vulnerable to these depressed states. In advertising, Light purple is a good choice for a feminine design and use bright purple when promoting children's products.

g. Yellow

Yellow is the color of sunshine. It's associated with joy, happiness, intellect, honor, loyalty, and energy. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food. Yellow is seen before other colors when placed against black; this combination is often used to issue a warning. Use yellow to evoke pleasant, cheerful feelings. Usually advertisement chooses yellow to promote children's products and items related to leisure. Yellow is very effective for attracting attention.