Connotative Meaning of Verbal and Visual Signs in Printed Perfume Advertisements.

CONNOTATIVE MEANING OF VERBAL AND
VISUAL SIGNS IN PRINTED PERFUME
ADVERTISEMENTS

I WAYAN EKA SUARMITA
1001305014

ENGLISH DEPARTMENT FACULTY OF ARTS
UDAYANA UNIVERSITY
2016

CONNOTATIVE MEANING OF VERBAL AND
VISUAL SIGNS IN PRINTED PERFUME
ADVERTISEMENTS

This paper is submitted as a partial fulfillment to obtain the
Sarjana Sastra degree at the English Department, Faculty of Arts
Udayana University

I WAYAN EKA SUARMITA
1001305014

ENGLISH DEPARTMENT FACULTY OF ARTS
UDAYANA UNIVERSITY
2016

APPROVAL SHEET

THIS PAPER APPROVED ON AUGUST 11th, 2016

Chairman

Secretary

Dr. Ni Wayan Sukarini, M.Hum.
NIP. 19590109 198403 2 001

Putu Weddha Savitri, S.S.,M.Hum.
NIP. 19810227 200604 2 001

Acknowledged by

Head of English Department,
Faculty of Arts Udayana University

Dean of Faculty of Arts,
Udayana University

Dr. Ida Ayu Made Puspani, M.Hum.
NIP. 19620916 198702 2 001

Prof. Dr. Luh Sutjiati Beratha, M.A.
NIP. 19590917 198403 2 002

ACKNOWLEDGEMENTS

First of all, I would like to express my deep gratitude to Almighty God,
Ida Sang Hyang Widhi Wasa for His majesty and blessing so that I could finish
this study. I would like to express my special appreciation to Prof. Dr. Ni Luh
Sutjiati Beratha, M.A. as the Dean of Faculty of Arts, Udayana University. Dr. Ida
Ayu Made Puspani, M.Hum. as the Head of English Department, and all teaching

staff who have supported me during my study in English Department, Udayana
University.

My greatest gratitude goes to Dr. Ni Wayan Sukarini, M.Hum. as my first
supervisor and Putu Weddha Savitri, S.S., M.Hum. as my second supervisor for
their patience, guidance and advice during the running of this study.
My great appreciation also goes to my beloved family for the unlimited
love and supports given to me from time to time. My lovely thanks goes to Geli
for always being there beside me in every moment I passed and who always
helped me in my difficult time, and always be my loyal supporter. Also, I would
give my gratefulness to my

i

Finally, this thesis is not the perfect one therefore any comments and
advices would be accepted in order for betterment of the thesis.

Denpasar, August 2016

I Wayan Eka Suarmita

ii

TABLE OF CONTENTS
ACKNOWLEDGEMENTS ...................................................................

i

TABLE OF CONTENT .........................................................................

iii

ABSTRACT ...........................................................................................

v

CHAPTER I. INTRODUCTION
1.1

Background of the Study ................................................................

1

1.2

Problem of the Study ......................................................................

3

1.3

Aim of the Study .............................................................................

3

1.4

Scope of Discussion .......................................................................

3

1.5

Research Method ............................................................................

4

1.5.1 Data Source ...............................................................................

4

1.5.2 Technique of Collecting Data ....................................................

5

1.5.3 Technique of Analyzing Data ....................................................

5

CHAPTER II. REVIEW OF LITERATURES, CONCEPTS

AND THEORETICAL FRAMEWORK
2.1

Review of Literature........................................................................

7

2.2

Concept ...........................................................................................

9

2.2.1 Concept of Advertisement ..........................................................

9

2.2.2 Connotative Meaning .................................................................

13

2.2.3 Verbal Sign ................................................................................

13

2.2.4 Visual Sign

iii

3.1.2 Connotative Meaning of Visual Sign .........................................

30

3.1.3 The Relationship between Verbal Sign and Visual Sign.............

33

3.2 Advertisement 2 ..............................................................................

34

3.2.1 Connotative Meaning of Verbal Sign .........................................

35

3.2.2 Connotative Meaning of Visual Sign .........................................

37

3.2.3 The Relationship between Verbal Sign and Visual Sign .............

39

3.3 Advertisement 3 ..............................................................................

40

3.3.1 Connotative Meaning of Verbal Sign .........................................

40

3.3.2 Connotative Meaning of Visual Sign .........................................

42

3.3.3 The Relationship between Verbal Sign and Visual Sign .............

45

3.4 Advertisement 4 ..............................................................................

46

3.4.1 Connotative Meaning of Verbal Sign .........................................

46

3.4.2 Connotative Meaning of Visual Sign .........................................

48

3.4.3 The Relationship between Verbal Sign and Visual Sign .............

50

CHAPTER IV. CONCLUSION ............................................................

52

BIBLIOGRAPHY ..................................................................................

54

APPENDICES

iv

ABSTRACT

This paper is entitled

v