Riza, Despira (2023) Analysis Of Semiotics Of 3 Different Kinds Of Advertisements Before, Critical Stage, And After Covid-19 Pandemic Era. Other thesis, Universitas Islam Riau.

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Abstract

Semiotics is a study about signs and meanings. Signs and meaning are small things that people ignored. In the advertisement, people only focused on the pictures and products itself. That is why people should pay attention and look in depth of the advertisement. This study used Roland Barthes theory. This research was Qualitative Research.The sample of this research consisted of 3 videos of before, critical stage and after covid-19 . The instrument of this research was documentation. In this research there were two components ;denotative and connotative research. The researcher analyzed the data and did hypothesis test, based on the result of this study, from the first advertisement has two meanings that are applied to denotative and connotative significations. In the first advertisement found 6 denotative, 6 connotative signifier, 6 connotative signified and 6 connotative sign. For the second advertisement, found 4 denotative, 4 connotative signifier, 4 connotative signified and 4 connotative sign. And for the last advertisement found 9 denotative, 9 connnotative signifier, 9 connotative signified and 9 connotative sign. The signifier and the signified are denotative meanings in this advertisement. Denotative meaning, namely the level of marking that explains the relationship between the signifier and the signified or between the sign and its reference to reality, which produces an explicit, direct and definite meaning. The denotative meaning in this case is visible meaning.

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