A Semiotics Analysis in Tour and Travel Advertisement in The Jakarta Post

Silalahi, Vera Yanti (2018) A Semiotics Analysis in Tour and Travel Advertisement in The Jakarta Post. Undergraduate thesis, Pendidikan Bahasa Inggris.

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Abstract

Key words: semiotics, tour and travel advertisements, denotative, connotative, myth, semiotics insight The purpose of this research is to know the semiotics meanings found in Tour and Travel advertisements in The Jakarta Post. Semiotics refers to a study of sign that consist of signifier and signified. Signifier refers to anything that can be used as sign. Conversely, signified relates to mental concept of the sign. This research focused on studying signs found in advertisements because the researcher found a phenomena in which people often fail to get the meaning of advertisements. This research worked on descriptive qualitatve research by applying documentation as the research instrument. The data were collected from Tour and Travel Advertisements in The Jakarta Post published on 14th October 2017, 17th October 2017, 26th October 2017, 28th October 2017, 7th November 2017, and 9th November 2017. To clarify the meanings of the advertisements used in this study, Barthes’ theory was used. The research findings showed that every tour and travel advertisement in The Jakarta Post consist of denotative, connotative and myth meanings. Furthermore, the connotative meaning was the dominant meaning since the implied meaning was very useful to persuade the reader. Those meanings were drawn from the object used, the models used and their body language, the dominant color, or the layout technique. Next, there was the denotative meaning which was represented by the provided textual and pictorial elements of the advertisements. Last, the myth was drawn from the emphasized belief by the advertisements. In this research, the myth generally promoted cultural, historical and sociological insights.

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