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A SEMIOTICS ANALYSIS ON DAGADU'S PRODUCTS
A ThesisSubmitted to Adab and Humanities Faculty
In Partial Fulfillment of One ofThe RequirementsFor The Strata 1 Degree
Yunita Diah Ayurini203026002112
ENGLISH LETTERS DEPARTMENTADAB AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY"SYARIFHIDAYATLLAH" JAKARTA
2007
ABSTRACT
Yunita Diah Ayurini, A Semiotics Analysis On Dagadu's Products. A Thesis. Jakarta:
Adab and Humanities Faculty, State Islamic University Syarief Hidayatullah Jakarta,
May 2007.
The writer uses descriptive analysis where the writer describes the sign on the
Dagadu's products. The signs can be words or pictures. And then the writer analyzes
and describes the meaning of linguistic symbol and pictoral symbol based on the
relevant theory.
Together with the increasing of advertisement, graphic design became famous
because many people have already recognized its contribution in the field of sales
especially at silk screening. A good design on T-shirt is often considered to be the
key of success for the sales process besides the quality of cotton of course. On the
contrary, a bad design is often believed to be the cause of the failure of selling
product or it sometimes considered to destroy the image of the product themselves.
To satisfy the consuments, Dagadu uses the good material for the products
and also makes a good design too. The design is not only picture but also the fun text
because the use of picture, colour and also the fun text is often believed the function
as getting power attention or even more as the reminding image for the product to be
sold.
APPROVEMENT
A SEMIOTICS ANALYSIS ON DAGADU'S PRODUCTS
A ThesisSubmitted to Adab and Humanities Faculty
in Pmiial Fulfillment of the Requirement for the Stratal Degree
Yunita Diah AyuriniNIM.203026002112
Approved by:
ENGLISH LETTERS DEPARTMENT
ADAB AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY
"SYARIF HIDAYATULLAH" JAKARTA
2007
LEGALIZAnON
This thesis entitled "A Semiotics Analysis On Dagadu's Products" has been defended
before the Adab and Humanities Faculty's examination Committee on May, 31 2007.
the paper has already been accepted as a partial fil1fillment of the requirement for the
Strata I Degree.
Jakm1a, May 31, 2007
Examinition Committee
Chair Person,
~"~Drs. H. Munir Sonhaji, M. Ed.NIP. 150050682
Members:
Secretary,
Drs.Saefuddin, M. Pd.NIP. 150261 902
Drs.Saefuddin, M. Pd.NIP. 150261902
DECLARAnON
.k,- ..
I hereby declare that this submission is my own work and that, to the best of my
knowledge and belief, it contains no material previollsly published or written by
another person nor material which to a substantial extent has been accepted for the
award of any other degree or diploma of the university 'or other institute of higher
learning, except where due acknowledgment has been made in thl, text.
Jakarta, May 31 2007
DALAM DIAM
dalam diamdalam hembusdalam desah
dalam nyeri:aku ingin kau
dalam diam,dalam hembus,dalam desah,
dalam seringaikusebut namamu
dalam diamdalam hembusdalam desahdalam tawa
kurobek nadikuadakah kau?
Ciputat, 2003
PREFACE
In the name of Allah, the Beneficent and the Merciful
The paper is submitted in partial accomplislunent of the requirement for The
Strata I Degree to The Faculty of Adab Humanities, English Letters Department
State Islamic University Syarif Hidayatullah Jakarta. There are number of people who
have given valuable assistance toward the successful completion of my study in
general and this paper in particular. Without their helps, it would have been
impossible for me to finish. The writer can mention but a few of those whom I am
indebted.
In terms of completion of the writer's study, the writer wish to express my
deepest gratitude to the Dean of Adab and Humanities Faculty, Dr. H. Abdul Chair,
MA, The Head of English Letters Department, Dr. M. Farkhan, M. Pd., The Secretary
of English Letters, Drs.Saefuddin, M. Pd", and to all my lecturers who can not be
mentioned one by one in this paper.
My own family deserves more than can not be mentioned here. The writer
offers everything to my parents whose guidances, sacrifies, stuggles, material and
psychological supports complete me as human kind.
Specially related to the completion of this paper, the writer owe considerable
debts to my thesis advisor, Dr. M. Farkhan, M. Pd., without his guidance, patience,
knowledge and encouragement this work has been impossible accomplished.
The writer owes a lot of thanks to Hendra Darmawan and Abay, thanks for the
discussion, it really means to me.
Jakarta, June 2007
The Writer
TABLE OF CONTENTS
ABSTRACT .
APPROVEMENT .
LEGALIZATION .
DECLARATION , .
DEDICATION PAGE .
PREFACE " .
TABLE OF CONTENTS ..
CHAPTER I INTRODUCTION ..
A. Background of The Study
B. Focus of The Study
C. Research Question
D. Significances ofThe Study
E. Research Methodology
I. Objectives ofThe Study
2. Method of Research
3. Data Analysis Technique
4. Unit Analysis
11
III
iv
v
vii
ix
1
3
3
3
3
4
4
4
4
4
A. The Meaning of Semiotics
B. Aspect of Semiotics
A. Data Description
B. Analysis
CHAPTER II
CHAPTER III
CHAPTERlV
A. Conclusions
B. Suggestions
REFERENCE
APPENDICES
THEORETICAL FRAMEWORK
ANALYSIS
CONCLUSION
5
5
8
13
13
14
48
48
49
50
51
CHAPTER I
INTRODUCTION
A. Background of Study
"Dagadu Djokdja" is a branded product that produces exclusive souvenir of
Jogja such as: I-shirt, block note, sticker, bag, socks, and so on. Dagadu was founded
in 1994 by 25 college students that ever learned about architecture at UGM and have
similar interest on tourism business, having to do with the city and of course graphic
design. For Jogja's people the word Dagadu has been existed since several decades
ago as a curse word: your eyes! Dagadu is Jogja's slang language that is arranged by
return four lines Javanese letters.
ha na ca ra ka
~G0~~ wa la
pa dha 'a ya nya
GG ba tha nga
*) da = rna, ga = ta, du = mul
J Anonymous, Bulcumungil Dagadu Djokdja (Yogyakarta: PT. Aseli Dagadu Djokdja, 2006),p.2.
2
To solve the code word is by return the first line to the third one and the
second line to the fourth one. The Indonesian word is cut into pieces based on its
syllable and then put based on the Javanese letters order without changed the vowel
letters "Da" in the second line is pronounced "Ma" in the fourth line, "Ga" in the
fourth line is pronounced "Ta" in the second line, and "Du" the word "Da" is form a
pair with "Ma" (Mu). So, Dagadu means your eyes!
Eyes are the main medium of sight seeing. And by using eyes as a logo,
Dagadu hopes, Dagadu can delegate its care about the problems of tourism business.
Dagadu Djokdja as alternative souvenir from Jogja carries on the main therne:
everything about Jogja, such as: its artifact, its language, its culture, and also the
trivial in its daily life. The words and the picture on its desigus make Dagadu famous
and become an icon of tourism besides gudeg, batik, bakpia and silver.
This thesis is about analysis the meaning of linguistic symbols on dagadu's
products. In this research, the writer applies theory of semiotics to analyze the
meaning oflinguistic symbols on dagadu's product. Semiotics is study about sign and
all the things related with it; the way its function, its relation with the other signs, its
send, its received, by them who use.2
2 Missriani & B.A Loeneto, "Analisis Struktural Semiotik Pnis; peIIlbawa Matabari KaryaAbdul Hadi W.M", Lingua: Jurnal bahasa dan Sastra, Volume 7, No.2 (Juni, 2006), p. 97.
3
B. Focus of Study
The products of PT. Aseli Dagadu Djokdja are not only T-shirt but also
sticker, block note, bookmark, bag, etc. But Dagadu always gives its creative idea in
its design like a fun writing, attractive and often make people: smile. The languages
that Dagadu use are also various, from Javanese until English. And because the writer
takes English letters department, so the writer focuses the research on the meaning of
linguistic symbols on the design that using linguistic symbol on T-shirts, sticker and
block notes.
C. Research Question
In fact, language is a system of signs. The system of signs have arbitrary and
conventional characteristics. The system of signs in language are signifie and
signifiant. Signifie and signifiant are like two sides of money which can not be
separated and every sign has meaning. Then, the questions in this research are: What
do the linguistic symbols used in dagadu's products mean?' How is the relation
between the linguistic symbols and pictoral symbols?
D. Significances of The Study
Hopefully, this research can help them who learn semiotics to understand
easily about what semiotics is and can be as reference material for other researchers.
4
E. Research Methodology
I. Objectives ofThe Study
This research tries to analyze the meaning of linguistic symbols used on
Dagadu's products and the relation between the linguistic symbols and
pictoral symbols.
2. Method ofResearch
The method which is used in this researched is descriptive analysis where the
writer describes the sign on Dagadu's design. The signs can be words or
pictures. And then, the writer analyzes and describes thl, meaning of linguistic
symbol and pictoral symbol based on the relevant theory.
3. Data Analysis Technique
To analyzes the dat~ first, the writer collects thtl design using linguistic
symbol and then the writer classifies the pichlfe using bilingual, religion and
Yogya's community life as the theme, and find out the meaning or
interpretation of the sign using the semiotics theory. Then, the classified data
will be analyzed through descriptive analysis technique.
4. Unit Analysis
Unit analysis which is used on this research is the collection of Dagadu's
design from 15 pictures that using bilingual and the design that using Yogya's
community life as the theme. For examples, the writer gives the pictures,
which contain the signs such as, picture and linguistic symbol. Linguistic
symbol can be words, phrase and sentences. They are :
CHAPTER II
THEORETICAL FRAMEWORK
A. The Meaning of Semiotics
The word "Semiotics" comes from the Greek root, seme, as in semiotilws, an
interpreter of signs. Semiotics as a discipline is simply the analysis of signs or the
study of signs or the study of the functioning of sign systems.3 Semiotics and
semiology are two terminologies that refer to the same studies. The word semiotics is
used by scientist in America whereas semiology is more used in Europe.4
The primary function of signs is to create or generate the meaning. A specific
sign will generate different meanings depending on the l;ulture in which it takes
place. A sign can create multiple meanings or a single one; the relationship between
signs can generate a different set of meaning; a sign is active: and always generates
some meanings.
In this respect, we have to consider Charles Sanders Peirce's theory of
semiotics which emphasises on more about the study of sign. Peirce explains that aI
sign is "anything which determines something else (its interpretant) to refer to an
object to which itself refers (its object) in the same way, the interpretant becoming in
3 Paul Cobley, Litza Jansz, Introducing Semiotics (Singapore: Tjen Wah Press Ltd, 1997), p.4.
4 Aart Van Zoest, Serba-Serbi semiotika (Jakarta: Gramedia Pustaka Utama, 1991), p. 1.
7
tum a sign, and so on ad infinitum"s. A sign is anything perceptible, knowable or
imaginable, but to act as a sign, it must enter into a relationship with its object, be
interpreted and thus produce a new sign, its interpretant.
Therefore, it can be explained in the theory of semiotks based on the triangle
of semiotics below, in which it consists of sign, reference, and interpretant. Each
element depends on the others and can only be understood in relation to others. A
sign or representamen, is anything that is used to stand for or represent something
other than itself, such as words, pictures, gestures, and so forth. Referent is something
used as an object of signs. Interpretant is an interpretation from people based on the
sign and the referent. The semiotics triangle can be drawn as:
SIGN / REPRESENTAMEN (FIRSTNESS)
INTERPRETANT (THIRDNESS) OBJECT (SECONDNESS)6
5 Umberto Eco,A Theory ofSemiotics (USA: Indiana University Press, 1976), p.696 Ibid. p. 59
8
The sign or representamen IS a first; the object is a second; and the
interpretant is a third. The interpretant here represents Ihe thirdness. But the
interpretant becomes the first for the next triad.
As a first then, the sign also act as a third, bringing the next interpretant into
relationship with the object, orrendering "inefficient relations efficient", establishing
"a habit or general rule" whereby (signs) will act on occasion.?
The triangle semiotics is used to find the meaning of linguistics symbol that
dagadu uses. For example is the design of Yoga. The sign is Yoga, and the object is
man or people and to make interpretation, it must go through the object (the concept
that is caught by our mind).
B. Aspects ofSemiotics
The shortest definition of semantic is the study of signs. If the study focuses
on its classifications, in its relation with the other sigus, on ita way to work together
on perform of its effect, it is called syntax semiotics. If the study shows the sigus
relation with its reference and with interpretation that is resulted, it is called semantic
semiotics. And if the study emphasizes the relation between sig;ns with the sender and
the receiver, it is called pragmatic semiotics.8
Ferdinand de Saussure and Charles Sanders Peirce are the two pioneers of
semiotics. Ferdinand de Saussure and Charles Sanders Peirce did not recognize each
7 Paul Cobley, Litza Jansz (1997), op.cit. 188 Missriani & B.A. Loenanto. Opcit Hal. 122
9
other, their background of study were also different. Ferdinlmd de Saussure was a
linguists whereas Charles Sanders Peirce was a logician, physicist and philosopher.
Because of that, their semiotic theories were different. According to Peirce
terminology, symbol is a sigu of arbitrary while according to Saussure, a symbol is a
sign that is not wholly arbitrary. In his theory, Saussure expands the basis of general
linguistic. His special characteristic of theory lies on the fact that he regards
linguistics as a sign system. Ferdinand de Saussure was famous for his dichotomy:
signifiant and signified.
Logic, in its general sense, is only another name for semiotic, the quasi
necessary, or formal, doctrine of signs. By describing the doctrine as "quasi
necessary," I mean that we observe the characters of such sign as we know, and from
such an observation, we are led to statements, eminently fallible, and therefore in one
sense by no means neces~ Charles Sanders Peirce compares sign with logic.
According to Peirce, logic has to study how people think logically. The intellectual
activity is done through the signs. And signs make us think, related to others, and
give a meaning on what universe shows.
Charles Sanders Peirce, an American philosopher, developed pragmatism
philosophy through semiotics. The central point of Peirce's semiotics is based on
trichotomy about relation "stands for" between a signs and its object through
interpretant. The trichotomy ofPeirce are:
9 Kris Budiman, Ikonisitas Semiotilra Sastra dan Seni Visual (Yogyakarlll: BukuBaik, 2005),p.34.
10
1. Qualisign, sinsign, and legisign.
a. Qualisign is a quality that is a sign, although it can't be a sign yet before
embodied.
b. Sinsign is something that exists actually that has the shape ofsingle sign.
c. Legisign is a law that is a sign. 10
2. Icon, index and symbol
a. An icon is a sign that denotes its objects by virtue of a quality that it shares
with them. In other words, an icon thus "resembles" to its objects. It shares a
character or an aspect with it, which allows to it to b,~ interpreted as a sign
even if the object does not exist. It signifies essentially on the basis of its
"ground".u For example: a cartoon, a portrait, and so OUI.
b. An index is a sign that denotes its objects by viltue of an existential
connection that it has with them.12 It refers to the object that denotes by virtue
of being really affected by that object. This category can include such natural
cooccurences as smoke and fire, dark clouds and impending rain, a human
footprint and the presence of a human being, but it also encompasses more
consciously controlled meanings. The imprint of a signed ring is an index of
the ring itself, and of its weares (though its signification of the wearer's
approval is arbitrary). A wedding ring, as well as a symbol, is also an index of
10 Kris Budiman, op.cit. 54II Daniel Chandler, Semiotics for Beginners. Accessed ou 6 November 2006.
hltp:/Iwww.semiotics.com12 Ibid.
11
marriage. An advertisement is an index of the existence and availability of a
product. A slurred voice can be an index of drunkenness, expensive clothing
is an index ofwealth, and so on.
c. A symbol is a sign that denotes its objects solely by virtue the fact that it is
interpreted to do so. The representamen does not resemble the object signified
but is fundamentally conventional, so that the signiiYing relationship must be
learned and agreed upon (e.g. the word "cat"). A symbol thus denotes,
primarily, by virtue of its interpretant. Its action (semeiosis) is ruled by a
convention, a more or less systematic set of associations that guarantees its
interpretation, independently of any resemblance or any material relation with
its object.13 A symbol stands in a signiiYing relationship with its object only
because there exists a convention that it will be interpreted in that particular
way. A flag at the beach may signifies that swimming is safe.
3. Rheme, dicent and argument
a. Rheme is a sign of qualitative possibility, i.e anything of sign is not hue or
false.
b. Decisign is a sign of fact usually in the form of a proposisi. Decisign is hue or
false but without reason directly.
13 Daniel Chandler, op.cit.
12
c. Argument is a law, is a sign of reason that is based on leading principle which
expressing that transfer from certain premises to the certain conc1ussion is
true.14
14 Kris Budiman, op.cit. 60
CHAPTERIU
RESEARCH FINDINGS
A. Data Description.
In this chapter, the writer is going to analyze the datas, that are the fifteen
dagadu's designs that have been collected, based on the theory of semiotics by Peirce
as it is explained in chapter II. TIle following table shows the use of semiotic on
dagadu's designs.
No. Design Semiotic
I1. Ring-Road Ring-road - Traffic Sign
2. Hot Jog Hot dog - Sausage
3. Themon Lets go! Beautiful- Girl
4. Yoga Yoga-Relax
5. Dilarang Pipis Di sini Traffic sign - Pee anywhere
6. Who Wants To Be A Pesinden Pesinden - Woman
7. Malioboro Lesehan Dinner Lesehan - No Chair
8. Kerokan Kerokan - Catch a cold
9. I'M Jogjaholic Jogja's people life style - Relaxed
10. A Jog's Life Jogja's life - RelaxedJPrincipaI
14
II. Bunderan Sunday Morning Sunday morning -- Jogging
12. Mafia Pathuk Bakpia Pathuk - A specialty food from
Jogja
13. Gorengan Snack such as bakwan. - gorengan
14. Satan Something Evil- Fasting People (Muslim)
15. He Will Be Back Next Month Something Evil- Fasting People (Muslim)
B. Analysis
As it has been mentioned in the first chapter that the purpose of the study is to
find out what the linguistic symbols used in dagadu's product mean and how the
relation between the linguistic symbols and pictoral symbols is. This paper is
conducted emphasizing on more about semiotics.
In analyzing the data, the writer uses two steps. The frrst step is the analysis
on the linguistic symbol because it often attracts more attention. Then, the next step is
the analysis on the pictoral symbol.
15
a. The Design of Ring-Road.
Br)'i;QE!l!~( iMEftntOf-SOERI ?J;;kl~>\ KOljl, "''C'". r,0I14j\ll,ENlAH "oJ "'"
[)J!,LAllM4 JMJG [W/,III WI; Clll}:!,$OES BAA H\!I'I MturIG~)\RI"W. DJ()'~:I}j,I,.
'fI)f~. 'IOHmMl<.a iJARfiPAOo\ .1\LltlH,M 01 Ollt/IM ':(11,1, I....M'j.J.,....'.'.."lo"'_.~l>!'''"'';\....,
1. The Linguistic Symbol
This design has a maximum use of text and is suppOited by the use of the
picture. "The road's like the ring" which means that it has supported the pictoral
design to give impression that the road is round like a ring. Moreover, it also explains
more clearly on the smaller-font sentence: "Djikalaoe ingin perdjalanan lantjar
menjeloesoeri pinggiran kota djokdja, goenakenlah ring-road djalanan jang
dirantjang choesoes bak tjintjin melingkari kota djokdja, 'toek menghindarkan
16
daripada kemaijetan di dalam kota." According to the sentence, it is clear that this
design points out that the ring-road, the road that is round like the ring, is the
alternative way to avoid traffic jam in Jogja.
2. The Semiotic Analysis
Ring-road
(Sign)
Traffic sign
(Interpretant)
Street user
(Object)
The semiotics triangle above shows the relationship between street users (as
the object), the sign used is ring-road and the traffic sign is as lIIIl interpretant. The use
ofring road in this design represents the Jogja's road and the design also tries to give
more attention to what the road looks like and its function. As the ring road iconic
with its function as the alternative way for the street users, it means that the value that
is intended to convey is the road that is designed as a ring that is round is to avoid
traffic jam in the city.
17
On the other hand, using blue as a background of traffic sign is to give
impression of peace. One of the blogger describes blue as purity, love, faithfulness,
peacefulness, belief, and inteJIigence. The blue is also a group of cool colour. So, blue
as the backgrOlmd of the traffic sign indicates that ring-road is peaceful, secure, and
fast.
b. The Design of HotJog
1. The Linguistic Symbol
The design has a minimum use of text and is supported by the use of the
picture. The word "Hot Jog" meails that it has supported the pictoral design to give
impression that the atmosphere in Jogja is extremely hot. As we saw in the picture,
the hot dog is still fresh from the oven, and still there is smoke. However, it also
18
mentions clearly on the smaller-font sentence "300- 330 celc:ius! Jogja Gerah." It is
clear that the design points out that the atmosphere in Jogja is hot.
2. The Semiotic Analysis
HotDog
(Sign)
Sausage
(Interpretant)
Jogja's Temperature
(Object)
The semiotic triangle above shows the relationship between Jogja's
temperature as the object, hot dog as the sign and sausage as the intetpretant. The use
of hot dog that fresh from the oven by this design in representing the hot weather in
Jogja is that the design tries to describe the tenlperature in Jogja to the tourist both of
domestic and foreign that temperature in Jogja is not cool as before but now it
becomes hot like the hot dog that fresh from the oven. As the hot dog that fresh from
the oven is iconic with its function as the representation of the hot temperature in
Jogja. It means that the value that is intended to convey is the air or the hot
temperature as a hot dog that fresh from the oven and is smokey.
19
Meanwhile, the use of red and orange, a group of warm colour, as the
dominant colours are to give impression of warm. Red and orange can increase the
passion for them who see it. These colours also can raise the anger, violence, and also
intensity. In short, red and orange as the dominant colour really explain that the
athmosphere is very hot.
C. The Design of Themon Let's Go!
keep djokcl;a cantik ,l~fl' w~tdo ·i~N!'} .(i".'o~ '1N>~~ "~VJtfl·.;r.ojfr· Cit'Atr;tJ\"~"" .I'i,*. ,1'~tll:'rl'I~IMtll>.J:hdt.hs ',~Ilil.cttrtle
'<If)~' ~:t~IiI'9lJ\;!o
20
1. The Linguistic Symbol
This design has a maximum use of text and is supported by the use of the
picture. The words "Themon, Lets Go! Keep, Djogdja cantik!" are supported the
pictoral design to give impression that the girls try to keep djokdja's environment
clean, and look beautiful. Moreover, it is also mentioned more clearly on the sl11aller-
font sentence when it says that : "themon = wedhok =jethell = cewek = awewe' =
denyom =gadis = girl = vrouweljk = madchen = ragazza = muchacha = menina =
otome = fan sak panunggafe." It is clear that this design points out that only the girl
who have to keep Jogja beautiful. The design only uses the word girl because girl is
identical with beauty.
2. The Semiotic Analysis
Beautiful
(Sign)
Girl(Interpretant)
Jogja's envirorrrnent(Object)
Through the semiotics triangle above, we can see the' relationship between
Jogja's envirorrrnent as the object, the sign used that is girl and beautiful as
21
interpretant. The use of girls by this design in representing the Jogja's environment is
that the design wants to give more attention on the environment of Jogja. As the girl
is iconic with its function to describe the effort of ladies to keep Jogja clean and
beautiful. We can also see that the ladies bring the cleaner equipment such as broom
of split coconut midribs. This kind of broom is used to sweep the street or yard,
garden, etc. And it means that the girl who brings the broom of split coconut midribs
wants to sweep the street to keep it clean. Beside that, we also see the girls bring the
flower and the tool to watering the flower. This picture wants to show the effort to
replant the barren land.
On the other hand, the three figure in Charles Angels, the movie that had been
popular in 2000 is used as an icon in this design.
D. The Design Of Yoga
for···:J'e ·axptioll
22
I The Linguistic Symbol
The design has a very minimum use of text and is 8upported by using the
picture. We can see the words "Yoga for relaxation" which means that it has
supported the pictoral design to give impression that yoga can make us relax.
Moreover, the smaller font : "zzzzzzz" support the word relaxation. People who do
Yoga will feel relax even sleeping.
However, beside doing yoga for relaxation we can also go to Yogya. Both
yoga and Yogya can give us relaxation when we feel terrible. lmd ifyou want to have
a long life you can live in Yogya because Yogya's life style (relaxed) can make you
have a long life.
2. The Semiotic Analysis
Yoga
(Sign)
Relax
(Interpretant)
Man
(Object)
Through the semiotics triangle above, we can see the relationship between
man as the object, yoga as a sign and relax as interpretant. TIle use of Yoga by this
23
design in representing the way of relaxation is that the design wants to show to the
public that do yoga can make us relax. As yoga is iconic with its function as the way
for relaxation, it means that the value that is intended to convey is yoga can make us
relax.
On the other hand, the use of yellow and green as the dominant colour give
impression of healing, healthy, fresh, energy and happy. Yellow means happy,
creativity, energy, sun, smart, and bright. Meanwhile, green means money, healing,
fresh, healthy, and growth. Yellow is a group of warm colour whereas green is a
group ofcool colour.
Yoga is one of the art of breathing. If you feel bored, stress, depreession,
annoyed, irritated, and what ever that make you unhappy try to do yoga. If you do
this you will feel better. Beside yoga gives you fresh, happy, and relax, yoga also
gives you energy, healthy and you can healing your self because the positive energy
from yoga can bring out the negative energy in your body. Yoga also detox your
body. That's why if you do yoga you will feel better. You will feel fresh, happy,
healthy and so on. And the colur of yellow and green are very suitable to represent
yoga. Because these colours represent the effect ofdoing yoga.
24
E. The Design of Dilarang Pipis di Sini
.••ee
IT'S NOT THE QUESTION
1. The Linguistic Symbol.
The design has minimum text but it is full of meaning. '''Dilarang pipis di sini
kecuali aku ... ". It means that only animal can pee anywhem where as human can
not do that. Because human has norm, regulation and of course shame.
Although the sentence "To pee or not to pee. It is not the question" it's only
deviation from the quotation "To be or not to be. It is not the question" from the
dialog in Hamlet by Shakespeare. It also meaas that human can not do everything he
25
wants. Every little things that he wants to do, he has to think before he did it, whether
it damages the other or not.
2. The Semiotic Analysis
Traffic sign
(Sign)
Pee anywhere
(Interpretant)
Dog
(Object)
Through the semiotic triangle above, we can see the relationship between dog
as the object, traffic sign as the sign and the word pee as interpretant. The design uses
traffic sign to appeal every body in order that they can not pee anywhere, not like the
dog or the other animal that can pee anywhere.
26
F. The Design of Who Wants To Be A Pesinden
WHO WANTSTO BE a
PESINDEN?doesn'l need chalr,lust lesehan
1. The Lingustic Symbol
The desigu has a minimum text but meaningful. The word "Who wants to be a
pesinden?" supported the pictural desigu to give the alternative choise for political
party because at that time every party fought for a seat in parliament especially a
chair for nation's president. Meanwhile a pesinden does not need even a chair. The
small-font: "Doesn't need a chair, just lesehan" points out that pesinden does not
need a chair so it does not need to fight for a seat.
27
2 The Semiotic Analysis
Pesinden
(Sign)
Woman
(Interpretant)
Chair (position)
(Object)
The semiotic triangle above shows the relation between chair as the
object, the sign used that is pesinden and the word woman as interpretant. The
design uses the ~ord pesinden because it has a little resemble with the word
presiden. While the shott microphone that we can see in the picture describes
that a pesinden does not need a chair when she is singing. It is another matter
with thepresiden whose chair is always fought for.
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G. The Design of The Malioboro Lesehan Dinner
I. The Linguistic Symbol
Although the text in this design is so short, we can understand exactly by
seeing the picture. The sentence "The Malioboro Lesehan Dinner" supported the
pictural design to give impression that the consument does not need chair to dine in.
moreover, it is also mentioned more clearly on the smaller-font sentence: "Sorry, Sir.
No chair available!"
It also has been already commons known, by public that lesehan restaurant
does not need a chair. The consument just sit on the place that have been prepared by
the owner.
29
2. The Semiotic Analysis
Lesehan
(Sign)
No chair
(Interpretant)
Consument
(Object)
Through the semiotics triangle above, it is shown that the relationship
between consument as the object, the sign used that is lesehan and no chair as
interpretant. The use of traffic line and the chair that is crossed as we can see in the
picture is that the design tries to give more attention on how the form ofthe restaurant
is. As the traffic line and the chair that is crossed is iconic with its function as the
equipment to announce the consumers or customers, it means that the value that is
intended to convey is the consumers does not need chair to dine in. On the other
hand, the use ofred as the colour of traffic sign is to give impression ofwarning.
30
H The Design ofKerokan
1. The linguistic Symbol
This design has a short text but meaningful. The word body painting in "body
painting untuk yang masuk angin" refers to kerokan (have one's back rubbed with a
coin) as we can see in the picture. The only healing that is always done when
someone got a cold and had been famous and is applied by common people is
kerokan. Common people trust this as the best way of healing. And as we can see in
the picture, the picture that is produced from kerokan the same as the picture of body
31
painting. Body painting was familiar at that time. And the words body painting is
used to replace the word kerokan because ifwe glance, it looks like body painting.
2. The Semiotic Analysis
Kerokan
(Sign)
Catch a cold
(Interpretant)
People who catch a cold
(Object)
The semiotics triangle above shows the relationship between people who
catch a cold (as the object), the sign used that is kerokan and catch a cold as
interpretant. The use of body painting by this design in representing the healing of
catch a cold is that the design tries to give more attention on what the people do if
they catch a cold. The kerokan is iconic with its function as tlhe way to heal catch a
cold and the value that is intended to convey is kerokan is the one and the only
healing for catch a cold.
However, red as a background of the picture gives impression of suffering.
People who catch a cold usually want to throw up, in a cold sweat, and feels dizzy.
32
The two stars that we can see in the picture represent the dizzy that is suffering by the
people who catch a cold. Meanwhile, the use of green as the colour of the word
"kerikan" is so suitable because green as a group of cool colour give impression of
healing, healthy and freshness.
1. The Design ofI'M JOGJAHOLIC
1. The Linguistic Symbol
This design has a minimum use of text and supported by the use of the
picture. The word ''1' AM JOGJAHOLIC" supported the pictural design to give
33
impression that Jogja's people and people who loves Jogja's life style is relaxed.
Moreover, it is also mentioned more clearly on the smaller font-sentence: "zzzzz", it
is clear that this designed points out that Jogja's people and people who loves Jogja's
life style is relaxed but can reach their goal or in other meaning they can meet their
needs.
Consumtive life style does not influence them to follow it. So, they look more
relaxed, younger and happier than person who forced his self to follow the life style
whereas he can not afford to follow it. Beside that, they do not exert themselves in
going through their life. That is why they look happy and have a long life.
2. The Semiotic Analysis
Jogja's People Life Style
(Sign)
Relaxed The man who is sleeping
(Interpretant) (Object)
According to the semiotics triangle above, we can see the relationship
between the man who is sleeping as the object, the Jogja's life style as sign and
34
relaxed as interpretant. The use of the man who is sleeping by this design in
representing the Jogja's people life style is that the design wants to give more
attention on how Jogja's people and people who loves Jogja in going through their
life. As the man who is sleeping is iconic with its function as the tool to describes
Jogja's people and people who loves Jogja's life style, it means that the value that is
intended to convey is they through their life with relaxed but at the same time, they
can meet their needs.
On the other hand, Jogja's life style that is relaxed has been caused by the
simplicity and beside that they are not stubborn to follow the life style that soared sky
ward. However, this attitude can make them have a long life.
J. The Design Of A JOG'S LIFE
35
I. The Linguistic Symbol
Same as the other design, this design also has a minimum text and supported
by the use of the picture. The text "Di sini A Jog's Life: Nyantai, nglaras, leyeh
leyeh" wants to describe how relaxed life in Jogja is. Jogja's people usually relaxed in
going through their life. They are not exert their self and carl accept what ever they
get with sincere. It means that when they do not get what they want but they had tried
to get it with his maximum effort they will accept it wholeheartedly because they
believe everything has wisdom.
Moreover, the words "Nyantai, ng/aras, leyeh-/eyeh" have the same meaning,
that is, relaxed. Ng/aras and leyeh-leyeh are used to suppOli the word nyantai. May
be this design wants to describe how relaxed life in Jogja is. Everything we need is
prepared and everything we can get with the low price. For example, if we want to
follow the fashion, we do not have to spend a lot of money because we can go to
Malioboro and get it with the low price. However, the word nyantai does not mean
that Jogja's people are lazy but they do not exert themselves to meet their need that
soared sky ward. Besides, acquiescent to their life as their attitude make them look
happy and stay young.
36
2. The Semiotic Analysis
Jogja'slife
(Sign)
relaxed, prinsipal
(interpretant)
jogja's community
(object)
Through the semiotic triangle above, it is shown that the relationship between
Jogja's community, the sign used that is Jogja's life and relaxed as interpretant. Leaf
as an icon in this design wants to explain that green leaf indicates something that is
leafy, contented or quiet, it means that jogja's people do not exert themselves to meet
their demand that soared sky life. Besides everything they need is prepared, there is
tendency to enjoy everything and they are not doing something in a hurry.
Meanwhile, the use of yellow colour in "a jog's life" represents the happiness
to be jogja's community.
37
K. The Design ofBunderan Sunday Morning
1. The Linguistic Symbol
This design has a minimum text and supported by the use of the picture. The
word "Bunderan" as we see in the picture is refers to the traffic circle at Gadjah Mada
University. Usually people are jogging at that place on Sunday morning. Besides
jogging, they can sight seeing and also window shopping. On Sunday morning, many
salesmen sell their products on traffic circle at Gadjah mada University because there
38
are many people on that place. Some of them are jogging, playing badminton, just
walking around and so on. Smaller-font sentence: "Jogging sembari shopping" is
supported the pictural design to give irnression that besides jogging at traffic circle in
Gadjah Mada University, the people can also shopping because many traveling
salesmen sell their products at that place.
2. The Semiotic Analysis
Sunday Morning
(Sign)
Jogging
(Interpretant)
Jogja's people
(Object)
Through the srniotics triangle above, it is shown that the relationship between
Jogja's People as the object, Sunday morning as the sign and jogging as interpretant.
The use of the man who is jogging and brings some things at the same time by this
design in representing what is going on at traffic circle at Gadjah mada University all
Sunday morning is that the design wants to describe that besides jogging or doing
sport all traffic circle at Gadjah Mada University, we can go shopping and also can
39
sight seeing. As the man who is jogging and brings some things at the same time is
iconic with its function as the tool to describe what is going on at traffic circle UGM,
it means that the value that is intended to convey is while jogging we can also
shopping and sight seeing.
L. The Design ofMafia Pathuk
40
1. The Linguistic Symbol
This design has a maximum text and supported by the pictural symbol. The
big font-sentence: Mafia Pathuk (read: perantara). If you visit Jogja and walk around
at Malioboro you will see many people who will be glad to accompany you to buy
bakpia pathuk. Because of too many bakpia trade network, it i.s look like mqfia. 1bis
explanation is supported by the sentence: "Bakpia Pathuk Teritary Guard."
The small font-sentence: "Bakpia Aseli" means that there is Bakpia
counterfeit. 1bis indicates that not only electronic, cds, cassettes and clothes which is
counterfeited but also food. Counterfeit means imitation. The sweetness of the
original Bakpia is on the right measuring and there is no mixing in the green peanuts.
Whereas the taste of counterfeit one is too sweet and there is mixing in the green
peanuts.
2. The Semiotic Analysis
Bakpia Pathuk
(Sign)
A specialty food ofJogja
(Interpretant)
Bakpia Pathuk
(Object)
41
According to the semiotics triangle above, we can see the relationship
between bakpia pathuk as the object, Bakpia Pathuk as a sign and a specialty food of
Jogja as interpretant. The man who is standing in front of Tugu station is supported
the sentence: Bakpia Theritory Guard and Mafia Pathuk. As the writer explained
above, mafia means mediator. And the man as an icon of this design isa mediator
that usually accompanies people who want to buy Bakpia and of course this man will
bring them to the Bakpia factory where he works.
M. The Design of Gorengan
42
I. The Linguistic Symbol
This design has a minimum use of text. The gorengan's companion means
that without gorengan coming together with friends is not exciting and eating
gorengan without a small chilly is not lively, this explanation is supported by the
small-font sentence "ndak ada lombok ndak rame ... "
2. The Semiotic Analysis
Gorengan (Sign)
Snack such as bakwan
(Interpretant)
Gorengan
(Object)
From the semiotics triangle above, we can see the relation between gorengan
as a sign, gorengan as the object and snack such as bakwan as :interpretant. The use of
a small chilli by this design :in representing how lively eats gorengan with a small
chilly.. As the small chilly is iconic with its function as the representation of how
lively eats gorengan with a small chilly. It means that the VlII1ue that is intended to
convey is the small chilly makes us excited to eat gorengan .
43
N, The Design of Satan
~omeone
4COmln
gambar depan
gambar belakang
1. The Linguistic SymboL
Although the design has short text, we can understandl what it means. Even
less it is supported by the pictural design. "Someone leaving when ramadhan
comin'." Every muslim who reads this sentence will understand exactly what is
"someone" meaning, In Islam, the devils will be in jail when Ramadhan coming. But
it does not mean that no more devils are wandering around the world. Because the
word "devil" here is not the truely devil but desire. When ramadhan is coming, we
have to restrain our passion in one month. Therefore, for them who are fasting, they
44
have to restrain their desire such as, angry, sad, impatient, hungry, thirsty and so on.
Besides fasting can train us to be more patient, fasting can also increase the quality of
our faith.
However, the word "when" in the sentence "someone leaving when ramadhan
comin'" is written with red. This case indicates that only in ramadhan the devil is in
jailor in another word only in ramadhan we as a muslim who is fasting have to
restrain our passion.
2. The Semiotic Analysis
Devil
(Sign)
Something evil
(Interpretant)
Fasting people (Muslim)
(Object)
The semiotic triangle above shows the relationship between the fasting
people, in this case is muslim, as the object, the sign used that is devil and the
interpretant for this design is something evil or something bad. Through the picture,
45
the message wants to convey is that every muslim who is fasting has to restrain his
paSSIOn.
On the other hand, the use of white as the background of the picture is to give
impression of purified. Ramadhan is a pure month, full of God's mercy, and also full
of forgiveness. Therefore, in this month every muslim compete to do the good things
and try to restrain his passion. Because only in this month, muslim can puriJY him
self from the bad things that he has done and return as a new baby born in the next
month (Syawal).
Moreover, the use of red in the picture of the devil is to give impression that
devil made fi·om fire. And negative meaning from red (anger, danger, and impatient)
is suitable for a devil who has bad characters.
O. The Design of He Will Be Back Next Month.
Be'll Be Ba~kNext MOllfn
'-III.
46
1. The Linguistic Symbol
This design still has the relationship with the design G. The theme for this
design also about ramadhan. In design G, every muslim has to restrain his passion
whereas this design describes that the devil will be back next month or the devil will
be back in Syawal. As we read the sentence on the design "He'll be back next
month", it is very clear that the design wants to remind us (Muslim) to be carefull in
next month. It means that in ramadhan there is regulation for muslim to do fasting in
one month whereas in the other months there is no regulation that fasting is an
obligation. And the desire that muslim had restrained in ramadhan may be out of
controll in next month. That is why the designer wrote "He'll be back next month"
2. The Pictural Symbol
Devil
(Sign)
Something evil
(Interpretant)
Fasting people (Muslim)
(Object)
47
The semiotics triangle above shows the relationship between fasting people as
the object, the devil as the sign and something evil as interpretant. From the picture,
we can take conclution from the message that a muslim must be able to restrain his
passion although the ramadhan has passed. In the picture we <:an see the devil stay in
jail. As the writer described in the picture F, that the devil means here is not the truly
devil but desire. And the picture above means that a muslim has to restrain his
passion in ramadhan.
Through the process ofanalysis above, it can be seen the relation between the
lingnistic symbol and pictoral symbol and also the meaningoflinguistic symbol.
CHAPTER IV
CONCLUSIONS AND SUGESTIONS
A. Conclusions
It is already mentioned in the chapter I that the purpose of the stndy is to find
out the meaning of linguistic symbols used on Dagadu's products and the relation
between the linguistic symbols and pictural symbols. The corpus of data are 15
dagadu's design taken from the collection ofPT. Aseli Dagadu Djokdja. Based on the
analysis process in the chapter III, using the theory by Peirce, as it is explained in the
chapter 11, the writer comes to conclusion:
1. Through the 15 dagadu's design used as the data to be analyzed in this
research, it is found that the design that use religion as theme is lesser than the
use ofJogja's community life as the theme.
3. Many dagadu's design use both the picture and text altogether to support each
other. The design put emphasizes on signs to attracts the consuments to pay
more attention by using fun writing, interesting and attractive colours.
Together with the increasing of advertisement, graphic design even being
familiar because many people have already recognized its contribution in the field of
sales especially at silk-screening. A good design on T-shirt is often cousidered to be
the 'success key' for the sales process besides the quality of cotton of course. On the
49
contrary, a bad design is often believed to be the cause of the failure of selling
product or it sometimes considered to destroy the image of the products themselves.
Therefore, making a good design has become an essential thing to do by those who
want to sell or promote their product or companies.
B. Suggestions
This suggestion is for the people who do not haw expenence in design
graphis but want to make a design for T-shirt, bookmark, sticker and so on. To make
a good design, there are many things to be considered. A designer has to understand
any aspects related to the product, such as the targeted consuments, medium, market
and also the elements of design graphis itself. A designer has to ascertain the target
consuments to decide what kind of design that interested them. The use of picture,
colour and also text is often believed the function as attention getting power or even
more as the reminding image for the product to be sold. In conclusion, a good image
or design is very important for the future ofselling process.
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