Semiotics Analysis on Wrinker and Noah Photography Advertisement

8/21/2019 Semiotics Analysis on Wrinker and Noah Photography Advertisement

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Semiotics Analysis on

“Wrinkler and Noah”Photography Advertisement

By Avrina Tanty A.


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Chapter 2• Semiotics

• Sign

•

enotation and connotation• The meaning o! color

• "ress and #ee$%en&s theory

• Previo$s St$dies

Chapter '• Backgro$nd o! st$dy

• Pro(lem o! St$dy

• )(*ectives o! the st$dy

• e+nition o! "ey Terms


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,ake clear the data analysis $singthe theory -semiotics analysis

,ention the color in the (ackgro$nd' and relate it %ith the research

e+nition o! the key term• Connotation

• Advertisement• Wrinkle and noah.


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Backgro$nd o! the st$dies

Advertisement

Semiotics/the st$dy o! sign./

Type o! sign0the representation /“signi+er”the concept / “signi+ed”

Sa$ss$re -'134 55

enotationand

Connotation

“Wrinkler6Noah&s” photographyadvertisement


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Problem of Study What are the sign that can (e !o$nd in

Wrinkler6Noah&s photography advertisement7 What are the connotations that appear in

Wrinkler6Noah&s photography advertisement7

Objectives of the study• to +nd the sign that appear in the

Wrinkler6Noah&s photography advertisement.• to +nd the connotation that appear in

Wrinkler6Noah&s advertisement.


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e+nition o! "ey Terms Sign is something %hich is can (e seen4 smelled4

tasted4 to$ched or heard that can (e interpreted ashaving a meaning.

-Chandler 28824 p.'3

Symbol is 9a sign -signi+er %hose relationship to itso(*ect -signi+ed is entirely ar(itrary or (ased onconvention&.

-,artin and :ingdam 28884 p.'2 Icon is 9a sign %hich resem(les the o(*ect it signi+es&.

-,artin and :ingdam 28884 p.;3 Index is 9a sign that is physically linked to4 or a


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Chapter 2


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e+nition o! Semiotics

=co >m(erto

9semiotics is concerned %ith everythingthat can (e taken as a sign&-cited in Chandler 28824 p.2

Chandler

semiotics is the st$dy o! 9ho% meaningsare made and ho% reality is

represented&. -Chandler 28824 p.2


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Sign

Sign

/Peirce -'114 p.?; / 9anything %hich is so determined (y somethingelse&. Sign can took !orm o! anything -e.g. %ords4gest$re4 a$dio4 etc. that can (e !elt (y h$man

sense.

Signi+er is the physical !orm o!

sign

Signi+ed is the concept or themeaning (elongs to the signi+er

yadic model o! sign (ySa$ss$re

-Cited in Chandler 28824 p.'?


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Symbol, Icon, and Index

Symbol is the connection (et%een sign ando(*ect (eca$se o! the convention insocieties.

• S$ch as lang$age in general4 n$m(ers4 morse code4tra@c lights

Icon is the connection (et%een sign ando(*ect (eca$se o! its similarities.•

S$ch as portrait4 photo etc. Index is the connection (et%een sign and

o(*ect (eca$se o! ca$se and e


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/Chandler -28824 p.'3;/9enotation& tends to (e descri(ed as the de+nitional4 literal4

o(vio$s or common/sense meaning o! a sign.

Connotation is ho% the meaning derived !rom

socio/c$lt$ral or personal interpretation.

signi+e

r signi+ed

SN

signi+erSigni+ed

Sign

Connotation and enotation

)rder o! signi+cation0

enotation

Connotation


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Meaning of Colors

White in common is o!ten associated %ith p$rity4 goodness andinnocent. According to enni!er Bo$rn -28'' %hite is associated%ith coolness and cleanliness (eca$se it is the color o! sno%.

:ed is associated %ith +re4 violence4 and %ar!are. t&s alsoassociated %ith love and passion. n phycology red color means

energy4 passion4 appetite4 and strength -=iseman 28854 p.;.


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According to Cerrato4 rey in phycology o!ten associated %ith lossor depression4 depend on ho% the (rightness $sed in this color.-Cerrato 28'24 p.28

Black is color that $s$ally associated %ith death and evil. Accordingto enni!er Bo$rn -28''4 (lack also associated %ith 9l$D$ry4elegance and sophistication.


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:epresentation and nterpretation

The interactions and concept$alrelations (et%een the people4 placesand things depicted in images• :epresented participants

• interactive participants The three principle o! composition

• Information value• Salience

• Framing

"ress and #ee$%en -2885


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Previo$s St$dies

A Semiotics Analysis on The ,oviePoster o! Earry Potter and Theeathly Eallo%& (y Annisa haniaB$rty.

Advertising Social Semiotic:epresentation0 A Critical Approach

(y ,aryam Na*a+an


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CEAPT=: 3

esearch !esign• F$alitative approach

!ata Source• There are t%o Gamaha photography

advertisements and t%o A$di photographyadvertisements o(tained !rom Wrinkler and

Noah o@cial %e(site.


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!ata Collecting

The %riter %ill o(tain the data !rom Wrinkler and Noaho@cial %e(site.

#isting the o(*ect and teDt that appeared in the

photography advertisement.

!ata "nalysis #echni$ue

• make a list o! the data and analyHe it one (y one.

• $se the theory o! semiotics analysis and the others theory

that provided in chapter t%o.• analyHe and connect the data to each other to +nd the

possi(le meanings that appear in the Wrinkler and Noah&sphotgraphy advertisement.

• Iinally4 the %riters %ill dra% the concl$sion (ased on the

res$lt.


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%&%%'C%SBarthes4 :oland -'1;;. Image-Music-Text . #ondon0 IontanaBignell4 . -2882. Media Semiotics: an Introduction. ,anchester0 ,anchester>niversity Press.Bo$rn4 enni!er -28'8. Color Meaning: Meaning of The Color Black . :etrieved

,ay 8'4 28'J4 !rom http0KK%%%.(o$rncreative.comKmeaning/o!/the/color/(lackK.Bo$rn4 enni!er -28'8. Color Meaning: Meaning of The Color White. :etrieved,ay 8'4 28'J4 !rom http0KK%%%.(o$rncreative.comKmeaning/o!/the/color/%hiteK.Cerrato4 Eerman -28'2. The Meaning of Colors. :etreived April 2?4 28'J4 !romhttp0KKhermancerrato.comKgraphic/designKimagesKcolor/imagesKthe/meaning/o!/colors/(ook.pd!.Chandler4 aniel. -288;. Semiotics0 the (asics. -2nd =d. #ondon and Ne%

Gork0:o$tledge.Cres%ell4 .W. -288;. ualitative In!uir" and #esearch $esign: Choosing among%ve a&&roaches -2nd ed.. Tho$sand )aks4 CA0 Sage.$rant4 A. L #am(ro$4 ,. -2881. 'anguage and Media. #ondon0 :o$tledge.

=iseman4 #eatrice -2885. Color ( Messages ) Meanings: * +*,T, Color#esource. lo$cester0 Eand Books Press."ress4 .4 L van #ee$%en4 T. -2885. #eading Images. The /rammar of 0isual$esign. 2 nd edition. #ondon0 :o$tledge.,artin4 B.4 L :ingham4 I. -2888. $ictionar" of Semiotics. Ne% Gork0 Cassell.Peirce4 C.S.4 '11. The ssential +eirce. ol$me 2. =ds. Peirce edition Pro*ect.Bloomington .N.0 ndiana >niversity Press.

Sa$ss$re4 Ierdinand de. -'155. * course in general linguistics -W. Baskin4 Trans.. Ne% Gork0 ,cra%/Eill.


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Thank yo$

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Semiotics Analysis on Wrinker and Noah Photography Advertisement