Semiotic analysis of "Somethinc" advertisement
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Institusion
Universitas Ahmad Dahlan
Author
Nurliana, Septi
Subject
HC Economic History and Conditions
Datestamp
2024-05-21 08:18:05
Abstract :
Semiotics is a branch of linguistics that studies signs and all things related to sign systems. Advertising is a medium that uses many signs, both verbal and visual to convey its message. Advertisement that uses many signs is beauty products advertisement. Somethinc is a local beauty product that is famous in Indonesia that achieved many achievements. This research is included in qualitative research. Data taken from two advertisements for Somethinc products from @somethincofficial youtube account. The writer took two Somethinc advertisements and found two types of signs, verbal and visual signs. From these advertisements, the author found 11 images and 9 body languages which categorized as visual signs, and 13 utterances categorized as verbal signs. To find out the messages contained in these signs, the writer uses theory from Roland Barthes assisted theory from Ferdinand de Saussure regarding the meaning of connotation and denotation. The results of this research are regarding the representation of beauty in Indonesia. Beauty standards in Indonesia have changed over time. Somethinc as a beauty brand in Indonesia also celebrates the various definitions of beauty according to the diversity that exists in Indonesia by presenting make-up products that suit Indonesian physical characteristics. Beauty preferences are not determined by physical, gender, race and ethnicity, but beauty is formed from inner beauty.
Semiotics is a branch of linguistics that studies signs and all things related to sign systems. Advertising is a medium that uses many signs, both verbal and visual to convey its message. Advertisement that uses many signs is beauty products advertisement. Somethinc is a local beauty product that is famous in Indonesia that achieved many achievements. This research is included in qualitative research. Data taken from two advertisements for Somethinc products from @somethincofficial youtube account. The writer took two Somethinc advertisements and found two types of signs, verbal and visual signs. From these advertisements, the author found 11 images and 9 body languages which categorized as visual signs, and 13 utterances categorized as verbal signs. To find out the messages contained in these signs, the writer uses theory from Roland Barthes assisted theory from Ferdinand de Saussure regarding the meaning of connotation and denotation. The results of this research are regarding the representation of beauty in Indonesia. Beauty standards in Indonesia have changed over time. Somethinc as a beauty brand in Indonesia also celebrates the various definitions of beauty according to the diversity that exists in Indonesia by presenting make-up products that suit Indonesian physical characteristics. Beauty preferences are not determined by physical, gender, race and ethnicity, but beauty is formed from inner beauty.
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