The Semiotical Analysis of Car Advertisement

ABSTRAK Nugroho, Bledeg Ginanjar. 2012. The Semiotical Analysis of Car Advertisement. English Department, Faculty of Letters, State University of Malang. Advisor: Aulia Apriana, S.S., M.Pd Keywords: semiotics, car advertisements Car advertisements is one of the many advertisements in this world. By showing the advertisement, the manufacturer expects that people will know their product and of course it is hoped that they will buy that product. Car advertisement nowadays also come in the form of the official page on the internet. It is due to the fact that people will easily use the internet to find more things. In car advertisement, there are many things involved to attract the attention of the people. The combination of color, background and the other thing such as the font sizing is also designed to support the product being advertised. Therefore, car advertisement is very important, and some people creatively arrange it to improve their profit through the selling rates. This research aims at explaining the meaning of verbal and nonverbal use according to the semiotic point of view in car advertisement by interpreting the image composition, body form, and typography. The research design of this study is descriptive qualitative. The product names are taken from the OTOMOTIF Award 2012 and then the advertisements are taken from the official page of each brand. Then, the researcher analyzes the meaning behind the use of verbal and nonverbal by using semiotic point of view combined with several subjects such as typography, body form, product specification, and image composition. The researcher got 21 product names as the category winner in OTOMOTIF Award 2012 and divided it into three subheadings. First is the Japanese car maker, second is the German car maker, and the third is the Korean car maker. From those 21 advertisements, the researcher finds out that all of the advertisement deliver message. It intensified by the use of image composition in advertisement, body form, and the product specification. In other word, actually car maker has implicitly and smoothly tried to convey that what they expect is in accordance people’s expectation through the name, advertisement, typography, and body shape. After receiving what car maker intended to deliver through name and the other things, customer usually has the intention and will to buy the product as the result of the interpretation of the product. Therefore some products sold more than the other or it attracts more people to buy it. Since this research only focuses on car advertisement, it needs improvement of future researchers to conduct studies in the wider range field whether it has a different result. Moreover, this research is also can be used to guide the language and literature student to apply semiotics to a certain object