SEMIOTIC ANALYSIS FOUND ON SELECTED SCENE IN ASUS VIDEO ADVERTISEMENT

Ni Putu Ayu Diantari, I Gusti Ayu Vina Widiadnya Putri

Abstract

This study aimed to find out the verbal and visual signs used in the ASUS video advertisement and the meaning of those signs. The data source is from ASUS's YouTube in the name of the Asus Vivobook S 14X/16X OLED product. Analysis of verbal and visual signs is part of the semiotic study. The process of collecting data was conducted by observation method, and there were some steps in collecting the data. The collected data were analyzed by the descriptive qualitative method. The data was analyzed verbal and visual signs based on the theory of semiotics by Saussure, cited in Chandler's book (2007). This study analyzes the meaning of signs using the denotative and connotative meaning theory by Barthes (1967), and supported theory of color by Wierzbicka (1996). This study presented the data by using the formal and the informal method, which described the meaning of the verbal and visual signs found in the ASUS advertisement. The more discovered signs are verbal signs than visual signs. This study also found both types of meaning which are, denotative meaning and connotative meanings, were used in all of the data that is in order to convey messages regarding promoting the commercial product, which is ASUS.

Keywords

advertisement; ASUS; semiotic; video; Youtube

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References

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DOI: https://doi.org/10.20961/prasasti.v7i2.64747

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