MEANING IN THE PROCESS OF SIGNIFICATION BY THE ADVERTISEMENT OF HONDA

Authors

  • Nicholas J.H. Wibowo English Department, Faculty of Letters, Petra Christian University, Surabaya, Indonesia
  • Samuel Gunawan English Department, Faculty of Letters, Petra Christian University, Surabaya, Indonesia

DOI:

https://doi.org/10.9744/katakita.4.2.45-50

Keywords:

Toko Ny. Pang, Kemasan, Identitas Visual, Oleh-Oleh khas kota Muntilan

Abstract

This study mainly deals with the process of signification in order to reveal how meaning is created by the advertisement of Honda HR-V 2014 through the use of expressions. In this study, “Meaning” is an integrated form consisting the three elements which are denotative form, connotative form, and myth form. Using qualitative content analysis (Schreier, 2012), the writer did this study based on Barthes’s process of signification (1987) and Peirce’s indexicality (1931-58). From the analysis, the writer found out that meaning is created by indexicality. The index connects the product and the traits that the product possesses. Then, the use of expressions in the advertisement visualises the index of the product. The index which was visualised by the use of expressions which produces denotative meaning and connotative meaning. Those denotative meaning and connotative meaning are perceived by the audiences and creates myth which naturalises the index itself. It can be concluded from this study that meaning is created by the index and has undergone several steps in order for audiences to perceive the myth and become unaware of the index.

References

Barthes, R. (1957/1987). Mythologies. New York: Hill & Wang.

Chandler, D. (2007). Semiotics The Basics (2nd ed). London: Routledge.

Harris, R. (2004). A cognitive psychology of mass communication. London : Lawrence Erlbaum Associates, Inc.

Hjemslev, L. (1961). Prolegomena to a Theory of Language (trans: Francis J. Whitfield). Madison: University of Wincosin Press.

Peirce, C. (1931–58) Collected Papers (8 vols: vol. 1, Principles of Philosophy, ed. Charles Hartshorne and Paul Weiss, 1931; vol. 2, Elements of Logic, ed. Charles Hartshorne and Paul Weiss, 1932; vol. 3, Exact Logic (Published Papers), ed. Charles Hartshorne and Paul Weiss, 1933; vol. 4, The Simplest Mathematics; ed. Charles Hartshorne and Paul Weiss, 1933; vol. 5, Pragmatism and Pragmaticism, ed. Charles Hartshorne and Paul Weiss, 1934; vol. 6, Scientific Metaphysics ed. Charles Hartshorne and Paul Weiss, 1935; vol. 7, Science and Philosophy, ed. William A. Burks, 1958; vol. 8, Reviews, Correspondence and Bibliography, ed. William A. Burks,

Schreier, M. (2012). Qualitative Content Analysis in Practice. Los Angeles: SAGE Publications, Ltd.

Tumminelli, P. (2004). Car Design. New York: teNeues Verlag GmbH + coKg.

Downloads

Issue

Vol. 4 No. 2 (2016)

Section

Articles

License

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. 
    2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal. 
    3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).