Open AccessAnalysis of Semiotic Found in Football Shoes Advertisements
Author(s) -
I Wayan Restu Widiarta,
I Dewa Ayu Devi Maharani Santika,
Desak Putu Eka Pratiwi
Publication year - 2021
Publication title -
humanis
Language(s) - English
Resource type - Journals
ISSN - 2302-920X
DOI - 10.24843/jh.2021.v25.i04.p05
Subject(s) - semiotics , football , meaning (existential) , sign (mathematics) , psychology , advertising , linguistics , nike , social psychology , mathematics , law , political science , philosophy , mathematical analysis , business , psychotherapist
Aims in this study, first is to find out verbal and non-verbal signs found in football shoes advertisements, and second is to analyze the meaning of verbal and non-verbal signs found in football shoes advertisements. The data sources from this study were taken from the Official Account of Nike, Puma, and Adidas. This study used the descriptive qualitative method. The data were analyzed based on the theory proposed by Saussure (1983) about sign elements, the theory from Barthes (1964) about the meaning of signs, and the supporting theory from Cerrato (2012) to analyze the color terms. The result of this study showed the advertisements used the written texts as the verbal signs and the color choice and picture of advertisements as non-verbal signs. These signs also contained denotative and connotative meanings to make a good combination to attract the attention of readers.