The interpretation of verbal and visual signs in the education advertisements
The existence of an advertisement can be inextricably linked to verbal and nonverbal signs and it also appeared in education advertisement, especially for submission new university students that used by an educational institution as a form of promotion. A good advertisement will consider the use of...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Politeknik Negeri Bali
2019-06-01
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| Series: | Journal of Applied Studies in Language |
| Subjects: | |
| Online Access: | http://ojs.pnb.ac.id/index.php/JASL/article/view/1158 |
| _version_ | 1819062807562289152 |
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| author | Komang Dian Puspita Candra IGA Vina Widiadnya Putri |
| author_facet | Komang Dian Puspita Candra IGA Vina Widiadnya Putri |
| author_sort | Komang Dian Puspita Candra |
| collection | DOAJ |
| description | The existence of an advertisement can be inextricably linked to verbal and nonverbal signs and it also appeared in education advertisement, especially for submission new university students that used by an educational institution as a form of promotion. A good advertisement will consider the use of a verbal and nonverbal sign, so that, prospective students understand the meaning of signs that will be transmitted by the advertisers. The widespread phenomenon is about the ability of people to understand the advertisements. Prospective students sometimes will have difficulty to catch the meaning of an advertisement. This study is semiotic research by using advertisement of submission of new students in Indonesia as the data source. This study was conducted to find out the types of signs and the meaning behind the series of a sign that appeared in the advertisements so that they can be known whether the advertisements have used a sign in accordance or not. In an effort to data collection, observation with the note-taking technique was applied in the research methodology. Then data were analyzed qualitatively using the theory of semiotic (Barthes, 1998), a theory of meaning (Leech, 1974) and several supporting theory such as the theory of English Advertising (Leech 1966) and Pierce (2007), the sign and images and theory (Cazanave, 2000) about the colour. The results of the analysis found that the advertisements have been using a verbal and visual sign in well proportioned. The verbal sign consists of linguistic features such as the used of verb and adjective dominantly in lexical choice. There were four types of sentence structure found namely declarative, interrogative, imperative and exclamatory sentence. It also used figurative language and abbreviation which has a correlation with the context. Besides the conceptual meaning to give information, from the sign there was also a hidden message behind it. A visual sign consists of a symbol, icon, index and colour that make different reaction for every advertisement. These signs have an important role in conveying the purpose of advertisers such as to persuade, command and give some information to the public. It can be said that the use of verbal and visual aspects in these advertisements are in the right combination. |
| first_indexed | 2024-12-21T15:04:39Z |
| format | Article |
| id | doaj.art-55c23d4f0c7e4c8ba07cd8ed26d2093e |
| institution | Directory Open Access Journal |
| issn | 2598-4101 |
| language | English |
| last_indexed | 2024-12-21T15:04:39Z |
| publishDate | 2019-06-01 |
| publisher | Politeknik Negeri Bali |
| record_format | Article |
| series | Journal of Applied Studies in Language |
| spelling | doaj.art-55c23d4f0c7e4c8ba07cd8ed26d2093e2022-12-21T18:59:30ZengPoliteknik Negeri BaliJournal of Applied Studies in Language2598-41012019-06-0131819010.31940/jasl.v3i1.1158The interpretation of verbal and visual signs in the education advertisementsKomang Dian Puspita Candra 0IGA Vina Widiadnya Putri1STIBA Saraswati DenpasarSTIBA Saraswati DenpasarThe existence of an advertisement can be inextricably linked to verbal and nonverbal signs and it also appeared in education advertisement, especially for submission new university students that used by an educational institution as a form of promotion. A good advertisement will consider the use of a verbal and nonverbal sign, so that, prospective students understand the meaning of signs that will be transmitted by the advertisers. The widespread phenomenon is about the ability of people to understand the advertisements. Prospective students sometimes will have difficulty to catch the meaning of an advertisement. This study is semiotic research by using advertisement of submission of new students in Indonesia as the data source. This study was conducted to find out the types of signs and the meaning behind the series of a sign that appeared in the advertisements so that they can be known whether the advertisements have used a sign in accordance or not. In an effort to data collection, observation with the note-taking technique was applied in the research methodology. Then data were analyzed qualitatively using the theory of semiotic (Barthes, 1998), a theory of meaning (Leech, 1974) and several supporting theory such as the theory of English Advertising (Leech 1966) and Pierce (2007), the sign and images and theory (Cazanave, 2000) about the colour. The results of the analysis found that the advertisements have been using a verbal and visual sign in well proportioned. The verbal sign consists of linguistic features such as the used of verb and adjective dominantly in lexical choice. There were four types of sentence structure found namely declarative, interrogative, imperative and exclamatory sentence. It also used figurative language and abbreviation which has a correlation with the context. Besides the conceptual meaning to give information, from the sign there was also a hidden message behind it. A visual sign consists of a symbol, icon, index and colour that make different reaction for every advertisement. These signs have an important role in conveying the purpose of advertisers such as to persuade, command and give some information to the public. It can be said that the use of verbal and visual aspects in these advertisements are in the right combination.http://ojs.pnb.ac.id/index.php/JASL/article/view/1158non-verbal signconceptual meaningverbal-visual meaning |
| spellingShingle | Komang Dian Puspita Candra IGA Vina Widiadnya Putri The interpretation of verbal and visual signs in the education advertisements Journal of Applied Studies in Language non-verbal sign conceptual meaning verbal-visual meaning |
| title | The interpretation of verbal and visual signs in the education advertisements |
| title_full | The interpretation of verbal and visual signs in the education advertisements |
| title_fullStr | The interpretation of verbal and visual signs in the education advertisements |
| title_full_unstemmed | The interpretation of verbal and visual signs in the education advertisements |
| title_short | The interpretation of verbal and visual signs in the education advertisements |
| title_sort | interpretation of verbal and visual signs in the education advertisements |
| topic | non-verbal sign conceptual meaning verbal-visual meaning |
| url | http://ojs.pnb.ac.id/index.php/JASL/article/view/1158 |
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