| Summary: | Advertisement is one media of communication between company and its
consumer. Advertisement persuades consumer to use the product by showing its
advantages. This social semiotics study analyzes the system of sign, both verbally
and visually, that is used in perfume print advertisements found in magazine
Cosmopolitan to build the concept of advantages. The analysis includes form,
meaning, and ideology of verbal and visual advertisement structure.
In analyzing the data, the writer uses qualitative approach. There are 12
advertisements which taken from Cosmopolitan on September and October 2011
edition. The process of collecting data uses library research technique. Verbal
structure of advertisement is analyzed by using the theory of Syntax, while visual
structure of advertisement is analyzed by using the theory of sign.
The result of this study shows that the advertisements do not fulfill the
complete structures. The structures which always appear in perfume print
advertisements are lead, display, announcement, verbal emblem, and call-visit
information. Syntactically, announcements are in form of VP, DP, NP, or
complete sentence. Verbal emblems mostly are in form of NP. Enhancers are in
form of sentence. Tags are in form of NP or VP, while call-visit information is in
form of AP or NP. Leads and displays are in form of icon, while visual emblems
and barcodes for visual call-visit information are in form of symbol. Perfume print
advertisements do not show their physical product to show the advantages. The
meaning which is established by verbal and visual structures leads to ambiguous
interpretation. The ideologies that are carried by the advertisements include
definition of beauty, women exploitation, capitalism, and globalization.
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