Connotative Meaning Analysis on “Coca-Cola Vs Pepsi”

CONNOTATIVE MEANING ANALYSIS ON “COCA-COLA VS PEPSI”

ADVERTISEMENTS TAGLINE AND EXPRESSION THROUGH

BARTHES’ THEORY OF SEMIOTICS APPROACH

A Thesis

Submitted to Letters and Humanities Faculty

In Partial Fulfillment of the Requirements for

The Degree of Strata One (S1)

SYAHRUL LAIL 1113026000070

ENGLISH LETTERS DEPARTMENT

ADAB AND HUMANITIES FACULTY

STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH

JAKARTA

2018

ABSTRACT

Syahrul Lail, “Connotative Meaning Analysis on “Coca-Cola vs Pepsi” Advertisements Tagline and Expression Through Barthes Theory of Semiotics Approach”. Thesis: English Letters Department, Faculty of Adab and Humanities, State Islamic University of Syarif Hidayatullah, 2018. The objective of this research is to find out the meaning of signs on Coca- Cola and Pepsi advertisement taglines or slogans and to explain its semiosis prosses. This research applied descriptive analysis the meaning of the signs and investigate its semiosis process is using Roland Barthes’ theory. The unit analysis of this research is Coca-Cola and Pepsi advertisement taglines from several sites. There are 9 advertisement slogans of both Coca-Cola and Pepsi are selected. The researcher determines which one is the expression (within picture and tagline) from the advertisement, and uses it as the data. Data has been selected, the researcher analyzes the expression of the taglines, and finally gets the contain in order to give the meaning of the advertisement. To give the meaning, it is only based on the contain formulation of taglines and based on the researcher’s understanding in interpreting the sign as well. Keywords: taglines, connotative meaning, semiosis, Barthes’ theory of semiotics.

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ACKNOWLEDGEMENT

Bismillahirrahmanirrohim

In the name of Allah, the Most Gracious, the Most Merciful

All praises be to Allah, the Lord of the world, the creator of everything, who has given everything for the writer to finish this thesis. Peace and salutation be upon to our beloved prophet Muhammad Sallallahu ‘Alaihi Wasallam who has changed the world from ignorance to cleverness.

The writer would like to express the deepest love to h parents who always give their love until this time and always pray for their son’s success. They are the biggest motivator in his life that he can finish his final task of this study. Thanks to all his family, his brother and his sisters who always support and give his advices until he can complete this thesis.

The writer would like to give his thankfulness to Mr. Hilmi S.S., M.Hum as his thesis advisor who has given support, guidance, instructions, time, and beautiful scratches on the thesis sheets that make his able to finish this thesis.

Furthermore, the writer would like to deliver his gratitude to the following persons:

1. Prof. Dr. Syukran Kamil, M.Ag as the Dean of Faculty of Adab and

Humanities.

2. Drs. Saefudin, M.Pd as the Head of English Letters Department.

3. Elve Oktafiyani, M.Hum, as the Secretary of English Letters Department.

4. All Lecturers of English Letters Department who have given their fine

knowledge to the writer during his study in the State Islamic University

Syarif Hidayatullah Jakarta.

5. Ratu Ana, Dicky, Iqbal, Riandy, Aliza, and Bila, Rizqy, Yussie who are the

closest friends, who always give the support, and who are always with him

until the completion of this thesis.

6. KKN PRANGIE, Topik, Ari, Adam, Fatah, Lutfi, Sarah, Dini, Nina, Ridha,

and Marza for the outstanding experience that had been given to him during

the Student Study Service.

7. B-BRAVE family for being the writer’s classmates from semesters 1 to 5

and Linguistics Class .

Ciputat, Januari 2018

Syahrul Lail

THE LIST OF DIAGRAMS AND TABLES

Diagram 1. Two Orders Signification ...... 17 Table 3.1. The List of Unit Analysis ...... 21 Table 3.2. Datum 1 ...... 25 Table 3.3. Datum 2 ...... 26 Table 3.4. Datum 3 ...... 28 Table 3.5. Datum 4 ...... 30 Table 3.6. Datum 5 ...... 31 Table 3.7. Datum 6 ...... 33 Table 3.8. Datum 7 ...... 34 Table 3.9. Datum 8 ...... 36 Table 3.10. Datum 9 ...... 37

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TABLE OF CONTENTS

ABSTRACT ...... i APPROVEMENT ...... ii LEGALIZATION...... iii DECLARATION ...... iv ACKNOWLEDGEMENT ...... v LIST OF DIAGRAMS AND TABLES ...... vii TABLE OF CONTENTS ...... viii CHAPTER I INTRODUCTION A. Background of Study ...... 1 B. Focus of Study ...... 4 C. Research Question...... 5 D. Significance of Study ...... 5 E. Research Methodology ...... 5 1. The Objectives of Research ...... 5 2. The Method of Research ...... 6 3. The Instrument of the Research ...... 6 4. The Unit of Analysis ...... 6 5. The Technique of Data Collection ...... 7 6. The Technique of Data Analysis...... 8

CHAPTER II THE THEORETICAL FRAMEWORK A. Previous Research ...... 9 B. Definition of Semiotics Theory ...... 11 1. Saussurean Semiotics ...... 11 2. Barthes Semiotics...... 13 CHAPTER III DATA FINDINGS A. Data Description ...... 20 B. Data Analysis ...... 24

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CHAPTER IV CONCLUSIONS AND SUGGESTIONS A. Conclusions ...... 39 B. Suggestions ...... 40

BIBLIOGRAPHY ...... 41 APPENDIX ...... 44

CHAPTER I

INTRODUCTION

A. Background of Study

Language and tools of human communication in the context and acceptance of information that can affect human life. Language that can be used to communicate as a means of communication and also as a tool for broadcasting messages or speaker calls to listeners or observers. Every word spoken or written has certain functions and objectives, such as those used to communicate, use, and identify themselves (Harimurti Kridalaksana: 24). The function of language in advertising is to attract consumers or consumers (Santosa, 2009: 1). With terms and objectives, people are different for each person who visits or sees the advertisement.

Language is related to the practice of language knowledge. The broader use of language used in communication increases the language skills in giving meaning to a word or sentence. Speaking is a social activity, like other social activities.

Humans as individual and social beings always fulfill their desires by using language, because language is an effective and easy medium to communicate and work together in fulfilling their desires. The language of its role as a means of social interaction is able to convey information from one human to another. That is, the interaction between humans is mostly done using language as proof that humans are social beings while the communication in question is a part of the action to do these interactions or vice versa. Language as a communication tool, language consists of two parts, namely the form or symbol in the form of utterances and meanings. Language activity in a social interaction is actually an activity of

expressing language symbols to convey the meanings of the symbol. And one of the branches of linguistics that discusses or reveals the meaning of language found in symbols or slogans is semiotics. Meaning is the most important aspect in a language study because the meaning of communication can occur smoothly and understand each other. Learning meaning means essentially learning how each language usage in a language society understands each other.

Advertisement is a phenomenon of language use that is inseparable from human life. Speaking of competition in the world of advertising, creativity in persuading consumers is the most important, and indirectly language has an important role in it. Therefore, writing slogans in advertisements, producers are required to have language skills. The world of advertising is one of the most common tools used by a company to mobilize persuasive communication to customers and society. Language is a very important tool in conveying intent and purpose. Advertising world becomes useless if there is no role of language in it.

Slogans are short or interesting expressions, words, or sentences and are easy to remember and tell, or explain the purpose of an ideology, class, organization, etc. slogan is the writing used to convey the intentions to be conveyed by the slogan maker (producer, etc). Advertising slogans are concise and simple sentences.

Persuasive advertising slogans that are intentionally made by a particular company in terms of (research), especially Coca-Cola and Pepsi products which contain specific meanings and objectives so that the listeners and watchers will choose products that fit the needs of consumers and buy them.

In marketing a product and developing it into a well-known brand, sometimes a company has many challenges and intense competition. And before he became a large company, he certainly had a history where he was able to overcome these challenges and competition so he could last for several years. Like the competition between Coca-Cola Co. and Pepsi Inc. in playing its role as a soft drink product.

Both have a long and legendary history of competition, where the competition began in 1975, the competition was called the "Pepsi Challenge". At that time, a number of people followed a "blind test" or taste test with their eyes closed. In an unseen situation, the participants provided two soda drinks, namely Coca-Cola and

Pepsi. then after holding the test, the fact was quite surprising, where most of the participants who took the test preferred Pepsi compared to Coca-Cola, whereas in the event Coca-Cola dominated the market share at that time. As a result of Coca-

Cola experienced a decline in market share up to ten years since the "blind test" event was held. Do not stop there, two soft drink brands continue to compete until tens of years recovered. The battle now penetrates into social media in the form of images accompanied by slogans from each product with the intention of displaying the best side and lowering the opponent between the two.

Slogans and images contained in a product ad have an implicit meaning and it becomes its own attraction as well as being the key to success in the goal of identifying and selling products to the public. In addition, each slogan has a different type. Each type has its own a purpose, for example to emphasize the difference between one product and another, to introduce new products, and to compare differences with the intention of provoking listeners or watchers, etc.

In realm of a sign, one needs a science called Semiotics to know, understand, and analyze the meaning behind slogans that appear in various types of media, both print and electronic. Since the mid-20th century, semiotics has grown into a truly large field of study, including studies of body language, art forms, rhetorical discourse, visual communication, media, myths, narratives, language, artifacts, gestures, eye contact, clothing, advertising, food, ceremonies, etc. (Danesi, 6)

Advertising is one of them, things that have been familiar with our lives, which appear through good media television, radio, newspapers, and so on are a set of signs that contain certain messages, codes and meanings.

After the events experienced by Coca-Cola and Pepsi, a lot of slogans have sprung up in the context of provoking buyers to lead which products are worth buying by consumers. Therefore, in this study, the author tries to analyze the meaning contained in the comparison slogan between Coca-Cola Co. and Pepsi Inc which is included in each product advertisement that has been selected by researcher using Barthes Theory of Semiotics.

B. Focus of Study

In this research, the authors focus on the connotation and denotation meaning on slogans and expressions in Coca-Cola’s vs Pepsi’s advertisement that obtained and chose from various sources. The way of interpreting advertisements based on linguistic messages, text of slogan and expressions through graphics of Barthes's semiology theory. The five samples in the advertisement are chosen randomly sampled (Hermawan Wasito, 54).

C. Research Question

Based on the background and the focus of study, the questions are formulated for more specific purposes. The research questions are:

1. What denotative and connotative meanings are revealed from the Coca-Cola

and Pepsi billboard advertisements based on visual signs.

2. What is the meaning of the slogan contains in each advertisement between

Coca-Cola and Pepsi.

D. Significance of Study

This research is expected to increase the awareness and attention of signs in the advertisement to the reader, listener, and audience as customer in seeing or reading an advertisement through knowing and understanding the meaning of the advertisement through its expression (such as sign etc.). moreover, this research hopefully can be useful to enrich the knowledge about semiotics especially and can be benefit for the reader.

E. Research Methodology a. The Objectives of Research

The Objectives of Research are:

1. To describe the denotative and connotative meanings revealed from the Coca-

Cola and Pepsi billboard advertisements based on visual and verbal signs.

2. To analyze the meaning of the slogan contains in each advertisement between

Coca-Cola and Pepsi

b. The Method of Research

This research will use the qualitative method, as has been stated by Nana

(2013) about the definition of qualitative research, which is intended to describe and analyze the phenomena, events, social activities, attitudes, beliefs, perceptions of individual thoughts as well as groups.

Therefore, this research is very important to be done by using qualitative methods to reveal and describe social activities as well as to describe the beliefs and perceptions of thought related to the signs contained in Coca-Cola and Pepsi ads. c. The Instrument of Research

In this research, the classified data from the taglines of Coca-Cola and Pepsi are compiled in a data card. The data card is used for analyzing the taglines in Coca-

Cola and Pepsi advertisements. Then, the data in the card will be examined one by one. According to Hadari and Nawawi (171) data card is a card that use to make summary or information as an instrument from the data that come from documentation. The way to using the data card based on the rule meanwhile needed to add the citation in the data card to make the analysis is easier.

4. The Unit of Analysis

The unit analysis in this research is taken and selected from various sources obtained through the web. They are, Coca-Cola, “You Can Beat the Feelings” is a slogan promoted by Coca-Cola Inc. in the USA and Canada in 1988 who replaced the previous slogan, “When Coca-Cola is a Part of Your Life, You Can’t Beat The

Feelings”. Then Pepsi, “We Wish You A Scary Halloween” is a Pepsi slogan that

appeared on social media precisely in 2014, where Pepsi wanted to get a sensation on Halloween party celebrations on their Facebook and Twitter pages by listing their competitors, namely Coca-Cola in the advertisements as an object of satire.

Next, Coca-Cola with its slogan “Everybody Wants To Be A Hero” is a reply addressed to its competitors, Pepsi, which first insinuated Coca-Cola with various visuals in its advertisements during Halloween party celebrations. Then, Pepsi with the slogan “Pepsi Taste Beats The Other Cold” is the slogan used by Pepsi in the promotion of iots product for three years, 1967-1969. Then, Coca-Cola “Open

Happiness” is a global marketing campaign for the Coca-Cola Company that was rolled out world wide in the first half of 2009 and it was developed by either the

McCann-Errickson or the Wieden+Kennedy creativity agency. Furthermore, Pepsi with its slogan “Happiness is a choice” is a slogan used to introduce three new variants of Pepsi’s possessions, are Pepsi Max, Pepsi Blue, and Pepsi Vanilla. Then,

Cola-Cola “Thirst Knows No Season,

5. The Technique of Data Collection

The data for this research are collected by biblioghraphy technique (Teknik kepustakaan) which is taken from the chosen printed advertisement. The biblioghraphy technique is the technique which uses the written resources to acquire the data (Edi Subroto, 42), The steps of data collecting are conducted as follow: a. The data are downloaded from various sources on the web, and then printed

them. b. Every datum or advertisement is given the code as identity. c. There will be 9 pictures selected and analyzed.

d. It is taken by using simple random sampling. e. After the data are collected, the data are analyzed.

6. The Technique of Data Analysis

The non-statistical analysis is used in this research. Because of this research used qualitative method, the non-statistical is the best choice to analyze these data

(Wasito, 88-89). The researcher tries to determine and describe which one the tagline and expression of advertisement using the Barthes’ theory. After that, the researcher analyzes the meaning that contained in the advertisements including denotation, connotation, and the meaning behind the slogan of two branded beverage, Coca-Cola and Pepsi.

CHAPTER II

THEORETICAL FRAMEWORK

A. Previous Research

The Research that examines about semiotic is quite a lot, especially in deepening the message behind a certain meaning of a logo, image, and slogan on an advertisement. The theory is used is also diverse, the theory of semiotic model

Ferdinand de Saussure and Charles Sanders Pierce is often used in semiotic research. However, in this research researcher wants to examine the semiotics behind the meaning and hidden messages in a slogan that takes some specific object in Coca Cola vs. Pepsi advertisement using Roland Barthes theory, among them are thesis and journal.

First, is the research in a thesis about observed semiotic in State Islamic

University Sharif Hidayatullah Jakarta has been done by Bahtiar Rifa'i (2010) with title A Semiotic Analysis on Coca Cola's Commercial Advertisements. In his research, Bahtiar uses Coca Cola Ads as the subject of research. The details of five advertisements of Coca-Cola Slogan juxtaposed with images attached to the slogan, they are Welcome to the Coke side of life, Taste so, Taste so Much like Coke, Real

Taste and Real Sugar. The differences between Bahtiar's research is used. The data which is used by Bahtiar is about image and slogan in Coca-Cola's Advertisement.

Bahtiar's objective is to help the readers to learn signs in visual advertisement and the relation between the image and the hidden slogan meaning. His conclusion is that all the slogan in Coca-Cola's advertisements what he analyzed have structure of sign system and each of the sign has a system and formed by combination between pictorial element, text and context, so the element has contribution to give a meaning of Each signifier in pictorial element, text and signified to denotation

and connotation meaning. Furthermore, he concluded that the appearance of color in a product gives a significant effect to give a positive impression to the product.

Second, is a semiotic research from a scientific journal by Inon Beydha and

Koncho Putra Adila (2013) with title "The Meaning of You C1000's Slogan to

Product Image". The difference of this study with Inon and Kuncho's research is the corpus that is used and objective. In his research on semiotic contained in the You

C1000 advertisement, explaining how the meaning that emerged from his analysis can generate meaning in the slogan which is the construction of the image of You

C1000 product, then comes the reposition of meaning which becomes the dominant meaning that appears, that is natural and healthy in showing A beverage about the product being studied.

So, the overall difference between this research and the previous studies related to the Barthes model's semiotic problem is the corpus that is used and the objective. In addition, in this study, the researchers tried to explain the hidden meaning behind the slogan and expression contained in Coca Cola versus Pepsi commercials by using Barthes model mapping to be more easily understood in interpreting the meaning of the slogan and expression of each product.

B. Definition of Semiotics Theory

1. Saussurean Semiotics

The emergence of Ferdinand de Saussure has a positive impact on the survival of the modern linguistic world, so that he has been named the father of modern linguistics at this time. From there, he introduced a semiology which was part of a linguistic study in his book Course de Linguistique Generale. He is also the founding character of Structualism because he explains the formation of meaning by referring to the system of structured differences in language (Chris Barker, 71).

In semiology, Saussure is a highly influential linguistics character for the development of semiology. It is characterized by several linguistic studies that make semiology as the object of study. Semiology according to Saussure is a study of signs in human social life, including what are the signs and what laws govern the formation of signs. This shows that the signs and meanings behind the signs are formed in social life and are influenced by the system that prevails in it. In his semiology concept, Ferdinand de Saussure has four concepts each shown dichotomously (1) Langue vs. Parole, (2) Syntagmatic vs. Paradigmatic, (3)

Synchrony Vs Diachroni, and (4) Signifiant vs Signifie.

(1) Langue vs Parole

The first concept is the aspect in the language divided by Saussure into

two parts, namely langue and parole. Langue is a system of abstract language

and system used collectively as agreed by all language users, as well as a guide

in language practice in a community. While parole is a practice of speech and

individual speech form in the community at one time or at a certain moment.

It is in the concept of langue-parole that the adherents of structualism form a cultural structure of language that they understand in social, cultural, and natural phenomena.

(2) Sintagmatic vs Paradigmatic

The second concept made by Saussure is the concept of relationship between elements divided into syntagmatic and paradigmatic. Sintagmatic explains the relationship between elements in linguistic concepts that are organized and arranged with regular. While paradigmatic explains the relationship between elements in a speech that is not contained in other speech for the concerned, which seems visible in the language but does not appear in the composition of the sentence.

These sintagmatic and paradigmatic relationships can be traced to the order of language in the sentences we use all time. If the included sentence has a syntagmatic relation, it will show the unity of meaning and relationship in the same sentence in each word in it. While the paradigmatic relationship shows the unity of meaning and relationship in one sentence with another sentence, which relationship has not seen if see one sentence only.

(3) Synchronic vs Diachronic

The third concept is about the study of language divided by Saussure into two parts, namely synchronic and diachronic. Synchronic is a study of languages that study the language in a certain time, while diachronic is a study of language that learns language continuously as long as the language is still used.

(4) Signifiant vs Signifie / Signifier vs Signified

The last concept applied by Ferdinand de Saussure is Signifiant and

Signifie. Saussure argues that the sign consists of images or sounds called

signifiers, and the concepts of the sounds or images coming from the

agreement which are then called signified. Both of them, signifiant and

signified, constitute an inseparable unity to make it a sign. As an example of

the word lion, the lion is a figure of a carnivore animal that has thick hair for

the male lion. In the example, the lion image described is Signifiant, while the

word 'lion' is signified. Both are a unity that makes it a sign.

Signification SIGNIFIANT

LION SIGNIFIED

2. Barthes' Semiotics

One of the ways linguists use to discuss the greater meaning is to distinguish denotative meanings with connotative meanings. And one of the linguist who is very concerned about the problem of denotative as well as connotative is Roland

Barthes.

Roland Barthes (9) states that semiology presents a wide range of field studies, ranging from art, literature, anthropology, mass media, and so on. Simply put, he defines semiology as the study of signs and meanings in language, art, mass media, music, and every human effort that can be reproduced or represented to a person or audience.

Barthes is the successor of de Saussure who is a structuralist. Structuralist view language as a system of signs that are not only sounds or written texts, but also all meaningful social practices and cultural phenomena that can compose various languages. Thus, social practices and cultural phenomena can be analyzed as systems of meaning or language. One of his phenomenal books is Mythologies, where the book is a collection of popular essays he has ever made. In his book,

Barthes attempted to apply a semiologycal analysis of commonly known cultural objects such as the Citroen DS, Tour de France cycling, billboard advertisements and others as a symptom of bourgeois society and he tried to demonstrate his ideology.

In general, with its semiology, Barthes wants to offer a method to deepen the understanding of language, literature, and society. In particular, Barthes focuses on non-verbal signs. The main concern is oxidentalism, a critique of the French bourgeoisie that claims its culture and tradition are universal. By observing the topics that emerged in various mass media in 1954-1956, he saw that the reflection on reality that appears in various media as if accepting all cultural phenomena as something natural, as a historical necessity. Barthes sees something confusing in this generally accepted perception, and tries to trace back the decorative spectacle of this "commonplace". It holds society as a construction that is perpetuated through the signs presenting the dominant values in society.

Barthes began to study the subject of semiology, not as a process, but as an attitude. The important value of semiology lies in its functionality. This Semiology model of Barthes makes it possible to dismantle the perit-bourgeois myth as well

as the other myths that lie behind the meaning of a sign in the life of a particular society by analyzing the process of meaning that you used bourgeois and others to transform historical conflicts into a culture that is universal.

The essence of Barthes's semiology theory involves two orders of significance

(Rachmat Krisyanto, 268). The first order of signification is denotation, and the second order of signification is connotation. The first order includes signifier and signified. This sign is called the meaning of denotation. (M. Antonius Birowo, 56)

Denotation is the order of signification that describes the relationship between signs and references to reality, which results in explicit, direct, and definite meaning. While connotation is the order of signification that explains the relationship between signifier and signified, in which operating meaning is implicit and hidden. (Tommy Christomy, 94)

According to Barthes signifier is a text, while signified is a sign.

1. SINGIFIER 2. SIGNIFIED → 3. SIGN Denotation II. Signified I. Signifier

III. Sign

→

Connotation

In examining a sign, we can distinguish it in two stages. In the first stage, the mark can be seen behind it on (1) the sign and (2) is indicated. This stage is more of a denotative sign. This denotation stage only examines the language sign. From

this language we can go to the second stage, which is to examine the connotative sign. At this stage, the cultural context has been included in the review.

Thus, in the concept of Barthes, the connotative sign does not merely have additional meanings but also contains both denotative denominations that underlie its existence. In fact, this is Barthes's contribution to the refinement of his teacher's semiology, Ferdinand de Saussure, which ceases to be labeled and denotative.

Connotation and denotation are often described in terms of the degree of representation. In summary, denotation and connotation can be explained as follows:

a. Denotation is the interaction between signifier and signified in sign, and

between signing with the referent (object) in external reality.

b. Connotation is an interaction that arises when a sign meets the feelings or

emotions of the reader or user and their cultural values. The meaning

becomes subjective and intersubjective. Mark is more open in its

interpretation of connotations than denotation (M. Antonius Birowo,: 57).

Simply stated, denotation is described as a word with no additional meaning or feelings. Its meaning is called denotative meaning. The denotative meanings have several other terms such as denotational meanings, referential meanings, and conceptual meanings. Connotation is a word that contains additional meanings, certain feelings, or certain taste values in addition to the common basic meaning.

Connotation or connotative meaning is also called connotational meaning, emotive meaning, or evaluative meaning. (AS Haris Sumandiria, 27-28)

Denotations and connotations cannot be seen separately or independently. A sign we see for sure or a denotation. The meaning of denotation is what appears on the image, in other words the image by itself spawns the denotation. Denotation by itself would be a connotation and thus connotation becomes a denotation when the connotation is commonly used and understood together as a rigid meaning

Diagram 1. Two Orders of Signification

First Order Second Order

Reality Sign Culture

Form

Signifier (Signifie) Connotation

Denotation → ------

Signified (Signifiant) Myth

Content

From the picture above Fiske (88) explains that the first stage of significance is the relationship between signifier and signified in a sign to external reality.

Barthes calls it denotation, the most obvious meaning of a sign. Connotation is a term used by Barthes to show the significance of the second stage. This describes the interactions that occur when a sign meets the feelings or emotions of the reader

as well as the values of his culture. Connotation has a subjective or least intersubjective meaning. In other words, denotation is what the sign represents of an object; whereas connotation is how to describe it.

In the second phase of significance relating to the content, the sign works through myth. Myth is how culture explains or understands some social class products that already have a dominance. Myth is how culture explains or understands some aspects about reality or natural phenomena. Myth is a social class product that already has a dominance. Primitive myths, such as life and death, humans and gods, and so on. While the myths of today such as femininity, masculinity, science, and violence. (Fiske, 1990: 88)

The myth in the view of Lappe & Collin (Raharjo, 1996: 192) is understood as something that the general public perceives as true, but actually contradicts the facts. What Lappe & Collins calls the myth is a kind of modern myth (Alex Sobur,

224). The myth in the view of Lappe & Collin (Raharjo, 1996: 192) is understood as something that the general public perceives as true, but actually contradicts the facts. What Lappe & Collins calls the myth is a kind of modern myth. (Alex Sobur,

224)

However, in the case of myths, in which Barthes has an important role in developing this discussion, he essentially only wishes to conclude two reasons put forward in his book Mythologies (Barthes, 1957 as quoted by Benny H. Hoed

(2008: 153) 1) to criticize the ideology of the cultural language of the [critique ideologique portant sur le langage de la culture dite de masse] and (2) undertake the semiologycal disassembly of the language [demontage semiologique de ce

langage] to understand the rooted meaning of ' cultural phenomena in French society.

Thus, in this study, the researcher tries to explore the meaning (based on denotation and connotation) behind the slogan and expression used in the Coca-

Cola vs. Pepsi advertisement.

CHAPTER III

DATA FINDINGS

A. Data Description

The main purpose of analyzing advertisements using semiotic analysis is to read. In the advertisements, that are often found in various media, especially on billboards or over other media, the interpreter should be able to find the latent

meaning associated with connotations, myths, or certain ideological content to understand the product to be selected. The problem, the relativity of the meaning truth in semiotics causes a sign can be interpreted differently, every sign in the language of Barthes, has a polysemy or multilanguage potential. This is due to the ambiguous nature of the signifier and the likelihood given by the marker to be interpreted.

Therefore, in this study writer will analyze 9 selected advertisements on

"Coca-Cola vs. Pepsi" commercial that have connotations, myths, or certain ideological meanings in playing graphics displayed in billboards or other media to bring up image for each company which can be seen in the table below.

Table 3.1. The List of Unit Analysis

Description of Unit No. Unit Analysis Analysis

1 Coca-Cola's advertisement, featuring a passionate woman who wants to enjoy a glass of Coca-Cola, followed by the slogan "You can’t beat the feeling".

2 Pepsi’s Advertisement, featuring a can of Pepsi covered in half-body by Coca-Cola brand using a tagline “We wish you a scary Halloween!” and followed by a view of the grass-covered rock mountain as well as Pepsi’s own logo itself.

3 Coca-Cola’s advertisement, featuring a can of Pepsi covered in half-body by Coca-Cola brand using the phrase “Everybody wants to be a hero!” and followed by a view of the grass-covered rock mountain as well as the Coca-Cola logo itself.

4 Pepsi’s advertisement, featuring a bottle of Pepsi which is covered by ice and its slogan. “Taste that beats the other cold!” by underlining “cold” in its slogan.

5 Coca-Cola advertisement, featuring a bottle of Coca-Cola lying on an iceberg followed by a Coca-Cola slogan “Can’t Beat the Real Thing” and ends with the Coca-Cola Logo itself.

6 Coca-Cola’s billboard with red color, featuring a Santa is drinking a bottle of Coca-Cola followed by a white ribbon and slogan “Open Happiness”, then ends with Coca-Cola’s logo.

7 Pepsi’s advertisement with blue color, featuring three cans of Pepsi with different colors and flavors and followed by slogan “Happiness is a choice, #Justsoyouknow”.

8 Coca-Cola’s advertisement, featuring a woman dressed in a Santa clothing skiing in the snowy mountain followed by a slogan “Thirst knows no season”. A bottle of Coca-Cola accompanied by a glass of Coca-Cola, 5₵, and ends with the Coca-Cola Company.

9 Pepsi’s advertisement, featuring a can of Pepsi decorated with background of several Pepsi’s style logos from a few generations and followed by slogan “This is the Pepsi for every generation.”

The data will be analyzed by looking for the dominant signs of the advertisements. In addition, the details will be analyzed and explored on the data analysis. At last, the relation between the denotation and connotation in slogan and

expression of each advertsiement will be searched by using the Barthes’ semiology analysis.

B. Data Analysis

In analyzing data, according to the semiotic signification on the advertisements, the writer analyzes the meaning of the pictorial aspect or an object of the advertisement, and the text of advertisement as the linguistic symbol.

As advertisement has a complex meaning when it appeared in many ways. A semiotic signification had determined a meaning of advertisement to denotative meaning (an explicit meaning of sign) and connotative meaning (a meaning of sign related to ideological and cultural term).

Due to advertising has it referring codes, then the writer analyzes the code that laden in the Coca-Cola’s and Pepsi’s advertisements. This code may show its hermeneutic code, semantic code, symbolic, cultural, or even narrative code.

Finally, finding the meaning of Coca-Cola’s and Pepsi’s advertising meaning is the final step of this data analysis, whether it shows in denotative meaning or connotative meaning.

Table 3.2. Datum 1

Signifier Signified Expression of a woman who wants to enjoy a cold glass of Coca-Cola.

YOU CAN’T BEAT THE FEELINGS!

Denotative Sign A woman who is passionate about enjoying a glass of fresh Coca-Cola by showing her index finger towards the front decorated with red nails Connotative Signifier Connotative Signified In the picture and slogan above shows a The meaning of the woman who is full of desire to enjoy a glass connotation contains in the of fresh Coca-Cola that cannot be beaten by advertisement of Coca-Cola its taste and freshness with other drinks. develops to become an assumption that everyone who chooses Coca-Cola, he will feel the unparalleled freshness. Connotative Sign Full of confidence, Coca-Cola carries the slogan "You can't beat the feelings" in the advertisement to give "resistance" and the confidence that Coca-Cola is the best drink and invincible by any drink that can always give freshness to anyone who enjoyed it.

The icons that contained in the Coca-Cola advertisement above are a woman, a glass of Coca-Cola, fore finger, the slogan of Coca-Cola, the Logo of Coca-Cola, red color.

Disclosure of interpretation on first order signification is not very clear to state what the advertiser wants to convey. To find out more details about the meaning contained in the ad, it is necessary to interpret it through the second order signification obtained from the icons that appear in the advertisement.

A woman who is decorated with red attached to her lips and fingernails that appear in the advertisement by holding a glass of Coca-Cola can be interpreted as passion or attracting the attention of consumers who see the ad to participate in enjoying the freshness of Coca-Cola. Then the slogan "You can’t beat the feelings! " accompanied by the fore finger of a woman who as if pointing to the object in front of her can be interpreted as a form of satire, mockery and resistance to her opponent, in this case Pepsi, that the opponent is not can defeat the deliciousness of the freshness of the product.

Table 3.3. Datum 2

Signifier Signified

The expression of a can of Pepsi half-covered by a Coca- Cola cloth that stood tall in the mountains of grass

WE WISH YOU A SCARY HALLOWEEN!

Denotative Sign A can of Pepsi is covered in half body by a slightly bumpy Coca-Cola cloth blown windily stood on a mountain of grass accompanied by slogans "We wish you a scary Halloween!" Connotative Signifier Connotative Signified A can of Pepsi is covered half body by a The meaning of the Coca-Cola cloth followed by the slogan "We connotation contains in the wish you a scary Halloween" shows the advertisement of Pepsi tension and fear. develops to become an assumption that everyone felt scared and anxious if they consumed Coca-Cola, even just to just look at it. Connotative Sign Pepsi tries to bring up the message and "ridicule" to the public of Coca-Cola's audience with the presence of the slogan "We wish you a scary Halloween!" That by consuming Coca-Cola, someone feel anxious and fearful like someone wearing a "Dracula" costume during a Halloween party which is feared by anyone who saw it.

On the Pepsi's advertisement, there is a tagline just above a can of Pepsi covered by a Coca-Cola-branded "We wish you a scary Halloween!". begins with

a tagline on a Pepsi advertisement that reads "We wish you a scary Halloween!", in that sentence there is a word "wish" which means in the Oxford Dictionary it is said

(1546) that a noun that used to want something to happen or to be true even though it is unlikely or impossible. After the word "wish", there is a Halloween word pinned to Coca-Cola; It is shown by the expression of Pepsi wearing "Halloween costume", where at Halloween party usually at party participants there are wearing a scary costume that has a wing like a vampire. Thus, the use of a phrase in the

Pepsi ad tagline has a negative "negative" charge that is shown to Coca-Cola as a

"creepy" drink product for consumption as well as to negatively affect the audience of Coca-Cola products. In addition, the cool mountains that serve as Pepsi's advertising campaign background add to the impression that Pepsi is a beverage capable of creating a cool atmosphere that anyone who enjoys it.

Table 3.4. Datum 3

Signifier Signified

The expression of a can of Pepsi half-covered by a Coca- Cola cloth that stood tall in the mountains of rock-grass

EVERYBODY WANTS TO BE A HERO!

Denotative Sign A can of Pepsi is half-covered by a Coca-Cola cloth followed by the slogan "Everybody wants to be a hero!" Connotative Signifier Connotative Signified The appearance of a can of Pepsi is covered by a The meaning of the half-body of Coca-Cola cloth and followed by connotation contains in the the slogan "Everybody wants to be a hero!" advertisement of Coca-Cola shows the confidence and optimism of its develops to become an strength assumption that everyone will have high confidence and be optimistic about the strength they have for those who consume Coca-Cola like a hero. Connotative Sign Coca-Cola wants to reciprocate and change the view of the public about the previous Pepsi ads that have damaged its reputation by replying elegantly, by displaying the same visuals, but changing its slogan “Everybody wants to be a hero!” So that everyone seems like someone hero if you can consume Coca- Cola even for its own opponent, Pepsi.

In the third datum, Coca-Cola captures the same place background on the previous ad, Pepsi's promotional product, the cool, peaceful mountains.

In its advertisement, Coca-Cola deliberately did not release images from

Pepsi's pre-existing ads in its ad campaign. It's just inside the ad, Coca-Cola juxtaposing its ad campaign with a more elegant reply. In his promotion, Coca-Cola uses a tagline that says "Everybody wants to be a hero!", Followed by the same expression as what Pepsi Co. has promoted, a can of Pepsi wrapped in Coca-Cola shaped costume which connotes like a superhero who wants to fly. The tagline is a reply to straighten the negative ideological contents that Pepsi Co. has spread. against Coca-Cola Inc. it is done in order to provide a more creative view to the audience so that they can choose their own products which are the best between the two without having to hurt any party.

Table 3.5. Datum 4

Signifier Signified

A bottle of Pepsi Classic that is partially covered by a body of ice

TASTE THAT BEATS THE OTHER COLDS! Denotative Sign A fragment of a classic Pepsi bottle partially covered by a collection of ice with a slogan display "Taste that beats the others cold! Connotative Signifier Connotative Signified The appearance of visual and verbal signs The meaning of the found in the Pepsi advertisement, it shows connotations contains in the that it has a different freshness from other advertisement of Pepsi drinks. develops to become an assumption that Pepsi always gives coolness and freshness to anyone who enjoys it. Connotative Sign The slogan "Taste that beats the other cold" in the Pepsi advertisement will give effect to the public that the taste Pepsi belong to is different from other drinks, and also gives the impression of freshness and coolness for anyone who drinks and enjoys a bottle of Pepsi.

The next data comes from Pepsi Co. which has the tagline "Taste that beats the other cold" followed by the expression of a bottle of Pepsi swarmed by a little ice around it.

According to another source (Tidbits and Trivia) written in their blog that tagline of Pepsi, Taste that beats the other cold, is a ninth slogan or tagline that was launched and popularized in 1967-1969. In the tagline above has a sense of image

to the taste of Pepsi, that is, with a sense of coldness that can beat all other soft drinks. This is supported by the expression of a bottle of Pepsi is surrounded by a little ice around it that adds freshness impression to anyone who sees and enjoys such soft drinks.

Table 3.6. Datum 5

Signifier Signified A bottle of Coca-Cola in the supine position on top of a collection of ice

CAN’T BEAT THE REAL THING

Denotative Sign A bottle of Coca-Cola in the supine position placed right on top of a cold ice pack Connotative Signifier Connotative Signified Visual and verbal signs of the ad show The meaning of the connotation freshness from a bottle of Coca-Cola that has contains in the advertisement a real cold. develops to become an assumption that a bottle of Coca-Cola with a real cold sensation can beat all problems for those who drink and enjoy it. Connotative Sign The emergence of the slogan on the Coca-Cola ad above "Can't beat the real thing" gives a message that the taste of Coca-Cola can refresh any moment for those who enjoy it. In the next datum, the forth datum takes the object from Coca-Cola advertisement. In the data Coca-Cola uses a tagline that reads "Cannot Beat The

Real Thing", then accompanied by a bottle of Coca-Cola that is supine on top of a collection of a little ice.

According to another source (Conversations Staff) written in their blog that

"Can’t Beat the real thing" is one of the slogans owned by Coca-Cola which was launched and popularized in 1990. In his promotional tagline, Coca-Cola does not include a subject and an object, but under that tagline is a bottle of drink that says

Coca-Cola Classic which is probably the object or substitute for the word "thing" in the tagline. It shows a certain meaning that can be attributed to the tagline owned by its competitor Pepsi that reads "Taste that beats the other cold", where in its tagline Coca-Cola wants to declare Pepsi is one of the subjects of the tagline in question. It happens after a long dark history between Pepsi and Coca-Cola, especially in the 70s to 90s where the two are competing for market share with several challenges war between them (Martthew Yglesias). Once more, It means

Coca-Cola claims that He has "the real cold taste" in soft drinks after the events heated up in the 70s to 90s between Coca-Cola and Pepsi, in addition to the expression of a bottle of Coca-Cola that was in the kumupulan a little ice connotates the freshness of every Coca-Cola bottle for anyone who drinks it

Table 3.7. Datum 6

Signifier Signified

The expression Santa, who is enjoying a bottle of Coca-Cola wearing his costume as a Santa, is followed by a white ribbon tied.

OPEN HAPPINESS

Denotative Sign A Santa complete with the costume he is wearing is enjoying a bottle of Coca- Cola followed by a white ribbon bound and also is equipped by the slogan "Open Happiness". Connotative Signifier Connotative Signified The presence of Santa who is enjoying a The meaning of the connotation bottle of Coca-Cola which is followed by the of the advertisement of Coca- emergence of a tied ribbon accompanied by Cola develops to become an the slogan "Open Happiness" assumption that Coca-Cola wanted to share happiness when Christmas arrived by giving a gift of Coca-Cola drinks to be enjoyed together which is represented by Santa as a Christmas symbol. Connotative Sign In the slogan on the Coca-Cola’s advertisement "Open Happiness" gives a message and a certain ideology that by enjoying a bottle of Coca-Cola at Christmas they will get the happiness and freedom like a Santa who is always free to give happiness to anyone he wants.

The next data is a Coca-Cola billboard that reads an "open happiness" tagline expressed with a Santa enjoying a bottle of Coca-Cola.

In the advertisement above Santa is used as an object. In addition to being a mascot or Coca icon since the 1920s, A Santa in his history is also known for his

activities that always give gifts to anyone for those who are celebrating Christmas

(Suprapto). The presence of a Santa who is enjoying a bottle of Coca-Cola besides the Coca-Cola tagline "Open Happiness" connotates that a Santa is willing to pause his activity in sharing a prize to everyone just to enjoy a bottle of Coca Cola as stated on his official website stating that the tagline " Open Happiness has the central message that it is an invitation to billions around the world to pause, refresh with a Coca-Cola, and continue to enjoy one of life's simple pleasure.

Table 3.8. Datum 7

Signifier Signified The expressions of three cans of Pepsi which have different tastes, namely Pepsi Max, Pepsi Blue, and Pepsi Vanilla stand upright followed by the slogan "Happiness is a choice".

HAPPINESS IS A CHOICE

Denotative Sign Pepsi wants to show and offer three new flavors that it has to the public Connotative Signifier Connotative Signified The appearance of three cans of Pepsi with The meaning of the connotation different flavors is a form of offerings contained in the advertisement promoted by Pepsi. of Pepsi develops to become an assumption that with the presence of three new flavors, one can achieve happiness by choosing and enjoying one of the three new tastes he has.

Connotative Sign The presence of the slogan "Happiness is a choice" in the Pepsi advertisement, Pepsi wants to promote and convince its consumers to choose one of the new flavors offered by Pepsi to get happiness after enjoying it.

The seventh datum comes from Pepsi's tagline "Happiness is a choice" followed by 3 Pepsi cans which have different colors and flavors in the graphic above.

Pepsi’s tagline in this advertisement tends to focus more on the individual and plays on emotions such as happiness and calmness. Its tagline reads “Happiness is a choice. #JustSoYouIKnow#.” In a way, this tagline is promising happiness if you buy their product. It could also be said that it is appealing to lonely individuals or acting as comfort food, which in reality junk food, like soda, is comfort food. The blue palette chosen also provide a somber feel for the viewer’s eyes. Many studies conducted showing that hues of blue induce calmness in the brain which Pepsi is taking advantage of. Also, in Pepsi’s background, there appears to be blue, silvery crystals in the background which could be interpreted as ice crystals. This again reinforces the thought of an ice-cold beverage.

Table 3.9. Datum 8

Signifier Signified The expression of a woman who is skiing in the ice mountains cheerfully followed by the appearance of a glass and a bottle of Cola-Cola.

THIRTS KNOWS NO SEASON

Denotative Sign A woman skiing Cheerfully in the middle of the ice mountains followed by the slogan "Thists knows no season", accompanied by a glass and a bottle of Coca- Cola. Connotative Signifier Connotative Signified The presence of a glass and a bottle of Coca- The meaning of connotations Cola is equipped by a view of a woman contains in the advertisement skiing in the midst of the ice mountains develops to become an shows an offer of Coca-Cola to the public in assumption that for now Coca- the winter. Cola can not only be enjoyed during the summer months which is to eliminate thirst. However, it can also be enjoyed when winter arrives, a sign of knowing the season, because Coca-Cola does not only give freshness in the summer, but also when the winter comes. Connotative Sign The emergence of the slogan "Thirst knows no season" that a woman is wearing a Christmas costume (Santa) is skiing in the middle of the ice mountains that are the background of the Coca-Cola advertisement has a message that now Coca-Cola can be enjoyed in all seasons, not only when just summer. And it will be a refresher to anyone who consumes it when winter arrives.

The ninth datum comes from Coca-Cola's tagline "Thirst knows no season" followed by a woman wearing a Christmas costume skiing in the snow and cannot be separated from the presence of an open bottle of Coca-Cola and a glass of Coca-

Cola ready to serve.

In the graphic above, the tagline connotates that Coca-Cola is now present to relieve thirst in the winter where since the advent of Coca-Cola, it is only known as a drink that can be consumed in the summer season to relieve thirst. The presence of a happy-looking woman wearing a Santa costume that is playing ski on the snow on the picture adds a happy and satisfying impression of having to ski in winter without having to worry about losing her thirst while enjoying her vacation, as she can enjoy a bottle or a glass of Coca- Cola to relieve the thirst she was feeling.

Table 3.10. Datum 9

Signifier Signified An expression of a can of Pepsi that is overshadowed by the previous Pepsi cover.

THIS IS THE PEPSI FOR EVERY GENERATION

Denotative Sign The appearance of a can of Pepsi is surrounded by the shadow of the previous Pepsi cover is followed by the slogan "This is the Pepsi for every generation". Connotative Signifier Connotative Signified

The presence of the previous Pepsi cover The meaning of the shadows on the Pepsi advertisement shows connotations contained in the the existence of "re-generation" of Pepsi advertisement develops to products become an assumption that Pepsi always innovated indefinitely on the results of his work to satisfy the hearts of its consumers by raising new tastes in every different moment. Connotative Sign The slogan that appears on the ad "This is the Pepsi for every generation" gives a certain ideology that Pepsi is an innovator drink that always understands the satisfaction of Pepsi consumers to continue to bring new flavors from each generation and also in certain moments.

The last datum is the Pepsi's tagline "THIS IS THE PEOPLE FOR EVERY

GENERATION" in blue and red, followed by Pepsi's new generation logo and a can of Pepsi with a new look.

In the graphic above, the existence of the Pepsi logo from year to year is a

"Nostalgia" for all Pepsi fans to recall the best moments of Pepsi in the past and brightly on the picture above a new Pepsi face appears on a can of Pepsi in the row front graph to create new iconic moments for today. Then, the tagline "THIS IS

THE PEOPLE FOR EVERY GENERATION" with the distinctive color of Pepsi itself is blue and red is an invitation to consumers to get to know the new product of Pepsi that exist today without having to forget the Pepsi Generation in the past, because actually Pepsi have the same goal that is to encourage consumers to have fun, live out loud and enjoy life to the fullest, and Pepsi has also created memorable moments across generations that have shaped culture and still generates interest from consumers today.

CHAPTER IV

CONCLUSIONS AND SUGGESTIONS

A. Conclusions

This research aims to find out and understand the meaning behind the visual signs (connotative and denotative) and slogan are found in the Coca-Cola vs. Pepsi advertisement using Barthes theory of semiotics theory seen in terms of certain denotations, connotations and ideologies in each advertisement. And after observing several advertisements that have been selected and analyzed, the following conclusions have been revealed.

In the Coca-Cola and Pepsi advertisements, each advertisement has signs and signs including about competing, bringing pride to each product, and also giving a strong influence from each unique and "bold" slogan made by each product with the hope of influencing the behavior of their products. The denotation meaning in this ad is to display some interesting poses and creative slogans that can give a positive impression for anyone who sees the ad. It shows how important the role of images and slogans in competing to attract the attention of new consumers. Whereas the connotation meaning is that each picture and slogan that appears on the advertisement has a special meaning, that is, in addition to introducing new products or old products that are reappeared with different innovations, it also has the intention to drop the opponent's role in competing to win the sales rate of each product.

While, the meaning of the slogan contained in each product gives an understanding that in choosing a drink that is "the same" with a different product

for someone will give a social influence and way of thinking someone in making the right decision with various reasons that exist in certain communities.

Using Barthes theory of semiotic is very meaningful in this study to reveal clearly every meaning behind the signs that appear, both in terms of visual

(supporting images) and verbal (slogans). Behind the slogan that appears in each advertisement on the billboard shows the ideology or specific message conveyed by the company from each of the soft drink brands to the community in order to embed their products in the hearts and minds of the community. Therefore, with

Barthes's theory of meaning at the third level about a sign, the myth that aims to bring up a certain ideology can be revealed clearly and straightforwardly.

B. Suggestions

To refine the next research, the authors look to the following authors who are interested to discuss the signification especially in advertising to pay attention to aspects of theory that are still less deepened by using theories more contemporary than the theory used in this study, and also search for objects or data more challenging in order to provide insight and to deepen the study of semiology itself, both theoretically and practically.

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APPENDIX

No Brand Data Source Code Website Address

http://www.10steps.sg/ article/advertising- 1 Coca-Cola Datum 1 wars-pepsi-vs-coca- cola/

http://www.sudinfo.be/ 852731/article/fun/tend ances/2013-11- 06/pepsi-attaque-coca- 2 Pepsi Datum 2 cola-a-l-occasion-de- halloween-la-replique- de-coca-etait-un-f

http://www.sudinfo.be/ 852731/article/fun/tend ances/2013-11- 06/pepsi-attaque-coca- 3 Coca-Cola Datum 3 cola-a-l-occasion-de- halloween-la-replique- de-coca-etait-un-f

https://www.google.co. id/search?q=pepsi+tast e+beat+the+other+cold &dcr=0&source=lnms &tbm=isch&sa=X&ve 4 Pepsi Datum 4 d=0ahUKEwiRiLiV4sn ZAhWBppQKHfIaDvg Q_AUICygC&biw=13 66&bih=634#imgrc=w HIJ2eRlSE5kgM: https://www.google.co. id/search?q=coca+cola +can%27t+beat+the+re al+thing&dcr=0&sourc e=lnms&tbm=isch&sa 5 Coca-Cola Datum 5 =X&ved=0ahUKEwjpn pzq4cnZAhWJjpQKH XMuDuQQ_AUICygC &biw=1366&bih=634# imgrc=0szJB6OBpfccv M:

No Brand Data Source Code Website Address https://www.google.co. id/search?dcr=0&biw= 1366&bih=634&tbm=i sch&sa=1&ei=jDyXW oL9E4W00ASJgbSgD w&q=coca+cola+open +happiness+on+billboa rd&oq=coca+cola+ope n+happiness+on+billbo 6 Coca-Cola Datum 6 ard&gs_l=psy- ab.3...8475.11111.0.11 353.13.13.0.0.0.0.235.1 581.0j9j1.10.0....0...1c. 1.64.psy- ab..3.1.233...0i19k1j0i3 0i19k1j0i8i30i19k1.0.E mGIOx1CPJs#imgrc= BzEOS_wY-VgNOM: https://www.google.co. id/search?dcr=0&biw= 1366&bih=634&tbm=i sch&sa=1&ei=jDyXW oL9E4W00ASJgbSgD w&q=pepsi+slogan+ha ppiness+is+a+choice& oq=pepsi+slogan+happ iness+is+a+choice&gs_ l=psy- 7 Pepsi Datum 7 ab.3...1216.10091.0.10 781.60.38.1.0.0.0.306.5 735.0j16j11j1.29.0....0.. .1c.1.64.psy- ab..31.12.2325.0..0j0i1 9k1j0i30i19k1j0i8i30i1 9k1j0i67k1j0i30k1j0i5i 30k1j0i8i30k1j0i5i30i1 9k1.209.ENuM_aQSw Ng#imgrc=UVh4PA6P GMw-JM:

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