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Sign Elements of International Food and Beverage

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Sign Elements of International Food and Beverage SIGN ELEMENTS OF INTERNATIONAL FOOD AND BEVERAGE LOGOS: A SEMIOTIC ANALYSIS A THESIS BY MITHA ARFIANA PUTRI REG. NO. 160705043 DEPARTMENT OF ENGLISH FACULTY OF CULTURAL SCIENCES UNIVERSITY OF SUMATERA UTARA MEDAN 2020 Universitas Sumatera Utara Universitas Sumatera Utara Universitas Sumatera Utara Universitas Sumatera Utara AUTHOR’S DECLARATION I, MITHA ARFIANA PUTRI DECLARE THAT I AM THE SOLE AUTHOR OF THIS THESIS EXCEPT WHERE REFERENCE IS MADE IN THE TEXT OF THIS THESIS. THIS THESIS CONTAINS NO MATERIAL PUBLISHED ELSEWHERE OR EXTRACTED IN WHOLE OR IN PART FROM A THESIS BY WHICH I HAVE QUALIFIED FOR OR AWARDED ANOTHER DEGREE. NO OTHER PERSON’S WORK HAS BEEN USED WITHOUT DUE ACKNOWLEDGMENTS IN THE MAIN TEXT OF THIS THESIS. THIS THESIS HAS NOT BEEN SUBMITTED FOR THE AWARD OF ANOTHER DEGREE IN ANY TERTIARY EDUCATION. Signed : Date : Sept 04th, 2020 v Universitas Sumatera Utara COPYRIGHT DECLARATION NAME : MITHA ARFIANA PUTRI TITLE OF THESIS : SIGN ELEMENTS OF INTERNATIONAL FOOD AND BEVERAGE LOGOS: A SEMIOTIC ANALYSIS QUALIFICATION : S1/SARJANA SASTRA DEPARTMENT : ENGLISH I AM WILLING THAT MY THESIS SHOULD BE AVAILABLE FOR REPRODUCTION AT THE DISCRETION OF THE LIBRARIAN OF DEPARTMENT OF ENGLISH, FACULTY OF CULTURAL SCIENCES , UNIVERSITY OF SUMATERA UTARA ON THE UNDERSTANDING THAT USERS ARE MADE AWARE OF THEIR OBLIGATION UNDER THE LAW OF THE REPUBLIC OF INDONESIA. Signed : Date : Sept 04th, 2020 vi Universitas Sumatera Utara ACKNOWLEDGMENTS First and foremost, praises and thanks to the God, the Almighty, Allah SWT for His showers of blessings throughout my thesis work to complete the thesis successfully as one of the requirements for graduating from Department of English, Faculty of Cultural Sciences, University of Sumatera Utara, Medan can be finished timely. Here I would like to express my gratitude, appreciation, love, honors, and thanks to: 1. My parents Husfia and Suarlis, my lovely brother Zufar Al Ghifary and to my big family for being the big reason over this all, thank you for their love, prayers, caring and sacrifies and encourage me during this acedemic years. 2. My supervisor, Dr. T. Thyrhaya Zein, M.A and my co-supervisor, Dr. Nurlela, M.Hum for their willingness to spend their valuable time in supervising me during the process of making my thesis, as well as to Dr. Budi Agustono, M.S., the Dean of Faculty Cultural Sciences Univerity of Sumatera Utara, and Prof. T. Silvana Sinar, M.A., Ph.D, the Head of Department of English and Rahmadsyah Rangkuti, M.A., Ph.D, the Secretary of Department of English, for their advice and encouragement during my study in this faculty. vii Universitas Sumatera Utara 3. My other half Syifa‟Ul Aini, thank you for beig my human dairy, for the ups and downs, for the tears that we shed, for all the lovely thing since the first time untill now, we never broke the promise. 4. My Disaster Family and Villagers Club (Rahmat, Fauzi, Christanta, Ibnu, Tracy, Desmery), Melontea Club (Dede), Istri Idaman (Putry, Febby, Syifa) for all the love and support their gave to me, for being the reason I laughed, for the warmest hug and sweetest kiss, for all their kindness with all the greatest time that already spent. 5. My thesis defense heroes (Rahmat and Azel) for lend me the laptop so that this thesis can be successfully created and the defense was successfully followed. 6. The love of my life Muhammad Yazid for his love, understanding, and continuing support to got this new title on my last name. 7. Last but not least to Sasing Alliance 2016 for being part of my last four lovely years and for the ups and downs we through since 2016. May Allah always bless you all. Medan, September, 5th 2020 Mitha Arfiana Putri No. Reg. 160705043 viii Universitas Sumatera Utara ABSTRACT This thesis entitled “Sign Elements of International Food and Beverage Logos: A Semiotic Analysis” is a study about the sign elements and its meaning in food and beverage logos. This research supported by triadic semiotic theory proposed by Charles Sanders Peirce. The objectives of this research are to find out the elements of sign in the international food and beverage logos and explain the interpretant of the sign elements in the international food and beverage logos. This research used descriptive qualitative method. The data of this research are 15 international food and beverage logos. Those 15 food and beverage logos are McDonald‟s, Starbucks, Domino‟s, Pizza Hut, Subway, Burger King, KFC, Wendy‟s, Dunkin‟ Donuts, Baskin Robbins, Coca-Cola, Pepsi, Sprite, Chatime, and A&W. In analysing the sign elements and its meaning the writer used Peirce‟s triadic theory. The writer found there are 13 icons, 13 indexes, and 15 symbols sign used in 15 food and beverage logos. The meaning of the sign elements that found in the logos were represented by relating the representment, object, and interpretant. Keywords: Food and Beverage Logos, Sign Elements, Triadic Semiotic. ix Universitas Sumatera Utara ABSTRAK Skripsi ini berjudul “Sign Elements of International Food and Beverage Logos: A Semiotic Analysis” adalah kajian tentang elemen tanda dan maknanya pada logo makanan dan minuman. Penelitian ini didukung oleh teori semiotik triadik yang dikemukakan oleh Charles Sanders Peirce. Tujuan dari penelitian ini adalah untuk mengetahui unsur-unsur tanda pada logo makanan dan minuman internasional dan menjelaskan interpretasi unsur tanda pada logo makanan dan minuman internasional. Penelitian ini menggunakan metode kualitatif deskriptif. Data dari penelitian ini adalah 15 logo makanan dan minuman internasional. Ke-15 logo makanan dan minuman tersebut adalah McDonald's, Starbucks, Domino's, Pizza Hut, Subway, Burger King, KFC, Wendy's, Dunkin 'Donuts, Baskin Robbins, Coca-Cola, Pepsi, Sprite, Chatime, dan A&W. Dalam menganalisis elemen tanda dan maknanya, penulis menggunakan teori triadik Peirce. Penulis menemukan ada 13 ikon, 13 indeks, dan 15 simbol tanda yang digunakan dalam 15 logo makanan dan minuman. Makna dari elemen-elemen tanda yang terdapat pada logo direpresentasikan dengan menghubungkan representasi, objek, dan interpretant. Kata Kunci: Logo Makanan dan Minuman, Elemen Tand, Semiotik Triadik. x Universitas Sumatera Utara TABLE OF CONTENTS AUTHOR DECLARATION ................................................................................ v COPYRIGHT DECLARATION ........................................................................ vi ACKNOWLEDGMENT..................................................................................... vii ABSTRACT .......................................................................................................... ix ABSTRAK ............................................................................................................. x TABLE OF CONTENTS ..................................................................................... xi LIST OF TABLES .............................................................................................. xv LIST OF FIGURES .......................................................................................... xvii APPENDICES .................................................................................................. xviii CHAPTER I INTRODUCTION ....................................................................... 1 1.1 Background of the Study ..................................................... 1 1.2 Problems of the Study .......................................................... 7 1.3 Objectives of the study ........................................................ 7 1.4 Scopes of the Study ............................................................. 8 1.5 Significances of the Study ................................................... 8 CHAPTER II REVIEW OF LITERATURE .................................................. 10 2.1 Preview .............................................................................. 10 2.2 Semiotics ........................................................................... 10 2.3 Logo…………………….. ................................................. 12 2.4 The Founder of Semiotic Approach .................................. 13 2.4.1 Ferdinand de Saussure ....................................................... 13 2.4.2 Charles Sanders Peirce ...................................................... 15 2.5 Previous Related Sciences ................................................ 19 2.6 Conceptual Framework ...................................................... 22 CHAPTER III METHOD OF RESEARCH.................................................... 23 3.1 Research Design ................................................................ 23 3.2 Data and Source of Data .................................................... 24 3.3 Data Collecting Method ..................................................... 24 xi Universitas Sumatera Utara 3.4 Data Analysis ..................................................................... 25 3.4.1 Data Condensation ............................................................. 26 3.4.2 Data Display ....................................................................... 27 3.4.3 Conclusion: Drawing and Verification .............................. 28 CHAPTER IV ANALYSIS AND FINDINGS .................................................. 29 4.1 Data Analysis ..................................................................... 29 4.1.1.1 The Sign Elements of “McDonald‟s” Logo based of the Object .................................................................................. 29 4.1.1.2 The Sign Elements of
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