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CHAPTER II THEORETICAL FRAMEWORK This CHAPTER II THEORETICAL FRAMEWORK This chapter contains the theoretical concept needed for the analysis. The purpose of this chapter is to support the analysis of problem formulation on the previous chapter. This chapter will analyze the concept of women that appear in advertisements, and give the definition which relate with the topic. In order to analyze this paper, this theoretical framework include: (1) Advertising, which includes Types of Advertising; (2) Theory of Advertising, which includes Types of Advertising, Television Advertisement and Image of Woman in Television; (3) Semiotics, which includes Keys of Figures in semiotics, Semiotics by Roland Barthes and Semiotics in Advertisement. 2.1 Advertising Based on Angela Godard (1998, p. 6) the word 'advertisements' is the Latin verb of 'advertere', meaning 'to turn towards'. While it is true that advertising are text, picture, sound, that do their best to get audience attention, to make the audience turn towards them. Danesi (2002, p. 179) said that “advertisement designates any type or form of public announcement or representation intended to promote the sale of specific commodities or services.” Walles, Burnett, and Moriarty (2006, p. 5) defined advertising as paid persuasive communication that uses non personal mass media – as well as other forms of interactive communications – to reach broad audiences to connect an identified sponsor with a target audience. In the other meaning advertising uses mass media to promote their products or service and to influence the audience. The advantage of using advertising is the ability in reaching masses of geographically scattered buyers, and it enables the seller to repeat a message many times. 6 7 The functions of advertising according to Wells, Burnett, and Moriarty (1992, p. 15) are: 1. Provides product and brand information. Providing the consumer with relevant information that will add decision making. 2. Provides incentives to take action. Give consumer reasons to switch brands. Convinience, high quality, low price, warranties, etc. Might be stressed in advertising. 3. Provides reminders and reinforcement. Constantly remind the consumer about the name, benefits and value. In other words, the main function of advertising is to give the information about the new product and persuade audience to buy and use the product. 2.1.1 Types of advertising According to Trehan (2006, p. 97). There are various types of advertising media. These various types of media can be grouped under the following heads. First, print media, it consists of the newspapers, magazine and journals. Second, broadcast media, it consists of television and radio. Third, outdoor or mural advertising media, it consist of several advertising, neon-signboards, posters, vehicle advertising, sky advertising, sticker, sandwich man, banner, and wall painting. Forth, direct mall advertising media, it can be divided in seven kinds of advertisement, such as leaflets or pamphlets, circulars, catalogues, booklets and brochures, folders, business reply card and personal letters. Fifth, internet advertising, that can be divided in five kinds of advertisement, which is World Wide Web page, banner ads, e-mail, skyscrapers and business to business network. And last, other types of advertising media that can be seen in other media, such as film advertising, window display, interior display, exhibitions and trade shows, tele-advertising, video- advertising and last, yellow pages advertising. 2.1.2 Television Advertisement The commercial became even more influential as a vehicle for disseminating advertising messages throughout society with the advent of television in the early 1950s. TV commercials of the day became instantly familiar creating a perception of 8 the product as being inextricably intertwined with the style and content of the commercials created to promote it (Danesi, 2002, p. 182). By using television for the media, advertisers use graphics, sight, sound, color, music, action, special effect and various visual techniques to enhance the effectiveness of their messages. Because of using those elements, which is graphics, audio, and various visual techniques, television advertising is considered as the most powerful form of advertising. By using audio-visual effect, impact of television advertisement is the advertisement is deep on the minds of viewers and remembered for a long by viewers. Even it needs a high-cost in doing television advertisement, but the producer still thinks that the best way to shows and to tell their product it is from t 9 feel guilty and ashamed. Cultural ideology also tells women that they will not be desirable to, or loved by men unless they are physically perfect (Cortese, 2004, p. 53). The advertisement tells the audience that the beauty that they shown in the advertisement it can be only be achieved through the purchase of their beauty products. Through the advertising, the minorities or the women who does not look beautiful enough like already represented by advertisement will spend a huge amount of money on cosmetics to get the perfection of beauty that stated in the advertisement. 2.2 Semiotics According to Chandler (2002, p. l), semiotics is about visual signs. The sign can be drawings, paintings and photograph that also include words, sounds and body language. The combination of picture and words can create sign that have same interpretation in the reader’s mind in general. In Semiotics the Basics, Chandler stated that semiotics is concerned with everything that can be taken as a sign. Study semiotics is not only everything that refers to sign but anything that represent something else (p.2). There are two different points of view about semiotics study. Firstly, it came from the Swiss linguist Ferdinand de Saussure (1857-1913) and the American philosopher Charles Sanders Peirce (1839-1941). Saussure called 'semiology' was a study about the role of signs as part of social life; while the fields of study for the philosopher Peirce, it is called ‘semiotics’ was the common sign that related to logic. Pierce and Saussure are the founders of the study of sign and well known as semiotics study that developed by other work (Fiske, 2002, p. 40). Semiotics is a study or analytical methods to assess the sign. The signs are the devices that we use in an attempt to find our way in this world, in the midst of human and together with human. The most important thing in semiotic is a sign. According to Fiske (2002, p. 40), semiotic have three areas of learning; which are: 1. The sign itself. It is associated with a variety of different signs, such as how to deliver the meaning and how to connect with the people that use it. The 10 sign is made by people or human, so it can only be understood by those who connect. 2. The codes or systems into which signs are organized. This study covers the ways that a variety of codes have developed in order to meet the needs of a society or culture, or to exploit the channels of communication available for their transmission. 3. The culture which these codes and signs operate. This in turn is dependent upon the use of these codes and signs for it is own existence and form. Advertising is one of the mass media that there are a lot of signs in it. So the semiotic analysis is the most appropriate analysis to find the hidden meaning in an advertisement. Semiotics is not an exact science, because it is not literally contained in the text or images on an ad (which is analyzed in this study) clearly. 2.2.1 The Key Figures of Semiotics Charles Sanders Pierce was a major figure in Semiotics that comes from America. The term semiotics was first introduced by Pierce. Pierce considers all things that exist in this world are a symbol that definitely has a meaning. Pierce divides symbol into three principal categories; icon, index and symbol. (Fiske, 2002, p. 47) Picture 2.1 from Fiske’s: Introduction to communication studies 1. Symbol/symbolic is a mode which the signifier does not refers to the signified. It means that the concept not only refers to the meaning of sign and the object, but also refers to the relation that must be learned to know the sign and the meaning of sign, e.g. language in general (plus specific 11 languages, alphabetical letters, punctuation marks, words, phrases and sentences), numbers, Morse code, traffic lights, national flags. 2. Icon/iconic is a mode which the signifier is identifying the signified. It means that the concept explanation describe the object that recognize from looking, sounding, feeling, tasting or smelling, e.g. realistic sounds in ‘music programmed, sound effects in radio drama, a dubbed film soundtrack, imitative gestures. 3. Index/indexical is a mode which the signifier have directly connected to the signified. It means that index signify sign as existing sign so it have direct physical connection to the object, e.g. ‘natural signs’ (smoke, thunder, footprints, echoes, non-synthetic odors and flavors) and medical symptoms (pain, a rash, pulse-rate). Second major figure of the famous philosopher and was instrumental in the development of semiotic is Ferdinand de Saussure, a Swiss philosopher. Saussure uses the term semiology with the meaning of "science that studies the life of signs within society. Saussure's theory refers to value of sign depends on the concept which the relation between the sign with the meaning of sign. In Semiotics the Basics, Chandler (2002, p. 20) stated that Saussure's original model of sign classified sign as 'signifier' and 'signified'. The Saussure model is not study about the relation between the object and the name only, but preferred to the relation between 'the concept' and 'sound pattern'. The sound pattern refers to something physical or material element that represents the object and the meaning of sign.
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