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A Semiotic Analysis in Clear Shampoo Commercial Advertisements

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A Semiotic Analysis in Clear Shampoo Commercial Advertisements A SEMIOTIC ANALYSIS IN CLEAR SHAMPOO COMMERCIAL ADVERTISEMENTS A THESIS BY NUR SOLIHATUN REG. NO. 130705056 DEPARTMENT OF ENGLISH FACULTY OF CULTURAL STUDIES UNIVERSITY OF SUMATERA UTARA MEDAN 2018 UNIVERSITAS SUMATERA UTARA UNIVERSITAS SUMATERA UTARA UNIVERSITAS SUMATERA UTARA UNIVERSITAS SUMATERA UTARA AUTHOR’S DECLARATION I, NUR SOLIHATUN, 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 ACKNOWLEDGEMENTS IN THE MAIN TEXT OF THIS THESIS. THIS THESIS HAS NOT BEEN SUBMITTED FOR THE AWARD OF ANOTHER DEGREE IN ANY TERTIARY EDUACTION. Signed : Date : May 25, 2018 v UNIVERSITAS SUMATERA UTARA COPYRIGHT DECLARATION NAME : NUR SOLIHATUN TITLE OF THESIS : A SEMIOTIC ANALYSIS IN CLEAR SHAMPOO COMMERCIAL ADVERTISEMENTS QUALIFICATION : S-1/SARJANA 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 STUDIES, 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 : May 25, 2018 vi UNIVERSITAS SUMATERA UTARA ACKNOWLEDGMENTS Bismillahirahmanairrahim. Assalamualaikum Warohmatuallahi Wabarokatuh. Alhamdulillahi rabbil’alamin, fisrt of all, I would like to thank and praise to the Almighty Allah Subhanahu wa Ta’ala for all the blessings, guidance, healthy, loving, opportunity, mercy and easiness that were necessary to accomplish this thesis. And Shalawat and salam to the Prophet of Muhammad Shallallahu ‘alaihi wasalam. I would like to thank the Dean of Faculty of Cultural Studies of University of Sumatera Utara, Dr. Budi Agustono, M.S., for giving all students facilities, guidance and kindness to support their study. My gratitude also goes to the Head and The Secretary of English Department, Prof. T. Silvana Sinar, M.A., Ph.D., and Rahmadsyah Rangkuti, M.A. Ph.D., and all of the lectures and staffs of English Department for the facilities and opportunities given to me during my study at the Faculty of Cultural Studies. I would like to express my sincere gratitude to Dr. T. Thyrhaya Zein, M.A., as my supervisor for her guidance, suggestions, comments, knowledge, patience and support for me to write and finish this thesis. Also, I would like to thank Drs. Mohammad Syafi’ie Siregar, M.A., as my co-supervisor, for his kindness, knowledge to help me in writing this thesis. Also, I would like to thank Dr. Deliana, M.Hum., and Dr. ix UNIVERSITAS SUMATERA UTARA Muhizar Muchtar, M.S., as my examiner for giving advices, questions, suggestions and support to completed my thesis. My very special is for my beloved parents, my father Alm. Aliman and my mother Zuriah for gratitude and appreciation who have given for their endless love, supports both material and spiritual contribution, continuous prayer and patience that will never be forgotten. Thank you for always support and taught for me to always patient, and any other great advices, built to be a good child. Moreover, I do thank you to my beloved three brothers for Sholeh Ustadzi, S.Pd and family, Solikhin Makhruf and family, Syaiful Mahmud, S.Pd, and my younger sister Maulidatun Musyarofah, and for my grandfather, grandmother and my big family, who always given for me supports, prayers and consolation to do the best in my college life and all love for me. I would to thank government of Indonesia for given to me believe and opportunity got a scholarship of Bidik Misi in 2013, to helped finance tuition during eight semester and research foundation to complete my thesis in University of Sumatera Utara. I would like to thank all my friends in English Literature 2013 B class and to my best friends at campus, Nur Asia Hikmah, S.S., Tassa Annisa, S.S., Siti Anisa Putri, S.S., Anggun Sundary, S.S., and Olida Ferawati, S.S., for their friendship and given for me supports, critics, advices, help for completed my thesis. Also, thank you for being a nice friend during the academic years. Next, I would like to thank all my sister and friend in Medan, especially Kost Maling loved, for Supia Sari, S.E., Kiki Safitri, S.E., Afriani Lubis, S.kom., Sri Lamtiar ix UNIVERSITAS SUMATERA UTARA Limbong, S.E., Halimahtussa’diah Simangunsong, S.S., Sasnia, S.Sos., Afmita Anggraini Pratiwi A.Md., Nonita Simamora, S.K.M., Nirwana Saragih, S.K.M., Donna Panjaitan, S.K.M., for being the person who always understand me and supports. Thanks for the time we shared, the time we laughed, fought and enjoyed. I will be missed the days we spent together. I would like to thank the Leader and all the members of organization in GAMADIKSI USU 2015-2016 who given for me new experiences in develop my skill, communication, critics, advices, and to be my family. The last, for all my friends who have been helped and given for me information for making of this thesis. Thank you very much for all people whose names could not be mentioned one by one. I hope this thesis will be a worthwhile contribution for the readers. Waalaikumsalam Warohmatuallahi Wabarokatuh. Medan, May 25, 2018 Nur Solihatun Reg. No. 130705056 ix UNIVERSITAS SUMATERA UTARA ABSTRACT This thesis entitled A Semiotic Analysis in Clear Shampoo Commercial Advertisements. This study aimed to analyze semiotic aspect of denotative and connotative meanings in Clear shampoo commercial advertisements. The objectives of the study were to find out and describe denotative and connotative meanings found in Clear shampoo commercial advertisements. This research applied descriptive qualitative method. The data were 47 visual and 25 verbal signs from Clear shampoo complete soft care, Clear shampoo super fresh apple, Clear shampoo ice cool menthol, Clear shampoo sakura fresh and Clear shampoo herbal fusion. The dominant sign was the visual one. The signs were analyzed by using Barthes’ order of signification theory. The findings revealed the denotative and connotative meanings found in five variants of Clear shampoo. The denotative meanings of signs revealed were long hair, black hair, wavy hair, smiling face, black clothes, woman, untied hair, holding hair, product of Clear shampoo, water, green apple, mint leaves, social media, cherry blossoms, tube ginseng and extract tea tree. The connotative meanings of signs revealed were the elegance of woman, healthy hair, beauty and care of hair, friendly woman, crown of woman, increasing of confidence, freedom of expression, characteristic of Indonesian woman, emphasizing and showing beautiful hair, emphasizing consumer to buy, the use as conditioning and cleaning hair, defending hair-fall and dandruff, freshness, relaxation, happiness and coolness. Keywords: Semiotic, Denotative, Connotative, Shampoo Commercial Advertisements xi UNIVERSITAS SUMATERA UTARA ABSTRAK Skripsi ini berjudul A Semiotic Analysis In Clear Shampoo Commercial Advertisements. Penelitian ini bertujuan untuk menganalisis makna semiotik denotatif dan konotatif dalam iklan komersial Clear sampo. Tujuan dari penelitian ini adalah untuk mengetahui dan menjelaskan makna denotatif dan konotatif yang ditemukan dalam iklan komersial sampo Clear. Penelitian ini menggunakan metode deskriptif kualitatif. Data sebanyak 47 visual dan 25 tanda verbal dari sampo Clear Complete Soft Care, sampo Clear super fresh apple, sampo Clear ice cool menthol, sampo Clear sakura fresh dan sampo Clear fusion herbal. Tanda yang dominan adalah visual. Data tersebut kemudian dianalisis dengan menggunakan teori signifikasi Barthes. Temuan itu mengungkapkan makna denotatif dan konotatif yang ditemukan dalam lima varian sampo Clear. Makna denotatif dari tanda-tanda mengungkapkan bahwa rambut panjang, rambut hitam, rambut bergelombang, wajah tersenyum, pakaian hitam, wanita, rambut terurai, memegang rambut, produk sampo Clear, air, apel hijau, daun mint, media sosial, bunga sakura, tabung ginseng dan ekstrak pohon teh. Makna konotatif dari tanda-tanda mengungkapkan bahwa keanggunan wanita, rambut yang sehat, kecantikan dan perawatan rambut, wanita yang ramah, mahkota wanita, semakin percaya diri, bebas berekspresi, karakteristik wanita Indonesia, untuk menekankan dan menunjukkan cantik rambutnya, untuk menekankan konsumen agar membeli produk, memelihara dan kebersihan rambut, untuk melawan rambut rontok dan ketombe, segar, santai, bahagia dan kesejukan. Kata kunci: Semiotika, Denotatif, Konotatif, Iklan Sampo Komersial UNIVERSITAS SUMATERA UTARA TABLE OF CONTENTS AUTHOR’S DECLARATION ............................................................................... v COPYRIGHT DECLARATION ............................................................................. vi ACKNOWLEDGEMENTS ...................................................................................... vii ABSTRACT ............................................................................................................... x ABSTRAK ............................................................................................................... xi TABLE OF CONTENTS ........................................................................................ xii LIST OF TABLES .................................................................................................. xvii LIST OF FIGURES ...............................................................................................
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