perpustakaan.uns.ac.id digilib.uns.ac.id CHAPTER II LITERATURE REVIEW A. Semiotic Theory Semiotic is a study of sign found by a Swiss linguist, Ferdinand de Saussure. The main function of this theory is to analyze and decode the sign which becomes the central object of the theory. Sign becomes the central object of this theory because it is “the smallest unit of communication within language system” (Turner, 1996, p. 14) that is expressed through word, gesture, image, sound, and dress (Ibid). Saussure mentions that sign is composed by signifier and signified. Signifier means the “the physical form of the sign” which is image or sound, while the signified means “the mental concept referred by signifier” (Ibid). Moreover, Saussure mentions that his theory of semiotic is composing and generating meaning of sign through the primary signification. Primary signification according to him only produces the literal meaning or denotative meaning. For example the picture of the horse that is a sign composed by the signifier, physical form of the „horse‟ and the signified, the mental concept of the horse which is “a large hoofed mammal having a short coat, a long mane and a long tail” (www.thefreedictionary.com/horse). A French semiotician namely Roland Barthes in his Mythologies has theorized and extended Saussure‟s Primary signification of meaning into secondary signification of meaning. Barthes believes that sign produces not only denotative commit to user 17 perpustakaan.uns.ac.id digilib.uns.ac.id meaning, but also connotative meaning. The denotative meaning refers to the literal meaning of the sign, while the connotative meaning refers to the cultural meaning of the sign. The primary signification of meaning generates the denotative meaning using the first system (signifier and signified) and becomes the signifier for the connotative meaning. To understand the connotative meaning of the sign, therefore, the secondary signification is needed because the signified in the secondary signification of meaning is “cultural associations and social knowledge” attached in the signified (Turner, 1996, p. 15). Moreover, Barthes‟ secondary signification of meaning function as tool to read and understand the signs composed in the work of popular culture. By using Barthes‟ secondary signification of meaning, we will be able to read and understand the signs composed in the work of popular culture; like fashion, literature magazine, music, and photography. Barthes in his essay, “Myth Today”, has theorized that “secondary signification in which social meanings attach themselves to sign is tantamount to connotations attach themselves to a word” (Turner, 1996, p. 15), therefore; the sign composed by the signifier and the signified produced as the primary signification of meaning becomes the signifier in the secondary signification of meaning. In the secondary signification of meaning, the sign are composed by the signifier and the signified. The signifier consists of the sign constituted by signifier and signified in the primary signification of meaning, while the signified is attached by “cultural associations and social knowledge”. Barthes has called the attachments commit to user 18 perpustakaan.uns.ac.id digilib.uns.ac.id as the „myth‟ because cultural associations and social knowledge are embedded in the signified. Moreover, Barthes has pointed out that “myth itself has in fact a double function; it points out and it notifies, it makes us understand something and it imposes in on us…” (Barthes, 1987). Thus, myth can explain something to us about our own world. Barthes (1987) himself has mentioned about the principle of the myth; Myth…it transforms history into nature. Myth does not deny things, on the contrary, its function is to talk about them, simply, it purifies them, it makes them innocent, it gives them a natural and eternal justification, it gives them a clarity which is not that of an explanation but that of a statement of fact. (http://visual-memory.co.uk/daniel/Documents/S4B/sem06.html) Myth appears as the explanation of our world‟s history. Through myth, the history can be explained clearly. Besides, Barthes mentions that myth is ideological. “Myths are ideological because they are primarily concerned with the ways in which particular images of the world are conveyed and reinforced through texts and practices” (Campbell & Kean, 1997, p. 9). Therefore myth also exists in the work of popular culture. For example, a picture of a horse wearing armor stands in the battle field symbolizes a power. It happens like in the Celtic culture that “horse is always identified with war, victory, conquer, longevity as well as procurement of territory commit to user 19 perpustakaan.uns.ac.id digilib.uns.ac.id and other spoils that come with triumph in battle” (www.whats-your-sign.com/horse- symbol-meanings.html). This depiction, in the primary level of signification, consists of signifiers which are images and colors. These primary significations produce the signified that it is a horse wearing armor stands in the battle field. Then those signifier and signified produce the primary sign that becomes the signifier for the secondary signification of meaning. Therefore; in the secondary level of signification the meaning of a horse wearing armor stands in the battle field represents the war, victory, conquer and longevity. Thus, it can be concluded that in the primary level of signification, there is a denotative meaning which is represented by „a horse wearing armor stands in the battle field‟ while in the secondary level of signification, there is a connotative meaning of the horse with armor that it lays for war, victory, conquer and longevity. Since color appears as the signifier in the primary level of signification, it is important to analyze the meaning of the color because it gives contribution in creating the meaning of the image. Besides, Color plays a major role in creating a certain mood of an image. Color “affects our emotions beyond thought and can convey any mood, from delight to despair. It can be subtle or dramatic, capture attention or stimulate desire” (Hoofman, 2003, p. 11). Moreover, color becomes a very powerful tool for the artist or celebrity or those working in the world of art. In art, “color is a vehicle for expressing emotions and concepts as well as information, and it is a very powerful element of design” (p. 12). Thus, by understanding basic theory of color we commit to user 20 perpustakaan.uns.ac.id digilib.uns.ac.id might understand the message carried out by a certain color appeared in the work of popular culture. There are eight basic colors conveying a certain meaning which are usually used in the work of popular culture; they are red, orange, yellow, green, blue, purple, white, and black. The meaning of the colors is analyzed through color theory summarized from www.color-wheel-pro.com/color-meaning.html. 1. Red Red is the color of fire and blood. It is usually associated with energy, war, danger, anger, strength, power, determination as well as passion, desire, and love. Red is a very emotional color; that has high visibility and very powerful color. There are some colors derived from the red color with their followed meanings, they are: Light red : joy, sexuality passion, sensitivity, and love. Pink : romance, love, friendship, feminine qualities and passiveness. Dark red : vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath. Brown : stability and masculine qualities. Reddish-brown : harvest and fall. 2. Orange commit to user 21 perpustakaan.uns.ac.id digilib.uns.ac.id Orange is the color of combination from the energy of red and the happiness of yellow. It usually associated with joy, sunshine, and the tropics. It represents enthusiasm, fascination, happiness, creativity, attraction, success, encouragement, and stimulation. This color has a very high visibility, therefore, it is good to promote or highlight something. There are some colors derived from orange, they are: Dark orange : deceit and distrust. Red-orange : pleasure, domination and thirst. Gold : prestige, illumination, wisdom and wealth. 3. Yellow Yellow represents pleasant and cheerful feeling. It is associated with joy, happiness, intellect and energy. Derivation of yellow color: Dull (dingy) yellow : caution, decay, sickness, and jealousy. Light yellow : intellect, freshness and joy. 4. Green Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Moreover, it usually relates to safety when dealing with drugs and medical products. Derivation of green color: Dark green : ambition, greed, and jealousy. Yellow-green : sickness, cowardice, discord, and jealously. Aqua : healer and protection. Olive green : peace. commit to user 22 perpustakaan.uns.ac.id digilib.uns.ac.id 5. Blue Blue is the color of sky and sea. It is usually associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue is close to mind and body that it is linked to consciousness and intellect. Moreover, it emotionally opposed the warm colors like; red, orange and yellow. Derivation of blue colors: Light blue : health, healing, tranquility, understanding, and softness. Dark blue : knowledge, power, integrity, and seriousness. 6. Purple Purple is the color combining the stability of blue and the energy of red. It is usually associated with royalty. It symbolizes power, nobility, luxury, and ambition. Light purple : romantic and nostalgic feelings. Dark purple : gloom and sad feelings (frustration). 7. White White is the color of perfection. It is associated with light, goodness, innocence, purity, and virginity. Besides, it relates to coolness and cleanliness; since it is the color of snow. commit to user 23 perpustakaan.uns.ac.id digilib.uns.ac.id 8. Black Black is the color of mystery closely linked to fear and the unknown thing. It is associated with power, elegance, formality, death, evil, and mystery. It usually relates to negative connotation; since it is a very powerful colors and a very aggressive color.