PEIRCE’S SEMIOTICS ANALYSIS OF ICON AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/29222/3/AUDIA... · Audia Eriana, Peirce’s Semiotics Analysis of Icon and Symbol

PEIRCES SEMIOTICS ANALYSIS OF ICON AND SYMBOL

ON PERFUME ADVERTISEMENTS

A Thesis

Submitted to Letters and Humanities Faculty in Partial Fulfillment of the

Requirement for the Degree of Strata One (S1)

AUDIA ERIANA

1110026000100

ENGLISH LETTERS DEPARTMENT

LETTERS AND HUMANITIES FACULTY

STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH

JAKARTA

2015

i

ABSTRACT

Audia Eriana, Peirces Semiotics Analysis of Icon and Symbol on Perfume

Advertisements. Thesis: English Letters Department, Letters and Humanities Faculty,

State Islamic University (UIN) Syarif Hidayatullah Jakarta, 2015.

The objective of this study is to find out the meaning of signs on perfume

advertisements and to explain its semiosis processes. This study applied

descriptive analysis method. Through this method the researcher tries to describe,

explain, and analyze the meaning of the signs and investigate its semiosis process

using Charles Sanders Peirces theory. The unit analysis of this research was the

woman perfume advertisement from Sephora site (www.sephora.com), Within the

site, There are 510 advertisements of 72 brands But, only advertisements in

English language are selected As a result there are 194 perfume advertisements

from 29 brands. Because of the large amount of the advertisements, the researcher

does sampling by using simple random sampling. The data to be analyzed are 29

advertisements in which each represents 29 brands.

For the semiotics analysis, the researcher downloaded and printed the

data. . The classified data contain signs which consist of representament, object,

and interpretant. The relationship of these three aspects can be delivered a clear

meaning of a selected advertisement.. Through this relationship will create the

process of delivering meaning and interpretation which is called the semiosis

process.

The researcher determines which one is the icon and the symbol first from

the advertisement, and used it as the data. From the data (icon or symbol), the

researcher analyzes the object of the icon or the symbol, and finally got the

interpretant in order to give the meaning for the advertisement. In giving

meaning, it is only based on the interpretants formulation of icon and symbol

and also based on the reseachers understanding in interpreting the sign.

The researcher found 29 icons and 23 symbols from the 29

advertisements. From the 29 icons and 23 symbols, the researcher got the 29

meaning of the advertisement. Besides, the researcher also found that the picture

(icon) can be the first aspect that can give the direction to the meaning, then the

language which is used in the advertisement (symbol).

It could be concluded that each advertisement had different sign and also

different meaning. These differences had given different interpretations. From the

semiotics analysis of 29 advertisements, the advertisers complex idea can be

easily delivered by the consumer.

http://www.sephora.com

iv

DECLARATION

I hereby declare that this submission is my own work and that, to the best of

my knowledge and belief, it contains no material previously published or written by

another person nor material which to a substantial extent has been accepted for the

award of any other degree or diploma of the university or other institute of higher

learning, except where due acknowledgement has been made in the next.

Jakarta, March 2015

Audia Eriana

v

ACKNOWLEDGEMENT

First and foremost, the writer likes to thank Allah SWT, the lord of the

world for giving her the best guidance, brightest lights and deepest mercy. The

pour of blessing lead her to finish this thesis. Shalawat and Salam always devoted

to our Prophet Muhammad, peace be upon him, who has guided us from the

darkness to enlightenment in the world.

The writer would like to express my gratitude for my advisors Hilmi,

M.Hum. and Drs. Saefudin, M.Pd. who always give inspirations, encouragements,

critiques, and sincere guidance for me to finish the thesis. The writer also would

like to take this opportunity for expressing my deep and sincere gratitude and

thankfulness to:

1. Prof. Dr. Sukron Kamil, M.Ag., The Dean of Faculty of Letters and

Humanities.

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

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

4. Hilmi, M.Hum., as my super advisor who always give inspirations,

encouragements, critiques, and guidance.

5. M. Shohibussirri, MALG., MALGR., as my examiner and for sharing, helps,

and critiques so that my thesis is more much better.

6. Abdurrosyid, S.S., M.EIL., as my examiner.

7. All of the lecturers in English Letters Department for their valuable

knowledge.

8. All the librarians of Adab and Humanities Faculty and State Islamic

vi

University.

9. My beloved parents: Asyudi and Martini (the late) for their limitless support,

pray and endless love. And also my stepmother, Indah Puspa Dewi, indirectly

teaches me to be stronger and more patient.

10. My beloved brothers and sister: Ramanda Raya, Muhammad Adnan Agus

Maulana and Tia Gia Agatha, who always give me cheerful and joyful, and

those really help to decrease my stress.

11. My beloved fiance: Tatang Rusmanta for his support, pray, and spirit in

writing my thesis.

12. My friends especially Happy C Family for their support and suggestion in

writing my thesis.

Finally, the writer realizes that this thesis is not perfect, that is why the

writer welcomes to receive the critic and suggestion for this thesis to be better.

The writer hopes this thesis will be useful, particularly for the writer and for those

who interested in this field.

Jakarta, March 2015

The Writer

vii

THE LIST OF TABLES

Table 1: The List of Unit Analysis..... 6

Table 2: The Website Address of Data... 9

Table 3: Peirces Thought of Semiotics. 24

Table 4: Result of Simple Random Sampling 28

viii

THE LIST OF FIGURES

Figure 1: BALENCIAGA Rosabotanica, Data 1 B. 34

Figure 2: Bobbi Brown Beach fragrance, Data 1 BB.. 37

Figure 3: Boyfriend Billionaire Boyfriend, Data 1 BF... 40

Figure 4: Calvin Klein Eternity, Data 2 CK... 43

Figure 5: Carolina Herrera 212 Sexy, Data 2 CH... 46

Figure 6: CLEAN Cool Cotton, Data 8 C... 49

Figure 7: CLINIQUE Happy Rollerball, Data 6 CQ.. 52

Figure 8: COACH Poppy, Data 1 CC..... 55

Figure 9: Commodity Gold, Data 3 CM.. 58

Figure 10: Desigual Fun, Data 3 D.. 61

Figure 11: Donna Karan New York Be Delicious, Data 1 DKNY. 64

Figure 12: Donna Karan Cashmere Mist Rollerball, Data 4 DK 67

Figure 13: Elizabeth and James Nirvana White Rollerball, Data 5 EJ... 70

Figure 14: Escada Joyfull, Data 3 ES.. 73

Figure 15: Gucci Flora by Gucci Eau de Parfum, Data 11 G. 76

Figure 16: I Love New York by Bond No.9 for All, Data 3 ILNY 79

Figure 17: Jimmy Choo Flash Rollerball, Data 6 JC.. 82

Figure 18: Lavanila Vanilla Lavender Fragrance, Data 5 L... 85

Figure 19: MAISON MARTIN MARGIELA Beach Walk, Data 1 M.. 87

Figure 20: Nomaterra On-The-Go Fragrance Wipes, Data 1 N. 89

ix

Figure 21: One Direction You & I, Data 1 OD.. 65

Figure 22: Origins Ginger Essence Intensified Fragrance Spray,

Data 2 O 94

Figure 23: Pharell Williams Girl, Data 1 PW. 96

Figure 24: Philosophy Falling in Love, Data 4 P 98

Figure 25: Pink Sugar, Data 1 PS 101

Figure 26: Ralph Lauren Midnight Romance, Data 2 RL... 104

Figure 27: Stella McCartney Stella Eau de Toilette, Data 2 SM. 107

Figure 28: Tocca Beauty Cleopatra, Data 3 TB... 109

Figure 29: Tory Burch, Data 1 TR... 111

x

THE LIST OF DIAGRAMS

Diagram 1: Peirces Diagram of Semiosis.... 20

Diagram 2: Icons Diagram of Data 1 B.. 35

Diagram 3: Symbols Diagram of Data 1 B..... 36

Diagram 4: Icons Diagram of Data 1 BB 38

Diagram 5: Symbols Diagram of Data 1 BB... 39

Diagram 6: Icons Diagram of Data 1 BF....... 41

Diagram 7: Symbols Diagram of Data 1 BF....... 42

Diagram 8: Icons Diagram of Data 2 CK... 44

Diagram 9: Symbols Diagram of Data 2 CK...... 45

Diagram10: Icons Diagram of Data 2 CH.. 47

Diagram 11: Symbols Diagram of Data 2 CH.... 48

Diagram 12: Icons Diagram of Data 8 C.... 50

Diagram 13: Symbols Diagram of Data 8 C.... 51

Diagram 14: Icons Diagram of Data 6 CQ. 53

Diagram 15: Symbols Diagram of Data 6 CQ.... 54

Diagram 16: Icons Diagram of Data 1 CC. 56

Diagram 17: Symbols Diagram of Data 1 CC..... 57

Diagram 18: Icons Diagram of Data 3 CM.... 59

Diagram 19: Symbols Diagram of Data 3 CM.. 60

Diagram 20: Icons Diagram of Data 3 D.. 62

Diagram 21: Symbols Diagram of Data 3 D 63

xi

Diagram 22: Icons Diagram of Data 1 DKNY.. 65

Diagram 23: Symbols Diagram of Data 1 DKNY. 66

Diagram 24: Icons Diagram of Data 4 DK 68

Diagram 25: Symbols Diagram of Data 4 DK.. 69

Diagram 26: Icons Diagram of Data 5 RJ. 71

Diagram 27: Symbols Diagram of Data 5 RJ 72

Diagram 28: Icons Diagram of Data 3 ES. 74

Diagram 29: Symbols Diagram of Data 3 ES 75

Diagram 30: Icons Diagram of Data 11 G. 77

Diagram 31: Symbols Diagram of Data 11 G 78

Diagram 32: Icons Diagram of Data 3 ILNY. 80

Diagram 33: Symbols Diagram of Data 3 ILNY 81

Diagram 34: Icons Diagram of Data 6 JC.. 83

Diagram 35: Symbols Diagram of Data 6 JC. 84

Diagram 36: Icons Diagram of Data 5 L. 86

Diagram 37: Icons Diagram of Data 1 M 88

Diagram 38: Icons Diagram of Data 1 N 90

Diagram 39: Icons Diagram of Data 1 OD. 92

Diagram 40: Symbols Diagram of Data 1 OD 93

Diagram 41: Icons Diagram of Data 2 O 95

Diagram 42: Icons Diagram of Data 1 PW. 97

Diagram 43: Icons Diagram of Data 4 P. 99

Diagram 44: Symbols Diagram of Data 4 P 100

xii

Diagram 45: Icons Diagram of Data 1 PS.. 102

Diagram 46: Symbols Diagram of Data 1 PS. 103

Diagram 47: Icons Diagram of Data 3 RL.. 105

Diagram 48: Symbols Diagram of Data 3 RL. 106

Diagram 49: Icons Diagram of Data 2 SM.. 108

Diagram 50: Icons Diagram of Data 3 TB... 110

Diagram 51: Icons Diagram of Data 1 TR... 112

Diagram 52: Symbols Diagram of Data 1 TR.. 113

xiii

TABLE OF CONTENTS

ABSTRACT... i

APPROVEMENT. ii

LEGALIZATION. iii

DECLARATION.. iv

ACKNOWLEDGEMENT... v

THE LIST OF TABLES.. vii

THE LIST OF FIGURES. viii

THE LIST OF DIAGRAMS.... ix

TABLE OF CONTENTS..... xi

CHAPTER I. INTRODUCTION

A. Background of the Study..... 1

B. Focus of the Study... 4

C. Research Question... 5

D. Significance of the Study.... 5

E. Research Methodology 6

1. The Objectives of Research...... 6

2. The Method of Research... 6

3. The Instrument of Research.. 6

4. Unit of Analysis. 6

5. The Technique of Data Collection... 8

6. The Technique of Data Analysis...... 12

xiv

CHAPTER II. THEORITICAL FRAMEWORK

A. Previous Research... 13

B. Definition of Semiotics....... 17

1. Saussurean Semiotics.... 17

2. Peircean Semiotics 19

C. Definition of Advertisement...... 25

CHAPTER III. DATA FINDINGS

A. Data Description..... 27

B. Data Analysis.. 34

CHAPTER IV. CONCLUSION AND SUGGESTION

A. Conclusion...... 114

B. Suggestion... 115

BIBLIOGRAPHY. 117

APPENDIX 121

1

CHAPTER I

INTRODUCTION

A. Background of The Study

Language is a sign, a code, or a communication sound system which is

agreed by a certain group of society1 This certain group of society,

individually or collectively, uses a language as a media communication of

delivering a message, aim, or meaning of things2. Language, which is a sign

or symbol, makes human identifies themselves or the others to understand

every aspect in life easily3. So, human tend to make the other aspects in sign

in order to ease them understanding and knowing its meaning. Sign and

meaning in semiology by structuralism can be examined in the language, art,

mass media, and so forth. In other word, language itself is part of sign which

is studied in semiology or semiotics4. Beside of that, in this global society era

with the varied language which is used demands people to use and speak well

in English as the communication media, which this has been agreed on before.

1 Ferdinand de Saussure, Course in General Linguistics; Translated by Wade Baskin (New

York: McGraw-Hill Paperback, 1966), p.16. 2 Ibid.,

3 Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya; Edisi Kedua (Depok: Komunitas

Bambu, 2011), p.3. 4 Roland Barthes, Elemen-elemen Semiologi, Sistem Tanda Bahasa, Hermeneutika, dan

Strukturalisme; Translated by M. Ardiansyah (Yogyakarta: IRCiSoD, 2012), p.9 and 20.

2

Nowadays, people not only use language as communication media, but

also people use the technology such as electronic message, television, radio,

newspaper, and magazine. People tend to use all of those to deliver their

purposes like invitation, persuasion, exclamation, and argumentation. It must

be seen in electronic or printed advertisement which is used by advertisement

maker to persuade the reader, listener, and audience as a consumer. The

advertisement itself is one of the communication media to motivate and

persuade collectively in order to attract people on the goods and services

which are offered5.

In order to persuading the reader, listener, or audience, an advertisement

should be made as attractive as possible. Usually, there is a simple text, object

or the picture of the product, and context such as the surroundings of the

product, a man, or the other living creature6. All of those aspects are used to

deliver the message and to form the image of product (concept, idea, themes).

In addition, the image in the advertisement will change well the perception of

product7. The image causes the consumers see the good or the service which

is offered is a needy, although it is only a desire.

In the other hand, the image of advertisement has the possibility of

differences between the image and the real products usage or benefits. It

5 William Wells, John Burnett and Sandra Moriarty, Advertising Principles & Practice; Fifth

Edition (New Jersey: Prentice Hall International, Inc., 2000), p.6. 6Yasraf Amir Piliang, Hipersemiotika Tafsir Cultural Studies Atas Matinya Makna

(Yogyakarta: Jalasutra, 2010), p.280. 7 Ibid., p.287-288.

3

demands the consumers to be smarter in seeing or hearing an advertisement.

Then in understanding an advertisement, semiotics should be applied because

an advertisement contains several signs. Generally, semiotics is a branch of

science which is examined a sign or symbol and the procedure of signaling

system. The word of semiotics itself is from Greece language, seme, means

sign interpretation. In the beginning, semiotics is appeared when Plato

understanding a language in Cratylus. Yet, semiotics nowadays can be applied

in medical science, architecture, art, movies, and so on8.

Furthermore, there are two important theories in exegesising a sign.

Firstly, Ferdinand de Saussure introduces two sides of sign, the signifier and

the signified9. Then, he calls it semiology. The second view of semiotics

comes from Charles Sanders Peirce. He believes that semiotics has three

sides. He calls them as sign itself (representamen), object, and interpretant.

Peirce calls these three subjects as semiosis10

. Nevertheless, they agree that all

of the exegesising study of sign is conventional.

For instance, symbol can be found anywhere such as on the road. There

is a black-white line which is used to across the road by people when the red

light is on. According to Saussure, the black-white line is signifier. And then,

the signified is the meaning or the concept of that line in the mind so the

8Paul Cobley and Litza Jansz, Mengenal Semiotika For Beginners; Translated by Ciptadi

Sukono (Bandung: Mizan, 2002), p.4. 9Benny H. Hoed. 2011. Op.cit., p.3.

10Charles Sanders Peirce (1905), Logical Interpretants in Charles Hartshorne and Paul Weiss

(ed.), The Collected Papers of Charles Sanders Peirce (Cambridge: Harvard University Press, 1931-

1935), p.1874.

4

people who see it can understand its conventional meaning. According to

Pierce, representament is the line itself, the object is the reference or concept

of a thing (black-white line) which appears in the mind, called zebra-cross.

And the last, it is interpretant. Interpretant is the meaning of the line in the

mind, the place where people can across the road.

It is the same in an advertisement. It has been said previously that the

advertisement has three elements, which can be examined by semiotics. The

advertisement as a direct communication has a big effect to the society11

. It

influences the peoples view of a thing. The advertisement which appeared

anywhere sometimes gives the false image to the consumers, and because of

that it can cause a serious problem to individual or the society in global. So,

semiotics is needed to see the meaning of an advertisement.

In this research, semiotics of Peirce will be used in examining some of

the advertisement which has been chosen. The signs in the advertisements will

be examined one by one until the exact meaning of each advertisement

reveals.

B. Focus of The Study

In this research, the way of interpreting advertisements based on icon

and symbol of Peirces semiotics theory is focused on the signs of several

advertisements. The signs (text, object, and context) are focused on the

advertisements of perfumes. The 29 selected woman perfume advertisements

11

Yasraf Amir Piliang. 2010. Op.cit., p. 263.

5

are chosen randomly which consist of the three elements of advertisement by

using simple random sampling12

.

C. Research Question

Based on the background and the focus of the study, the questions are

formulated for getting more specific purposes. The research questions are:

1. How is the semiosis process in each perfume advertisement based on Peirce

theory?

2. What is the meaning of icon and symbol of each perfume advertisement?

D. Significance of The 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 icon and symbol. In addition, this

research hopefully can be useful to enrich the knowledge about semiotics

especially and can be benefit for the reader.

Besides that, the research can be advantageous for further researches

who would like to conduct the research with similar case as additional

reference especially in semiotics.

12

Hermawan Wasito, Pengantar Metodologi Penelitian (Jakarta: PT. Gramedia Pustaka

Utama, 1992), p.54

6

E. Research Methodology

1. The Objectives of Research

The objectives of this research are:

a. To know the process of semiosis in each advertisement based Pierces

theory; and

b. To know and reveal the meaning of the advertisements.

2. The Method of Research

This research will use qualitative method by using descriptive analysis

technique to reveal and describe the meaning on icons and symbols in the

advertisements used through the Pierces semiotics theory.

3. The Instrument of Research

In this research, the classified datum from an advertisement is compiled

in a data card. The data card is used for all the advertisements. Then, the data

in data card will be examined one by one.

4. Unit of Analysis

The units of analysis of this research are:

Table 1. The List of Unit Analysis

No Brands Advertisement Code

1 BALENCIAGA Rosabotanica Data 1 B

2 Bobbi Brown Beach Fragrance Data 1 BB

3 Boyfriend Billionaire Boyfriend Data 1 BF

4 Calvin Klein Eternity Data 2 CK

5 Carolina Herrera 212 Sexy Data 2 CH

6 CLEAN Cool Cotton Data 8 C

7 CLINIQUE Happy Rollerball Data 6 CQ

8 COACH Poppy Data 1 CC

7

9 Commodity Gold Data 3 CM

10 Desigual Fun Data 3 D

11 DKNY Be Delicious Data 1

DKNY

12 Donna Karan Cashmere Mist

Rollerball Data 4 DK

13 Elizabeth and

James

Nirvana White

Rollerball Data 4 EJ

14 Escada Joyfull Data 3 ES

15 Gucci Flora by Gucci Eau de

Parfum Data 11 G

16

I Love New

York by Bond

No. 9

I Love New York for

All

Data 3

ILNY

17 JIMMY CHOO Flash Rollerball Data 6 JC

18 Lavanila Vanila Lavender

Fragrance Data 5 L

19

MAISON

MARTIN

MARGIELA

Beach Walk Data 1 M

20 NOMATERRA On-The-Go Fragrance

Wipes Data 1 N

21 One Direction You & I Data 1 OD

22 Origins

Ginger Essence

Intensifieed Fragrance

Spray

Data 2 O

23 Pharell Williams Girl Data 1 PW

24 Philosophy Falling in Love

Fragrance Data 4 P

25 Pink Sugar Pink Sugar Data 1 PS

26 Ralph Lauren Midnight Romance Data 3 RL

27 Stella

McCartney Stella Eau de Toilette Data 2 SM

28 Tocca Beauty Cleopatra Data 3 TB

29 Tory Burch Tory Burch Data 1 TR

All of advertisement also accessed from www.sephora.com on April, 9-

10th

2015.

http://www.sephora.com

8

5. The Technique of Data Collection

The data for this research are collected by bibliography technique

(teknik kepustakaan) which is taken from the chosen printed advertisements.

The bibliography technique is the technique which uses the written resources

to acquire the data13

. The steps of data collecting are conducted as follow:

a. The data are downloaded from www.sephora.com, and then printed them.

b. Every datum or advertisement is given the code as identity, such as B for

perfume advertisement of BALENCIAGA, and so forth.

c. From 72 brands of woman perfume advertisement with variant language,

the data which will be observed are chosen with condition that the

advertisement using English. And, there are 29 English woman perfume

advertisement brands with 194 advertisements (with variant amount of

each brand).

d. It is taken one advertisement for one brand by using simple random

sampling, so there are 29 English woman perfume advertisement.

e. After the data are collected, the data are analyzed. The resources in this

research are the downloaded advertisements. The data are collected in

three steps. First, the advertisement is downloaded from Sephora

(www.sephora.com) then printed. There are 510 advertisements of 72

brands of woman perfume advertisement. Second, the advertisement

13

D. Edi Subroto, Pengantar Metoda Penelitian Linguistik Struktural (Surakarta: Sebelas

Maret University Press, 1992), p.42.

http://www.sephora.com/http://www.sephora.com

9

chosen are the woman perfume advertisements which using English from

the website, so there are 194 advertisements in 29 brands of it. , The last

step is that the advertisements which will be analyzed are chosen by using

simple random sampling from those 194 advertisements. As a result, there

are only 29 advertisements from 29 brands to be analyzed. After that, the

data are processed and analyzed.

Following are the addresses of the data.

Table 2. The Website Address of Data

No Brands Advertisement Code Website Address

1 BALENCIAGA Rosabotanica Data 1

B

http://www.sephora.co

m/productimages/produ

ct/p384808-av-01-

hero300.jpg

2 Bobbi Brown Beach

Fragrance

Data 1

BB


m/productimages/sku/s

1289594-main-hero-

300.jpg

3 Boyfriend Billionaire

Boyfriend

Data 1

BF



1387323-main-hero-

300.jpg

4 Calvin Klein Eternity Data 2

CK



77776-main-hero-

300.jpg

5 Carolina

Herrera 212 Sexy

Data 2

CH



795393-main-hero-

300.jpg

6 CLEAN Cool Cotton Data 8

C



ct/p385169-av-01-

hero300.jpg

7 CLINIQUE Happy

Rollerball

Data 6

CQ



1364769-main-hero-

300.jpg

http://www.sephora.com/productimages/sku/s1387323-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1387323-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1387323-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1387323-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s795393-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s795393-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s795393-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s795393-main-hero-300.jpghttp://www.sephora.com/productimages/product/p385169-av-01-hero300.jpghttp://www.sephora.com/productimages/product/p385169-av-01-hero300.jpghttp://www.sephora.com/productimages/product/p385169-av-01-hero300.jpghttp://www.sephora.com/productimages/product/p385169-av-01-hero300.jpg

10

8 COACH Poppy Data 1

CC



1282243-main-hero-

300.jpg

9 Commodity Gold Data 3

CM



1700053-main-hero-

300.jpg

10 Desigual Fun Data 3

D



1607563-main-hero-

300.jpg

11 DKNY Be Delicious Data 1

DKNY



ct/p79615-av-01-

hero300.jpg

12 Donna Karan Cashmere Mist

Rollerball

Data 4

DK



1636232-main-hero-

300.jpg

13 Elizabeth and

James

Nirvana White

Rollerball

Data 4

EJ



1570241-main-hero-

300.jpg

14 Escada Joyfull Data 3

ES



1647031-main-hero-

300.jpg

15 Gucci Flora by Gucci

Eau de Parfum

Data

11 G



1236884-main-hero-

300.jpg

16

I Love New

York by Bond

No. 9

I Love New

York for All

Data 3

ILNY



1508191-main-hero-

300.jpg

17 JIMMY CHOO Flash Rollerball Data 6

JC



1583566-main-hero-

300.jpg

18 Lavanila

Vanila

Lavender

Fragrance

Data 5

L


m/vanilla-lavender-

fragrance-

P231501?skuId=11503

82

http://www.sephora.com/productimages/sku/s1607563-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1607563-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1607563-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1607563-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1636232-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1636232-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1636232-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1636232-main-hero-300.jpg

11

19

MAISON

MARTIN

MARGIELA

Beach Walk Data 1

M



ct/p385358-av-02-

hero300.jpg

20 NOMATERRA

On-The-Go

Fragrance

Wipes

Data 1

N



1629518-main-hero-

300.jpg

21 One Direction You & I Data 1

OD



1655448-main-hero-

300.jpg

22 Origins

Ginger Essence

Intensifieed

Fragrance Spray

Data 2

O



1465749-main-hero-

300.jpg

23 Pharell

Williams Girl

Data 1

PW



1648971-main-hero-

300.jpg

24 Philosophy Falling in Love

Fragrance

Data 4

P



659094-main-hero-

300.jpg

25 Pink Sugar Pink Sugar Data 1

PS



796524-main-hero-

300.jpg

26 Ralph Lauren Midnight

Romance

Data 3

RL



1606987-main-hero-

300.jpg

27 Stella

McCartney

Stella Eau de

Toilette

Data 2

SM



ct/p394597-av-01-

hero300.jpg

28 Tocca Beauty Cleopatra Data 3

TB



ct/p54900-av-02-

hero300.jpg

29 Tory Burch Tory Burch Data 1

TR



ct/p384967-av-01-

hero300.jpg

http://www.sephora.com/productimages/sku/s1629518-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1629518-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1629518-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1629518-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1655448-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1655448-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1655448-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1655448-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1648971-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1648971-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1648971-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s1648971-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s659094-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s659094-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s659094-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s659094-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s796524-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s796524-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s796524-main-hero-300.jpghttp://www.sephora.com/productimages/sku/s796524-main-hero-300.jpg

12

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 data14

. The researcher tries to determine and describe which one

the icon and symbol of the advertisement using the triangle of Peirce. After

that, the researcher draws the meaning of the advertisement from the

interpretant.

14

Hermawan Wasito. 1992. Op.cit., p. 88-89.

13

CHAPTER II

THEORETICAL FRAMEWORK

A. Previous Research

This research is about semiotics which refers to Peirces theory. There

are many researches which use the Peirces theory of semiotics. The research

about advertisement observed semiotics in State Islamic University Syarif

Hidayatullah Jakarta has been done by Hendi (2011) with title A Semiotic

Analysis on Nokias Advertisement Based on C.S. Peirces Theory1. Hendi

used a Nokias advertisement as his substance research, with details

advertisement of Nokia 5310 Xpress Music, Nokia N73, Nokia N97, Nokia

E75, Nokia N70, and Nokia C3. The differences between Hendis and this

research are on the advertising data used. The data which is used by Hendi is

about handphone technology of Nokia. Hendis objective is to help the readers

who learn semiotics to understand signs in technological area easily and also

the relation between the linguistics and pictotial symbols. His conclusion is

that all of advertisements which he analyzed have the three part semiosis

(representamen, object, interpretant) based on Peirce that the three part of

semiosis can deliver a clear meaning and message. Furthermore, he also

1Hendi, A Semiotic Analysis on Nokiass Advertisement Based on C.S. Peirce Theory, Skripsi

pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta, 2011), tidak dipublikasikan.

14

concludes that Nokias advertisements use attractive sign to attract the

consumer.

Another semiotics research on advertisement is from Marissa Suci

Syahrani (2011) with title A Semiotic Analysis on Chocolate Advertisement in

inSTYLE Magazine2. The differences between this research and Marissas is

the corpus that is used and the objective. Marissa seeks how to make a good

and attractive advertisement by knowing the semiosis process and the

relationship among the advertisement using the sign theories. Nevertheless,

this research is aimed to know the semiosis process and the meaning. Marissa

gives a boundary in the advertisements, that are only in inSTYLE Magazine,

but this research is the woman English perfumes in the site of Sephora

. Then, the product of advertisements are also different.

She analyzed the chocolate advertisements; Toblerone advertisement, Nabisco

100 Calorie Milk Chocolate advertisement, and Dove Chocolate with Peanut

Butter advertisement. For the research, Marissa finds that in making a good

and attractive advertisement the advertisement maker can modify the relation

between the representamen and th einterpretant in such way. She describes

the relationship by telling in Toblerone Chocolate advertisement it is

represented by interpretant. She says that the interpretant presents makes the

reader wish. For the Nabisco advertisement, the relationship is that the

2 Marissa Suci Syahrani, A Semiotic Analysis on Chocolate Advertisement in inSTYLE

Magazine, Skripsi pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta. 2011), tidak

dipublikasikan.

15

interpretant presents the enjoyment of the chocolate because it has low

calorie. Furthermore, the relationship of Dove Chocolate advertisement is that

the interpretant shows a desirable lifestyle: beauty, luxury and seduction. So,

she concludes the advertisements have closed relationship based on what she

found on the analyzing process. Because of that, she finally understands how

to make a good and creative advertisement in order to attract the consumers

attention.

Furthermore, another research is from Yasin Anwar (2011)3 and

Riwalnu Hakim Putra (2012)4. Yasin with his title A Semiotic Analysis on

Education Advertisement on Campus Magazine observed education

advertisements, those are different with this research which uses fragrance or

perfume advertisements. He aims to find the meaning of the advertisement in

order to people who want to continue their education can see these

advertisements objectively. It is caused by the advertisements describes the

visions, programs, and facilities, therefore the university can give people the

success future. So from the analyzing process, Yasin concludes that in the

advertisement every university has decribed about their visions, programs,

and facilities. From the advertisement also, they claim that their universities

are the best and can give a success future for the students. Then, Riwalnu

3 Yasin Anwar, A Semiotic Analysis on Education Advertisement on Campus Magazine,

Skripsi pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta, 2011), tidak dipublikasikan. 4 Riwalnu Hakim Putra, Peirces Semiotics Analysis of Cigarette Advertisement on Billboard

in South Jakarta in Year of 2011, Skripsi pada UIN Syarif Hidayatullah Jakarta, (Jakarta: Jakarta,

2012), tidak dipublikasikan.

16

Hakim Putra observed semiotics in cigarette advertisements on billboard with

title Peirces Semiotics Analysis of Cigarette Advertisement on Billboard in

South Jakarta in the Year of 2011. He tries to analyze the meaning of the

cigarette advertisements. Then, he concludes that the semiotics is anywhere

even in the cigarette advertisement billboard. The last research from theses

conducted at Universitas Islam Negeri Syarif Hidayatullah Jakarta is from

Dwi Prayogo (2012) with title Semiotic Analysis on 2005-2012 Java Jazz

Festival Posters5. He used some of posters of Java Jazz Festival around 2005-

2012 for the corpus, then he took the some samples of them to be analyzed.

Dwi concludes the semiosis and the three part of semiosis process exist in

every advertisement he analyzed.

So, the difference between this research and the others is the corpus used

and also the objective. In addition, the data in this research also will be

presented by describing which one the icons and the symbols based on the

triangle semiosis of Pierce. The icons and the symbols in each datum will be

analyzed separately by using the triangle semiosis of Pierce. Then, the

researcher can get the meaning of advertisement.

5 Dwi Prayogo, Semiotic Analysis on 2005-2012 Java Jazz Festival Posters, Skripsi pada UIN

Syarif Hidayatullah Jakarta, (Jakarta: Jakarta, 2012), tidak dipublikasikan.

17

B. Definition of Semiotics

1. Saussurean Semiotics

Semiotics is one of a knowledge which is examining a sign for a long

time before. The comprehension or view about semiotics is divided into two.

The first view is concerned more by Ferdinand de Saussure. In his book

entitled Cours de linguistique gnrale, which is compiled and published by

his students Charles Bally and Albert Sechehaye, Saussure stated his three

important thoughts:

a. The notion that linguistics should be primarily concerned with the study of

linguistic change;

b. The notion that articulatory phonetics, the study of the physiology of the

speech act, provides the foundation on which all linguistic research rests;

c. The assumption that individual psychology is the superordinate discipline

under which linguistics should be subsumed.6

Furthermore, Saussure asserts that there are two ways in examining

linguistics: diachronic and synchronic. According to Saussure, dyachronic is

the linguistic observation based on its history, but the synchronic is the

linguistic observation based on the language changing7. For sign system,

Saussure asserts also that there are two sides of interpreting a sign. He calls

6 W. Keith Percival, Semiotic Themes; Edited by Richard T. De George with title Ferdinand

de Saussure and the History of Semiotics (Lawrence: University of Kansas Publications, 1981), p.12-

13. 7 Paul Cobley and Litza Jansz. 2002. Op.cit., p.9.

18

them as signifiant (signifier) and signifi (signified)8. What he means with

signifiant is the material aspect of thing, such as a sound, then signifi is the

mental aspect or the concept of thing9. For example, one says pen the sound of

how /p//e//n/ is heard is the signifier or signifiant. Then, the concept of how a

pen looks like is the signified or signifi. He calls the process of interpreting a

sign as smiologi or semiology10

.

Nevertheless, Saussure believes that this signifier-signified system is a

convention problem. For example, in English there is /p//e//n/ as signifier

which refers to a tool for writing, then this prevailed with same signified in

Indonesia though in different signifier, /p//u//l//p//e//n/. Furthermore, Saussure

also says that there are two basic principles about language, langue and

parole. Saussure gives the definition about langue as the system and rule in

language which is used for communication. For parole, Saussure describes it

as a product of langue, that is language or language expressions11

. Then, when

language has a langue, it also has a structure which has a relation with the

other elements of language itself. This relation allied with the other to build a

language expression.

Based on Saussure, this relation is divided into two, those are

syntagmatic and paradigmatic. Saussure says that syntagmatic is a group of

8 Op.cit., p.4.

9 Paul Cobley, and Litza Jansz, 2002. Op.cit., p.10-11.

10 Benny H. Hoed. 2011. Op.cit., p.4.

11 Ibid., p.29.

19

sign which is arranged in a such way in order to deliver a meaning. For

example, a group of sign is taken: Her house is next to mine. It is seen that

house has a meaning if it is added together with the other words, and it also

can be differentiated with the others. This sign arrangement gives a meaning,

and also produces an arrangement of syntagma. In addition, paradigmatic is a

substitution condition of the sign yet still not to break the syntagmatic rule.

Such as the example above, the house can be substituted by another sign, let

say dog. The word house and dog have the same class of word, that is noun.

It is also prevail for the other sign. That is the paradigmatic relation12

.

2. Peircean Semiotics

The second view comes from pragmatism side, especially from Charles

Sanders Peirce. He says that there are three sides of sign. The sides are

representamen, object, and interpretant13

. In that book, Peirce says that a sign

is something stands for something14

. Peirce gives a definition of

representamen as the sign itself, the object is the thing which is referred, and

the interpretant is the product from the connection between interpretant and

object15

. Taking the example above, according to Peirce the word pen is the

representamen, yet the object is the pen physically. For the interpretant is

12

Paul Cobley and Litza Jansz. 2002. Op.cit., p.16-17. 13

Charles Sanders Peirce, Philosophical Writings of Peirce; Edited by Justus Buchler (New

York: DOVER PUBLICATIONS, INC., 1940), p.101. 14

Ibid., p.99. 15

Ibid., p.21.

20

what thought which is appeared when someone hears pen, such as writings,

ink, paper, letter, and so on. Here is the Peirces diagram:

Diagram 1. Peirces Diagram of Semiosis16

Furthermore, Peirce says that in the semiosis process (the process of

interpreting a sign) there are three elements.

A Sign, or Representamen, is a First which stands in

such a genuine triadic relation to a Second, called its

Object, as to be capable of determining a Third, called

its Interpretant, to assume the same triadic relation to

its Object in which it stands itself to the same Object.

The triadic relation is genuine, that is its three

members are bound together by it in a way that does

not consist in any complexus of dyadic relation. That it

the reason the Interpretant, or Third, cannot stand in a

mere dyadic relation to the Object, but must stand in

such a relation to it as the Representamen itself does.

16

John K. Sheriff, Semiotic Themes; Edited by Richard T. De George with title Charles S.

Peirce and the Semiotics of Literature (Lawrence: University of Kansas Publications, 1981), p.53.

Object Representamen

Interpretant

21

Nor can the triadic relation in which the Third stands

be merely similar to that in which the First stands, for

this would make the relation of the Third to the First a

degenerate Secondness merely.17

It means that those sides (Representamen, Object, Interpretant) is

something which should always together. They are inseparable in semiosis

because they themselves have their functions to determining each other so that

semiosis process can describe or determine the sign clearly.

Nevertheless, a sign cannot call as the Firstness, and so forth. Definitely,

Firstness is a probability or something which does not refer to anything else18

.

Then, the Secondness is actual fact19

, or the sensation of feeling appeared20

.

The last is Thirdness which is the law or general role21

or a tendency of how

representamen will be predicted22

.

For example, there is a story of a woman who cries suddenly when she

hears a song23

. It can be seen that the crying is the Firstness which is only a

crying (not refer to anything else), but in the other side the crying can be as a

representamen. Next, the Secondness as the actual fact and the Object also is

17

Charles Sanders Peirce. 1940. Op.cit., p.99-100. 18

Ibid., p.56. 19

Ibid. 20

Paul Cobley and Litza Jansz. 2002. Op.cit., p.27. 21

Ibid., p.28. 22

John K. Sheriff. 1981. Op.cit., p.56. 23

Paul Cobley and Litza Jansz. 2002. Op.cit., p.27.

22

the song, and the Thirdness or/and the Interpretant is the connection between

them. It can be said that the song reminds the woman about the sad experience

or something else.

According to Peirce, every side of semiosis (representamen, object,

interpretant) has its own classification. The representamen can be divided into

qualisign which is formed by quality24

, such as the concept of color, sinsign

which is formed by the real physical reality or the shape of a thing25

. Peirce

says about sinsign (sin is being only once as in single, simple, Latin semel)

is actual thing or event26

. Then legisign is the law or rule of how the thing

should be such as the sound of whistle in the soccer match27

. Mostly the

legisign is made by human being to organize the social life, and because of

that almost all the convention is the legisign28

.

As for the relationship between the representamen and the object, object

has three classifications too. They are icon which the sign has the resemblance

with the fact of what it refers, or a sign which denotes and have the

character(s) of the Object, whether the Object exists or not29

. The next

classification is symbol, the sign connected with the object because of the

agreement. Symbol is a general law or ideas which operate only in a particular

situation, areas, or society. It should be noticed to differentiate symbol with

24

Charles Sanders Peirce. 1940. Op.Cit., p. 101. 25


Charles Sanders Peirce. 1940. Op.Cit.. 27

Op.cit,.. 28

Op.cit,. 29

Charles Sanders Peirce. 1940. Op.Cit.. p. 102 and 104.

23

legisign30

. Then, the index which the sign connected with the object because

of the cause and effect connection31

. But, this connection is not so much.

Index is anything which takes attention or startles us32

. Index has three

characteristics:

a. Index has no resemblance to their Object;

b. It refers to individual or single unit;

c. It directs the attention or startle to its Object.33

The interpretant has rheme, dicent, and argument34

. The rheme is the

probability for interpretant such as a concept, the dicent is the fact of

interpretant or the real description of a thing, then argument is logical

reasoning of interpretant35

. In addition, in the Philosophical Writings of

Peirce, the rheme is a qualitative possibility36

. It is the possibility interpretant

which will be understood. The dicent (or dicisign) is a actual existence, and

the argument is a sign of law such a sound of whistle in soccer competition37

.

30

Ibid., p.102-103. 31

Charles Sanders Peirce. 1940. Op.Cit..p.33. 32

Ibid., p.108-109. 33

Ibid.. 34


Ibid.. 36

Charles Sanders Peirce. 1940. Op.Cit., p.103. 37 Ibid.,

24

Firstness Secondness Thirdness

Representamen Qualisign Sinsign Legisign

Object Icon Index Symbol

Interpretant Rheme Dicent Argument

Table 3. Peirces Thought of Semiotics38

In addition, Peirce says that the semiosis process is anunlimited process,

because he thinks that the interpretant can be a new representamen, and if it

joins with another Object it will produce the new interpretant again, and so

forth. And finally, it can be unlimited. Yet, according to Roland Barthes

semiosis has a limitation. Barthes says that the limitation of semiosis process

depends on the individual autonomy (exegesising ability) or the supra-

individual principles (the values and norms in a culture which regulate the

human beings habit) of the person who does the semiosis. The semiosis will

end when the person does not have anything else to be connected again with

the last interpretant39

.

In this research, the classification of Object, especially icon and symbol,

is the possible research to do for the advertisements. It is caused of the

limitation of time and place where the index and the other classifications need

deeper research.

38

Paul Cobley and Litza Jansz. 2002. Op.cit,, p.31. 39

Benny H. Hoed. 2011. Op.cit., p.31.

25

C. Definition of Advertisement

Advertisement is used in this research. Actually, advertisement is the

product of advertising. So, to understand what an advertisement is the

definition of advertising must be clear. According to William Wells, he says

that there are six elements of advertisings definition.

He believes that an advertising, which the sponsor is identified, is a paid

form of communication in order to persuade or influence the audience or mass

through mass media. Because of that, an advertising is non-personal

communication40

. He also states the types of advertising: brand advertising,

retail or local advertising, political advertising, directory advertising, direct-

response advertising, business-to-business advertising, institutional

advertising, public service advertising, and interactive advertising41

.

Furthermore, Belch states that advertising is used to create an image and

symbolic appeals in differentiating one product with the others42

. It means that

advertising maker wants a products (goods/service) uniqueness to be seen by

the audience, so the audience is interested in and to be influenced.

Then, Arens also gives a definition for advertising. He says Advertising

is the structured and composed non-personal communication of information,

40

William Wells, John Burnet and Sandra Moriarty. 2000. Op.cit., p.6-8. 41

Ibid., p.6-8. 42

George E. Belch, Michael A. Belch, Introduction to Advertising and Promotion, An

Integrated Marketing Communications Perspective; Third Edition (Chicago: IRWIN, 1995), p.11.

26

usually paid for and usually persuasive in nature, about products (goods,

services, and ideas) by identified sponsors through various media43

.

So, it is concluded that advertising is used for making an image and also

an effort to persuade or influence the public about a product (goods, services,

ideas) by a mass media.

43

Williams F. Arens, Contemporary Advertising (New York: Mc-Graw Hill, 2004), p.7.

27

CHAPTER III

DATA FINDINGS

A. Data Description

The data are compiled into data card. After that, there are 29 brands on

data card. Then, one advertisement as data observed is chosen from each

brand and totally 29 woman perfume advertisement will be analyzing. The

random sampling technique is used in this research. This choosing of sample

is based on Wasitos technique. In his book, there are three techniques to

choose and to take a random sample. Those are simple random sampling,

systematic random sampling and stratified random sampling1.

The first is simple random sampling which is described that the samples

are chosen in particular manner in order to every population has an equal

opportunity to be chosen and observed as a sample. There are two manners in

this simple random sampling, those are raffle and random numeral table.

The second is systematic random sampling. The only first member is

chosen randomly, then the next member is chosen systematically following a

specific pattern.

The third is stratified random sampling. It is used when the sampling

determination not only depends on whole population, but also on analyzed

1 Hermawan Wasito. 1992. Op.cit., p. 54-59.

28

variable. The member of population in every stratum, that has been divided

before, is chosen randomly and then calculated. All of number stratum

member is being a sample member which is called stratified random

sampling.

Because of the number of the corpus, the raffle of simple random

sampling is used in this research, with the steps are mentioned below:

1. Every population member (194 English woman perfume advertisement) is in

the list and the serial number is given to it;

2. The serial number is rewritten on the piece of paper;

3. The paper is rolled and put them in the box or glass;

4. The box, which is contained the data from one brand, is shaken to get data to

be analyzed;

5. Then, the box is shaken until all brands have its turn.

For the effectiveness of this paper, the corpus data of 194

advertisements are put on the Appendix. Here are the data that will be

analyzed in this research result of the simple random sampling.

Table 4. Result of Simple Random Sampling

No Brand Data Source Code

1 BALENCIAGA

Data 1 B

29

2 Bobbi Brown

Data 1 BB

3 Boyfriend

Data 1 BF

4 Calvin Klein

Data 2 CK

5 Carolina Herrera

Data 2 CH

6 CLEAN

Data 8 C

7 CLINIQUE

Data 6 CQ

8 COACH

Data 1 CC

30

9 Commodity

Data 3 CM

10 DESIGUAL

Data 3 D

11 DKNY

Data 1 DKNY

12 Donna Karan

Data 4 DK

13 Elizabeth and

James

Data 5 EJ

14 Escada

Data 3 ES

15 Gucci

Data 11 G

31

16 I Love New York

by Bond No. 9

Data 3 ILNY

17 Jimmy Choo

Data 6 JC

18 Lavanila

Data 5 L

19

MAISON

MARTIN

MARGIELA

Data 1 M

20 NOMATERRA

Data 1 N

21 One Direction

Data 1 OD

22 Origins

Data 2 O

32

23 Pharell Williams

Data 1 PW

24 Philosophy

Data 4 P

25 Pink Sugar

Data 1 PS

26 Ralph Lauren

Data 3 RL

27 Stella McCartney

Data 2 SM

28 Tocca Beauty

Data 3 TB

29 Tory Burch

Data 1 TR

33

This research employs descriptive analysis to analyze the data by giving

semiosis process then describing each datum one by one to reveal the

meaning. The semiosis is based on Pierces theory of semiotics which

emphasizing the second trichotomy of sign concerning of the relationship

between representamen and its object. The second trichotomy based on Pierce

are icon, symbol and index. In this research, it is only icon and symbol which

will be analyzed. The icon itself is the photo or image in the advertisement,

and the symbol is written text or language on the advertisement. Index will not

be analyzed because it relates to causality effect which requires more time in

another or different research. Furthermore, the limitation of the semiosis

process is based on the reseachers capacity like Barthes says in his book that

semiosis process depends on the individual autonomy (exegesising ability) or

the supra-individual principles (the values and norms in a culture which

regulate the human beings habit) of the person who does the semiosis2. The

semiosis will end when the person does not have anything else to be

connected again with the last interpretant. As addition, in Handbook of

Semiotics by Winfried Nth is written that the Peirces theory of semiotics is

often used in the advertisements to reveal the purpose3. So, this research uses

Peirces theory of semiotics on the advertisements.

2 Benny H. Hoed. 2011. Loc.cit., p.17.

3 Winfried Nth, Handbook of Semiotics (Bloomington: Indiana University Press, 1995),

p.480.

34

B. Data Analysis

B.1. Data 1 B

In this data, there is a picture of a woman looks like not wearing a shirt,

with flowers in her arm. She is Kristen Stewart. Her expression shows a

mildness and also firmness from the eyes. But her body interprets natural and

pure. The picture is the representamen [R] for this observation of icon. So, the

semiosis process for this data is that the representamen [R] is the picture of

mentioned above, which represents the mildness, firmness, nature, and purity.

[O]. The relationship between representamen-object produces interpretant [I]:

Figure 1. BALENCIAGA Rosabotanica, Data 1 B

35

The next is the symbol analysis. The symbol of this data is the written

language: Rosabotanica. From the Pierces theory of semiotics, this is the

representamen [R] of the symbol. After that, the semiosis process is the word

rosabotanica is the representamen [R] which personates beauty of rose and a

naturalness of botanic [O]. Then, because of the relationship between the

representamen and object, the interpretant [I] is:

A woman like Kristen Stewart

without any shirt and with

flowers in her arms. Her looking

is firmness, mildness, nature and

purity [R]

Mildness,

firmness, nature

and purity [O]

This perfume

gives you image

of both mildness

and firmness and

also its natural

fragrance can

show up more

your natural

personality [I]

Diagram 2. Icons Diagram of Data 1 B

36

The last is the conclusion for these two semiosis processes to get the

meaning of this advertisement. From what have been seen, this advertisement

sends the message or meaning that the fragrance from this perfumes is the

perfume gives you an image that you will have mildness but firmness

personality because of its roses (as firmness) and natural botanic (as mildness)

fragrance. As people know that rose is beautiful but it is dangerous too as it

has sharp thorns.

Beauty of rose

and a naturalness

of botanic [O]

Rosabotanica [R]

This perfume

gives you the

beauty and

fragrance of

roses and also

the naturalness

sensations of

botanic which

can give you the

natural but

exclusive [I]

Diagram 3. Symbols Diagram of Data 1 B

37

B.2. Data 1 BB

This is the chosen advertisement from Bobbi Brown. This perfume is

made only for women. This advertisement lades picture (icon) and written

language (symbol). The icon is the first which will be observed, then the

symbol. In this data, there is a picture of a perfume bottle. The image of it is

clean, transparent, light but luxurious. This picture is the icon and also as the

representamen [R] of the semiosis process.

The semiosis process is that the picture of a perfume bottle which is

clean, transparent, light but luxurious is the representamen [R], which

personates light and luxurious [O]. Because of the relationship between the

representamen and object, the interpretant is:

Figure 2. Bobbi Brown Beach Fragrance, Data 1 BB

38

The next is the symbol analysis. Symbol is the written language that is

used in this advertisement. The symbol in this advertisement is Beach. This

written language, beach, is the representamen [R] which personates wave and

sea which looks strong, mysterious but also in harmony or balanced [O].

Furthermore, the relationship between the representamen and object produces

the interpretant [I]. The semiosis process is:

A perfume bottle which is

clean, transparent, light but

luxurious [R]

Light and luxurious

[O]

You will smell a

light fragrance

but still

luxurious from

this perfume [I]

Diagram 4. Icons Diagram of Data 1 BB

39



sends the message or meaning that wearing this perfume will give you light

but balanced fragrance that can make you relax. In order hand, this perfume

also can give you a luxurious, strong and mysterious image.

Strong,

mysterious, in

harmony or

balanced [O]

Beach [R]

This perfume gives

you a harmony or

good balanced

fragrance, and also

gives you strong

and mysterious

image [I]

Diagram 5. Symbols Diagram of Data 1 BB

40

B.3. Data 1 BF

This is the chosen advertisement from Boyfriend. This perfume is



symbol. In this data, there is a picture of perfume bottle which due to royalty,

high class and exclusive. This description is the icon and also as the

representamen [R] of the semiosis process.

Furthermore, the semiosis process is that the picture is mentioned above

is the representamen [R], which personates high class, due to royalty and

exclusive [O]. Because of the relationship between the representamen and

object, the interpretant is:

Figure 3. Boyfriend Billionaire Boyfriend, Data 1 BF

41


used in this advertisement. The symbol in this advertisement is Billionaire

Boyfriend. This written language, billionaire boyfriend, is the representamen

[R] which personates by having a super rich boyfriend is great [O].

Furthermore, the relationship between the representamen and object produces

the interpretant [I] and also the semiosis process is:

A perfume bottle which due

to royalty, high class and

exclusive [R]

High class,

exclusive,

royalty [O]

If you want to

look like a lady

from royal

family, high class

and exclusive,

you can wear this

perfume [I]

Diagram 6. Icons Diagram of Data 1 BF

42



sends the message or meaning that wearing this perfume will make you being

a lady from royal family, high class and exclusive person so that super rich

man can be your boyfriend.

Billionaire Boyfriend

[R]

By having a

super rich

boyfriend is great

[O]

By wearing this

perfume, you can

attract a super

rich man so that

being your

boyfriend [I]

Diagram 7. Symbols Diagram of Data 1 BF

43

B.4. Data 2 CK

This is the chosen advertisement from Calvin Klein. This advertisement

lades picture (icon) and written language (symbol). The icon is the first which

will be observed, then the symbol. In this data, there is a picture of a perfume

bottle which can personate a gentleness or tenderness from the color of liquid.

Then, the shape of it also clear and firm.. This description is the icon and also

as the representamen [R] of the semiosis process.

Furthermore, the semiosis process is that the picture described above is

the representamen [R], which personates gentleness, clearness, and firmness

[O]. Because of the relationship between the representamen and object, the

interpretant is:

Figure 4. Calvin Klein Eternity, Data 2 CK

44


used in this advertisement. The symbol in this advertisement is Eternity. This

written language, eternity, is the representamen [R] which personates

immortal, ever-lasting, forever, imperishable [O]. Furthermore, the

relationship between the representamen and object produces the interpretant

[I] and also the semiosis process is:

A perfume bottle which looks

gentleness/tenderness from the

liquid color, clear and firm [R]

Gentleness,

clearness,

firmness [O]

The fragrance of

perfume can show up

your both gentleness

and firmness clearly

[I]

Diagram 8. Icons Diagram of Data 2 CK

45


exact meaning of this advertisement. From what have been seen, this

advertisement sends the message or meaning that not only the perfume can

show up your gentleness and firmness clearly, but also its fragrance is keeping

for long time. So, this perfume is worth to buy.

Eternity [R]

Immortal, ever-

lasting, forever,

imperishable [O]

The

fragrance of

perfume is

keeping for

long time. It

is worth to

buy [I]

Diagram 9. Symbols Diagram of Data 2 CK

46

B.5. Data 2 CH

This is the chosen advertisement from Carolina Herrera. This perfume is



symbol. In this data, there is a picture of perfume bottle which shaped like a

pink capsule. This capsule consists of two perfume bottles. This description is

the icon and also as the representamen [R] of the semiosis process.

Furthermore, the semiosis process is that the picture of perfume bottle

which shaped like a pink capsule. And this is the representamen [R], which

feminine and sexy [O]. Because of the relationship between the representamen

and object, the interpretant is:

Figure 5. Carolina Herrera 212 Sexy, Data 2 CH

47


used in this advertisement. The symbol in this advertisement is 212 Sexy. This

written language, 212 sexy, is the representamen [R] which personates sexy

[O]. Furthermore, the relationship between the representamen and object

produces the interpretant [I] and also the semiosis process is:

A perfume bottle which shaped

like a pink capsule [R]

Feminine and

sexy [O]

This perfume

will make the

women who

wear it look

more feminine

and sexier [I]

Diagram 10. Icons Diagram of Data 2 CH

48



sends the message or meaning that wearing this perfume will make you more

feminine and sexier even more.

212 Sexy[R]

Sexy [O]

The women who

wear this perfume

will be looked

sexier [I]

Diagram 11. Symbols Diagram of Data 2 CH

49

B.6. Data 8 C

This is the chosen advertisement from CLEAN. This perfume is made

only for women. This advertisement lades picture (icon) and written language

(symbol). The icon is the first which will be observed, then the symbol. In this

data, there is a picture of shelled orange and mint leave, blue bottle, and

cotton. This description is the icon and also as the representamen [R] of the

semiosis process.

Furthermore, the semiosis process is that the picture of shelled orange

and mint leave, blue bottle, and cotton is the representamen [R], which

personates freshness, refreshing, softness, and comfortness [O]. Because of

the relationship between the representamen and object, the interpretant is:

Figure 6. CLEAN Cool Cotton, Data 8 C

50


used in this advertisement. The symbol in this advertisement is Cool Cotton.

This written language, pure, is the representamen [R] which personates cool

scent, fresh, and comfortness [O]. Furthermore, the relationship between the

representamen and object produces the interpretant [I] and also the semiosis

process is:

Shelled orange, mint leave, blue

bottle, and cotton [R]

Freshness,

refreshing,

softness,

comfortness [O]

This perfume gives

you freshness like an

orange and mint leaf,

and softness like

cotton. So it will be

refreshing your mood

and also it is comfort

and saves for your

skin [I]

Diagram 12. Icons Diagram of Data 8 C

51



advertisement sends the message or meaning that wearing this perfume can be

your mood-booster because of its freshness, cool scent, and comfortness

fragrance.

Cool Cotton [R]

Cool scent,

freshness, and

comfortness

[O]

This perfume gives

you freshness,

comfortness and cool

scent [I]

Diagram 13. Symbols Diagram of Data 8 C

52

B.7. Data 6 CQ

This is the advertisement from CLINIQUE. This perfume is made for

women. It lades a picture (icon) and the written language (symbol). At first,

the icon is the picture of an orange perfume bottle, and it is like a sunset

which brings composure and beauty. So, this picture or a pose of the models is

the icon.

So, the semiosis process is the picture of an orange bottle like sunset

which brings composure and beauty is the representamen [R], which

personates composure and beauty, relaxation [O]. Their relationship,

representamen-object, produces interpretant [I]:

Figure 7. CLINIQUE Happy Rollerball, Data 6 CQ

53

The next is the symbol analysis. It has been told before that symbol is a

sign which is made by convention context. It means that language is one of

the symbols. The symbol in this datum is Happy. The written language,

happy, itself is the representamen [R], which stands for its object happiness

and joyful [O]. Because of their relation, it produces the interpretant [I]; this

perfume can give you happiness and joyful by lifted your mood through its

scent.

An orange perfume bottle like a

sunset which brings composure

and beauty [R]

Composure,

beauty, relaxation

[O]

This perfume will

give you relaxation

by its composure

and show you

beauty up. [I]

Diagram 14. Icons Diagram of Data 6 CQ

54



advertisement sends the message or meaning that this perfume like its name

can give you happiness and joyful by lifted you mood, its composure and

relaxation scent so that your beauty shows up more.

Happy [R]

Happiness and joyful

[O]

This perfume can

give you happiness

and joyful by lifted

your mood through

its scent [I]

Diagram 15. Symbols Diagram of Data 6 CQ

55

B.8. Data 1 CC

This is the advertisement from COACH. It lades a picture (icon) and the

written language (symbol). At first, the icon is the bottle of the perfume with

orange ribbon, round shaped bottle and round lid. So, this picture is the icon.

This picture describes something cute, childish, and cheerful

So, the semiosis process is the picture of the perfume bottle with orange

ribbon, round shaped bottle and round lid is the representamen [R], which

personates something cute, childish, and cheerful. [O]. Their relationship,


Figure 8. COACH Poppy, Data 1 CC

56



the symbols. The symbol in this datum is Poppy. The written language, made

to measure, itself is the representamen [R], which stands for a beloved name,

a beloved one [O]. Because of their relation, it produces the interpretant [I];

you can be a beloved one by wearing this perfume.

Cute, childish,

cheerful [O]

If you want to look

cuter like a child

and more cheerful,

you can wear this

perfume [I]

A perfume bottle with orange

ribbon, round shaped bottle and

round lid [R]

Diagram 16. Icons Diagram of Data 1 CC

57



advertisement sends the message or meaning that wearing this perfume will

make you cuter and cheerful so that you can be a beloved one for people

Poppy [R]

A beloved

name [O]

If you want to be

a beloved one for

people, you can

wear this

perfume [I]

Diagram 17. Symbols Diagram of Data 1 CC

58

B.9. Data 3 CM

This is the advertisement from Sean John. It lades a picture (icon) and

the written language (symbol). At first, the icon is the picture of a perfume

bottle. The bottle is white and shows a purity. So, this picture or a pose of the

models is the icon. This picture describes a purity

So, the semiosis process is the picture of white perfume bottle is the

representamen [R], which personates purity [O]. Their relationship,


Figure 9. Commodity Gold, Data 3 CM

59



the symbols. The symbol in this advertisement is Gold. The written language

itself is the representamen [R], which stands for its object prestigious and

luxury [O]. . Because of their relation, it produces the interpretant [I].

A white perfume bottle [R]

Purity [O]

This perfume can

be pure or real

mark of your

personality [I]

Diagram 18. Icons Diagram of Data 3 CM

60

From what have been seen, this advertisement sends the message or

meaning that wearing this perfume will make you look prestigious, luxurious,

and also special besides it can show up more your pure personality though.

Prestigious and

luxury [O]

You can look

more prestigious

and luxurious

like gold by

wearing this

perfume [I]

Gold [R]

Diagram 19. Symbols Diagram of Data 3 CM

61

B.10. Data 3 D

This is the advertisement from Desigual. It lades a picture (icon) and the

written language (symbol). At first, the icon is the picture of a colorful round

perfume bottle. This picture describes a cheerful or joyful atmosphere.

So, the semiosis process is the picture of a colorful round perfume bottle

is the representamen [R], which personates a cheerful or joyful [O]. Their

relationship, representamen-object, produces interpretant [I]:

Figure 10. Desigual Fun, Data 3 D

62

The next is the symbol analysis. It has been told before that symbol is a sign which is

made by convention context. It means that language is one of the symbols. The

symbol in this datum is Fun. The written language, fun, itself is the representamen

[R], which stands for its object pleasure and enjoyment [O]. Because of their relation,

it produces the interpretant [I]; this pleasure fragrance of this perfume will come right

to you and you will enjoy it.

A cheerful or

joyful [O]

A colorful round perfume

bottle [R]

This perfume can

give you or bring

youre your

cheerful or joyful

of the day [I]

Diagram 20. Icons Diagram of Data 3 D

63



sends the message or meaning that the pleasure fragrance of this perfume will

come right to you, then you will enjoy it. At the end, it will bring back your

cheerful and joyful.

Pleasure and

enjoyment [O]

Fun [R]

The pleasure

fragrance of this

perfume will

come right to you

and you will

enjoy it [I]

Diagram 21. Symbols Diagram of Data 3 D

64

B.11. Data 1 DKNY

In this data, there is a picture of a woman looks like without wearing any shirt

with messy hair while holding a green apple. The picture is the representamen [R] for

the analyzed icon. So, the semiosis process for this data is that the

representamen [R] is the picture of mentioned above which represents a

desire, freshness, attractive woman [O]. The relationship between

representamen-object produces interpretant [I] is:

Figure 11. Donna Karan New York Be Delicious, Data 1 DKNY

65



the symbols. The symbol in this datum is Be Delicious. The written language,

be delicious, itself is the representamen [R], which stands for its object

delightful, dainty and charming [O]. Because of their relation, it produces the

interpretant [I]:

A woman looks like without wearing any

shirt with messy hair while holding a

green apple [R]

A desire,

freshness,

attractive woman

[O]

You can be a

desire and more

attractive and

fresher like a

green apple by

wearing this

perfume [I]

Diagram 22. Icons Diagram of Data 1 DKNY

66

The last conclusion for these two semiosis process is that the woman

who wears this perfume can be a desire, more attractive woman and fresher

person like a green apple, delightful, dainty and also charming personality.

So, this perfume can increase your confidence.

Be Delicious [R]

Delightful,

dainty,

charming [O]

The women who

wear this perfume

will be delightful,

dainty and

charming. So, it will

increase the

confidence [I]

Diagram 23. Symbols Diagram of Data 1 DKNY

67

B.12. Data 4 DK

This is the advertisement from Donna Karan. This advertisement lades

picture (icon) and written language (symbol). The icon is the first which will

analyzed, then the symbol. In this data, there is a picture of perfume bottle.

The bottle is clear, simple with golden lid. This description is the icon and

also as the representamen [R] of the semiosis process.

Furthermore, the semiosis process is that the picture of a clear simple

perfume bottle with golden lid is the representamen [R], which personates

elegance, simplicity, and clearness [O]. Because of that relationship, the

interpretant [I] is:

Figure 12. Donna Karan Cashmere Mist Rollerball, Data 4 DK

68

The next is the symbol. The symbol of this advertisement is Cashmere

Mist. Cashmere is the kind of fabric which is very delicate and expensive

whereas Mist is the kind of perfume based of the durability of fragrant. So, the

written language here, Cashmere Mist, is the representamen [R] of the symbol

which personates delicate, expensive, exclusive [O]. Because of the

relationship between the representamen and object, the interpretant [I] is:

The fragrance of

this perfume

will make you

look simple but

elegant clearly

[I]

Elegance,

simplicity,

clearness [O]

A clear simple perfume

bottle with golden lid [R]

Diagram 24. Icons Diagram of Data 4 DK

69



sends the message or meaning that although the fragrance of this perfume is

delicate or light but it can bring simplicity, elegance, and exclusiveness like

cashmere.

Cashmere Mist [R]

Delicate, exclusive

expensive [O]

The fragrance of

this perfume is

delicate or light

which can give

you the

exclusiveness/ex

pensivenss [I]

Diagram 25. Symbols Diagram of Data 4 DK

70

B.13. Data 5 EJ

This is the advertisement from Elizabeth and James. This advertisement

lades picture (icon) and written language (symbol). The icon is the first which

will analyzed, then the symbol. In this data, there is a picture of perfume

bottle. The bottle is white, simple and with golden lid. This description is the

icon and also as the representamen [R] of the semiosis process.

Furthermore, the semiosis process is that the picture of a white simple

perfume bottle with golden lid is the representamen [R], which personates

elegant and simple [O]. Because of that relationship, the interpretant [I] is:

Figure 13. Elizabeth and James Nirvana White Rollerball, Data 5 EJ

71

The next is the symbol. The symbol of this advertisement is Nirvana. So,

the written language here, nirvana, is the representamen [R] of the symbol

which personates heaven, pleasure place, final destination [O]. Because of the

relationship between the representamen and object, the interpretant [I] is:

A white simple bottle

with golden lid [R]

Elegant and

simple [O]

You will get the

simple and

elegant look by

wearing this

perfume [I]

Diagram 26. Icons Diagram of Data 5 EJ

72



sends the message or meaning that the simple elegant image from this

perfume by wearing it. Then, you will feel the pleasure and happiness like in

the nirvana.

Nirvana [R]

Heaven, pleasure

place, final

destination [O]

By wearing this

perfum

Documents

PEIRCE’S SEMIOTICS ANALYSIS OF ICON AND …repository.uinjkt.ac.id/dspace/bitstream/123456789/29222/3/AUDIA... · Audia Eriana, Peirce’s Semiotics Analysis of Icon and Symbol