Semiotic analysis in the advertisement of clemence ellery fine jewelry local brand

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Astriningsih, Fifit (2022) Semiotic analysis in the advertisement of clemence ellery fine jewelry local brand. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This research discusses Semiotic Analysis in the Advertisement of Clemence Ellery Fine Jewelry Local Brand. The researcher utilized Ferdinand de Saussure's signifier and signified theory. This research aimed to describe the signs presented in the advertisement, which are the signifier, and the signified. This research discusses two topics: (1) the signifier and signified in the advertisement of Clemence Ellery? (2) what messages that are conveyed through the signs in the advertisement of Clemence Ellery?.This study used a descriptive qualitative approach. Using the theory of Ferdinand de Saussure, the researcher analyzed the visual and verbal signs in advertisements. The researcher then described the purpose and message of the advertisement for Clemence Ellery products. This research data originated from Clemence Ellery's website and Instagram posts.This research results in Clemence Ellery's advertisements using signs, including signifier and signified, which consists of visual and verbal signs. Furthermore, the messages from each sign represents jewelry products and a message from the owner to customers that refers to the signs. The research found that every advertisement had different meaning, including 18 visual and 14 verbal signs. The signifier and signifier on the visual and verbal signs are related. Then, the message from the signifier and signifier through visual and verbal signs has been explained in more detail. Furthermore, the message from each sign represents a jewelry products and a message from the owner to customers that refers to jewelry. In conclusion, the signs in the advertisements have signifier and signified. The message the owner wants to convey can be represented in the signs of the advertisements.