The Verbal and Non-verbal Signs of “For Women by Women: IDÔLE Lancôme” Advertisement
DOI:
https://doi.org/10.59011/austronesian.1.2.2022.84-93Keywords:
IDÔLE Lancôme advertisement, Non-verbal signs, Semiotics, Verbal signsAbstract
The study is intended to identify the verbal and non-verbal signs used in the advertising “For Women by Women: IDÔLE Lancôme.” Humans employ both verbal and non-verbal communication techniques to engage, including messages, sounds, visuals, and gestures. This study is designed using a descriptive qualitative method. Data is gathered through observation methods. The analysis of verbal and non-verbal signs is done based on Saussure’s semiotic theory. As a result, there are three verbal and three non-verbal signs found. Besides that, the advertiser also wants to provide the audience with a relevant message or piece of advice, emphasizing that ladies should have the courage to follow their vast aspirations. The commercial has nonverbal that may be examined in the form of an image or graphic and appear in terms of color. Through this study, researchers recommend scholars research to explore the vocabulary and grammatical use in advertisements.
References
Adhikary, A. (2014). Advertising: A Fusion Process between Consumer and Product. Procedia Economics and Finance, 11(14), 230–238. https://doi.org/10.1016/s2212-5671(14)00191-9
Adir, V., Adir, G., & Pascu, N. E. (2012). Graphic Advertising, as A Specialized Tool of Communication. Procedia - Social and Behavioral Sciences, 51, 645–649. https://doi.org/10.1016/j.sbspro.2012.08.217
Barthes, R. (1977). Elements of Semiology. New York: Hill and Wang.
Cambridge Dictionary, O. (2022). English Dictionary, Translations & Thesaurus. Cambridge: Cambridge University Press. Retrieved from https://dictionary.cambridge.org/
Cerrato, H. (2012). The Meaning of Colors. New York: Herman Cerrato Graphic Designer. Retrieved from the-meaning-of-colors-book.pdf.
Chandler, D. (2017). Semiotics: The Basic (3rd ed.). London: Routledge Taylor and Francis Group.
Cobley, P. (2010). The Routledge companion to semiotics. London: Routledge.
Danesi, M. (2006). Visual semiotics. Toronto: Elsevier Ltd. https://doi.org/10.4324/9780203422724_chapter_4
de Saussure, F. (2011). Course in General Linguistics. New York: Columbia University Press.
Dyer, G. (2008). Advertising as Communication. London: Taylor and Francis.
Freire, N. A. (2014). When luxury advertising adds the identitary values of luxury: A semiotic analysis. Journal of Business Research, 67(12), 2666–2675. https://doi.org/10.1016/j.jbusres.2014.04.004
Gravells, J. (2017). Semiotics and Verbal Texts: How the News Media Construct a Crisis. London: Palgrave macmillan.
Hasanah, A. (2010). A Semiotic Analysis on Dagadu T-shirt. State Islamic University Syarif Hidayatullah, Jakarta.
Https://www.fragrantica.com/perfume/Lancome/Idole-55795.html was accessed on 20 September 2021.
Jaworski, A., & Thurlow, C. (2018). The Semiotic Landscape: Language, Image, Space. (A. Jaworski & C. Thurlow, Eds.), Meaning and Linguistic Variation. London: Continuum International Publishing Group.
John, D. A. F. (2015). Language choice and ideology: Examining the use of the Malay language in English newspaper advertisements in Malaysia. Language and Communication, 43(2), 87–101. https://doi.org/10.1016/j.langcom.2015.05.004
Pochun, T., Brennan, L., & Parker, L. (2018). Advertising effects? An elemental experiment. Australasian Marketing Journal, 26(4), 338–349. https://doi.org/10.1016/j.ausmj.2018.09.002
Rakanita, I. G. A. T., Puspani, I. A. M., & Setianingsih, N. K. A. I. (2016). Verbal And Non-Verbal Signs in Garnier Product Advertisement. Humanis, 16(1), 72–77.
Simon, S., & Dejica-Cartis, D. (2015). Speech Acts in Written Advertisements: Identification, Classification and Analysis. Procedia - Social and Behavioral Sciences, 192, 234–239. https://doi.org/10.1016/j.sbspro.2015.06.033
Solihatun, N. (2018). A Semiotic Analysis in Clear Shampoo Commercial Advertisements. Medan.
USA, Lancome. 2019. For Women By Women: IDÔLE Lancôme. [Video]. YouTube, https://www.youtube.com/watch?v=336upeaa1jM.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Ni Made Candra Sandita Dewi, Desak Putu Eka Pratiwi, Ni Wayan Suastini
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
