Chapter I

INTRODUCTION
1. Background of the study
Language is a system of arbitrary vocal symbols used by human beings to
communicate and interact. All people have language; it can be oral language, written
language or body language. Language can be words, images, sounds and gesture that
have a meaning (Chandler, 2002:2). Many studies focus on language such as,
semantics, pragmatics, semiotics, phonology, and morphology. This research concern
on how language is used in form of images and pictures. It is ussualy used to sign
something. The study that is focused on this issue is called semiotics.
The basic definition of semiotics is the study of signs. The most dominant
contemporary models of what constitutes of sign is that proposed by a Swiss linguist
Ferdinand de Sausure. Sausure argues that nothing is more appropriate than the study
of language to bring out the nature of the semiological problem (Sausure, in
Chandler, 2002:5). Semiotics draws heavily on linguistics concepts, partly because of
his influence, and also because linguistics is more established discipline than the
study of other sign systems. Sausure referred to language as the most important of
all of the system of sign (Sausure, in Chandler, 2002:5).
Semiotics involves the study not only of what we refer to as sign in everyday
specch, but of anything which stand for something else. In semiotic sense, sign take
the form of words, images, sounds, gesture and objects (Chandler, 2002:2). Semiotics
can be applied to anything which can be seen as signfying somethimg. Semiotics

analysis also can be applied to media text including; television, radio, newspaper,
magazine, music, photography, painting and advertisement. based on the explanation
above, the writer analyzes the sign that appears in the advertisement. Advertisement
that used in research is advertisement that have some semiotics category; words,
images, photograph, symbol, etc.
In this research, writer focuss on advertisement. Advertisement is the plan
developed by a company to convey people to buy their particular goods (Stirrat,
2007:12). Advertisement has become an important element in the promotion for
companies to provide information about their products. Most of manufactures place
advertisement in many place to promote their products. Indeed, advertisements are
obviously influence the society, especially the consumers. Advertisement can be
placed in newspapers, magazinnes, internet, on billboard, television and radio
programs. Advertising language really has great contribution in influencing
consumers mind in order to buy certain products. Therefore, in presenting
advertisements, the advertisers have to make an attractive and persuasive
advertisement to persuade the consumers. The advertiser have to choose appropriate
words, compose an attractive sentences and put creative ideas to promote their
products. The use of persuasive and stylish language in advertisement must be put in
to essential consideration because it is aimed to persuade the consumers to buy the
products.
Advertisement can be seen in linguistic sign which appear on the text of the
advertisement its self. Linguistic sign is represented by words, phrases and sentences.
The linguistic sign is also worked by non liguistic sign such as picture. It is the
2

advertiser is task to elaborate linguistic sign and non linguistic sign in order to
convince the consumer, and finally the advertisement should be easy to understand
and atractive.
This research is expected to explain linguistic sign and non linguistic sign in
beverage advertisement and explain the idea that delivered by the advertiser. The
advertiser chooses the beverage advertisement as the data because of the following
reason, first, beverage become todays lifestyle, second, beverage advertisement
spread widely in the city, the last, the sign that used in it is interisting. The picture is
eye catching, it has a lot of messages to the consumer behind it simple appeareance.
By considering this phenomena, the writer argues that it is interesting to study
beverage advertisement from linguistic perspective in order to find out the real
meaning behind it. The writer wants to compare their way in promoting their product
to the consumers. Therefore, this thesis is entitled A Study of Sign in Beverage
Advertisements as Found in Internet.

2. Identification of the Problems

A good advertisement is truly considered with a complex component in
process till the message is received and enjoyed by the viewer, and the writer try to
answer how advertisement can be understood clearly by their consumers, and finally
writer make an analysis, there are some researches questions belong to this analysis:
1. What signs are used in beverage advertisement as found in internet?

2. What are the representments, the objects and the interpretants of beverage
advertisement?

3. Objective of the Research

This research that writer make has aims that are:
1.

To explain what are the lingnuistic signs and non linguistic sign in soft
drink beverage advertisement.

2. beverage advertisement by using Pierces theory.

4. Scope of the Problem

This research distinctly is semiotic research which foccused in sign study in
soft drink beverage advertisements. For analyzing the data and interpreting the
meaning the writter used triadic diagram by pierce (in chandler, 2007:30). The study
focused on the analysis of linguistic signs and non linguistic signs used in soft drink
beverage advertisements and the analysis of the representment, object and interpretant
based on Pierces theory.

5. Method of the Research

This research is characterized as the descriptive research which follow three
steps; collecting data, analyzing data and, presenting the result of data analysis.

5.1 Collecting the Data

In collecting the data writer used non-participatory observational method to
analyze this advertisement. According to Sudaryanto (1993:134), observational
method is defined as a method of collecting data by observing the use of language
without involving the reasearcher in the source of data. The data were taken from
internet which focuses on beverage advertisements. The data were taken by
downloading on july to november 2014. There are some criterias of the data. First,
data should consist of images and texts which represent linguistic signs and non
linguistic signs. Second, the data are beverage advertisement which composed in
English language. The last criteria is familiarity, the data should be familiar with
indonesian. In collecting the data, firstly, the writer views website www.google.com
which discusses about beverage advertisements, Second, the writer downloads and
select the data based on the criteria above. Then, the data were saved in computer.

5.2 Analyzing the Data

In analyzing this advertisement or data the writer used referential method.
Referential method is used to analyze the data by identifying the elements outside the
language.(Sudaryanto, 1993:15). Data were classified into linguistic sign and non
linguistic signs. The sign transformed into triangle diagram of semeiosis process by
Pierce.(in Chandler,2007:30). By using pierce diagram, it can be known what the
representament is, what the object is, and what the interpretant is in beverage
advertisements

5.3 Presenting the Result of Analysis

The last step in method of research is presenting the result of analysis. Writer
uses formal and informal method (Sudaryanto1993). Formal means, the data will
explained by using a table. Informal means, the writer tries to explain the analysis in
natural verbal language or speaking.

CHAPTER II
REVIEW OF RELATED STUDY
In conducting the research, the writer does not only use one source but also
use some previous studies which also talks about semiotic. There are three related
previous studies are taken for getting more sources for supporting this research. First,
it is from Ni Wayan Sartini collage from Air Langga University that wrote a journal
titled Tinjauan Teoritik tentang Semiotik (http://mkp.fisip.unair.ac.id, nov 2010).
She focused on two theory: Saussure theory and Pierce theory. She learned about
aspect that builds semiotics, such as; how semiotics appear, whose the theories of
semiotics, and how semiotics work in this live.
Second, it is from Marcel Danesi book titled by Understanding Media
Semiotics. In his book, Marcel disscused about what the media or medium meaning
is, how the mass media develops, the Theories, and what the types of media are and
the last what the impact of media is.
Based on Danesi, Media or medium is everything that forms any ideas in
order to support people in communication activities, in the other hand media is a tool
that support in representating procces of anything. Danesi calls it as pictography.
Next is, how the development of media or medium. The mass media in
Danesi book develop firstly make by some alphabetic in the stone, and in the wall,
next the mass media that maked in stone and wall transformed or make in the
papyrus by Egyptian from grasses called reeds. In early second century in European

use animal skin for record anything. And paper that we know until today firstly was
coming up in Chinese in second century. The last, in 1450 German people Johan
Guternberg made a perfected movable metal type technology (Danesi, 9, 2002). By
that machine people know and can produce any kind of a new mass media. For
example, Book, Newspaper, Phamplet and, Etc.
Next, is type of media. Media in the Danesi book is formed in three parts.
Firts, Natural medium is the ideas which are transmitted in some biologically-based
way (through the voice, facial expresion, and gesture). Second, an artifactual medium
is the ideas which are represented and transmitted by means of some artifact (books,
painting,letter ). Last, a mechanical medium is the ideas whics are transmitted by
means of mechanical inventions (telephone, radio, television, computer). Then it is
about the impact of media. The media are now perceived as a force for good and a
source for bad at the same time. The mediated world has allowed vast numbers of
people access to the kinds of representations to which only the elite had privilege in
the past; but it has also created a society-wide 'distraction mindset', whereby
entertainment is pursued relentlessly by hordes of people, as is 'newness',
'faddishness', and 'coolness'.
Third previous study is a journal from Maryam Najafian and Azzizollah
Dabagh titled by Hidden Language of Advertising: A Semiotic Approach. In their
journal, they study about the part of language that influenced and appeared in an
advertisement which has implisit meaning, they learned about colour, picture and the
word stated in advertisement it self. They discussed about the ideology appeared in

semiotics spesifically in advertising procces. In the conclusion, in Maryam Najafian

and Azzizollah Dabaghi journal, they study about how to understand the
advertisement by learning every part that including in advertisement in order to find
the meaning or the purpose of the advertisement itself and how to use the semiotic
aproach in understanding the advertisement.
Based on the researches, the writer finds that their studies have similarities
with this research in term of the analysis of semiotics, the previous studies can give
definition of sign and guidance to this research. The first, second and last research
have the same studies about the use of semiotics analysis in advertisement. The first
research by Ni Wayan Sartini is discussed about how the semiotics appeared and
worked in this daily life. Second research by Marcel Danesi is discussed about the
media which is important things in transferring or building the meaning in daily life
human activities. Last, the research by Maryam Najafian and Azzizollah Dabaghi,
they discussed about the hiden language that make a meaning in advertisement and
how to use semiotics aproach in understanding the advertisement.

2.1 Definition of Key terms

Sign is something which is signifying something for referring to or standing for
something other than itself. (Chandler,2002: 17). Sign

are

found in the physical form of word, images, sound, colour, act

and object.
Advertisement is a common means of persuasion (stirrat, 2007:12). In general, the
advertisement is used to promote certain products, goods, or
9

service. Advertisement is also the way of communication

between producers and consumers where the producers
delivered little information and a lot of emotional content.
Soft drink is a beverage that is flavored, but does not contain any alcohol. Soft drinks
may be made with artificial or natural flavors and colors. They
are usually sweetened with sugar, high fructose corn syrup, or
zero-calorie sweeteners (Shereen Jegtvig, MS, 2013) .
Representamen is the form which the sign takes. (Chandler, 2002).

Object is to which the sign refers. (Chandler, 2002)

Interpretant is the sense made by sign (Chandler, 2002)

2.2 Theoretical Framework

Semiotics is the study about sign. The term semiotics is appeared from greek
word, semion, which means sign. Sign is divided into two, they are linguistics sign
which is represented by word, phrase, and sentence, and non linguistics sign which is
represented by picture, colour. It is called sign if it is signifying something. Sign are
found in physical form of words, images, sounds, colour, act or object (chandler,
2002). The Swiss linguist Ferdinand de Saussure one of the founders of semiotics,
stated that semiotic is a study about the role of signs as part of social life. It means
that semiotics is a study of sign used in social life. Sausure also said that sign as the

10

association of signifier and signified. The signifier is a word in the language whereas
the form which the sign takes, while the signified is the concept of representation. A
sign must have both signifier and signified.
Pierce is one of famous semioticans who expanded Saussures theory. According
to Chandler(2007:29), pierce constructed a triadic model of sign in appearence. They
are representment, object, interpretant. The representment is the form in which the
sign takes, object is something beyond the sign to which it refers, an interpretant is
not an interprenter but rather the sense which is made by the sign. These things can
not be separated since they are related each other. Pierces model of the sign includes
an object which does not feature directly in saussure model. The representment is
similar meaning to Saussure signifier. Interpretant is similar in meaning to the
signified. However the interpretant has quality unlike that of the signified. It is a sign
itself in the mind of the interpreter. (Chandler, 2002:33).
Triadic model proposed by Pierce.(Chandler: 2007: 30)
Interpretant

Representamen

Object

The sign is unity of what is represented (the object), how it is represented

(representemen) and how it is interpreted (the interpretend). According to Pierce in
11

Chandler (2002), the broken line at base of triangle is intended to indicate that is not
necessarily any observable or direct relationship between the representamen and
object. Within Pierces model of the sign, the traffic light sign for stop would consists
of a red light facing traffic at an intersection is representamen, while vehichel halting
are the object, and the idea that a red light indicates that vehicles must stop is the
interpretant.(Chandler:2002:32)

CHAPTER III

12

LINGUISTIC AND NON LINGUISTIC SIGN IN SOFT DRINK

ADVERTISEMENT
3.1 Linguistic and Non Linguistic Signs in Soft Drink Advertisement
In this chapter, the writer discusses data analysis based on theories that have
been discussed in the previous chapter. The initial analysis is to identify the sign
within the text which have meaning. Then the writer identifies the linguistic signs and
non linguistic signs. The data are transformed into triangle of semiosis to describe the
representamen, object, and the interpretant used in soft drink advertisements.

Datum1
Simpler is Better

(source : http://elpoderdelasideas.com/empaque/7up-nuevo-logo/)

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This advertisement is produced by 7up. It consists of two forms of sign,

linguistic sign and non linguistic sign. Linguistic sign is represented by main sentence
SIMPLER IS BETTER in large font. The non linguistic sign is represented by a
botle of 7up product and a glass of water with a lemon inded.
The advertiser writes linguistic sign as an expresion in this advertisement
SIMPLER IS BETTER which can attract the consumers attention. In Oxford
dictionary word better mean more desirable, satisfactory of effective. Through this
advertisement, the advertiser of 7up product introduces the guarantee in sastifactory.
The advertisement slogan can give the consumer an enjoyable felling in doing or
taking some decision by consume the 7up product. The producer of 7up product
serves a consumer satisfactory guarante in doing activities in every part of life.
The sign SIMPLER IS BETTER is used because the advertiser persuades
the consumer to agree to what they want. In this case the producer wants the
consumers get the pleasure when they consume or drink 7up product. Usually, people
feel glad when their choice has guarantees. So, the advertiser wants the consumers
believe in their advertisement.
The non linguistic sign can be seen from the picture. There are a botle of 7up
product and a glass of water with a lemon pieces indeed. As we know a picture can
support and help to persuade the consumer to choose their product. First, SIMPLER
IS BETTER can be seen from the picture, from the botle 7up, it shows how simple
this product package than other, Second is the glass of water with lemon inded. A
glass of water as people know is a representation of a healthy choosen in drink

14

consumtion, A docter usually persuade and invite other to consume a fresh water to
support the healthy
In this advertisement, the advertiser uses white and green as the dominant
color. It can be seen from the picture whereas the bottle has green color. Green is the
smothing color, relaxing the mind and body, relieving depression, tension and anxiety
or nervous, and Offering an impression renewal, self-control and harmonization
(Guna, 2013). Next, white is a color that projecting purity, cleaness and neutral. The
effect of the white color is helping clarity of mind, motivating to remove obstacles or
impediments, helping clear the mind (Guna, 2013). That color is choosen by the
advertiser to support their product and persuade the consumer to buy this product.
From non linguistic sign, it can be seen that advertiser wants to show how an
important point about the product. This product offers to the consumer about the best
choice in choosing beverages. Whereas this product offers a healty guarantee for life.
The writer transforms the sign into triangle diagram as seen below:
The idea of the sign that 7up is dealing with health guarantee

15

Health Guarantee

The representamen in this datum is the lingual sign SIMPLER IS BETTER.

The object is health guarantee. The interpretant is the idea of this sign indicating that
7up is dealing with health guarantee. In the other hand, this advertisement can be
understood by the consumer by combining the linguistic and non linguistic sign.
These two parts of sign is fully helping in getting the interpretation of meaning. So in
conclusion, this product or 7up attracts the consumer to buy or consume their product
by uses their persuading words SIMPLER IS BETTER and some picture in this
advertisement in order to getting the health guarantee that they offer.

Datum 2
Think Big

16

(source: http://yuyuadadisini.wordpress.com/2013/11/)
This advertisement is produced by Cola Company. It consists of two forms of
sign, linguistic sign and non linguistic sign. Linguistic sign is represented by sentence
THINK BIG in large red font. Next, is the non linguistics sign. The non linguistics
sign are represented by a picture of big cola that splashing and a box like a flag that
contains some words.
The advertiser writes the sign THINK BIG as their product slogan, whereas
THINK means have a particular belief or idea, it found in oxford dictionary. So that
think big can be interpreted as do or have a big particular belief or idea in doing life.
17

The advertiser uses word think big in large font is use to attract the consumers
attention for buying their product. The advertiser tells the consumer if they drink or
consume big cola, they will get a positive impact in doing their daily life and can
creat great day by a great mindset. Even the advertiser assures that the other beverage
cannot give the same impact like Big Cola product. So that, through this sentences,
the advertiser tries to show the product of Big Cola is fully with positive impact in
consumption for their consumer.
The non linguistic sign are represented by picture a bottle of Big Cola that
splashes big water and a picture like flag that contain some words. First, is the bottle
of big cola that splashes a big water, in this first non linguistics sign it is showed how
a bottle of big cola splashing a big water or fluid more than the bottle capacity. This
picture tells the viewer or the consumer about the ability of the big cola that splashing
the fluid over capacity from the bottle or normal capacity. It means big cola product
can give a big impact in life for people in doing their daily life especially positive
impact in great mindset. Second, a picture like a flag that contain some words Aje Big
Cola, it mean this picture function as the information to tell the consumer about who
be the owner of this product. AJE is one of the largest multinational beverage
companies, with presence in over 20 countries in Latin America, Asia and Africa, and
with 15,000 direct and indirect employees. With 25 years of experience, AJE is the
10th largest soft drink company in sales volume and the 4th largest producer of
carbonated soft drinks. (source: http://www.ajegroup.com/)
The advertiser writes the main sentences in red color and large font to make the
consumers easier to read the main sentence in this advertisement. Guna (2013) says
18

that red is the color of fire and blood, so its associated with energy, power, and
enthusiasm. Red brings text and image to stimulate people to make quick decision to
buy this product in order to get a positive impact from this product its self. The
advertiser also makes the advertisement in simple way. And for the background, the
advertiser chooses yellow color. Yellow is the color that reflected the high optimism
in life, brightness, and cheerfulness. Yellow also promise the positive future and
trigger the creative thinking (Guna, 2013). From the main sentence, picture, and also
the color, it give an interpretation that Big Cola offers a positive impact for
consumers in consumption, that are spirit, motivation and creative thinking in life.
The writer transforms the sign into triangle diagram as seen below:
The idea of the sign that Big Cola offer a spirit, motivation, and creative
thinking in reaching a positive impact in life

19

Spirit, Motivation and Creative thinkin

The representamen in this datum is the lingual sign Think Big. The object is
spirit, motivation and creativity. The interpretan is the idea of this sign indicates that
Big Cola offer a spirit, motivation, and creative thinking in reach a positive impact in
doing life while consume this product. The diagram above gives the interpretation
that Big Cola which splashing big water is the product that can give influence in
getting the best in future. Whereas the big water that splash from bottle is bigger than
bottle capacity means about spirit, motivation and creativity that offer for help people
in reaching the good and best future. In this advertisement the advertiser finally want
to say that Big Cola offer a best solution in doing life for consumer by that simple
way.

Datum 3
Summer Time is Pepsi Time

20

(source: http://www.brandingmagazine.com/2011/07/01/summer-time-is-pepsi-time/)
This advertisement is produced by pepsi. It consists of two forms of sign,
linguistic and non linguistic signs. Linguistic sign is represented by main sentence
summer time is pepsi time in large blue font. The non linguistic sign is represented by
the picture of a bearding man who drinks a bottle of pepsi in the hot weather.
As linguistic sign, the advertiser creates an expression in this advertisement
summer time is pepsi time. The advertiser tells the consumer that pepsi is the only
one option of people choice in summer time in drinking. They will always remember
and choose this product and absolutely ignored the other product because only this
product that can be the thirst quenching thing for people in thirsty like in summer. In
other hand, pepsi is a product that offer a pleasure and answered for choise in drink
problem.

21

The non linguistic sign are represented by the picture of a bearding man that
drink a pepsi under the hot weather, it mean pepsi or this product absolutely offer a
pleasure and answere for every people that need drink while weather is going hot.
The background of this advertisement is dominantly colored by white and blue. White
is the color that projecting the purity, cleanness, and neutrality. Effect of white color
is to help the clarity of mind, motivate to get rid of obstacles. Next, The blue color is
synonymous with reliable, dependable and committed. This color makes our body to
take a break and trigger the body to release substances that compose our self. Blue
give calming effect and relaxation, helping the body's intuition or instinct (Guna,
2013). Its means, From the main sentence, picture, and also the color, it give an
interpretation that pepsi served a pleasure that can be the option and answered in
thirsty although in hard condition. The writer transform the sign into triangle diagram
as seen below :

The idea of this sign indicates that pepsi offer a pleasure and
satisfaction in drink chosing

22

Pleasurity and Satisfaction

The representamen in this datum is the lingual SUMMER TIMES IS PEPSI

TIME, the object is pleasure and satisfaction, and the interpretant is the idea of this
sign indicates that pepsi offers a pleasure and satisfaction in drink choosing. The
diagram above give interpretation that only pepsi drink can give a pleasure and
satisfaction in the problem of choosing the drink under the hot weather. Finally,
through this advertisement, the advertiser said that only pepsi can offer a pleasure and
satisfaction in drink problem

Datum 4

23

Continuous Quality is Quality you trust

(source:http://suaraximajinasi.blogspot.com/2011/12/fakta-dibalik-coca-cola
company.html)
This advertisement is produced by Coca cola. It is one of the famous soft
drink product in the world. It consists of linguistic sign and non linguistic sign. First,
Linguistics sign is represented by a main sentence Continuous quality is quality you
trust in the top of the advertisement. The second part is, non linguistics sign which is
represented by old picture that showed a bottle of coca cola that make a line out from
the factory, and then the name of product in the circle with red color background.
First, this advertiser writes linguistic sign as an expression of the advertisement

24

Continuous quality is quality you trust which can attract the consumer attention.
Through this advertisement, the advertisers of Coca cola try to tell the consumer
about the quality that coca cola offer is continuously. It means that advertisement tell
the truth if this product never changing every part of their produc from the beginning
until now, such as the ingredient, taste, package, and the quality itself. and that all
proved till now, whereas this product easily we can get in the market.
Second, the non linguistic sign are representated by old picture of a factory
that produce a bottle of coca cola, whereas the bottle make a line when they
produced. Next, the logo of coca cola in the red circle of bottle cup. First, the factory
and a bottle that make a line when produced in the old time condition means that the
coca cola product that produce from the beginning until now is a product that
maintaining the proccedure of coca cola production, from the first production till
now. They never change any part of procedures till the product selling to the
consumer. Its aim to keeping their consumer believe on their product if their never
give teir best to their consument from beginning until now. next, the logo of coca cola
in the red circle of bottle cup mean this product is a product which is owned by the
coca cola coke company, their always maintain the continuity of his company without
intervention of any other company in the production run, namely coca cola.
The advertiser chooses red as main color, Guna (2013) says that red is the
color of fire and blood, so its associated with energy, power, and enthusiasm. It means
this color represents how great this product that can give a positive impact to their
consument and red color is used to indicate courage and stimulate people to make
quick decision to buy this product as fast as possible without think twice. From the
25

main sentence, picture, and also the color, it gives an interpretation that Coca cola is
dealing with the truth in quality of their product which never change in presentation
and quality. And all of this advertiser aspects aim to support and influence the
consumer to get and buy the product as fast as possible that they can. The writer
transforms the sign into triangle diagram as seen below

The idea of this sign is dealing with the truth and consistency in the
quality of their product

Trust and Consistency

26

The representamen in this datum is the lingual sign Continuous quality is

quality you trust. The object is trust and consistent beverage, and the interpretant is
coca cola is dealing with the truth and consistency in the quality of their product. The
diagram above give the interpretation that a old factory that produce a coca cola keep
their consument by giving the best quality product and never changing since the first
time production till now. They offer the consistency, that be their main way to give
the satisfaction to their consument in order to the consumer not to turn to the other
products. Finally the advertiser wants to say that coca cola is dealing with the truth
and consistency in the quality of their product which is never change.

Datum 5
The perfect duet

27

(source:http://cdn.knightlab.com)
This advertisement is produced by Diet coke. It consists of two forms of sign;
linguistic sign and nonlinguistic signs. Linguistic sign is represented by main
sentence The Perfect Duet in large font and stay extraordinary in the small font.
The non linguistic sign is represented by picture of a pretty women sitting and
drinking a diet cola and make the music composition.
The advertiser writes linguistic signs as an expression in this advertisement The
Perfect Duet, and Stay Extraordinary which can attract the consumer attention.
Through this advertisement, the advertiser of Diet Coke company offer a best drink
on consumption that can be a way or solution in reaching the best future in life. First
sign The perfect duet, this sentence or slogan used by the advertiser to tell the
consumer that if people consume the product of diet coke, they will get the best drink
that can be their best friend all time when they consume, and it can support people in
order to reach the best future. Whereas duet in oxford mean a performance by two
singers, instrumentalis, or dancers. So, perfect duet means : diet coke is a best choice
of instrumental to accompany people in doing every activity in this daily life for the
best result in the final. Second sign Stay Extraordinary. Extraordinary in Oxford
means very unusual or remarkable. So, this sentence or slogan is used by the
advertiser to tell the consumer that consuming a diet coke. It will keep an
extraordinary things in consumers life. All of the best things that they reach before,
with diet coke will always keep safely and will never change and always be the
extraordinary thing. In the other hand this product served for keeping the consistency
of their consumer.
28

The non linguistic sign is represented by a picture of a pretty woman that is

sitting and drinking a diet coke and make the music composition. It means diet coke
can be the best choice of soft drink when working or do something. Diet coke can
affect people that drink to get more idea and fresh thought to finishing their job in the
best result and diet coke also keeping our body always in good perform. It can be
seen saw from the face of pretty woman that she enjoyed her time and look fresh
doing her job in making the music composition with a diet coke in her other hand.
The background of this advertisement is dominantly colored by red and white. Guna
(2013) says that red is the color of fire and blood, so its associated with energy,
power, and enthusiasm. It means this color represents how great diet coke product in
supporting and giving the power to the consumer is. It is to reach the best result in
doing activity or job in daily life. And white. White is the color that projecting the
purity, cleanness, and neutrality. Effect of white color is to help the clarity of mind,
motivate to get rid of obstacles. It means this color projecting how this diet coke
helpfully in giving or making consumer have a fresh mind in thinking, and give an
ideas in doing and finishing her job in life. The writer transforms the sign into
triangle diagram as seen below :

29

The idea of the sign that Diet Coke is dealing with thought and
comfort

Thought and comfort

The representamen in this datum is the perfect duet. The object is thought and
comfort. The interpretant is Diet coke dealing with Thought and comfort. The
diagram above gives the interpretation that the pretty woman finds the comfort that
can be seen from the perfect body that women has becaused of diet coke consumtion,
and also give a bright thought in doing or finishing her job.

30

DATUM 6
TEA WITH SHOCKING SODA

(source: http://www.kreavi.com/15115/TEBS---Tea-With-Shocking-Soda---Print-Ad)
This advertisement is produced by Tebs. It is consisted of two forms of sign,
linguistic sign and nonlinguistic signs. Linguistic sign is represented by main
sentence Tea with shocking soda in small font, and the non linguistic sign is
represented by picture of a doctor that being operated on a patient in the hospital used
a botlle of tebs as their doctors tools.
The advertiser writes linguistic signs as an expression in this advertisement
tea with shocking soda which can attract the consumer attention. Through this
31

advertisement, the advertiser of Tebs Company offers a best drink on consumption

that can be a way or solution in reaching the best future in life. First sign is Tea with
Shocking Soda, this sentence or slogan is used by the advertiser to tell the consumer
if this product is a tea that combined by a soda as the special combination that never
be made by other product before. This is one of a new breakthrough in soft drink
production of the world. This product combines between tea and soda in the right
dosis without erasing tea flavour to create extraordinary result of tea softdrink.
Shock from phrase shocking in Oxford means a sudden upsetting or surprising
event or experience, it means that tebs offer a surprising event or experience to
consumer while it consumes in this daily life. Although people know how flavor of
tea in generally, they will get surprised by the combination of soda that bites the
tounge and offers the fresh flavor.
The non linguistic sign is represented by a picture of a doctor giving treatment
on a patient in the hospital and used a botlle of tebs as their doctors tools. It means
tebs try to tell the consumer if the product is the importance thing in life while we
need a suggestion to get better than before. Tebs can affect people to get better
felling, condition and fresh thought in doing their life.
The background of this advertisement is dominantly colored by white and a
litle bit yellow. Guna (2013) says that white is the color that projecting the purity,
cleanness, and neutrality. Effect of white color is to help the clarity of mind, motivate
to get rid of obstacles. Second is yellow. Yellow is also promising the positive future
and triggering the creative thinking (Guna, 2013). It means that the colors project
how tebs make consumers better and fresher in doing and finishing their daily life.
32

The writer transforms the sign into triangle diagram as seen below:
The idea of this sign indicates that Tebs offers a health solution and bright
thought

Health Solution

The representamen is the lingual sign Tea with Shocking Soda. The object
is health solution, the interpretant is the idea which indicates that Tebs offers a health

33

solution and bright thought. From the diagram above, the doctor means health
solution in life by consume a tebs product.

DATUM 7
Healthy Inside, Fresh Outside

(source: http://coindonesia.blogspot.com/2011/11/you-c1000-vitamin-lemon.html)
This advertisement is produced by YOU C 1000. It consists of two form signs,
linguistic sign and non linguistic sign. Linguistic sign is represented by sentence,
Healthy Inside, Fresh Outside in large font. And the non linguistic sign is

34

represented by a pictured of prety girl who is a girl that had been the miss universe in
2010. with some kind You C 1000 flavor product under her hand.
The advertiser writes the sign Healthy Inside, Fresh Outside in large font
aiming to attract the consumers attention. The advertiser tells the consumer that if
people consume this product, they will not change their choice to the others, it is
caused You C 1000 offering the best things to every consumer with all of health
qualities they have. By using the sign Healthy Inside, Fresh Outside it can be seen
that the advertiser wants to deliver the idea that consumer should pay attention, not
only the flavor but also the nutrition quality. There are many kinds of good flavor
beverage, but the other beverage do not pay attention to nutrition point. In You C
1000 consumer will be offered a fresh and natural nutrition flavor, it becomes from
the natural fruits which contain the vitamin C. It be the main ingredient that be the
first weapon to gettting the best product quality. With all the best ingredient,this
product will give the best advantages for the people that consume. Beside that, You C
1000 is also supported by using high technology produced from Japan.
Actually, the advertiser in this advertisement wants to tell about the nutrition
quality of this beverage is so important in consumtion. It must be the first attention
for consumer in choosing. Based on the corelation between the sign Healthy inside,
fresh Outside and the picture, the writer assumes it is dealing with health and
performance. Whereas in a good health, performance otomaticaly will increased in
people daily life.
The non linguistic sign can be seen from the picture. That is the picture of
miss universe who is a girl that had been the winner of miss world contest in 2010.
35

She has smart mind, and good looking in performance. It is mean with consume You
C 1000 product ,people or consumer will automatically or easily get a beauty, and
performance like a miss universe. Second is the product of You C 1000 in some
flavor under miss universe hand. It is means You c 1000 prefer some kind of fruits
flavor. That are orange, lemon and apple. Next, the non linguistic sign is the colors of
background advertisement. The

background of this advertisement is dominantly

colored by white and a litle bit yellow. Guna (2013) says that white is the color that
projecting the purity, cleanness, and neutrality. Effect of white color is to help the
clarity of mind, motivate to get rid of obstacles. And yellow is also promising the
positive future and triggering the creative thinking (Guna, 2013). The corelation
between the linguistic sign and non linguisti can give an interpretation that You C
1000 offer a healthy beverage for the consumers. The writer transforms the sign into
triangle diagram as seen bellow:

The idea of this sign indictes that You C 1000 offers a healtynes and

36

performance support.

Healthy and performance

The representamen is the lingual sign Healthy Inside, Fresh Outside, The
object is healthy beverage. The intepretant is the idea indicates that You c 1000 offers
a healthyness and performance support. From the diagram above, the miss universe
with You C 1000 under her hand means healthy and performance beverage. If it
relates to beverage services it will create an interpretation that refer to

37

3.2 Recapitulation of Analysis

The analysis of sign in bevarage advertisement can be summarized into the
table as follow:
Datum

Linguistic

Non

Representamen

Object

Interpretant

sign

Linguistic

sign
Simpler is A bottle of Simpler is better

Health

better

7 up and

guarantee

dealing with

Think big

glass
Sparkling

Think big

bottle

Spirit

Summer

motivation

time

Bearding

Summer time is Pleasurity

is man drink pepsi time

pepsi time

a pepsi

is

health
and Big cola is
dealing with
spirit

up

and

motivation
Pepsi
is

and

dealing with

satisfaction

pleasurity
and

Continuous A
quality

is bottle

line Continuous

Trust

satisfaction
and Coca cola is

of quality is quality consistency

dealing with

quality you coca cola you trust

trust

trust

consistency

when they

and

are
5

produce
The perfect A
prety The perfect duet

Thought

Diet coke is

38

duet

woman

and comfort

dealing with

working

thought and

while

comfort

drinking a
6

Tea

diet coke
with A docter Tea

with Health
solution

Tebs

is

shocking

that being shocking soda

dealing with

soda

operated a

health

patient

solution

used tebs
as
operation
7

Healthy

tools
A
prety Healthy,

inside,

women

fresh

with

outside

bottle

of

and

You

performance

inside Healthy and You c 1000

fresh outside

performanc

is

dealing

with healthy

1000
under her
hand

39

CHAPTER IV
CONCLUSION

After analyzing the data, the writer finds that soft drink advertisements are made
by using linguistic and non linguistic sign. The linguistic sign are identified from the
words, phrases, utterances and texts in the advertisement. On the other hand, the non

40

linguistic signs are identified through the picture of the advertisement and the choice
of colors. In beverage advertisement, linguistic and non linguistic signs are
supporting each other to deliver the advertiser ideas or message. Linguistic signs of
advertisement tend to be readable; it can give an explanation about the goal of the
advertisement itself. It is delivering implicitly. Since advertiser prefers to use short
sentence or phrases to deliver their information, linguistic sign becomes ambiguous
and difficult to understand. In order to make it clear, the advertiser combines it with
non linguistic sign such as picture and colors. The consumers are able to understand it
clearly, because the picture contains the meaning that they want to convey. Moreover,
to convince the consumer, the advertiser prefers to show pictures based on it function
than the picture of soft drink itself. By using the pictures and certain colors, the
consumers are expected to get interest in soft drink product and enjoy the beverage.
The result of analysis shows that the advertiser of beverage advertisement tries
to make a camouflage. By using lingual sign which supported by non lingual sign, the
advertiser establishes good image through soft drink. The camouflage is done by
public opinion. The advertiser states that the beverage is a beverage which contains of
vitamins and nutrition for health. The camouflage is contradicted to the idea that is
already known by public. In public opinion, soft drink has negative effect for health.
They are lack of nutrition. In fact, in this advertisement the advertiser tries to give
some camouflages to get consumer attention by showing the advantages to consumer.

41

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