Symbolic Meanings Used in Cosmetic Advertisements : A Semiotic Analysis

Abstract

This thesis “Symbolic Meanings Used in Cosmetic Advertisements: A Semiotic Analysis”.The objectivesof the study are to identify symbolic meanings found in cosmetic advertisements in Allure magazine and to describe the symbolic meanings of woman’s image in cosmetic advertisements in Allure magazine.The method of this research was descriptive qualitative that is combined with quantitative methods. The source of data was cosmetic advertisements from Allure magazine and the data were verbal phrases and visual signsthat found in cosmetic advertisements. Based on the analysis, it was concluded that there are16 signs or 48,48% in Maybelline New York, 10 signs or 30,30% in Revlon, and 7 signs or 21,21% in Dolce & Gabbana. So, It was found that the visual sign is more dominantly used than verbal sign, Revlon mascara advertisement had more woman’s image than Maybelline and Dolce & Gabbana. On the other hand, Maybelline New York used the least of woman’s image than the other famous mascara advertisements in Allure magazine.

Skripsi ini berjudul “Symbolic Meanings Used in Cosmetic Advertisements: A Semiotic Analysis”.Tujuan penelitian ini adalah untuk mengidentifikasi makna simbolis yang ditemukan dalam iklan kosmetik di majalah Allure dan untuk menggambarkan makna simbolis dari citra wanita dalam iklan kosmetik di majalah Allure. Metode penelitian ini adalah metode deskriptif kualitatif yang digabungkan dengan metode kuantitatif. Sumber data adalah iklan kosmetik dari majalah Allure dan data adalah frasa verbal dan tanda visual yang ditemukan dalam iklankosmetik. Berdasarkan analisis, disimpulkan bahwa ada 16 tanda atau 48,48% di Maybelline New York, 10 tanda atau 30,30% di Revlon, dan 7 tanda atau 21,21% di Dolce & Gabbana. Jadi, ditemukan bahwa tanda visual lebih dominan digunakan daripada tanda verbal, Iklan maskara Revlon memiliki citra perempuan lebih banyak daripada Maybelline dan Dolce & Gabbana. Sebaliknya, Maybelline New York menggunakan citra perempuan paling sedikit daripada iklan maskara terkenal lainnya di majalah Allure.