SEMIOTIC ANALYSIS OF GARNIER HAIR MASK ADVERTISEMENTS IN FOUR DIFFERENT COUNTRIES FOUND IN YOUTUBE

This research focuses on using verbal and non-verbal signs in Garnier Hair Mask
advertisements in four different countries: New Zealand, the UK, the USA, and India.
The purpose of this research is to discover the types of verbal and non-verbal signs
presented in hair mask advertisements and to find out the meaning of verbal and-non
verbal signs contained in the hair mask advertisement. This study applies descriptive
qualitative research to find out and describe the data thoroughly and in according to
the research objectives. Descriptive studies are mainly used to discover the meaning
of hair mask advertisements. The researcher was guided by the Saussure theory
(1983:65) and Barthes theory (1977) in this research. Of the 66 data found, were 32
verbal and 34 non-verbal signs. Advertisements that display the most signs are aired
in New Zealand, with 15 verbal and 16 non-verbal signs. Non-verbal signs are the
dominant sign used in all four advertisements. The non-verbal signs showed on the
model's gestures, emotions, expressions, appearance, and dress color, also
connotative meaning dominantly produced by the technique of taking pictures. In the
four Garnier Hair Mask advertisements, there are more connotative than denotative
meanings.