VERBAL AND NON-VERBAL SIGNS FOUND IN SELECTED DEODORANT ADVERTISEMENT

The study concerns with the verbal and nonverbal signs that occur in selected
deodorant advertisements. The study aims to analyze the verbal and nonverbal
signs and the meaning of the signs in selected deodorant advertisements,
implicature and goal to know what is the meaning contained in the signs. This
study uses qualitative method to conduct a clear and well-organized description
about the problems which is identified. Descriptive study in textual analysis is
applied to elaborate the verbal and nonverbal signs which occur in selected
deodorant advertisements. The data were taken from some official’s websites of
the deodorant product and analyzed by applying semiotic theory proposed by
Saussure (1983) to identify the signifier and signified, theory of meaning
proposed by Barthes (1977) to analyze the meaning, and color theory proposed by
Wierzbicka (1996). The study concludes that there are 26 verbal signs and 24
nonverbal signs in the total 5 advertisements. For the first advertisement there are
5 verbal signs which consist of four phrase (3 noun phrase and 1 verb phrase) and
one word which is only noun. Also there are 4 nonverbal signs in the first
advertisement consist of color, logo, and two pictures. The second advertisement,
for verbal signs contains 9 verbal signs which consist of eight phrase, there are
four noun phrase, three adjective phrase, and one verb phrase. Also, in verbal
signs there is a declarative sentence in the second advertisement. Whereas, the
nonverbal signs consist of color, picture and five symbols. The third
advertisement also contains verbal and nonverbal signs. The verbal signs in third
advertisement consist of four noun phrase, and two verb phrase. However, the
nonverbal signs consist of color, symbol, and two pictures. The verbal signs in
fourth advertisement contains word (noun), and three phrases (two noun phrase
and verb phrase). While, the nonverbal signs in the fourth advertisement consist of
color and three picture. The last advertisement contains verbal and nonverbal
signs which is for the verbal signs consist of two noun phrases and the nonverbal
signs consist of color, logo, and three picture. This signs mostly applied by the
advertisement to promote products or services and attract potential buyers or
customers to buy products or use the services of sellers or service providers.