A Semiotic Analysis Of Laniege Video Advertisements

This study aimed to investigate verbal and visual signs and also analyse the meaning of verbal and visual sign found in the advertisement taken from Laneige YouTube official account. YouTube is platform for sharing video and watch publicly. The data source were taken from two Laneige video advertisements entitled Perfect Renew 3X Signature Serum and Perfect Renew 3X Signature Serum, The Perfect Match for Your Youthful Skincare Journey!. The method of collecting the data was conducted by observation method. Meanwhile, descriptive qualitative method was used to analyze the data of this thesis to conduct a well-organized and clear description about the problems which is identified, by using semiotic theory proposed by Saussure (1983) and theory of meaning proposed by Barthes (1967). The study found the verbal sign is mainly in the form of clause and the visual sign found in the form of picture. In this study verbal sign dominates the sign used in the data source because the purpose of the video advertisement is to promote the new cosmetics products and to convey about the specific information to the audience through the sentences in the advertisement. The study conclude that both the verbal and visual sign found in this study have denotative meaning and connotative meaning that need deeply discussed to educate the audience about important messages contained in videos.