Semiotics Interpretation On Cosrx Ads

This study discusses about Semantics namely Semiotics. This study focusses on analyzing verbal and visual signs found in YouTube advertisement. The aims of this study were to analyze verbal and visual signs as well as define the connotative and denotative meanings. The data of this study was taken from Cosrx brand advertisement on YouTube. There were two theories applied in analyzing this study namely, Theory of Semiotics that was proposed by Chandler (2007),and Theory of Meaning that was proposed by Barthes (1968). This analysis also supported by the Theory of Colors that was proposed by Wierzbicka (1996) in order to define the meaning of colors that found in the advertisement. The semiotics, meaning and the theory of colors were analyzed with qualitative method. Documentation method was applied in collecting the data of this study. Both formal and informal method were used in presenting the data which were presented in table and also defined in descriptive way. In the advertisement, there are verbal and visual signs were found in every minutes. There were 36 signs found namely, 17 verbal signs and 19 visual signs. Also, there are 23 connotative meanings were explained and 32 denotative meanings were explained. However, there is only 1 meaning of color were explained.