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Library's collection Library's IT development CancelThis thesis mainly deals with the process of signification in order to reveal
how meaning is created by the advertisement of Honda HR-V 2014 and Honda
CR-V 2015 through the use of verbal expression supported by the visual
expression. The focus of the writer’s analysis is the advertisements themselves as
the writer will use the process of signification which involves metaphor,
denotation, connotation, and indexicality. Those theories will help the writer in
analysing the meaning of the advertisement first, and then figure out how meaning
is created by the advertisement. Meaning in this research is an integrated form
consisting the three elements which are denotative form, connotative form, and
myth form. The writer analyses the advertisement of Honda HR-V 2014 and
Honda CR-V 2015 which was published in those years. This research uses
qualitative content analysis method to describe the meaning of qualitative
materials in a systematic way. From the analysis, the writer found out that
meaning is created by indexicality. The index connects the product and the traits
that the product possesses. Then, the use of expressions in the advertisement
visualises the index of the product. The index which was visualised by the use of
expressions which produces denotative meaning and connotative meaning. Those
denotative meaning and connotative meaning are perceived by the audiences and
create myth which naturalises the index itself.