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Library's collection Library's IT development CancelThis study discusses about readers’ perceived meaning of billboard
advertisement. The writer chooses UC Apartment (an apartment for young
people) billboard advertisement to be analyzed. In this study, the writer firstly,
tries to find out the elements or symbols in the UC Apartment billboard
advertisement which influence the readers’ perceived meaning. Secondly, the
writer wants to find out the perceived meanings of each respondent toward the
elements or symbols. The writer chooses five respondents from five different
departments in Petra Christian University in order to know whether readers’
educational background influence readers’ perceived meaning or not. The
respondents are from English Department, Business Management Department,
Visual Communication Design Department, Civil Engineering Department and
Communication Department. In the analysis, the writer uses the semiotics theory
stated by Charles Sander Peirce and Alex Sobur. The writer uses descriptive
qualitative approach and the data are taken from interview of the five respondents.
Finally, after analyzing the data, the writer has found out that first, there are some
symbols in UC Apartment billboard advertisement. The symbols are interpreted
by the viewers. Second, the perceived meanings or interpretations of the viewers
towards the symbols are different from one to another. Third, the perceived
meanings are influenced by the viewers’ educational background.