SEMIOTIC MEANINGS IN CIGARETTE ADVERTISEMENT TEXTS

The objectives of this study are to investigate the semiotic meanings applied in cigarette
advertisement, to analyze how the meanings are coded verbally and non-verbally, and to
reason why it is used in the ways they are. The data for the study were clauses, phrases,
and sentences drawn from selected billboard advertisement of cigarette in Medan. The
verbal data analyzed with linguistic devises and textual analysis of Leech Theory and
visual grammar of Kress and Van Leeuwen as theoretical framework. The results showed
that (1)There are two broad categorize of semiotic meaning. They are related to verbal
and non-verbal aspects. The relation between the verbal and non-verbal expression are
grouped into: the verbal expression elaborate the non-verbal (visual) expression, the
verbal expression manipulate the non-verbal (visual) expression, the non-verbal (visual)
expression manipulate the verbal expression, the verbal expression exageratte the nonverbal
(visual) expression. (2) Relating to the linguistic aspect occur in 20 cigarette
advertisement text, they make the major use of declarative sentence that are found on 11
text. Then, by using 8 imperative and 8 adjective. Next, by using 6 disjunctive and 6
noun/pronoun. Relating to image/picture in the advertisement, the advertiser make the
major use of visual features such as calor saturation, symbolic structure representation,
offering gaze, the use of large size, logo, slogan. (3) Various social centext are discoverd
in the advertisement such as promoting the standar of quality, quantity, creative, enjoying
the life. The standard idea about how particular mode like young ang old man should be
differentiated based on the conventional values in society when it comes to what types of
product that is competible to them. Cigarette advertisement also hiding threats with
persuasive and provocative expression and also with the colorful meaning for commercial
purposes