Semiotic Analysis of Ready-to-Drink Milk Product Advertisements in Indonesian Television

The objectives of this study were: 1) to identify the signs found in ready-to-drink milk product advertisements in Indonesian television; 2) to investigate the realization of signs in ready-to-drink milk product advertisements in Indonesian television; and 3) to explain the reasons in the used of signs in ready-to-drink milk product advertisements in Indonesian television in the way they are. Qualitative method with descriptive approach was conducted in this study. Four ready-to-drink milk product advertisements that have published since 2009-2015 on television media are used as sources of data. The data of this study were pictures, colors and sentences, and will be analyzed by using Peirce’s theory, linguistic devised by Leech, visual grammar of Kress and van Leeuwen and three features of text by Tarry. The result of this study identified that there are 62 signs in the four ready-to-drink milk product advertisements in Indonesian television, where in the visual element, the dominant sign found was an icon with percentage 52% while in the verbal element, only one type of sign was found, namely a symbol of 100%; 2) The realization of signs to visual grammar, they make major use of social distance with percentage 42.1% and the realization of the sign relating to the linguistic devices used in four milk television advertisement, they make major used of noun with percentage 37% and There are three reasons which caused the realization of signs in milk television advertisements in the way they are namely arena/social activity that will be the most dominant reason with percentage 42.8%