Electronic Theses and Dissertation

Advertisement is a unique medium in sending messages to viewers, it has some more meanings aside of merely promoting a product. The objectives of this research were to find out the meaning of denotation, connotation, and the myth of a beverage advertisements by using Roland Barthes Theory (1977, p.18, in Syahdini, 2019). Denotation is the real meaning, the connotation is the second meaning or another perspective, while myth is a combination of denotation and connotation meaning related to the culture. The subject of this study was two beverage advertisements which are YOU C 1000 and Lemon Water (LMN) that used English. The object of the study was the meaning of denotation, connotation, and myth. It stimulated the researcher to think critically in finding the meaning. A descriptive qualitative method was used in conducting the research. There was no numerical analysis, instead, an explanation in every figure or scene was applied to tell the meaning of the advertisement. Thus, these two advertisements used all semiotic systems: linguistic, audio, visual, gesture, and spatial. After interpreting the meaning of denotation, connotation, and myth, the researcher concluded that YOU 1000 not only promoted the product but also the nature and culture of Indonesia while LMN water promoted the product and comical plot.
Keywords : Advertisement, Semiotic, Denotation, Connotation, and Myth.

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