A Semiotic Study of One Ready-To-Drink Tea Billboard Advertisement in Jakarta

Authors

  • Anna Marietta da Silva Atma Jaya Catholic University of Indonesia

DOI:

https://doi.org/10.21512/lc.v11i2.1510

Keywords:

semiotic, advertisement, ready-to-drink tea

Abstract

The purpose of this research was to delve into the linguistic and non-linguistic aspects of a pioneer brand of bottled green tea in the Indonesian market. Four main aspects of the Semiotics study, namely the represented participants, modality, composition, and interactive participants were used to analyze the advertisement. The data for this research was a billboard of Nü Green Tea that was placed in Jl. Kasablanka Raya in South Jakarta. The findings show that the interplay between the non-human object, play of colors, composition, and language choice has been designed carefully in order to boost the targeted audience’s attention to the product.

Dimensions

Plum Analytics

Author Biography

Anna Marietta da Silva, Atma Jaya Catholic University of Indonesia

Department of Applied English Linguistics, Faculty of Education and Language

References

Brierley, S. (1995). The advertising handbook. London: Routledge.

Consumedia Indonesia. (2015). 2015: Prediksi Pertumbuhan Industri Minuman Capai 12%. Retrieved from Consumer

Business Media- CONSUME! MEDIA: http://indonesianconsume.blogspot.co.id/

Dewi, B. K. (2015, September 8). Health/ 6 Manfaat Sehat Teh Hijau. Retrieved from kompas.com: http://health.kompas.com/

Gibbons, J. (2005). Art and Advertising. London: I.B. Tauris.

Hsu, J. L. (2008). Glocalization and English Mixing in Advertising in Taiwan: Its Discourse Domains, Linguistic Patterns, Cultural

Constraints, Localized Creativity, and Socio-psychological Effects. Journal of Creative Communications, III(2), 155-183. doi:10.1177/097325860800300203

Kaputa, C. (2012). Breakthrough Branding. Boston: Nicholas Brealey Publishing.

Kress, G., & van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design (2nd ed.). London: Routledge.

Krishna, A., & Ahluwalia, R. (2010). Language choice in advertising to bilinguals: Assymetric effects for multinationals versus local firms. Journal of Consumer Research, XXXV, 1-14. doi:10.1086/592130

Marketeers Editor. (2015). Consumer Goods-Tiga Fokus Nu Green Tea Pertahankan Pangsa Pasar. Retrieved from Marketeers: http://marketeers.com/

Martin, E. (2006). Marketing Identities through Language: English and Global Imagery in French Advertising. New York: Palgrave Macmillan.

Nugroho, A. D. (2009, June). The generic structure of print advertisement of Elizabeth Arden's INTERVENE": A multi-modal discourse analysis. k@ta, XI(1), 70-84.

Orangtua Grup. (n.d.). Tentang OT: Sejarah OT. Retrieved from OT: http://ot.id/

Poeradisastra, F. (2011). Prospek dan Perkembangan Industri Minuman Ringan di Indonesia. Retrieved from FOODREVIEW INDONESIA: http://foodreview.co.id/

PT Sinar Sosro. (n.d.). Sejarah Perusahaan: Lahirnya Tehbotol Sosro. Retrieved from SINAR SOSRO: A Rekso Company: http://www.sosro.com/

PT Tirta Investama. (2011). Beranda-Tentang Aqua-Nilai Luhur-Perjalanan Aqua dari tahun ke tahun. Retrieved from AQUA: http://www.aqua.com/

PT. ABC President Indonesia. (2016). Beranda-Profil Perusahaan. Retrieved from ABC: http://abcpresident.com/

Pusat Informasi Produk Industri Makanan dan Minuman. (2012, 01 20). Berita Hangat: The Business Outlook and The Breakaway as Indonesian Leading Industry in 2012. Retrieved from PIPIMM-

Pusat Informasi Produk Industri Makanan dan Minuman:

http://www.pipimm.or.id/

Scollon, R., & Scollon, S. W. (2003). Discourses in place: Language in the material world. London: Routledge.

Sneddon, J. N. (2006). Colloquial Jakartan Indonesian. Canberra: Pacific Linguistics.

Taylor, C. R., Franke, G. R., & Bang, H.-K. (2006). Use and effectiveness of billboards: Perspectives from selective-perception theory and retail-gravity models. Journal of Advertising, XXXV(4), 21-34. doi:10.2753/JOA0091-3367350402

Tribunenews.com. (2014, April 16). Bisnis dan Ekonomi-Industri-PT. ABC President Luncurkan Nu Green Tea Royal Jasmine. Retrieved from Tribunnews.com: http://www.tribunnews.com/

Wheeler, A. (2013). Designing Brand Intity. New Jersey: John Wiley & Sons.

Downloads

Published

2017-11-30
Abstract 819  .
PDF downloaded 575  .