SEMIO- PRAGMATICS ANALYSIS OF AVATAR MOVIE POSTER

RISI, CAHYANINGTIAS (2025) SEMIO- PRAGMATICS ANALYSIS OF AVATAR MOVIE POSTER. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT This research aims to analyze the elements contained in this movie poster, “Avatar; The Last Airbender” by using semio and pragmatic approaches. The research identifies visual and textual cues that contribute to the meaning of the overall poster, the “Avatar” movie poster not only functions as a promotional tool but also as a medium to convey messages and values contained in the movie, the research found that the poster creates a strong representation of the themes of environment, conflict, and identity. The research design is descriptive qualitative, which refers to qualitative research for a descriptive study, generally used in social phenomenology. Qualitative descriptive studies are focused on answering research questions related to who, what, where, and how an event or experience occurs until it is studied in depth to find patterns that arise in the event. Data collection techniques in this study include, researchers took several samples of the last air controller Avatar movie poster. Then after collecting 3 posters the researcher will try to analyze several aspects such as icons, indexes, and symbols, these 3 aspects are aspects of semiotic. Then for the pragmatic aspect itself, researchers will try to analyze each verbal element on the poster in the form of title, publisher, Tag line. Then after getting the Speech act, researchers will try to analyze whether the Speech act is included in Locutionary, Illocutionary, Perlocutionary act. The Results of the data analysis show that Avatar; The Last Airbender contains various semiotic elements that can be categorized into icons, indexes, and symbols based on peirce's theory. icons in this study represent the main characters such as Aang, Zuko, Katara, Toph and Sokka, which directly describe the key characters in the story. indexes in the poster can be seen from the elements that connect the images with the film's narrative, such as Aang controlling several elements, which emphasizes his role as an Avatar who has the responsibility to maintain the balance of the world. In addition to semiotic analysis, the data were also analyzed using Yule's speech act theory. In this movie poster, there is a locutionary act found in the text “Avatar The Last Airbender”, where this text functions as a literal expression to mention the title of the series. Meanwhile, the illocutionary speech act is found in the phrase “The Art of Animated Series”, which aims to emphasize the artistic value and narrative quality of the series, as well as inviting the audience to better appreciate the apparatus and stories presented in this animation. iii Suggestions can be made for further development. This research can expand the analysis by delving deeper into the use of other visual elements in the poster, such as color, composition, and typography, and how these elements contribute to the reinforcement of existing icons, indices, and symbols. In addition, it is important to deepen the relationship between signs and speech acts, for example with more examples of perlocutionary speech acts, which illustrate how this poster can influence the audience's emotional response and encourage them to watch the movie. Keyword : Avatar, Charles, Movie, Poster, Pragmatics, Semiotic, Yule.

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