ANALYSIS OF SEMIO-PRAGMATIC OF CAR ADVERTISEMENTS

SHEILA, ANANDA PUTRI (2025) ANALYSIS OF SEMIO-PRAGMATIC OF CAR ADVERTISEMENTS. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT Semiotics is a tremendously significant tool to utilize when interpreting a sign's meaning or information. The objectives of the research are to analyze the objects, the representaments and the interpretants of the Toyota Fortuner and Mitsubishi Pajero Sport car advertisement. This research employed content analysis to examine Toyota Fortuner car advertisements. Data was collected from primary sources (advertisements) and secondary sources (theoretical texts and online information). Data analysis involved data reduction, display, and conclusion drawing. This research analyzed Toyota Fortuner and Mitsubishi Pajero Sport car advertisements using Charles Sanders Peirce's semiotic theory. The study focused on the objects, representaments, and interpretants within the advertisements, examining elements like design, landscapes, male figures, logos, and taglines. The findings reveal how these elements contribute to brand identity, target audience appeal, and consumer perception. Toyota Fortuner aims for a balance of ruggedness and urban sophistication, while Mitsubishi Pajero Sport emphasizes off-road capabilities and adventure. Both brands utilize similar semiotic strategies, but with subtle differences to align with their respective brand identities.

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