SEMIO-PRAGMATIC ANALYSIS ON “MAKE OVER FOUNDATION” ADVERTISEMENT

Vanesa, Adi Putri (2025) SEMIO-PRAGMATIC ANALYSIS ON “MAKE OVER FOUNDATION” ADVERTISEMENT. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT This study aims to analyze the Make Over foundation advertisement that has various meanings using semiotic and pragmatic approaches. This study identifies icons, indexes and symbols in the Make Over foundation advertisement using Charles Sanders Pierce's theory. Pierce's semiotics discusses icons, indexes, and symbols, so the sub-focus of this study is on the analysis of signs and language. Thus, the researcher intends to analyze signs and language in the Make Over foundation advertisement using Pierce's semiotics for visual analysis and Yule's pragmatics for verbal analysis. Royce's theory discusses how visual and verbal elements interact synergistically in communication. Qualitative descriptive research focuses on answering research questions related to what, why, where, when, who, and how an event or experience occurs until it is studied in depth to find patterns that emerge in the event. Data collection techniques include, the researcher taking data in the form of images from Make Over Foundation advertisements that can be seen from the Instagram online platform. Then, researcher noted several things such as signs and speech acts in the advertisement. After the data was collected, researcher analyzed the data using Charles Sander's semiotic theory, Yule's pragmatic theory, and the relationship between visual and verbal elements using Royce's theory. The results of the data analysis show that the Make Over image is the icon of the advertisement. The results found from the advertisement contain the same icons and symbols but with different indexes. The language contained in the Make Over Foundation advertisement, both directly and indirectly, uses Yule's pragmatic theory. Of the six advertisements, only the first advertisement uses a declaration in it. There is no declaration in advertisements 2 to 6. It can also be found that the characteristics of the six advertisements use direct and indirect sentences. Based on the analysis of visual and verbal relationships in the Make Over Foundation advertisement, it was found that the following data contains variations in the use of antonym elements. Keywords: Advertisement, Analysis, Make Over Foundation, Pierce's Semiotics, Yule's Pragmatics,

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