Semiotics Analysis on

Wrinkler and Noah

Photography Advertisement
By Avrina Tanty A.

Chapter 1
Background of study
Problem of Study
Objectives of the study
Definition of Key Terms

Chapter 2
Semiotics
Sign
Denotation and connotation
The meaning of color
Kress and Leeuwens theory
Previous Studies

Make clear the data analysis using

the theory (semiotics analysis)
Mention the color in the background
1 and relate it with the research
Definition of the key term
Connotation
Advertisement
Wrinkle and noah.

Background of the studies

Advertisemen
t

Semiotics
-the study of sign.-

Denotation
and
Connotatio
n

Wrinkler+Noahs
photography
advertisement

Type of sign:
the representation signifier
the concept - signified
Saussure
Saussure (1983,
(1983, 66)
66)

Problem of Study

What are the sign that can be found in

Wrinkler+Noahs photography advertisement?
What are the connotations that appear in
Wrinkler+Noahs photography advertisement?

Objectives of the study

to find the sign that appear in the
Wrinkler+Noahs photography advertisement.
to find the connotation that appear in
Wrinkler+Noahs advertisement.

Definition of Key Terms

Sign is something which is can be seen, smelled,

tasted, touched or heard that can be interpreted as
having a meaning.
(Chandler 2002, p.13)

Symbol is a sign (signifier) whose relationship to its

object (signified) is entirely arbitrary or based on
convention.
(Martin and Ringdam 2000, p.128)

Icon is a sign which resembles the object it signifies.

(Martin and Ringdam 2000, p.73)

Index is a sign that is physically linked to, or affected

by, its object.
(Martin and Ringdam 2000, p.76)

Chapter 2

Definition of Semiotics
Eco Umberto

semiotics is concerned with everything

that can be taken as a sign
(cited in Chandler 2002, p.2)

Chandler

semiotics is the study of how meanings

are made and how reality is
represented. (Chandler 2002, p.2)

Sign
Sign

-Peirce (1998, p.478) anything which is so determined by something

else. Sign can took form of anything (e.g. words,
gesture, audio, etc.) that can be felt by human
sense.

Dyadic model of sign by

Saussure
(Cited in Chandler 2002, p.14)
Signifier is the physical form of
sign

Signified is the concept or the

meaning belongs to the signifier

Symbol, Icon, and Index

Symbol is the connection between sign and

object because of the convention in
societies.
Such as language in general, numbers, morse code,

traffic lights

Icon is the connection between sign and

object because of its similarities.
Such as portrait, photo etc.

Index is the connection between sign and

object because of cause and effect.
Such as natural sign
(Martin and Ringdam 2000)

Connotation and Denotation

-Chandler (2002, p.137)Denotation tends to be described as the definitional, literal,
obvious or common-sense meaning of a sign.
Connotation is how the meaning derived from
socio-cultural or personal interpretation.
Order of signification:
signifie
r

Denotation

signified

SIGN
signifier

Signified
Sign

Connotation

Meaning of Colors

White in common is often associated with purity, goodness and

innocent. According to Jennifer Bourn (2011) white is associated
with coolness and cleanliness because it is the color of snow.

Red is associated with fire, violence, and warfare. Its also

associated with love and passion. In phycology red color means
energy, passion, appetite, and strength (Eiseman 2006, p.7).

Black is color that usually associated with death and evil. According
to Jennifer Bourn (2011), black also associated with luxury,
elegance and sophistication.

According to Cerrato, Grey in phycology often associated with loss

or depression, depend on how the brightness used in this color.
(Cerrato 2012, p.20)

Representation and Interpretation

The interactions and conceptual

relations between the people, places
and things depicted in images
Represented participants
interactive participants

The three principle of composition

Information value
Salience
Framing
Kress and Leeuwen (2006)

Previous Studies

A Semiotics Analysis on The Movie

Poster of Harry Potter and The
Deathly Hallow by Annisa Dhania
Burty.
Advertising Social Semiotic
Representation: A Critical Approach
by Maryam Najafian

CHAPTER 3

Research Design
qualitative approach

Data Source
There are two Yamaha photography

advertisements and two Audi photography

advertisements obtained from Wrinkler and
Noah official website.

Data Collecting
The writer will obtain the data from Wrinkler and Noah
official website.
Listing the object and text that appeared in the
photography advertisement.

Data Analysis Technique

make a list of the data and analyze it one by one.
use the theory of semiotics analysis and the others theory
that provided in chapter two.
analyze and connect the data to each other to find the
possible meanings that appear in the Wrinkler and Noahs
photgraphy advertisement.
Finally, the writers will draw the conclusion based on the
result.

REFERENCES
Barthes, Roland (1977). Image-Music-Text. London: Fontana
Bignell, J. (2002). Media Semiotics: an Introduction. Manchester: Manchester
University Press.
Bourn, Jennifer (2010). Color Meaning: Meaning of The Color Black. Retrieved
May
01, 2015, from http://www.bourncreative.com/meaning-of-the-colorblack/.
Bourn, Jennifer (2010). Color Meaning: Meaning of The Color White. Retrieved
May
01, 2015, from http://www.bourncreative.com/meaning-of-the-colorwhite/.
Cerrato, Herman (2012). The Meaning of Colors. Retreived April 24, 2015, from
http://hermancerrato.com/graphic-design/images/color-images/the-meaningof-colors-book.pdf.
Chandler, Daniel. (2007). Semiotics: the basics. (2nd Ed). London and New
York:Routledge.
Creswell, J.W. (2007). Qualitative Inquiry and Research Design: Choosing among
five approaches (2nd ed.). Thousand Oaks, CA: Sage.
Durant, A. & Lambrou, M. (2009). Language and Media. London: Routledge.
Eiseman, Leatrice (2006). Color Messages & Meanings: A PANTONE Color
Resource. Gloucester: Hand Books Press.
Kress, G., & van Leeuwen, T. (2006). Reading Images. The Grammar of Visual
Design. 2 nd edition. London: Routledge.
Martin, B., & Ringham, F. (2000). Dictionary of Semiotics. New York: Cassell.
Peirce, C.S., 1998.The Essential Peirce. Volume 2. Eds. Peirce edition Project.
Bloomington I.N.: Indiana University Press.
Saussure, Ferdinand de. (1966). A course in general linguistics (W. Baskin,
Trans.). New York: McGraw-Hill.

Thank you