AN ANALYSIS OF VERBAL AND NON-VERBAL SIGN IN COMMERCIAL ADVERTISEMENT BY ARUM NUR WIJAYANTI AND DEDY SUBANDOWO

AN ANALYSIS OF VERBAL AND NON - VERBAL SIGNS IN COMMERCIAL ADVERTISEMENT 

Arum Nur Wijayanti dan Dedy Subandowo 

Muh ammadiyah University of Metro Lampung 

arumnurwijaya89@gmail.com, dedy.subandowo@pbiummetro.ac.id. 

ABSTRACT 

The advertisement is presented in various kinds of media such as printed and electronic media with interesting, creative, attractive, as well as per suasive appearance. In fact, every advertisement has message to be delivered to the customers. Advertisement use a sign system which is comprised with verbal and non - verbal signs. This study is aimed prescribe verbal and non - verbal in commercial advertisem ent, and the contained meaning in the advertisement. This is a descriptive qualitative research study. The object of this research is verbal and non - verbal signs, and the data are taken from the commercial advertisement on television and You Tube site. The commercial advertisement are categorized into drink, technology, material, cleanser, and provider advertisement. The writer uses recording and noting technique to collect the data. The process of data analysis is started by looking, reading, identifying, signing, and coding the signs into the table classification based on both verbal and non - verbal signs, and contained meaning in the advertisement. The result of the study shows that verbal signs used in advertisement are expressive speech act and declarati ve speech act. There are four expressive speech act for verbal signs in commercial advertisement of You C 1000 by Paulina Vega, Nutrilon Royal 3 - Life is an advanture, Semen Gresik, Hino Dutro Truck Car, and declarative speech act are found in (Line) - Bring s You Closer, AQUA Mineral Water, Cling the Glass Cleanser, Hilo School Milk‖My Kid My Hero‖ and Yamaha Jupiter MX Motorcycle - Komeng and Rossi. On the other hand, non - verbal signs showed in the advertisement are pictures, body language, and aye contact for the hidden meaning. The last fact findings are the meaning behind the commercial advertisement which are categorized into denotation and connotation menaing. 

Keyw ords: Advertisement, Speech Act, Verbal and Non - verbal signs 

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