ID
yuda.sjaerodji@binus.edu
Keywords
How to Cite
Sjaerodji, Y. S., & Indrawati, D. (2022). SEMIOTIC ANALYSIS OF TYPOGRAPHY IN APPLE VIRTUAL ADVERTISEMENT. Lire Journal (Journal of Linguistics and Literature), 6(1), 1-18. https://doi.org/10.33019/lire.v6i1.136
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Abstract
Nowadays, the format of digital technology allows advertisers to include virtual advertisements such as brand names and logos into YouTube channels. Additionally, those parts have become a marketing strategy technique through advertising. This research aims to analyze the semiotic typography components of Apple's virtual advertisement on YouTube and to find out the meanings constructed on Apple's virtual advertisement. This research was conducted qualitatively to analyze the semiotic typography components and the meanings constructed in Apple's virtual advertisement on YouTube Apple Channel, Introducing iPad Air — Apple in 2020. In doing so, this research deals with the semiotic analysis of typography suggested by Van Leeuwen (2006). The results of this research show that there were two elements inside, they were verbal and nonverbal signs. According to the elements, those signs may appear in the form of verbal and nonverbal, such as music, sound effect, typeface, anatomy of letters, font size, shape, color, motion (kinetic typography), model, and situation. In addition, those components were proven to have certain meanings that qualify the insight of Apple virtual advertisement depending on the nature of their elements.
References
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[29] Saussure, F. (1983). Course in General Linguistics (trans. Roy Harris). London: Duckworth.
[30] Shadiqi, A. (2014). Semiotic Analysis of South Park Cartoon Comedy Season I. Vivid Journal of Language and Literature 3(1).
[31] Simpson, P. (2001). ‘Reason’ and ‘tickle’ as pragmatic constructs in the discourse of advertising. Journal of Pragmatics, 33, 589-607.
[32] Sinfield, D. (2014). Semiotics of business Signage: How typography is used in impoverished and deprived areas of New Zealand. The International Journal of the Image 4, 4: 25-32.
[33] Vakratsas, D. & Ambler, T. (1999). How advertising works: what do we really know? Journal of Marketing, Vol. 63 No. 1, pp. 26-43.
[34] Van Leeuwen, T. (2006). Towards a semiotics of typography. Information Design Journal 14(2), (139–155).
[35] Verlegh, P., Fransen, M., & Kirmani, A. (2015). Persuasion in advertising: When does it work, and when does it not? International Journal of Advertising.
[36] Yasin, A. (2011). A semiotic analysis on education advertisement on campus magazine. Unpublished Thesis. Jakarta: UIN Syarif Hidayatullah
[37] Zaimar, Y. S. (2017). Semiotic Analysis of Valak and Lorraine in The Conjuring 2 Film. Scope: Journal of English Language Teaching, 1(2), 219-229.
[2] Berg, B.L. (2007). Qualitative research methods for the social sciences, (6th ed.). Boston, MA: Pearsons Education, Inc.
[3] Bradshaw, T., & Garrahan, M. (2008). “Rival forecast to catch YouTube”. Financial Times. http://us. ft. com/ftgateway/superpage
[4] Chandler, D. (2001). Semiotics: The Basics. London: Routledge.
[5] Chandler, D. (2002). Semiotics: The basics. London: Routledge.
[6] Cianfrone, B., Bennett, G., Siders, R., & Tsuji, Y. (2006). Virtual advertising and brand awareness. International Journal of Sport Management and Marketing, 1, pp. 289–310.
[7] Coelho, D. & Figueiredo, J. (2010). Semiotic Analysis in Perspective. Design Principles and Practices.
[8] Culler, J. (1976). Saussure. London: Fontana Press.
[9] Curtin, B. (2016). Semiotics and Visual Representation (n.d). International Program in Design and Architecture.
[10] Dyer, G. (1986). Advertising as Communication. London: Routledge.
[11] Eco, U. (1979). A Theory of Semiotics. Bloomington: Indiana University Press.
[12] Eriana, A. (2015). Pierce’s semiotics analysis of icon and symbol on perfume advertisements. Unpublished Thesis. Jakarta: UIN Syarif Hidayatullah
[13] Gallagher, K., Parsons, J., & Foster, K.D. (2001). The Medium is not the message: Advertising Effectiveness and Content Evaluation in Print and on the Web. Journal of Advertising Research, 41, (4), 57 – 70.
[14] Holt, M. (2017). Semiotics and Design: Towards an Aesthetics of the Artificial. The Design Journal, 20, S322–S341.
[15] Ind, N. & Riondino, M. (2001). Branding on the Web: A real revolution? Journal of Brand Management 9(1), pp. 8-19.
[16] Jekosch, U. (2005). Assigning meaning to sounds–semiotics in the context of product-sound design. In Jens Blauert (Ed.) Communication acoustics (pp. 193-222). New York: Springer-Verlag Berlin Heidelberg.
[17] Jewitt, C. & Oyama, R. (2001). Visual Meaning: A Social Semiotic Approach. In T. Van Leeuwen & C. Jewitt (Eds.), Handbook of Visual Analysis. (pp. 134–156). London: Sage.
[18] Kasiyan. (2008). Manipulasi dan Dehumanisasi Perempuan dalam Iklan. Yogyakarta: Penerbit Ombak.
[19] Kress, G. & Van Leeuwen, T. (1996). Reading images: The grammar of visual design. London: Routledge.
[20] Kress, G. & Van Leeuwen, T. (2001). Multimodal Discourse The Modes and Media of Contemporary Communication. London: Arnold.
[21] Kress, G. (2003). Literacy in the new media age. London: Routledge.
[22] Kress, G. & Van Leeuwen, T. (2006). Reading images: The grammar of visual design (2nd ed.). New York: Routledge.
[23] Lestari, H. P. (2016). A semiosis process analysis of KFC advertisement posters using C.S Pierce’s theory. Unpublished Thesis. Jakarta: UIN Syarif Hidayatullah
[24] Palanisamy, R. & Wong, S.A. (2003). Impact of Online Consumer characteristics on Web- based Banner Advertising Effectiveness. Global Journal of Flexible Systems Management, Vol. ( 4)1 and 2, pp15-25.
[25] Peirce, C. S. (1994). The Collected Paper of Charles Sanders Peirce. Cambridge: Harvard University Press.
[26] Percy, L., Rossiter, J.R., & Elliott, R. (2001). Strategic Advertising Management. Oxford: Oxford University Press.
[27] Pratap, A. (2017). An Analysis of Apple’s Organizational Culture. Cheshnotes. Retrieved from https://www.cheshnotes.com/2017/05/an-analysis-of-apples-organizational-culture/
[28] Salen, K. (2001). Surrogate Multiplicities: Typography in the Age of Invisibility. Visible Language 35 (2): 132–153.
[29] Saussure, F. (1983). Course in General Linguistics (trans. Roy Harris). London: Duckworth.
[30] Shadiqi, A. (2014). Semiotic Analysis of South Park Cartoon Comedy Season I. Vivid Journal of Language and Literature 3(1).
[31] Simpson, P. (2001). ‘Reason’ and ‘tickle’ as pragmatic constructs in the discourse of advertising. Journal of Pragmatics, 33, 589-607.
[32] Sinfield, D. (2014). Semiotics of business Signage: How typography is used in impoverished and deprived areas of New Zealand. The International Journal of the Image 4, 4: 25-32.
[33] Vakratsas, D. & Ambler, T. (1999). How advertising works: what do we really know? Journal of Marketing, Vol. 63 No. 1, pp. 26-43.
[34] Van Leeuwen, T. (2006). Towards a semiotics of typography. Information Design Journal 14(2), (139–155).
[35] Verlegh, P., Fransen, M., & Kirmani, A. (2015). Persuasion in advertising: When does it work, and when does it not? International Journal of Advertising.
[36] Yasin, A. (2011). A semiotic analysis on education advertisement on campus magazine. Unpublished Thesis. Jakarta: UIN Syarif Hidayatullah
[37] Zaimar, Y. S. (2017). Semiotic Analysis of Valak and Lorraine in The Conjuring 2 Film. Scope: Journal of English Language Teaching, 1(2), 219-229.
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