宜家广告“家是另一个世界”的符号学分析

Yavana Bhasha : Journal of English Language Education Pub Date : 2022-08-21 DOI:10.25078/yb.v5i2.776

Ayu Trisna Dewi Gusti Agung, Ni Wayan Suastini, I. W. Juniartha

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引用次数: 0

摘要

广告具有创造品牌意识、产品、服务和理念的功能，它可以说服客户，如果公司的服务或产品理念是最好的购买。宜家的广告旨在向人们提供信息，告诉人们如何让家具具有良好的功能和设计，让每个人都负担得起。此外，本研究将语言和视觉符号结合起来，使广告具有一定的效果。本研究旨在描述宜家广告“Home is a Different World”的隐含意义。本研究采用了钱德勒(2007)引用的索绪尔(Saussure)的符号学理论和巴尔特(1967)的意义理论，并以维兹比卡(1996)提出的颜色术语理论为支撑。数据采用观察法收集。本研究采用描述性定性方法对数据进行分析。该研究的结论是，在每个数据中发现的语言和视觉符号都有隐藏的含义。一般来说，广告传达的意思是鼓励观众推销他们的产品，给出一个好的想法，让一个好的家居设计，并通过与我们的家人在家里创造有意义的时刻，在家里得到更好的生活。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Uncovering Hidden Meaning in IKEA Advertisement “Home is a Different World”: A Semiotic Analysis

ABSTRACT Advertisement has a function to create brand awareness, products, services and ideas, that can convince customers if the company’s services or products ideas are best to buy. The IKEA advertisement aims to provide information to the people about how to make furniture with good function and design affordable for everyone. Furthermore, this study combines verbal and visual signs to give the advertisement a certain effect. This study is aimed to describe the hidden meaning that can be found in IKEA advertisement “Home is a Different World”. This study uses Semiotics theory by Saussure cited in Chandler (2007) and theory of meaning by Barthes (1967) that is supported by the theory of color terms proposed by Wierzbicka (1996). The data were collected through the observation method. The descriptive qualitative method is used to analyze the data in this study. The study concludes that both verbal and visual signs found in each data carry a hidden meaning. In general, the advertisement conveys the meaning to encourage the audience to promote their product by giving a nice ideas to make a good home design and get better life at home by creating meaningful moments with our family at home.

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Yavana Bhasha : Journal of English Language Education

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