Verbal and Non-Verbal Elements Found in Chatime Advertisement and Their Meaning


This paper focused on verbal and non-verbal elements that were found in Chatime advertisements and the meaning of these elements. The data used in this research were taken from Chatime advertisement on the internet. The data were collected by reading and finding the Chatime advertisement. Then, the data collected were classified based on kinds of visual and verbal elements and their meaning found in the advertisement. The method in analyzing the data was descriptive method. There were two types of method to present the result of analysis - they were formal method and informal method. The formal method was used commonly with detail illustration data by using symbol, picture or image of the advertisement. The informal method was the description data in paragraph sentence, or the text found on the advertisements. The result of this research showed that the visual elements found in the Chatime advertisements are in the form of pictures and colors. The types of meaning found in visual elements were conceptual meaning and affective meaning- in this case, those visual elements are intended to be able to affect the customers to buy the product. The verbal elements found in the Chatime advertisements were in the form of phrases and sentences. Those found in headline, body copy, signature line and standing details. Types of meaning found in verbal elements were conceptual meaning, affective meaning and connotative meaning.

Keywords: verbal and non-verbal, elements, advertisement, discourse analysis

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