Semiotic: Analysis of Verbal and Nonverbal Signs of Canggu Weekly Advertisement

Abstract


INTRODUCTION
According to Saussure (1893), the general definition of semiotic defined signs as the composition of signifier and signified. The signifiers are the forms in which signs appear. The language's subject matter includes letters, sounds, and symbols that are used to represent what the speaker or writer wants to convey. In everyday communication, people use a combination of these two expresses what they mean.
In other words, signified is the concept of representation or meaning that the sign refers to. A sign is a whole that is created from the association between the signifier and the signified. A signifier is a word that signifies. The letters, sounds, and symbols allow the speaker or writer to convey what they intend to communicate. Thus, the concept or implication is that people must reach a safe place rapidly. The purpose of this study is to analyse the verbal and nonverbal signs used in the Canggu Weekly advertisement to identify the message values it seeks to convey.
In this study conducted trhough eigt selected advertisement of Canggu Weekly. Those Leech (1966), an advertisement is a form of communication to persuade an audience (viewers, readers, or listeners) to take action concerning the product, the ideas, or the service. The traditional media, such as television, print, and radio, are usually used to view advertising. In our daily life, we find many advertisements on brochures billboards or direct email, new media like websites and text messages, etc. Part of advertisement such as property or accommodation, food, fashion, treatment, and so on. Most people think that the advertisement's use is to boost the product, but in fact, there are specific messages that the creator wants to deliver to the reader by the sign on the advertisement. In advertising, the verbal sign is the text, including the motto and all other words. The signs make the advertisement more interesting and creative, so it can influence the reader or customer to buy the advertised product or service.

METHOD AND THEORY
In this study, Canggu Weekly Advertisement was chosen as the data source collected from the internet on the website www.cangguweekly.com. The Canggu Weekly is available online and offline. The researcher chose two hotel event advertisements in Canggu Weekly online as the data source. It was edition September 2021: Hotel Tugu Lombok, and edition October 2021: Friday Sunset Market. After finding the advertisement website on the internet, classify the verbal and nonverbal signs by notetaking and screenshots. From the advertisement, the writer found fifteen verbal signs and thirteen nonverbal signs.
The data were analysed by the descriptive qualitative method using semiotic theory purposed by Saussure (1893) to analyse verbal and nonverbal and the theory of meaning by Barthes (1977). Supporting theory was the color term proposed by Wierzbicka (1996). There are many similar studies of verbal and nonverbal especially in advertisements. The study analyse verbal and nonverbal signs in the Canggu Weekly advertisement and the meaning of each sign. As the first same analysis by , entitled Make It Happen: A study of verbal and nonverbal signs representing feminism in an English language advertisement in ESL setting. Thus, the concept or implication is that people must reach a safe place rapidly. The study uses a qualitative method and two theories to analyse its data: Saussure's Semiotic Theory cited by Daniel (2002), and Abramovitz's Theory of Feminism (1996). The similarities between this study and the previous study this study used electronic advertisement as a data source and the study used printed advertisement as the data source the similarities are both of these studies analyse the verbal and nonverbal signs.
The second by Juliarta,(2020) entitled An Analysis Semiotic found in Nivea's advertisement. The study focusing on analysing verbal and nonverbal signs. The theory that applied in this research is theory of signs by Saussure (1983), theory of meaning by Leech (1974) and theory term colour by Wierzbicka (1996). The data was collected through observation and presented through descriptive qualitative method. The result of this study there were found 60 verbal and 31 nonverbal sign. The similarities of this study and the previous study was in analysing verbal and nonverbal sign, and the data source was different.
The third by Zaina (2021), carried out a study of cartoons of semiotic analysis of themes and lessons. The study was focused on (positive or negative) verbal and non-verbal signs that are dominant in the selected episodes of Tom and Jerry. The theory that applied in this research is the theory of signs by pierce (2014) and verbal and nonverbal language by Leonard (2012). The similarities of this study are in analysing the signs and the difference is the data source used.the result of the study is that negative verbal and nonverbal signs are dominant over positive verbal and nonverbal signs.
The fourth by , this previous study identified the verbal and nonverbal signs found in Walt Disney posters and explained the meaning of these verbal and nonverbal signs. This previous study has the same analysis to the current study finding out the verbal and non-verbal signs and analyse the meaning of verbal and non-verbal signs. Both of these studies are related to discussion and the theory used to discuss meaning, but the data source on analyse is different.
The fifth by , the previous study analysed the meaning of verbal and nonverbal signs of the posters. The study used qualitative method to analyse the verbal and nonverbal signs, using the theory semiotic purposed by Barthes (1998) and supporting theory by Wierbicka (1996). The similarities between this study and previous study both of the study analsyse the verbal and nonverbal signs.

Semiotic Theory from Saussure (1893)
Semiotics are the science of the sign meaning that studies myth and metaphors. The basic concept of semiotics are symbols, codes, meaning, myths, and metaphors. Accordabove Saussure (1893:158)  According to the diagram above, the whole sign results from the combination of the signifier and the signified. From the diagram above we can conclude that the representation of the signifier and signified through a sign can not be separated from each other. In a linguistics example, the word "close" (when it is invested, meaning by someone encounters it on a shop doorway) is sign consisting of the word "close" (signifier) and that the shop is close for business (signified). Barthes (1977) According to Barthes (1977), meaning is divided into components namely connotative and denotative meaning.

Theory of meaning from
In the book Element of Semiology, Barthes (1977;93) explains that a denotative meaning is a meaning directly related to what we see or to reality, resulting in an explicit, direct, and definite meaning. And a connotative is the style of text, the manner with which it is decorated. Barthes stated a "connotation sign" refers to the signified of an ideology, the signified becomes a "rhetoric," both pointing back to an "areal system" via metalanguage, and there are no differences made between message and message sign.

Theory of color term proposed by Wierzbicka (1996).
According to Wierzbicka (1996 : 303), the opposite colors are black and white, which are related to the dark and light. In Wierzbicka, color has many different meaning, there are:

Green
Wierzbicka (1996:307) stated green is associated with ambition, fertility, success, natural, and harmony. Green is physiologically associated with balance and harmony of mind, body and emotions.

Blue
Wierzbicka (1996:310) in his theory devided blue color and dark blue. Blue is the color that usually used to describe the sky. Beside the sky, blue is also use to describe water, such as lake or sea. The blue color describes health, healing, calm, understanding and softness. And the dark blue represents knowledge, power, integrity, and seriousness.

Red
Meaning as cited in Wierzbicka (1996:310), declares that red is 'a rich warm color' of course the word 'rich' and 'warm' are used here morphological. Light red represents joy, sexuality, passion, sensitivity, and love. It denotes feminine qualities and passiveness. Dark red is a color used to describe with vigr, willpower, rage, anger, leadership, courage, longing, malic, and wrath.

Yellow
Wierzbicka (1996:316) proposed yellow is also considered as a 'warm' because it is associated with the sun. Different from red, yellow is considered a light colour that symbolizes joy. Light yellow is associated with intellect, freshness, and joy. The gold color is cousin to the color yellow and the color brown and is also associated with illumination, love, compassion, courage, passion, magic, and wisdom.

Brown
Wierzbicka (1996:327) proposed brown color is mainly dark-grayish orange and dark-grayish or blackish yellow color. There are many browns in our environment. For example, earth, wood, leather, and human skin are considered as brown which has different proposition of black and white. This color is most associated with reliability, stability, and friendship.

RESULT AND DISCUSSION
The analysis was taken from Canggu Weekly advertisement, those eight advertisements selected randomly. From the table bellow the data can be clasify as verbal and visual or nonverbal signs.   From the table 4 presents the result of the analysis of the connotative and denotative meaning of eight selected Canggu Weekly advertisements. There were forty-four denotative meanings and five connotative meanings in the verbal signs. Meanwhile, there were twentyseventh connotative meaning and six teen denotation meanings in the nonverbal signs.

Conotative and Denotative Meanings of Canggu Weekly
Here are the example of the result which describes the verbal and nonverbal signs and their meaning has been found below: Data 1: Sea, Sand & Sweet Memories at Hotel Tugu Lombok Picture 1. Hotel Tugu Lombok Advertisement

Verbal Signs of Hotel Tugu Lombok Advertisement
The advertisement above was first published by the hotel industry of the Hotel Tugu Lombok. This advertisement has a sentence as its verbal sign "Sea, Sand & Sweet Memories at Hotel Tugu Lombok". Those verbal signs of the sentence have a denotative and connotative meaning. the denotative meaning of the sentence is "Hotel Tugu Lombok", hotel tugu Lombok it means the name or branch of the hotel itself. While in connotation meaning it explains sea and sand are the creatures balancing the earth. And the blue sea represents if the place is the best choice for healing with family and kids after struggling with the hustle and bustle of the city and job duty.
A hotel is a commercially managed building to provide service to guest or visitor in the form of accommodation service and other services offered to the guest to meet guest' need during their stay, as well as to benefit the hotel. To promote a hotel or resort, they make any event or package to draw guests' attention to buy their room package or join the event. Therefore, the advertisement implies that the hotel offers visitors a great place to give them sweet memories while on a vacation or staycation.
The second signifier is "nightly rate starts from IDR 1,750,000 net/night" which means the information about the price of staying in the resort. This sentence has a denotative meaning because there is no hidden meaning. The word" IDR 1,750,000 net/night" means the start price per night to enjoy the staycation at Hotel Tugu Lombok. Nett/Night means the fixed price with no negotiation and the price included tax and service charges.

Nonverbal Sign of Hotel Tugu Lombok Advertisement
The advertisement from Hotel Tugu Lombok above has non-verbal signs that make the poster interesting to appeal the attention of the readers. Non-verbal signs in this advertisement depict two happy kids playing together. It signifies that the kids having fun playing in the beach during stay in the hotel. The picture conveys the promotion of the place from the way they express the activities in the picture. The two kids as models in the advertisement. The photo conveys that the visitor can explore the view of the place and enjoy playing on the white sand. This picture has a connotative meaning. based on the hotel Tugu Lombok advertisement there is a hidden meaning on the picture, it means the hotel is also kids friendly.
The second is the green beach water. The green color expresses material wealth because this color is usually related to describing nature. It has a connotative meaning because the advertisement conveys that the place has a clean beach. The beach is a piece of land made of sand or small particle such as gravel. Green beach water means the beach water is clear so that the green coral in it is visible. The green water on the beach conveys the beach water cleanness and green beach water adds to the beauty of the beach. Data 2. Bali Mandira Beach Resort & Spa

Verbal Signs of Bali Mandira Beach Resort & Spa
The advertisement above was published by Bali Mandira Beach Resort & Spa to inform the reader about their new event. Bali Mandira Beach Resort and Spa is one of the accommodations in Nusa Dua Bali. The advertisement has one completed verbal signs, namely "Friday Sunset Market" this verbal sign expresses the meaning that the resort has an event on Friday. The word "sunset" has connotative meaning because it indicates the event that starts at sunset time.
Sunset is the time in the evening when the sun disappears or daylight fades. Enjoying sunset panorama is something that many travellers are looking for while travelling. Hotel events are usually held on the beach in the afternoon because the beach is the most favourite place for the guest while staying at the hotel.
The second signifier is "40 th Anniversary" it has a denotative meaning. The denotative meaning of the word is the number of the anniversary of the resort. In the book Element of Semiology, Barthes (1977;93) explains that a denotative meaning is a meaning directly related to what we see or to reality, resulting in an explicit, direct, and definite meaning.
An anniversary marks the date on which an event occurred in a previous year. Anniversary is not only for humans; this expression can be given to any moment that needs to be celebrated once a year. For example, the anniversary of a company or relationship. The anniversary has the meaning of birthday but it is addressed to objects other than humans.

Nonverbal signs of Bali Mandira Beach Resort & Spa
In this advertisement, there are some nonverbal signs to create a good advertisement, that make the poster interesting to appeal to the attention of the readers. The first signifier is sunset in the sky. It has a connotative meaning because the picture of the yellow sunset has a hidden meaning, yellow sunset presents a warm atmosphere or many people like sunset because it has a warm impression. The dark-orange grey colour in the sky means same thing brown. Brown is the colour used to describe land. The colour also gives off a warm impression. It means the colour tells the visitor if the place gives the impression of warm. The sunset is too beautiful to move into light to dark, so it is a perfect moment to enjoy with a partner or family.
The second is the picture of the green coconut tree as the signifier in this advertisement. It has a connotative meaning because the picture has a hidden meaning. The coconut tree means the event was held on the beach; the coconut tree also means the place looks natural with the green view from the coconut tree. Green coconut tree coneys give the atmosphere calm and are suitable for relieving fatigue.

Verbal Signs of Ubud Writers Readers Festival Advertisement
The advertisement above was first published by the Ubud writers readers festival, to inform the reader about their new festival. This advertisement has a sentence as its verbal sign "Ubud writers readers festival". Those verbal signs of the sentence have a denotative. These verbal signs express the meaning that the festival is held in Ubud. And the festival accommodates all works of art from various segments such as artists, writers, researchers, and performers.
A Festival (dictionary.cambridge) is an organized set of special events, such as musical performances or plays, usually happening in one place, or a special day or period, usually in memory of a religious event, with its own social activities, food, or ceremonies.
The second signifier is "mulat sarira" it is taken from Balinese Hindu philosophy. The statement has a connotative meaning because there is a hidden meaning in the statement. The meaning of mulat sarira is a concept of spiritual understanding in terms of acting, thinking, and judging someone with the aim of building the deepest understanding and self-reflection in pursuit of dharma, truth.

Nonverbal Signs of Ubud Writers Readers Festival Advertisement
The advertisement from the Ubud writers readers festival above has nonverbal signs that make the poster interesting to appeal to the attention of the readers "Picture of fish waiting for bait" which means the young generation who are thirsty for knowledge. The image has a connotative meaning because there is a hidden meaning in the image. The point is that the younger generation is thirsty for knowledge, in general, young people have a high curiosity for new things. Which can hone their skills and knowledge and define their identity.
The second is "green sea water" the sea symbolizes broad and deep knowledge. The picture has a connotative meaning because there is a hidden