Verbal and Visual Messages in Advertisements of Men’s Accessories

The title of this paper is “Verbal and Visual Messages in Advertisements of Men’s Accessories”. The discussion in this study is aimed to analyse the verbal and visual messages presented in each advertisements and analysing the meanings and functions of visual and verbal signs in each advertisements. The data of this study were taken from internet with different sources. They are Tudor, Velocity 773, Ray-Ban and Young’s Hats advertisement. The method and technique of collecting data used in this paper was library research and note taking, then the collected data was analysed descriptively by the theory of meaning and function proposed by Leech and theory of verbal and visual message proposed by Ferdinand de Saussure. The results of the analysis show that there are three types of meaning and function that can be identified in this study. Those meanings are connotative, thematic, and conceptual meaning. The functions are aesthetic, expressive and informational function.


Background of The Study
Nowadays Advertisement as a form of commercial promotion is a common activity which cannot be separated in our social daily life.In Oxford Advanced Learner's Dictionary (Hornby:1995) Advertisement means a notice, picture, or film telling people about a product, job or service, According to Dyer(1993:2) Advertising is an activity of drawing attention to something or informing somebody of something.Advertisements as a media of information are everywhere, any medium can be used for commercial advertising whether through audio, visual, and audio-visual medium, they can include on wall paintings, billboards, street furniture components, printed flyers and rack cards, web banners.shopping carts, magazines, newspapers, in radio, cinema, television, mobile telephone screens, and also through the internet.The ultimate objective of advertising is catching consumers' attention to think and feel certain things about a company, its products as well as their services, and influence their purchase behaviour.This goal can be made by creating the persuasive communication through the verbal and visual e one of the advertisement.
A verbal sign of the advertisement is considered as a text which may be in form of word, phrase and sentence, and visual sign of advertisement is the image or picture of the product.The individual signs and their combinations are bind in order to work together in delivering a certain aim and implicit meaning appear from the printed advertisement and to perform a persuasive function in advertisements which can change the behaviour of the consumers directly.Well, actually, the process of introducing the persuasive communication to alter thought and perception of the consumers to the product through advertisement is not an easy job.It purely depends on how the creativity of advertiser in organizing the verbal and visual communication through their advertisement.
Based on these, the purpose of advertisement is, of course to tell the public about the newest product or service in order to encourage the people to buy it or use it.The interesting point in this study is the way of the learners could understand the meaning inside the advertisement language.This project concerned on the analysis of function of verbal and visual message with general description based on the data.The study is relevant with the semiotic analysis.The purpose is to increase the learners' knowledge and desire in learning semiotic analysis especially in the visual and verbal message on an advertisement.

Problem of The Study
Based on the background above the problems are formulated as follows: a

Research Method
The data of this study were taken from Internet with different sources.They are watch, shoes, sunglasses, and hat advertisement.The method and technique of collecting data used in this study is library research and note taking.The method and technique of analysing data used in this study was the qualitative descriptive method.First, data analysis in this study commenced with the categorization of verbal and visual messages were identified.Second, the data were accordingly classified.The theory of advertisement and semiotic analysis were used as the main theory to elaborate the verbal and visual messages in some different categorization.This was to answer the problems of this project.It was continued with the analysis of the meaning and function of the verbal and visual signs by using the theory from Leech.

Findings and Discussion
The following examples present the types of meanings and function of the visual and verbal signs in each advertisement.

The Meaning and Function
Analysis Leech (1966) classifies meaning into seven types; they are conceptual, connotative, stylistic, affective, reflected, collocative, and thematic.Leech states that there are five most important communicative function of language, such as: expressive function, informational function, aesthetic function, directive function, and phatic function.

Connotative Meaning
Connotative meaning is the communicative value an expression has by virtue of what if refers to, over, and above its purely conceptual content.

Watch Advertisement
Designed for performance.

Shoes Advertisement Born From Speed
The sentence from watch advertisement reflects connotative meaning because the advertiser wants to persuade the readers to buy the product by using interesting sentences and giving a message about the ability of the product.
The utterance from Hat Advertisement reflects connotative meaning because the advertiser wants to persuade and convince the consumer that the product is better than the other.
The utterance from Shoes Advertisement reflects connotative meaning because the advertiser wants to persuade the consumer about the speed of the product.

Thematic Meaning
Thematic meaning is what is communicated by the way in which a speaker or writer organize the message, in terms of ordering, focus, and emphasis.

Shoes Advertisement
Let's Make Excellent Happen

Sunglasses advertisement Gotta have a look
The utterance from shoes advertisement reflects thematic meaning because the advertiser wants to emphasize that this product is unique.
The utterance from sunglasses advertisement reflects thematic meaning because the advertiser wants to persuade the consumer to look at the product.

Conceptual Meaning
Conceptual meaning is sometimes called 'denotative' or 'cognitive' meaning.It is considered as the central factor in linguistic communication.

Introducing the Velocity 773, inspired by track ace Maggie Vessey's New Balance racing spikes Hat Advertisement
Henry Klein & Co.