Rini Roesdiani
(2008)
SEMIOTIC ANALYSIS OF COCA COLA ZERO COMMERCIAL.
Skripsi thesis, UNIVERSITAS AIRLANGGA.
Abstract
This study attempts to investigate the correlation about the features used in the Coca Cola Zero commercial that is broadcasted in Indonesia_ Since the features used in the commercial sometimes do not have correlation with the product being advertised, the features are going to be analyzed using semiotic theory proposed by Roland Barthes. The main objective of this study is to know how features used in order to deliver the message to the viewers and to prove that features are important things in making commercial.
Some features seem to have no close correlation with the product advertised and there are some proper reasons why the advertiser put that features in the commercial. However, the features contribute deeper and more complex meaning for the commercial. The features are divided into three categories, linguistic message, non coded-iconic message, and coded-iconic message. The application of semiotic theory in commercial helps people to comprehend the meaning of the commercial better and furthermore it is hoped that people who watch commercial in television can have better understanding by the features used.
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