{"title":"The Analysis of Visual and Verbal Expressions of FIJI Water Sports Cap Posters","authors":"Kevin Jonathan, Setefanus Suprajitno","doi":"10.9744/katakita.10.3.525-532","DOIUrl":null,"url":null,"abstract":"Advertisement is made to persuade consumers to purchase a certain product. To have a successful persuasion, advertisers must pay attention to the major components of the advertisement, like verbal and visual expressions. In this paper, we analyze the messages that FIJI Water Sports Cap wants to convey in its posters, and how they are supported by the use of verbal and visual expressions. To reveal the meaning of the posters, we use Chandler’s theory of process of signification and the supporting theory of metaphor. Our findings show that the messages in FIJI Water Sports Cap posters are related to its naturalness and the benefit of consuming it. The messages are produced in the second level of process of signification or the connotation level. The findings also reveal how visual elements of the posters support the messages that FIJI Water Sports Cap wants to convey.","PeriodicalId":359834,"journal":{"name":"K@ta Kita","volume":"2 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"K@ta Kita","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.9744/katakita.10.3.525-532","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Advertisement is made to persuade consumers to purchase a certain product. To have a successful persuasion, advertisers must pay attention to the major components of the advertisement, like verbal and visual expressions. In this paper, we analyze the messages that FIJI Water Sports Cap wants to convey in its posters, and how they are supported by the use of verbal and visual expressions. To reveal the meaning of the posters, we use Chandler’s theory of process of signification and the supporting theory of metaphor. Our findings show that the messages in FIJI Water Sports Cap posters are related to its naturalness and the benefit of consuming it. The messages are produced in the second level of process of signification or the connotation level. The findings also reveal how visual elements of the posters support the messages that FIJI Water Sports Cap wants to convey.
广告是为了说服消费者购买某种产品而制作的。为了成功的说服，广告主必须注意广告的主要组成部分，如语言和视觉表达。在这篇论文中，我们分析了FIJI Water Sports Cap想要在海报中传达的信息，以及它们是如何通过使用语言和视觉表达来支持的。为了揭示海报的意义，我们运用了钱德勒的意义过程理论和隐喻理论作为支撑。我们的研究结果表明，斐济水上运动帽海报上的信息与它的自然性和消费它的好处有关。信息是在意义过程的第二个层次即内涵层次产生的。调查结果还揭示了海报的视觉元素如何支持FIJI Water Sports Cap想要传达的信息。
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