TINJAUAN SEMIOTIKA DALAM IKLAN TOYOTA

Abstract

Abstract: Advertising is a message that connects advertisers with consumers. An
automotive advertisement titled Toyota Doraemon is made in series using Doraemon
character. Toyota insert the advantages of its product in every scene and storyline. As a
medium of information, advertisements are interesting to observe and disassemble the
contents of the message so that hidden meaning behind the signs is revealed through
Peirce’s semiotic theory. The method used is descriptive qualitative method. A data in
this study is collected non-verbal signs and classified based on icons, indexs, and
symbols. From reading the conversational dialogues in manga. The results is
founding behind the non-verbal signs in this advertisement, it contained product
advantages both functionally in the form of a car model and facilities and emotionally
effect of the user.
Key Word : Advertisements, Peirce’s Semiotic, Non-verbal Sign, Doraemon.