A Semiotic Analysis On Greenpeace For Campaign Advertisement

This study aimed to analyze the kinds of signs and meanings of advertisements found at Greenpeace. The writer uses 20 advertisements data as the main data. In compiling this study, the writer uses qualitative research method. To answer the problem statement in this study, the writer uses the theory of Charles Sanders Pierce Triadic theory. Based on research, the writer found that in each advertisement uses a sign consisting of representation, object and interpretan. A combination of three marks will give the meaning of the selected object (advertisement) for the reader and for each advertisement that is chosen has different meanings and objectives, including to aim at the people and invite to save the earth. Based on the results of the study, it can be concluded that each advertisement has different meanings and signs. The difference gives a different interpretation. From semiotic analysis of twenty advertisements, advertisers want to invite the people to do reforestation in order to stop deforestation, to invite people to reduce the usage of plastics, to save the ocean from the pollutant, to save the earth from global warming, and the last to save animals from extinct. Keyword: Semiotics, Interpretants, Signs, Advertisements, Representament