Commercial automotive advertising: semiotic study

Abstract

Automotive commercial advertising is an advertisement that is often aired on television. As one of the countries with the largest automotive vehicle consumers in Asia, many advertisements are issued by motor vehicle manufacturers so that the products they offer are purchased by the public. This paper will discuss how the existing advertisement structure displays signs that are effective and efficient so that with a short duration, an advertisement can provide a lot of information. The problems discussed in this paper are what the role of the icon, index, and symbol in the automotive advertisements that are broadcasted on television. The data source in this paper uses advertisements data from Yamaha and Honda motorcycles. The research method in this paper uses the Peirce semiotic method that discusses the icon, index, and symbol in the advertisement. The method used in presenting the results of the analysis is formal and informal methods.