A SATIRICAL EXPRESSION ANALYSIS BY SEMIOTIC APPROACH ON SEVERAL TELEVISION ADVERTISEMENTS OF SIM CARD PRODUCTS AS A MARKETING STRATEGY

Abstract

There are several marketing activities. One of them is advertising. Advertisement plays an important role in promoting a certain product. Since telecommunication becomes crucial things nowadays, advertisement of SIM card products have been chosen as the data analysis. Moreover, the satirical expressions can be easily found in those data. They can be considered as one of the marketing strategies. This expression is analyzed by semiotic approach. Pierce’s theory of categories of signs is used in order to analyze the data comprehensively. The use of index, icon and symbol in several ads of SIM card products are the keys of the discussion. The symbol used in these several ads of SIM card products are easier to find than index and icon for presenting the satirical meaning. Since one advert could not solely mention the satire product as the manner of attracting target’s intention. The data are qualitative data in the forms of action and texts obtained form of the selected ads of SIM card products which are Axis, XL and Flexi. Descriptive method is employed to explain the data and to analyze it using Pierce’s Categories of signs. The satirical expression is used by advertiser supposed to be the media of communication for gaining and achieving the audiences’ intention. Meanwhile, the ads tend to give a manipulative information and offer. As a matter fact, the terms and conditions apply does not mention in the ads of SIM card products, though they have several ones. For the television audiences, the understanding of the ads’ offer of SIM card products would be so needed so that the decision fault could be avoided. The texts that show up in each advertisement could be added as the satirical expression. Discourse analysis of the speech function is the supporting theory to discuss. Mostly, the texts have both transactional and interpersonal function.