| dc.description.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. | en_US |
