A SEMIOTIC ANALYSIS ON SOME CAFÉ LOGOS IN JEMBER

Abstract

This thesis analyzes some café logos in Jember. Logos are included into semiotic study as logos have some sign and symbol elements, whereas semiotic study concerns with sign and symbol as well. The analysis in this thesis describes how the semiotic theory signifies the meaning of the café logo and whether the logos represent the real identity of the company or not. This analysis reveals the meaning of the logos by using denotation (denotative meaning), connotation (connotative meaning) and the theory of myth. This thesis applies the combination of field and library research to get the data and information like books and other references. The data are in the form of qualitative data since the elements of the logos are in the forms of words and pictures. In analyzing the data, the writer uses interpretative method where the writer interprets by herself on the data that have been collected and analyzed, and compares the meaning to some references. The result shows that each logo has implicit meaning. Besides, it is found that not all logos symbolize the companies’ identity.