A Semiotic Analysis on Several logos of Dringking Waters Marketed in Indonesia

Abstract

This thesis deals with semiotic analysis which concerns on the analysis of symbols. The symbols analyzed in this thesis are Cheers, Cleo, Club, and AQUA which have different types of saying within the symbols. The goal of the study is to describe the selected logos of several drinking waters, to interpret the signs of logos on several drinking waters by using the theory of semiotics and to get further information from those logos. The data applied in this writing are qualitative data which mean the data are in a form of images. Data collection in this thesis is documentary study. The data are documented from books and website sources. This thesis is a descriptive study which elaborates Barthesian Post Structuralism of Myth. Myth is generated from the semiological chain, the connotation and denotation. In this manner, Myth become the global term of the signifier and signified. The findings of this thesis are the myth brought by each logo. First, the myth of Club is to ask people to join a particular community that lives a healthy life, full of energy and spirit by drinking the water. Second is AQUA that selects and keeps the goodness of nature in its every drop of water for Indonesian healthy families. Third, the myth of Cleo which is praised by its assets of providing not only a healthy water but also oxygen becomes clear as the tag line shows” air minum beroksigen”. Fourth is Cheers with its subtle statement is asking people of a high class society to stay healthy and happy by drinking the water. Many new variables of saying come up ix such as, healthy families from AQUA, while Cheers is strengthened by its high class people with happy and healthy life, and Club which ask people to live healthy and energetic. Thus the process of buying the product is not only for having advantages of the items but also making a statement. The statement acquired is different according to the item bought. People who buy Cheers will have different opinion compared to the one who buys AQUA. This image of identity is the one that the product wants to shape to its buyers and vice versa.