I.

INTRODUCTION

A picture is worth a thousand words (Unknown)

Humans and signs are inseparable. Signs are always around us, one of the examples is
language. Harley (2001) defines language as “a system of symbols and rules that enable us to
communicate”. All forms of interaction are constructed by signs that convey certain meaning,
in which can be either connotative or denotative. Connotative meaning of a language
represents the various social overtones, cultural implications, or emotional meanings
associated with a sign, meanwhile denotative meaning refers to the explicit or referential
meaning of a sign. Denotation refers to the literal meaning of a word, the ‘dictionary
definition’.
Connotative meaning covers more complex scope due to its relation to culture and
meaning; which is obviously beyond the dictionary. The meaning is interpreted by the
interlocutors or the person who sees the symbol itself. Media, especially the advertisements,
both commercial and non-commercial, combines signs in order to create meaning. The main
purpose of advertisement is to announce online, or in a newspaper, on television, or on a
poster about something such as a product, event, or job. Therefore, it should be interesting
but at the same time concise.
Advertisements are semiotically studied by applying the semiotic theory. Thus it is
possible to reveal the meaning and the message of an advertisement. In this study, a non-
commercial advertisement by World Wildlife Fund (WWF) is analysed under the theory of
semiotics by Pierce. Furthermore, by employing documentation method the data can be
analysed effectively. This study, later, is expected to answer the problems proposed, namely
what is the denotation and connotation meaning of WWF advertisement? and what kind of
message is conveyed by this advertisement?

II. METHODS AND THEORY

2.1. Methods
Methods provide the way the data were processed. The data for this study is in a form
of picture taken from Google. It is a non-commercial advertisement published by WWF to
make people more aware of extinction as a serious matter. The data were collected through
documentation method and then was continued with documentation technique. This method
was conducted by randomly searching the advertisement in www.google.com to be later
studied and analysed. There is only one advertisement to be analysed in data analysis.

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 The data were described qualitatively, which aims at revealing the events or facts,
circumstances, phenomena, and variables that occur when a research takes place by
presenting what really happens. Data were analysed based on semiotics theory proposed by
Pierce (icon, index, and symbol). In order to be more specific, the analyses of denotative and
connotative meaning, representament, object, interpretant, as well as ideology are presented.
The results of analysis are informally presented. It means that the data (advertisement) is
descriptively explained in details in a form of words.

2.2. Theory
The theory of semiotic was first proposed by Ferdinand de Saussure in 1916. He is
well-known for his concept of sign and dyadic model. Saussure stated that s sign is the
interaction between the form (within ones’ cognition) and meaning (the content: comprehend
by the user). The dyadic model of Saussure is divided into two, namely the signifier
(Signifiant: penanda) and signified (signifie : petanda). The relation between signifier and
signified is shown in the following diagram:

2.2.1. The Theory of Semiotic by Pierce

Figure 1 Saussurean Dyadic Model

Charles Sander Pierce is well-known for his trichotomy in semiotics, namely icon, index,
and symbol. The explanation on each of the member is presented below:
 Symbol has a convention-based relationship with their objects. Thus, their
relationship should be learnt (e.g. alphabetical letters, punctuation marks, work,
phrases, and sentences);
 Index is directly influenced by their objects either physically or causally (e.g. natural
signs, such as smoke, thunder, echoes, and so forth; personal trademarks, such as
handwriting; and indexical words, such as this, that, here, there);

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  Icon has specific properties in common with their objects. In other words, it imitates
or resembles the signified (e.g. metaphor, imitative gestures, realistic sounds, and so
forth).

III. RESULT AND DISCUSSION

In this section the analysis of the advertisementvertisement is displayed and the
meaning is revealed. The discussion covers verbal and non-verbal sign, the first, second, and
third order semiological system, as well as trichotomy analysis based on Peirce’s theory of
semiotics.

Figure 2 An Advertisement by WWF

3.1. Verbal Sign
Verbal sign is defined as the form of communication in which message is transmitted
verbally (Rahadvertisementiarta, 2014). This type of sign is usually in a form of words either
it is spoken or written.

3.1.1. Extinction can’t be Fixed

This text is written on the corner, on the top right of the advertisement. It is small and
capitalized. Through this writing, the advertisement aims to tell people that once a species
extinct, there is no way to recover or fix it. The word fix is chosen in order to adjust with the
advertisement’s image, where two men in a garage look like they are fixing the rhinoceros
with their tools. Generally, the word fix means ‘to repair something’, it is naturally used with
unanimated things (car, bike, furniture, and so forth). Therefore, it is actually unnatural to say

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fix for creatures or living things. However, for the sake of this advertisement’s attractiveness,
the word fix is used as the emphasis word instead of recover.

3.2. Non-verbal Sign

Sign is not always transmitted verbally through written or spoken text, non-verbal
sign also hold important role in communication success. Non-verbal sign refers to the
transmission of wordless messages or communication other than oral and written, such as
gesture, body language, posture, or facial expressions (Rahadvertisementiarta, 2014). Non-
verbal sign also includes images which are commonly found in advertisement. The non-
verbal sign is explained as follows:

3.2.1. Two men who are fixing a Rhinoceros

The non-verbal sign is shown by two men inside a garage with a rhinoceros. These
men are equipped with tools which are commonly used to fix machines, cars, bikes, or other
vehicles. What makes this advertisement unique is one of the men is lying under the
rhinoceros as if he is “fixing” the rhinoceros. As what has been mentioned above, ‘fix’ is
commonly used for unanimated things, not for living creatures. However, to make the
advertisement looks attractive and creative, the word ‘fix’ is used and the image of someone
“fixing” the rhinoceros’ body. This image has the same message as the text, to tell people that
extinction is never a simple matter to face, therefore, it cannot be easily “fixed”.

3.3. Denotation Meaning: First Order Semiological System

Denotation meaning is determined through first order semiological system,
representament. A meaning is said to be denotative if it represents the explicit or referential
meaning of a sign. Denotation refers to the literal meaning of a word or the ‘dictionary
definition’. The denotation meaning of the sign is reflected in the text Extinction Can’t be
Fixed. It is literally means that a situation in which something no longer exists (extinction) is
unable to be repaired (fixed).

3.4. Connotation meaning: Second Order Semiological System

The connotative meaning can be comprehend through the second order semiological
system, object. A meaning is said to be connotative when there are associations that people
make with words (positive or negative). Connotation refers to meaning beyond dictionaries.
The data shows that there are several aspects constructing the connotative meaning, i.e. two
men repairing the rhinoceros body, the rhinoceros, tool kits, and racks.

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3.5. Connotation meaning: Third Order Semiological System
In addition to object as the second order semiological system, the connotative
meaning will be completed by looking at the third order semiological system. Through the
interpretant, the meaning can be subjectively observed, which means the meaning of the sign
depends on the person who interprets the meaning. The third order semiological system is
shown by this interpretation: extinction is a serious matter that cannot be easily overcome.
Therefore, as humans we need to do something to prevent extinction, because once a species
extinct it is hardly possible to bring it back.

3.6. Pierce’s Trichotomy: Icon, Index, Symbol

3.6.1. Icon
Icon refers to a mode which signifier is perceived as resembling or imitating the
signified, in which they are similar in possessing some of the qualities. The icons shown by
the advertisement are a rhinoceros, humans, and the tool kits. The explanation is provided as
follows:
 A rhinoceros represents the endangered species in nature.
 Two men represent human beings on earth.
 Tool kits represent something that is used to repair or fix any damage caused by
someone’s fault or probably natural phenomena.

3.6.2. Index
Index is a mode in which the signifier is not arbitrary but is directly connected, either
physically or causally to the signified. In this advertisement, there are three aspects
representing index, i.e. the two men, the rhinoceros, the garage, and the tool kits inside it. The
explanation of each aspect is described as follows:
 The cloths worn by the two men represent modernity and intelligent. This sign also
become the representation of human beings since human is the only creature that uses
cloths, this is due to the fact that cloths is the primary need for human beings.
 The horns of the rhinoceros represents the animal’s main feature which have many
benefits, either for the animal itself or for human beings. This makes them susceptible
to be hunted. The horn of a rhinoceros is the first defense when these animals feel
threatened. It is also beneficial for human being since the horn is turned into medicine
which is believed to cure disease, such as cancer. This, unfortuantely, leads them to

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 their endangered status and in the future it is not impossible for these rhinoceros to
completely extinct in wild life.
 The garage is a place for fixing something seriously damaged or broken (intentionally
or unintentionally). Normally, the things being repaired in the garage are related to
automotive, such as cars, motorbikes, and so forth. However, in this advertisement,
the rhinoceros seems to suffer serious ‘damage’, thus, it has to be ‘fixed’ inside the
garage.
 The tool kits represent something used by mechanics to repair something that is
damaged, in which in this case the rhinoceros itself.

3.6.3. Symbol
This term denotes a condition where the signifier does not resemble the signified;
however, it is purely conventional. Thus, the relationship must be learnt. The symbol is
represented by the following aspects:
 The text EXTINCTION CAN’T BE FIXED. This writing tries to persuade and make
people realize about the balance in our nature. As humans we need to protect the
animals, especially the endangered ones. Because when certain species become
extinct, it is hard to bring them back to life or revive them. As the result the balance
in our nature will be disturbed.
 The rhinoceros represents the extinction itself. Although rhinoceros still exist in some
places, however, one species (black rhinoceros) was declared extinct in 2011
(WWF). Therefore, the rhinoceros is used in this advertisement and fixed by those
men in their garage.
 The two men as the representation of human beings who are trying to fix the
situation. One of them is lying under the rhinoceros’ body in order to repair the
damage within the rhinoceros. In other words, he actually tries to fix the extinction.
This correlates with the fact that humans are trying so hard to protect the endangered
animals to prevent extinction.
 The tool kits symbolize the things used for repairing something. In relation to daily
life, these tool kits can be associated by the effort made by people in order to protect
both the endangered animals, such as building conservation centres, captivities; and
to revive the extinct animals, such as cloning.

3.7. Ideology

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 Keanne (2019) stated that ideology or semiotic ideology refers to the manifestation
that is inherent to the general human sign-using capacity. It ties general semiotic processes
with ethical and political value. Furthermore, ideology seriously takes a sign a certain way to
the world it presupposes and, often, the life that that world recommends. The ideology of this
advertisement is that extinction is should be taken seriously because once a species extinct it
can never be brought back. Thus humans have to work together in order to protect all species
of creatures, especially the endangered ones.

IV. CONCLUSION
The analysis of sign and meaning covers various and wide range of aspects. This is
due to the fact that sign is arbitrary, meaning it depends on the speakers agreement on how
the sign will be comprehended. This study tries to discuss and discover the meaning and the
purpose of an advertisement by applying the theory of semiotics by Charles Sanders Pierce
which consists of icon, index, and symbol. Based on the analysis, it is revealed that the WWF
advertisement uses rhinoceros and human as their icon, index, and symbol since it can
represent the reality regarding to the extinction of some species. In advertisement to that, this
advertisement has both connotative and denotative meaning which means that extinction is
not a good thing to deal with. Even when humans have put their great effort to overcome this
problem, it is still impossible to revive the extinct species since the extinction can’t be fixed.

V. BIBLIOGRAPHY
https://media.neliti.com/media/publications/224317-representasi-pakaian-muslimah-dalam-
ikla.pdf (Accessed on November 20, 2019)
https://plato.stanford.edu/entries/peirce-semiotics/#Int (Accessed on November 20, 2019)
file:///C:/Users/Asus/Downloadvertisements/8353-1-14850-1-10-20140314.pdf
(Accessed on November 20, 2019)
https://csmt.uchicago.edu/glossary2004/symbolindexicon.htm (Accessed on November 20,
2019)
https://www.csun.edu/~bashforth/098_PDF/06Sep15Connotation_Denotation.pdf (Accessed
on November 20, 2019)
https://www.journals.uchicago.edu/doi/pdfplus/10.1086/695387 (Accessed on November 20,
2019)

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https://www.troup.org/userfiles/929/My%20Files/ELA/MS%20ELA/6th%20ELA/6th%20Un
it%203/ConnotationActivitiesassignmentspractice.pdf?id=21743 (Accessed on
November 20, 2019)