Nirwana, YangRachmaMaharani (2016) Logos and Tagline of Coffee Shops in Malang: A Semiotic Analysis. Sarjana thesis, Universitas Brawijaya.
English Abstract
Nowadays, the development in technology influences the society to stay updated with the recent lifestyle such as visiting any interesting hang-out place. A coffee shop is one of the places which offer a fascinating place to get a relaxation or selfie- photo. One of the ways to attract the customers to come is by promoting their place with a remarkable logo and tagline. Hence, the researcher conducted a semiotic study about coffee shop logo and tagline in Malang using Saussure‟s dyadic theory and Barthes‟s connotation theory. There are two research problems to be solved in this study namely: (1) What signs are found in the logo and tagline of coffee shops in Malang? ; (2) What is the connotative meaning carried by the logos and taglines of coffee shop in Malang? This study uses qualitative approach since the object of the study is a coffee shop logo and this study focuses on finding out the sign and its logo and tagline interpretation. The data sources in this study are five coffee shop logos and taglines chosen from the reviews in the www.tripadvisor.com. On the basis of Saussure‟s dyadic theory, the signs found in this study consist of the coffee shops‟ names and taglines, the choice of colors, background shapes, typefaces and detailed ornaments. The signifier and signified of each sign are engaged and functioned as the first signification for the purpose of second order signification called as connotation theory from Barthes. On behalf of the connotative meaning, such as the phrase Java Dancer Coffee, connoted a delicate and gentle ambience since that phrase denoted a reposeful Javanese dancer. The researcher found that connotation theory is very useful to get the deeper meaning towards the sign. The researcher suggests the next study of the same field to dispense a questionnaire to the certain community related with the influence of the coffee shops logo and the tagline toward the visit.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FBS/2016/520/051607829 |
| Subjects: | 400 Language > 420 English and Old English (Anglo-Saxon) |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 08 Sep 2016 09:52 |
| Last Modified: | 20 Oct 2021 09:09 |
| URI: | http://repository.ub.ac.id/id/eprint/102422 |
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