Semiotic Analysis on Sprite Advertisement

  • Aisyarifah Aisyarifah Universitas LIA, Jakarta, Indonesia
  • Risna Saswati Universitas LIA, Jakarta, Indonesia
  • Amelia Isti Fahmi Universitas LIA, Jakarta, Indonesia
DOI: https://doi.org/10.53769/deiktis.v6i2.2753
Keywords: Pierce's theory, icon, semiotic process, symbols

Abstract

The analysis of this research is to find out the meaning of icons and symbols in Sprite poster advertisement and explains their semiotic process. The semiotic analysis method is used to identify and analyze the data which focus on representament, object, and interpretant by using the triadic semiotic by Pierce’s theory. This research applied a descriptive qualitative analysis method. The study reveals that the advertisements using the semiotic process of triadic method by using Pierce’s theory. The study reveals that the icons (pictures), symbols (written language) and interpretant from the poster advertisement. The data are taken from Google. Besides, the finds that  the icon on the advertisement can be the first aspect that can give direction to the meaning.The study shows that the semiotic process from in the three data of Sprite advertisements 3 icons, 4 symbols, and 3 objects. From this analysis it can be deduced that advertisements have different meanings and different interpretations.

Downloads

Download data is not yet available.

Author Biographies

Risna Saswati, Universitas LIA, Jakarta, Indonesia

The analysis of this research is to find out the meaning of icons and symbols in Sprite poster advertisement and explains their semiotic process. The semiotic analysis method is used to identify and analyze the data which focus on representament, object, and interpretant by using the triadic semiotic by Pierce’s theory. This research applied a descriptive qualitative analysis method. The study reveals that the advertisements using the semiotic process of triadic method by using Pierce’s theory. The study reveals that the icons (pictures), symbols (written language) and interpretant from the poster advertisement. The data are taken from Google. Besides, the finds that  the icon on the advertisement can be the first aspect that can give direction to the meaning.The study shows that the semiotic process from in the three data of Sprite advertisements 3 icons, 4 symbols, and 3 objects. From this analysis it can be deduced that advertisements have different meanings and different interpretations.

Amelia Isti Fahmi , Universitas LIA, Jakarta, Indonesia

The analysis of this research is to find out the meaning of icons and symbols in Sprite poster advertisement and explains their semiotic process. The semiotic analysis method is used to identify and analyze the data which focus on representament, object, and interpretant by using the triadic semiotic by Pierce’s theory. This research applied a descriptive qualitative analysis method. The study reveals that the advertisements using the semiotic process of triadic method by using Pierce’s theory. The study reveals that the icons (pictures), symbols (written language) and interpretant from the poster advertisement. The data are taken from Google. Besides, the finds that  the icon on the advertisement can be the first aspect that can give direction to the meaning.The study shows that the semiotic process from in the three data of Sprite advertisements 3 icons, 4 symbols, and 3 objects. From this analysis it can be deduced that advertisements have different meanings and different interpretations.

References

Andreas, T. Halina, S, M, Y. (November 2014). The Semiotic Perspectives of Peirce and Saussure: A Brief Comparative Study. Malaysia Sabah University.

Bahtiar Rifai (2010), A Semiotic Analysis on Coca-Cola’s Commercial Advertisement. State Islamic University Syarief Hidayatullah Jakarta.

Baran, S. J., & Davis, D. K. (2015). Mass Communication Theory: Foundations, Ferment, and Future. Cengage Learning. McQuail, D. (2010). McQuail’s Mass Communication Theory (6th ed.). Sage Publications.

Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective.

Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill.

Creswell, J. W. (2014). Research Design, Qualitative, Quantitative, and Mixed Methods Approaches (V. Knight (Ed.); Fourth Edi). SAGE Publications, Inc.

Eriana, (2015). Peirce’s Semiotics Analysis Of Icon And Symbol On Perfume Advertisement. State Islamic University Syarief Hidayatullah Jakarta.

European Journal Of Pragmatism And American Philosophy. (2018). Eco, Peirce, and the Pragmatic Theory of Signs. Randall E. Auxier: Author.

Hasanah, (2010). A Semiotic Analysis on Dagadu T-Shirt. State Islamic University Syarief Hidayatullah Jakarta.

Hendri Z, (2018). Multimodal Analysis in Sprite Advertisement ‘Nyatanya Pas’ Edition (pp. 353-357). Surabaya: University Airlangga.

Justus-Buchler, (1939). Philosophical Writings of Peirce. Dover Publications, INC.,New York.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Wells, W., Moriarty, S., & Burnett, J. (2015). Advertising: Principles and Practice. Pearson.

McGraw-Hill. McQuail, D. (2010). McQuail’s Mass Communication Theory (6th ed.). Sage Publications.

Oseni,T,A. (2020). The Concept of Semiotics in Charles Sanders Peirce’s Pragmatism (pp. 271-273). Lagos State University.

Picture 1 “Feel the Freshness” https://id.pinterest.com/pin/297659856595321864/,

Picture 2 “Freedom from Thirst” https://dm2group.com/portfolio/sprite-triple-slam-dunk/,

Picture 3 “Obey Your Thirst” https://themmacommunity.com/threads/what-citys-skyline-is-this-pic-contains

Sakinah, Alfiqri, Hanifah (Eds.). (2020). Analysis of Icons, Indexes, and Symbols in Youtube Advertisement of Wardah Perfect Bright Creamy Foam Facial Wash. Apollo Project.

Stanford Encyclopedia of Philosophy.(2010). Peirce’s Theory of Signs (2nd Ed.). Stanford University: Author.

Vivian, J. (2013). The Media of Mass Communication (11th ed.). Pearson Education.

Published
2026-04-17
How to Cite
Aisyarifah, A., Saswati, R., & Fahmi , A. I. (2026). Semiotic Analysis on Sprite Advertisement . DEIKTIS: Jurnal Pendidikan, Bahasa Dan Sastra, 6(2), 1248-1255. https://doi.org/10.53769/deiktis.v6i2.2753
Issue
Vol. 6 No. 2 (2026)
Section
Articles

Copyright (c) 2026 Aisyarifah Aisyarifah, Risna Saswati, Amelia Isti Fahmi

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.

License

The use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution 4.0 International License.

Author(s)' Warranties

The author warrants that the article is original, written by the stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).

User/Public Rights

Under the Creative Commons license, users are allowed to copy, distribute, display, and perform the work. Users will also need to attribute authors on distributing works in the journal and other media of publications. Unless otherwise stated, the authors are public entities as soon as their articles got published.

Rights of Authors

Authors retain all their rights to the published works, such as (but not limited to) the following rights;

  • Copyright and other proprietary rights relating to the article, such as patent rights,
  • The right to use the substance of the article in own future works, including lectures and books,
  • The right to reproduce the article for own purposes,
  • The right to self-archive the article,
  • The right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.

Co-Authorship

If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. The journal will not be held liable for anything that may arise due to the author(s) internal dispute. The journal will only communicate with the corresponding author.

Royalties

Being an open accessed journal and disseminating articles for free under the Creative Commons license term mentioned, author(s) aware that the journal entitles the author(s) to no royalties or other fees.

Miscellaneous

The article will be published in the journal if the article’s editorial process is successfully completed. The editors may modify the article to a style of punctuation, spelling, capitalization, referencing, and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers.