semiotic aspects in “to all the boys i’ve love before
TRANSCRIPT
SEMIOTIC ASPECTS IN “TO ALL THE BOYS I’VE LOVE BEFORE” MOVIE POSTER
Dwi Nitisari
Universitas Gunadarma, [email protected]
ABSTRACT
The aims of this research are to find out verbal and non-verbal signs which are found in the movie poster titled “To All the Boys I’ve
Loved Before” and to find out the meaning of verbal and non-verbal signs of this movie poster. This research is analyzed using
Saussure’s about signs. The method of this research is qualitative method because the data of this research are in words and pictures not
in numbers. The result showed that the verbal sings found in this research namely title, sub title, font size, internet sites, movie maker,
institution logo, and the date of release. The result also showed that some non-verbal found in this research namely picture, color,
position, and the poster background. All signs reflected that this movie poster is included to romantic’s movie.
Keywords: Semiotic, sign, movie poster.
INTRODUCTION
Advertising is any kind of media used to inform people about something important, which is normally intended to inform people
to do something or buying a certain product. One of the division of advertising media is “Movie Poster”. Movie poster is still an
incredibly important part of film’s marketing technique. The aim of a movie poster is to gain interest in a movie, an effective way to
distribute a movie in a wider range of locations, and movie poster can also give us important information about the production context
of the movie. There are different forms of language used in advertisement. According to Gilson and Berkman (1986) define
advertisements as the persuasive media of communication to help companies achieve marketing objectives. To meet this need,
companies should make the best advertisement with the most suitable language style.
This study analyzed the semiotic signs used in movie poster advertisement using Saussure theories. Semiotic study can analyze
not only written and spoken language but can also analyze visual element of the advertisement. The focuses of this study is to analyze
the semiotic signs and the messages conveyed by verbal and visual signs, especially in “To All The Boys I’ve Loved Before” Movie
Poster, which has a very amazing story and based on the New York Times Best-seller. To All The Boys I’ve Loved Before movie poster
also has much semiotic signs which can be analyzed in this study, which should know the meaning of the semiotic signs in this poster
such as the meaning of color, the verbal and visual aspect, etc.
By analyzing the movie poster, this study can reveals that the function of the sign in each movie poster is to illustrate and guide
the audience about the story of the film. The connotation is made based on the relation of the movie poster and the story along the
movies. The date of the release of the film stands out, it is very important for advertisement purposes that the audience can know when
they will be able to see the film.
a. Saussure’s Semiotics Theory
Saussure treated language as a sign-system, and his work in linguistics supplied the concepts and methods that semioticians
applied to sign-systems other than language. One such basic semiotic concept is Saussure’s distinction between the two inseparable
components of a sign: the signifier, which in language is a set of speech sounds or marks on a page, and the signified, which is the
concept or idea behind the sign. Saussure also distinguished parole, or actual individual utterances, from langue, the underlying system
of conventions that makes such utterances understandable; it is this underlying langue that most interests semioticians.
b. Theory of color term by Wierzbicka
Wierzbicka’s natural prototypes are instrumental in the initial construction of their color categories, but they also remain present
as “cognitive anchors” for the semantics of those categories (Wiezbicka 1996:332). They are revealed in a language’s use of metaphors,
set phrases and sayings which indicate a conscious or sub-consious connection with a natural phenomenon; for example, ‘he’s green’
meaning ‘immature’ or ‘inexperienced’, is appropriate to vegetation, the suggested prototype of the color green. Wierzbicka
distinguishes a prototype from an exemplar or model; for example, charcoal and soot are exemplars of black, but the prototype is night.
RESEARCH METHOD
The data in this study were taken from a poster advertisement entitled “To All The Boys I’ve Loved Before”. It was published
by the Wikipedia on id.wikipedia.org. The method used in collecting data in this study was library research. The data collected through
some steps. The first step was by downloading the advertisement from the sites on the internet, second by observing the verbal message
which was applied on the text on the poster advertisement. Third, by observing the visual messages from the advertisement such as
color, shape, etc. The collected data were analyzed descriptively and qualitatively based on the theory of semiotics. The semiotic theory
by Saussure (1974) was used to analyze the signified and signifier of signs in this poster advertisement. In analyzing the meaning of
color term, the theory proposed by Anna Wierzbicka (1996) was used.
RESULT AND DISCUSSION
The result of this research showed that verbal and non-verbal signs which are found in this movie poster namely:
a. The Analysis of Verbal Elements To All The Boys I‘ve Loved Before Poster
No. Verbal Elements Signifier Signified
1. Headline
“To All The Boys I’ve Loved
Before” text is a signifier of the
movie title with the same text.
The phrase “ To All The Boys I’ve
Loved Before” was the boys that
Lara Jean (as main character) once
liked. Lara Jean Covey is a
sixteen-year-old half-Korean,
half-white girl living in Virginia.
She is extremely close to her older
sister Margot and younger sister
Kitty. Lara Jean keeps love letters
to all the boys she has ever loved
in a teal hatbox given to her by her
late mother who died by a head
injury when Lara Jean was just 9.
One night, while hanging out
with her little sister, Kitty, Lara
Jean falls asleep on the couch,
allowing Kitty to sneak into her
room and find her collection of
letters then Kitty send those letters
to all the boys that Lara Jean loved
before.
2. Sub Headline
a.) A NETFLIX FILM
b.) THE LETTERS ARE OUT
a.) The sub headline that
placed over the headline is
“A NETFLIX FILM” it
means that Netflix Film is
a production company
of To All The Boys I’ve
Loved Before movie.
b.) The phrase “The Letters
Are Out” on this poster is
the cause of the problem
that Lara Jean has to face.
Because the letters those
she kept in her box was
disappear.
3. Body Copy
a.) Based On The New York
Times Best-Seller
b.) AUGUST 17 NETFLIX
a.) The meaning of body
copy in this poster is to
advertise the movie. The
meaning of this body copy
is how the filmmaker
emphasize that the movie
is based on the New York
Times Best-Seller so it’s
mean that the movie or the
story of this movie will be
interesting.
b.) The meaning of body
copy in this poster is to
advertise the movie. The
purpose of advertising the
movie is to attract the
viewers, and can also be
seen by the release date of
the movie in August 17
that will be presented in
Netflix.
No. Non-Verbal Elements Signifier Signified
1. Illustrations
a.) Character Analysis
a.) Character Analysis
The girl (Lara Jean)
b.) Decoration analysis
The love form
background with
some icons and
some names.
The Paper
background
a.) Character Analysis
The girl who is quite large
and positioned in the middle
of the layout shows her
representation as the main
character in the film. Her
name is Lara Jean. She also
wearing an outfit that
represent that she is a
teenager.
b.) Decoration analysis
This background
represent about the love
letters which Lara write
for. The name are
consist in the
background (John,
Peter, Kenny, Lucas,
Josh) are the man who
received Lara’s love
letter. The decoration
b.) Decoration analysis
(cupcakes, bicycle,
camp, etc) means the
memories of Lara and
the boys had.
This background means
about the paper that
Lara Jeans usually use
for write the letters.
2. Typography
a.)
a.) The font type used to write
the headline and the names
a.) Typography type of script
has the appearance like a
handwriting so that it
b.)
in the background in this
movie poster is Script.
b.) The font type used to write
the sub headline in this
movie poster is Serif.
creates a personal and
familiar impression. The
headline words and the
names in the background
was really personal for Lara,
because the letters she wrote
and the boys she loved was
kept confidential.
b.) Serif font is a letter with a
hooked tip. This letter was
very popular before the 19th
century. Because the letter is
based on the ancient
handwriting that has a
classic, elegant and formal
impression.
3. Color impression
a.) White Color
b.) Pink Color
c.) Blue Color
a.) White Color
b.) Pink Color
c.) Blue Color
a.) White is often associated
with feeling clean or
hygienic and clinical. White
can also make a product look
clear and clean. Like a
canvas, the use of white
tends to be like colourless, so
that every colour above the
white becomes prominent
because white acts as light.
This movie using white color
is for represent the common
color of letter.
b.) The color pink is the color
of universal love of oneself
and of others. Pink
represents friendship,
affection, harmony, inner
peace, and approachability.
So, this is means about the
Lara Jean’s romantic story.
c.) Blue in general can be
associated with intelligence
1.
2.
and logic. So, it has the
meaning of Lara's mindset
or logic in her life.
CONCLUSION
Based on the foregoing analysis poster advertisement entitled “To All The Boys I’ve Loved Before” movie poster, There were
two aspects which formulated in this poster. They are verbal and non-verbal. The verbal signs consist of three elements and the Non-
Verbal signs consist of three elements. From verbal analysis we can know that the movie is based on The New York Times Best-Seller
and produce by Netflix. From non-verbal analysis we can know the genre of this movie is romance. The movie poster used the semiotical
signs by both verbal and visual aspects which have some important purposes, such as: to give some information for people about signs
in order to know the messages of signs in the posters
BIBLIOGRAPHY
Juliantari, Ni Luh Putu. 2014. “Semiotic Analysis of The Conjuring Movie Poster Advertisement”. Denpasar. Faculty of Letters.
Udayana University.
Isfandiyary, Farah Hanum (2017) The Aspects Of Semiotics Using Barthes’s Theory On A Series Of Unfortunate Events Movie
Poster. Undergraduate Thesis, Diponegoro University.
Gems, Emily. 2003. Colour Meaning. Urbana: United States.
https://id.wikipedia.org/wiki/To_All_the_Boys_I%27ve_Loved_Before_(film)
Perpustakaan Universitas Gunadarma BARCODE
BUKTI UNGGAH DOKUMEN PENELITIANPERPUSTAKAAN UNIVERSITAS GUNADARMA
Nomor Pengunggahan
SURAT KETERANGANNomor: 141/PERPUS/UG/2020
Surat ini menerangkan bahwa: Nama Penulis : Dwi NitisariNomor Penulis : 090910Email Penulis : [email protected] Penulis : Jl. H. M Degel Amin No.44A
Telah menyerahkan hasil penelitian/ penulisan untuk disimpan dan dimanfaatkan di Perpustakaan Universitas Gunadarma,dengan rincian sebagai berikut : Nomor Induk : FSB/SA/PENELITIAN/141/2020Judul Penelitian : SEMIOTIC ASPECTS IN “TO ALL THE BOYS I’VE LOVE BEFORE” MOVIE POSTERTanggal Penyerahan : 21 / 12 / 2020
Demikian surat ini dibuat untuk dipergunakan seperlunya dilingkungan Universitas Gunadarma dan Kopertis Wilayah III.
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