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Desthia Amalia
Gunadarma University
Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Social Sciences

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EXPLORING VISUAL SEMIOTICS IN MYKONOS MILK DROPS SERIES PERFUME PACKAGING THROUGH PIERCE’S THEORY OF NON-VERBAL SIGNS Desthia Amalia; Nuri Adlina
Journal of Language and Literature Vol. 13 No. 1 (2025)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/jll.2025.v13i1.14430

Abstract

This research aims to explore the visual semiotics of Mykonos' Milk Drops series, a collection of unisex fragrances that challenge traditional gender norms in the perfume industry. The study investigates how the packaging of these fragrances communicates the essence of the scents within, focusing on the signs and symbols employed to convey meaning and evoke consumer interest. This qualitative research employs purposive sampling to focus on three specific variants of Mykonos' Milk Drops series: Milk Drops, Pink Drops, and Café Drops. The study applies Peirce's triadic semiotic theory to examine the non-verbal signs found on the packaging, classifying them as Qualisigns, Sinsigns, Icons, Indexes, Rheme and Dicents. This research offers valuable insights into the role of visual semiotics in the fragrance industry, particularly regarding perfumes. By demonstrating how packaging can encapsulate complex ideas and emotions through visual language, the study emphasizes the significance of design in marketing strategies and its potential impact on consumer behavior. The findings reveals how non-verbal signs communicate the product's essence. The packaging initially presents as a Qualisign (color), followed by various Sinsigns (cow images, box shape, cowhide patterns, water droplets). These function as Icons (representing cows and milk cartons) and Indexes (cowhide), with water droplets further suggesting the freshness and scent of milk.
AN ANALYSIS OF HERMEUNEUTICS PERSPECTIVE BY GRACIA ON INDONESIAN MOVIE “NGERI-NGERI SEDAP” Desthia Amalia; Nuri Adlina
UG Journal Vol. 18 No. 3 (2024)
Publisher : Universitas Gunadarma

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Abstract

The purpose of this study was to identify three hermeneutical functions according to Jorge J.E. Gracia on “Ngeri-Ngeri Sedap” movie. The data instrument used in this study is a movie entitled Ngeri-Ngeri Sedap which has a duration of 1 hour 54 minutes. The researcher focuses on the characterizations that occur in the movie, and then analyzes them using three hermeneutical functions (historical function, meaning function and application function) according to Gracia. In this study, two data collection techniques were used, namely observation and documentation. In conclusion the movie can be studied using the hermeneutical perspective of Jorge J.E. Gracia. The movie can be analyzed based on three interpretation functions according to Gracia. In the historical function, the researcher explores from the author's point of view and the customary law that exists in the Batak community to see the background of the movie that can be sparked. In addition, the researcher found six data related to the function of meaning, the researcher explored the conflict in terms of the author's anxiety and connected it with the reality that occurs in today's society. Then, the researcher found the implementation function contained in the movie Ngeri-Ngeri Sedap where the researcher captured the message to be conveyed to the audience. The application that the author wants to convey is related to the misunderstanding between children and parents and the impact of unhealthy communication. It can also be a strong enough incentive to stop blaming one party when conflict arises between parent and child. Thus, the author also wants to emphasize that the cultural problems that occur can be communicated over time.
Co-Authors Nuri Adlina