A SEMIOTIC ANALYSIS ON GREENFIELDS FARMING PHILOSOPHY

I Gusti Ayu Agung Arie Puspita Dewi (Universitas Mahasaraswati Denpasar)
Ida Ayu Mela Tustiawati (Universitas Mahasaraswati Denpasar)

Jurnal Scientia
Vol. 12 No. 02 (2023): Education, Sosial science and Planning technique, edition March-May 2023

Communication is a common form of human interaction that occurs on a daily basis. Communication has meaning in the science of signs as well. Advertising is an example of a sign. Greenfield’s Farming Philosophy is an audiovisual advertisement that extends for four minutes and fifty-five seconds. This research utilizes a qualitative approach based on Saussure's semiotics theory, as cited by Chandler [1], to examine the meanings of signs in advertisements using Barthes' [2] theory of meaning and Wierzbicka's (1996) theory of color. This research revealed three verbal signs and three visual signs. Each sign has a denotative and connotative meaning.