CHAPTER I

INTRODUCTION
1.1 Background of the Study
Bali is one of the famous tourist destinations in Indonesia because of its
culture, the beauty of its panorama, and its friendly people. Because of its culture,
Bali is visited by foreigners from many countries. And many tourism industries in
Bali used this condition to offer their goods and services, such as resorts, spas,
airlines and any other public places. They used media or mass-communication to
inform their goods and services to the visitors.
Advertising is one of the basic forms of mass-communication that are used
by tourism industry to promote their product or services. Advertising has a close
relation to the business world. It is one of the means designed to create demands
for such goods and service. Besides, it also can make the interaction of trading
smoothly and hopefully, attracting the readers to buy such goods or even using the
services.
According to Dyer !""#$ % & advertising means drawing attention to
something or informing somebody or something. The advertising's central
function is to create the potential consumers desire that previously did not e(ist.
Therefore, the advertisers try to persuade the consumer rather than inform less
concerned with the communication of essential information about the goods and
services&.
There are many kinds of advertisements, which in general have the same
function, for making oriented. It is available in many kinds of form$ there are
spoken and written forms. The spoken form usually uses electronic media such as
radio, television, etc, while the written one uses printed media like a brochures, an
article, etc.
This study will analy)e the commercial printed advertisements. The
analysis of advertisement will begin on how far the relation of verbal and visual
messages at printed advertisements. Interesting advertisements are the
advertisements, which are showing the words and pictures together. Both of them
must support each other. If the words are presented without supported by the
pictures the message, which will be transformed, will not done well. Therefore,
the presentation of the verbal and visual parts of the advertisement is very
important because they are related in carrying the message of the advertisements.
This topic is interesting because advertisements have become a useful
communication tool in our everyday life. In creating the advertisements, the
advertisers as the creators have special aims. The function of advertisement is not
only to introduce new product but also to persuade the audience that their product
is better that others.
The language in the advertisement te(ts has different form of language w
use in our everyday lives. It is usually informal* the sentences are short and
simple* and containing interactive words. It is because of the commercial function
of the advertising language of which function is to send a message from the
advertiser to the consumers to do something. In this study, the writer interested in
making a research about resorts and cottages brochures based on the semiotic
theory. The writer found the brochure supported by beautiful visual signs. The
writer focus this research on the analysis of te(t structure on the verbal and visual
signs in those places brochures and also the messages conveyed by both verbal
and visual sign in those places brochures.
+rinted advertisement that is published by each of the places consists of
verbal and visual signs that can lead us to discover the messages that it brought. In
the case of advertisements, especially printed advertisement, this study will be
indicated the relationships between verbal and visual signs because many
advertisements haven't good relationship between verbal and visual sign.
!.% +roblems of the ,tudy
The problems that are discussed in this study are as follows$
!. -ow the te(t in the resorts and cottages brochures.
%. /hat messages conveyed by both verbal and visual sign in the resorts and
cottages brochures.
!.# Aims of the ,tudy
The aims of the study are$
!. To analy)e the te(t structure in the resorts and cottages brochures.
%. To find out the messages conveyed by both verbal and visual sing in the
resorts and cottages brochures.
!.0 ,cope of Discussion
The discussion in this study focuses on the presentation of the analysis of
the verbal signs with the te(t in the brochures structured and the visual and the
visual signs also the messages are conveyed by both verbal and visual sign in the
resorts and cottages brochures.
!.1 Data ,ource
There are three brochures in this study* the brochures were taken from
resorts and cottages as their own printed advertisement. The content of the
brochure are* the first brochure is about /aka resort, the second brochure is about
2amayana resort and spa, the third brochure is about Dancing Dragon cottages.
!.3 2esearch 4ethod
The research method of the study covers three important items namely
method and techni5ue of collecting data, method and techni5ue of analy)ing data
and method and techni5ue of presenting data. 6ach of the items is e(plained more
detail on the subtitle as follow.
!.3.! 4ethod and Techni5ue of 7ollecting Data
In this study, the method that is used in collecting the data is a
Documentary method. The brochures were classified based on the composition of
verbal and visual signs. 8irst step was done by observing the visual message from
the images such as colors, shape, etc. The nest step was done by observing the
verbal message which applied on the e(planation on the brochures.
!.3.% 4ethod and Techni5ue of Analy)ing Data
The collected data were descriptively and 5ualitatively analy)ed based on
the theories applied in this study. The verbal signs of the tourism brochures were
analy)ed base on Dyer's concepts and the visual signs of the brochures were
analy)ed based on the semiotic theory by 7handler. In analy)ing the brochures,
the presentation of the verbal signs was analy)ed first, followed by the analysis of
the presentations of the visual signs. These analyses are followed by discussions,
which are presented following the analysis of the tourism brochures. These
analyses are aimed to find out the relations between the verbal and visual signs.
!.3.# 4ethod and Techni5ue of +resenting Data
8irs step was done by observing the visual message from the images such
as colors, shape, etc. The ne(t step was done by observing the verbal
message which applied on the e(planation on the brochures. In analy)ing
the brochures, the presentation of the verbal signs was analy)ed first,
followed by the analysis of the presentation of the visual signs. These
analyses are followed by discussions, which are presented following the
analysis the tourism brochures. These analyses are aimed to fin out the
relations between the verbal and visual signs.
7-A+T62 II
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9iterature 2eview
Thesis 2eview
There are three previous studies which concerned with semiotic
that had been done by the student of 6nglish Department 8aculty of
9etters :dayana :niversity. The first paper is by 4artina %??@ &
entitled AA 7omparison ,tudy of Advertisement in Term of ;erbal and
;isual Aspect of 7hocolate +roduct +ackageA. This study focuses on
the semiotic study in advertisement. The data used in this study were
taken from two different types of chocolate product package. <ne was
taken from ADelfiB and another one was taken from A-awaiian -ostB.
This study is aimed at finding out the way of signs presented on the
product package to support the selling point of the product, describing
the meaning and functions of verbal and visual aspect in two different
types of chocolate product packages and describing the similarities and
differences of sign shaved by the two different types of chocolate
product packages. This study uses three theories in analy)ing the
problems, namely Theory of ,emiotic by 7handler %??! &, Theory of
4eaning by 9eech !"@@ &, and Theory of 7olor terms by /ier)bicka
!""3 &.
7handler said that$
A,emiotic can be applied to anything, which can be seen as
signifying something on order words, to everything that has meaning
within a culture. 6ven within the conte(t of the mass media, someone
can apply semiotics analysis to any media te(ts including television
and radio programmers, film, newspaper, and maga)ine articles,
posters and others advertisements& and the practices involved in
producing and interpreting such te(tsB. 7handler %??!$ #%%&.
9eech said that$
ABreak down Cmeaning' in its widest sense into seven different
ingredients, giving primary important to logical meaning or conceptual
meaningB. 9eech !"@@$+"-!"&.
/ier)bicka said that$
A+roposed that color' not a universal human concept but is
correlated to the seeing which is considered universal, because color is
definable only via seeing. The color conceptuali)ation is different in
different culture although there are also some striking similarities.
/ier)bicka !""3$%D@&.
In this study, it is concluded that the packages consist of the verbal
and visual aspect. ;erbal aspect is reali)ed by the te(t and mostly
conveys conceptual meaning. It is used to give information, re5uest
and e(press the products feeling so that informational, e(pressive and
directive functions are found in the package. ;isual aspect is reali)ed
by the attractive pictures to attract the attention of the target audiences.
,ome similarities and differences are also found and comparing both
of the packages.
The second is a paper entitled AThe 4eaning of ,ymbols on
Brochures of 4edicineB done by ,ulaeni %??@& is also reviewed. In
accordance with the title, this study was taken from two brochures of
medicine such as Information ,pecialite <bat Indonesia I,<& and
Indonesia Inde( of 4edicine.
,pecialties II4,& and is aimed at finding out symbols used in the
brochures, analy)ing reference of the symbols. The theories use in to
analy)e the brochures are taken form Theory of ,ign by 7handler
!""@&. 8rom this study it is found that some symbols are abbreviation,
alphabetical letter, number, and mark. The though of references of
respondents toward the symbols are varied to each other. ,ome of the
though of respondent are some with the referent of the symbols but
there are some of them, which are different with the referent of the
symbol.
The third paper written by ,avitri %??@& entitled AAnalysis of
;isual and ;erbal in -arley E Davidson's 4otorcycle Advertisement in
-ot Bike 4aga)ineB, this paper was also analy)ed about verbal and
visual messages and it focused on the production signs which have the
power to promote and persuade. This study was mainly aimed to
describe the sign visual and verbal& in the advertisement relating to
the analy)ing of its meanings and functions of language, and conte(t of
situation. The main theories that use in this study were theories of
meaning and function by Feoffrey 9eech and the theories of conte(t of
situation by -aliday. 8rom this study found the visual sign used as the
prominent sign of the advertisement and intended to attract the
attention of the reader.
Gournals 2eview
<ne article of Hournal that related for this study was AImage,
,ign, Identity$ Gean 4arie 8loch and ;isual ,emioticB by Thomas 8
Broden %??%&, it is taken from The American Gournal of ,emiotic.
>ent$ %??%. ;ol !D, Iss. !-0* pg. %#@. It focused on two recently
translated monographs by G-4. 8loch provide 6nglish language
scholars with a substantial sample of this original and prolific visual
semiotician's works. The article making up the two volumes present
and illustrated the methods and concepts that 8loch develop$
Afigurative semioticB, Aplastic semioticB, and Avisual identitiesB.
+rivileging the close description of particular images, Gean-4arie
8loch's work systematically brings to bear a comple( and e(plicit
semiotic theory to the e(ploration of visual images. The books raise
crucial 5uestions for research in the visual arts, in marketing, in
perception and cognition, and in intercultural communication. This
essay describes at the main procedures 8loch proposes for analy)ing
visual images, e(amines his concept of a visual identity, and evaluates
the two 6nglish editions and translations.
This section were inform the te(t book that were used to
support this writing, the new 6ncyclopedia Britannica states that
advertising is a form of communication intended to promote the sale of
a product or service, to influence public opinion, to gain political
support, to advance a particular cause, or to elicit some other response
desired by the advertiser. 8rom this definition we can get that
advertising is used for selling goods, political parties and candidates,
social organi)ations, special interest group, and the government.
7oncepts
%..%.! ,emiotics E 7oncepts and 4ethods
,emiotics is the study of signs which is applied to such cultural
phenomenon, under the premise that a sign is anything can mean
something to somebody. The study of signs of semiotic might therefore
be understood as Athe e(amination of the communication of the
communication meaningB, as pierce e(plains$
AA sign is something which stand to somebody for something respect
in capacity. It addressed somebody, that is, creates in the mind of that
person e5uivalent sign, or perhaps a more developed singB. +ierce.
!"#!$1# cited in 7handler %??!&.
Dyer !"D3$!D & states, that the important distinction for
understanding how signs systems work, is that made between the two
parts which make up the signs. 8erdinand de ,aussure as cited in
7handler %??!& defined a sign is made of the signifier and the
signified.
- A Csignifier' Signifiant& E the form of which he sign takes.
It is the material sign of the language, the actual letters. ,ounds and
symbols used to represent what the speaker I writer wants to
communicate.
- A Csignified' Signifie& E the concept it represents.
It is not the material obHect but an abstract concept of what the signifier
means. The relationship between the signifier and the signified is
referred to as Csignifications' and this represented in the ,aussurean
diagram by the arrows. The hori)ontal line marking the two elements
of the sign is referred to as Cthe bar'. A sign must have both a signifier
and a signified. If we take a linguistic e(ample, the word Cclosed'
when it is invested with meaning by someone who encounters it on a
shop doorway& is a sign consisting of$
- A signifier$ the word closed&
- A signified concept$ that the shop is closed for business.
4edia of Advertising
Advertisement is delivered to the audience through media of
communication. There are some media commonly used such as$
!. =ewspaper
4ost advertisers choose to use this media because of their big
circulation, which are the most widely used. =ewspaper carry news
and good advertising is a kind of news. 4ost newspaper reaches an
audience that is concentrated in one geographical area such as in town,
a city, or a country. 4ost are published daily or weekly. Advertising
placed in newspaper often bring 5uick results and also can be placed
on very short notice.
%. 4aga)ines
4aga)ines cover a wide range of audiences. There are general
maga)ines that reach several million people with varied interest. There
are also hundreds of maga)ines for readers with special interest. They
offer the advertiser a good way to reach a particular group of likely
customers, for e(ample$ if advertisers who are trying to sell cosmetic
product for women, would select a woman maga)ine rather than a
sport maga)ine.
#. Direct 4ail
By mail the advertisers can send their messages directly to individual
prospects. The message can take one of many forms such as letter, post
card, catalog, coupons, folder, booklet, of brochure, which I have been
chosen to analy)e in this study. 4ail order firms, which sell largely
through the mail, are the main users of direct-mail advertising. Direct
mail advertising costs more per person reached than do other ways of
advertising. They can reach good prospects. = addition, advertisers can
choose from many different si)es and form of advertisements. ,ome
products or services are too complicated to be e(plained in any others
medium.
0. 2adio
=othing has had more effect on advertising than the developments of
the broadcast media-radio and television. 2adio took words of the
printed page and gave them a voice and a sound of urgency. 2adio
lacks the advantage of a visual image, but it reaches places that other
media do not, because it is portable. 2adio's can be found in
automobiles or can be carried wherever you go. Television is the most
dramatic of media. Because it combines sight, sound and motion. It
gives advertisers many ways of catching costumer's attention.
,tructure and 8unction of Advertising
9eech !""3$1"& states that in general the standard components of
press advertisements are$
- -eadline
- Illustration
- Body 7opy $ The main part of advertising message, often
divided into various under subheads.
- ,ignature line$ A mention of brand-name, often accompanied by a
price-tag, slogan, trade-mark, or picture of the brand
park.
- ,tanding details$ 7ut-out coupons, and strictly utilitarian
information in small print, usually appearing
unchanged on a series of different
advertisements- the address of the firm$ how
to obtain further information, legal footnotes*
etc.
The headline and signature line can be regarded as the most
indispensable parts of a press advertisement, although even these are
sometimes collapsed into in a single display line. The order parts are
definitely optional, and omitted with varying degrees of fre5uency.
This scheme is an ideali)ation, for there is clearly a great deal of
latitude in the way an advertisement may be constructed and set out.
As a press advertisement is two-dimensional, the nation of order
demands a certain freedom of interpretation. An illustration might
occupy the whole length of the advertisement, and the various
linguistic components be placed at different positions to the right or
left of it* or the headline of other parts of the verbal message might be
superimposed on the illustration 9eech, !"33$1"&.
Advertising is an important part of life in a comple( society and it
is used for public service messages as well as for commercial ones.
Advertising has some function. According to 9eech !"0@$D#& as cited
in /andia !""@$%?& the functions of advertising are$
a. Attract attention
b. Arouse interest
c. ,timulate desire
d. 7reate conviction
e. Fet action
Advertising often characteri)ed as a means of selling to the masses.
<f course an advertisement has to attract the attention, and arouse
interest from the masses. And the important function of the advertising
is to get the action from the masses who ne(t become the consumers.
Another definition about advertising, which is more specific
related to economic sector, is said by Dyer$
AAdvertising is one of the means used by manufacturing and
service industries to ensure the distribution of commodities to people
in society at large and is designed to create demands for such goods
and services. It helps the manufacturer of business to secure a section
of the market by organi)ing and controlling people's tastes and
behavior in the interest of company profit and capital growthB
Dyer.!"D3$1&
8rom the statement above we can get that advertising plays a maHor
role in the distribution of goods from manufactures to consumers. It is
an effective way for seller to inform the buyer about products, and it is
also influence the consumers to have an interest to the product.
Fenerally, the obHective of any advertisement is to convince people
that it is their best interest to take an action the advertiser is
recommending. The action may be to purchase a product, go to a
showroom to try the product, use a service, vote a political candidate,
make a contribution, etc. like any personal sales person, the
advertisement tries to persuade. The decision is the prospect.
Gain !""3$1@!-%& further e(plains that the general functions of the
advertising are as follows$
- Increasing consumerIbuyer awareness of the product.
- Improving the product's image among consumers or buyers.
- Increasing a target group of opinion leader's I consumers I buyers
awareness of the company.
- Increasing the company's image among a target group of opinion
leaders I consumers I buyers.
- Increasing the product's sales I market share among consumers I
buyers.
;erbal and ;isual ,igns
;erbal signs in an advertisement are about te(ts. The te(ts in an
advertisement e(plain the product, for e(ample the name of the product
and the advantages of the product. ,omething a te(t is hard to understand,
in analy)ing it, one person with the other can have different argument
about it. Dyer argues$
ADifferent people Cread' and interpret in ways, and it is possible to ask
different groups of consumers how they interpret or understand a specific
te(tB. Dyer.!"D3$D@&.
According to the statement above, it is clear that the te(t can be
interpreted and understood by the people in their own ways. Te(t is an
important item in an advertisement. /hen someone analyses a te(t, he
must understand the meaning of it. Dyer !"D3$D@& states that there are two
ways to identify the meaning of the te(t$ non-te(tual analysis and te(tual
analysis. In not-te(tual analysis, to identify the meaning of the te(t
someone has to ask the producerIauthor what he or she meant. This way is
not always possible because may be the producerIauthor might be died or
live a long was away. <n the other hand, the te(tual analysis is based on
the meaning ascribed to a te(t by an analystIinterpreter. This person is of
course a consumer or audience member. They would try to clarify any
ambiguities in the te(t, and bring out hidden meanings. -ow this reading
is accomplished is largely up to the individual skill of the Creaders'.
-alliday as cited in Fillen %??!& said that te(t is language in
operation and a product of its environment and functions in that
environment. That is why the language of the te(ts in an advertisement had
different form of language that we use in our everyday lives as Dyer states$
AAdvertising language is of course loaded language. Its primary aim is to
attract our attention and dispose us favorably towards the product or
service on offer. Advertisers use language 5uite distinctively$ there are
certainly advantages in making bi)arre and controversial statements in
unusual ways as well as communicating with people using simple,
straightforward languageB. Dyer.!"D3$!#"&.
;isual signs in an advertisement can be defined as the pictures, which presented
the kinds of the product, logo of company, etc. They have important role, as 7laire
!""D& says$
AAlthough all of the advertisements do not physically represent the product, they
all provide an important iconic representation of both the product and what the
product should stand for. Thus, analysis of all the adverts strongly focus upon the
advertisement's photographic imager, and the ways in which this imagery
generates the appropriate signified concepts or emotional overtones&, which
promote the image of the productB. 7laire$ !""D&.
7handler %??!& e(plains the there modes of the relation between the
signifier and the signified in the visual sign and they are$
a. Sy!o" # $y!o"%c$ a mode in which the signifier does
not resemble the signified but which is fundamentally arbitrary or purely
conventional E so that the relationship must be learnt $ e.g. language in general
plus specific languages, alphabetical letters, punctuation marks, words,
phrases and sentences &, numbers, 4orse code, traffic light, national flags.
b. Icon I Iconic $ a made in which the signifier is perceived
as resembling or imitating the signified recogni)ably looking, sounding,
feeling, tasting or smelling like it& E being similar in processing some of its
5ualities $ e.g. a portrait, a cartoon, a scale-model, onomatopoeia, metaphors,
realistic sounds in program music, sound effects in radio drama, a dubbed film
soundtrack, imitative gestures.
c. Inde( I Inde(ical $ a mode in which the signifier is not
arbitrary but is directly connected in some way physically of causally& to the
signified this link can be observed or inferred$ e.g. natural signs smoke,
thunder, footprints, echoes, non-synthetic odors and flavors&, medical
symptoms pain, a rash, pulse rate&, measuring instruments weathercock,
thermometer, clock, spirit-level&, signals a knock on a door, a phone ringing&,
pointers a pointing inde( finger, a directional signpost&, recordings a
photograph, a film, a video or television shot, an audio-recorded voice&,
personal trademarks handwriting catchphrase& and inde(ical words, that, this
,here, there &.
In the tourism brochures, visual sign become the maHor focus. The pictures
as the visual sign can describe the product, the benefit of the product and what
people could do through the product. Through the visual sign the audience can
understand the meaning of the tourism brochures easily.
+erson who performs at the tourism brochures has important role to make
the audience attracted to the brochures. In order to understand the meanings of an
advertisement in this case a tourism brochure featuring human subHect we need to
delineate the principle visual communication means by which people
communicate. Dyer !"D3$"@-!?1& means e(plains these means as follow$
!. Appearance
The appearance of this visual can be divided into$
a. Age
The age of the people in ads is crucially focus of identification and
an important factor in how we view the product.
b. Fender
The display of a character's gender refers to conventionali)e
portrayals of culturally established of se(.
c. =ational and 2acial
There characteristics are usually related to stereotypical view
Cother' people and are fre5uently as sources of humor.
d. -air
This is one of the most potent symbols in cultural communication.
The colors, length, te(ture and style of a person's hair are
important 5ualifies of their overall appearance.
e. Body
The body may be presented in such a way as to convey
e(hibitionism, narcissism, incongruity or daring.
f. ,i)e
,i)e is important signifier or meaning because it can convey social
weight and superior status, power, authority, rank, etc.
g. 9ooks
9ooks are related to overall class, age, style, and impression
created by a character.
%. 4anner
4anner indicates behavior of emotion at any one time, and is manifested
in there main codes of non-verbal communication.
a. 6(pression
The face and facial e(pression are a particular focus of attention in ads.
4ost e(pression is based on socially learned, conventionali)ed cultural
codes, which vary from culture because the e(pression is meant to
underwrite the appeal of a product and arouse our emotion.
b. 6ye contact
The attention of the actor in an ad is significant whether it will be
directed towards audienceIcamera person to viewer eye contact&, at an
obHect product&, towards other people in the ad or to the middle-
distance.
c. +ose
This can be static or active and sometimes corresponds to e(pressions.
+oses can be composed, rela(ed, leisurely, passive, learning, seductive,
and snuggling. +ose is also related to social position and status, hence
women are often seen in a lower position than the man, for instance
sitting at their feet.
d. 7lothes
These are obviously e(tremely important carriers of meaning in ads,
even when they are not the obHect being sold. They can range from the
formal to the informal, and can be smart, supplicated, glamorous,
elegant, trendy or comfortable and casual.
#. Activity
Body gestures, movement and posture can be related to what the actor is
doing.
a. Touch
It can be illustrated by finger to finger of the actors and implies
dissociation.
b. Body 4ovement
c. +ositional 7ommunication
The relationship between actors and actors, and actors and obHects are
e(tremely significant and are shown by their position within the frame of the
picture.
;isual sign are associated mainly with AactorsB, but there are other visual
elements in an advertisement as Dyer !"D3$!?0-!?1& states$ stage props and
other obHects, the setting and the products. +rops are often used in advertisement
and can be as prominent as the product or relatively insignificant. +rops can be
selected because they help demonstrate the product's use or results of usage.
,ettings are carriers of meaning and are rarely value-free. 6ven though
advertisements do not always contain settings, they are important items in the
advertisements. They act as a conte(t which 5ualifies the foreground. ,ometimes,
the setting is the advertised product itself, as in tourism brochures.
4eaning
According to the 6ncyclopedia American !"3"&, meaning is a
characteristic attributed to signs in a very wide sense of the word, including not
only linguistic e(pressions, such as written or spoken words and sentences, but
also marking on map, road signs, smoke signals, and the other various signals.
7.> <gden and I.A 2ichards as cited in 9eech !"D!$!& collected a list of
as many as twenty two definitions of the word, taking different non-theoretical or
theoretical starting points. -ere is a selection of the meaning given$
!. An intrinsic property
%. The other words anne(ed to a word in a dictionary
#. The connotation of a word
0. The place of anything in the system
1. The practical conse5uences of a thing in our future e(perience
3. That to which the user of a symbol actually refers
@. That to which the user of a symbol ought to be referring
D. That to which the user of symbol believes himself to be referring
". That to which the interpreter of a symbol.
a. 2efers
b. Believes himself to be referring
c. Believes the user to be referring
<gden and 2ichards, presenting this lift, tried to show how confusion and
misunderstanding come about because of the lack of agreement about meaning.
According to :llman !"@@$#1-3@&, there are two schools of though in
present day linguistic which describing meaning$
a. The AanalyticalB or AreferentialB definitions of meaning. It seeks
to grasp the essence of meaning by resolving it into its main
components. The best known analytical model of meaning is Abasic
triangleB of <gden and 2ichards.
b. <perational conte(tual& definition of meaning. It studies words
in action and is less interested in what meaning is that in how it words.
Theoretical 8ramework
The semiotics theories by 7handler %??!& and Dyer !"D3& are the main
theories of this study. According to Dyer !"D3&, there are many signs in society
and they can be seen as the form of communication. 8erdinand de ,aussure as
cited in Dyer !"D3& says that semiotics in the science of the life of those signs.
The study of social semiotic offers the promise of a systematic, comprehensive,
and coherent study of communication as a whole. 8erdinand de ,aussure as cited
in 7handler %??!& refers to the means of communication as signifier and
signified. The signifier is the form of which the sign takes and the signified is the
concepts it represents.
+ierce as cited in 7handler %??!& states that there are three modes of
relationship between signifier and signified$ symbol, icon, and inde(ical. 7handler
%??!& e(plains a symbol is a mode, in which the signifier does not resemble the
signified, but which is fundamentally arbitrary or purely conventional$ an icon is a
mode* in which the signifier is perceived as resembling or imitating the signified*
and in inde(ical is a mode, in which the signifier is not the arbitrary but is directly
connected in some way to the signified.
According to Dyer !"D3&, in analy)ing the content of advertisement, both
visual and verbal signs need to be considered. In other to gain a more appropriate
analysis, he proposed two ways in approaching to the study of meaning in an
advertisement$ non-te(tual analysis and te(tual analysis. The verbal signs of the
tourism brochures will be analy)ed based on Dyer's concepts and the visual signs
of the brochures will be analy)ed based on the semiotic theory by 7handler.
7-A+T62 III
T-6 ,64I<TI7 A=A9J,I, <8 T<:2I,4 B2<7-:26,
In this chapter, the tourism brochures chosen are presented as data in this
study. 8our articles are analy)ed. These articles describes about different place in
Bali according to its regency.
The analysis focuses on the presentations of the analysis of the verbal
signs with te(t in the brochures structured and the visual signs also the messages
are conveyed by both verbal and visual sign in travel brochures.
#.! Data Analysis
Brochures I
Analysis
The brochure is about 7ottages, leisure, and adventure. The verbal signs in this
brochure are divided into$
a. -eadline $ /aka and gentle Adventuring
b. ,ubhead $ !. /aka 4aya ,anur &
%. /aka =usa 9embongan Island &
#. /aka Fangga Tabanan &
0. /aka ,horea Bali Barat, =ational +ark &

c. Body 7opy$
!. /aka 4aya ,anur &
The lagoons of ,anur Bay are renowned as the center fro
sailboarding windsurfing&. <cean kayaking and other water
sports in Bali. In addition /aka 4aya is close to a golf course,
and the shops and markets of ,anur, 9egian dan >uta.
%. /aka =usa 9embongan Island &
<n the romantic island of 9embongan, Hust across the Badung
strait, you can go snorkeling to a coral reef, visit a typical
9embongan village, e(plore the marine life in a glass-
bottomed boat, or go surfing on three of Bali's most famous
breaks $ A shipwreck, 9ecerationB and +laygroundsB.
#. /aka Fangga Tabanan &
At /aka Fangga you can ride horses on the glittering black
sand beach, and visit the famous Tanah 9ot temple nearly, or
play a round of golf at one of the most spectacular golf courses
in Bali. 6veryone has a mountain they have to climb. /aka
Fangga will take you on a special Hourney to your special
place. A pilgrimage deep into the Balinese countryside. A
challenging Hourney of self-discovery, of 5uiet reflection, and
eco-adventure. =ot too arduous, but certainly panoramic.
0. /aka ,horea Bali Barat, =ational +ark &
A spectacular setting for a most unusual resort. 4enHangan
Island is one of the most famous diving areas in Indonesia, and
you're there in a short boat ride from /aka ,horea. Jou can go
sailing with our -oby 7at, picnic on a deserted beach, or go
swimming in the clear water of the bay from our Hetty.
d. ,ignature 9ine $
!. /aka 4aya
A walled compound of delightful Balinese style dwellings in a
sculptured environment. ,eclusion, 2ela(ation, ,erenity. The
lu(urious bungalows are e5uipped with tea or coffee making
facilities, and delicious meals are served in the gardens by the
pool, or in your bungalows countryard.
%. /aka =usa
2omantic nights on an enchanted island, sleeping under a
blanket of a hundred thousand stars, lulled by the trade winds
in the palm trees and the distant breaking of the surf on a coral
reef. Jour tropical island fantasies come true.
#. /aka Fangga
The natural reHuvenating energies of the Indian <cean surf, the
gently sloping rice terraces and the invigorating sea air make
this a sanctum for a complete, Cget away from it all' holiday.
2estful 5uit, superb food and total comfort. /aka style in a
mystic setting.
0. /aka shorea
The only resort permitted in the park. :nspoiled white sand anc
oral beaches, living corals, crystal clear water, and the famous
diving area of 4enHangan Island. 6legance and comfort in a
pristine, natural setting.
e. ,tanding Details$
The /aka 6(perience
,ales K 4arketing ,ervice
Telephone$ 3% #3!& 0D0 ?D1.
8a($ 3% #3!& 0D0 @3@.
6mail$ salesLwakae(perience.com.
/ebsite$ www.wakae(perince.com.
The te(t in this brochure, first of all e(plain the readers about Bali Island with
its tradition, sacred rituals and secrets of subtle rhythms and haunting melodies
and mysterious hidden forces.
And those e(planation answers the 5uestions of why is Bali were called AThe
Island of the FodB, AThe =avel of the /orldB. And in the end of those
e(planations, the /aka proudly called the Island Aour homeB.