Penelitian ini juga menggunakan pendekatan Chandler yang menyediakan tahap demi taham bagaimana

tanda (signs) dinterpretasi untuk membentuk makna (Otubanju dan melawar, 2007) yang dibagi menjadi
5 tahap sebagai berikut :

1. Tahap 1 Mengidentifikasi dan mengdeskripsikan teks, foto, dan grafik. Taham pertama ini
memasukkan salinan dari teks, foto, dan grafik, kemudian identifikasi perbedaannya. Memberikan
sebuah penjelasan yang jelas guna meningkatkan pengakuan audience. Mendeskripsikan secara singkat
media, genre dan

This research also uses Chandler’s approach that provides a stage by stage

approach how signs are interpreted to produce meaning (Otubanjo and Melewar,

2007) which divided into five stages namely:

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1. Stage 1: identify and describe the text, photo and graph. The first of this is to

attach the copy of the text, photo and graph and identify its deficiencies. Give

a clear description of those to enhance audience recognition. Describe briefly

the medium of those, the genre it belongs and the genre in which it was found.- bingung translatenya

2. Stage 2: examine the nature of vehicle. This is discussed with reference to

coverage, reach, target audience, circulation figure, frequency of publication,

history, reputation and ownership of this vehicle.

Membahas tentang sifat dari kendaraan (the nature of vehicle). Hal ini didiskusikan dengan referensi
pada cakupan, pencapaian, target audience, sirkulasi figure, frekuensi publikasi, sejarah, reputasi dan
kepemilikan dari kendaraan ini

3. Stage 3: discuss the relationship between sign vehicle4 and type-token5.

Identify how the sign vehicle being analyzed relates to the type-token

distinction (i.e. whether) it is a text among many texts (i.e. a poster) or

whether it is unique (e.g. actual painting). Additionally, it is useful to discuss

how the text, photo and graph influence the interpretation (semantic).

Mendiskusikan hubungan antara tanda kendaraan4 dan type-token5. Identifikasi bagaimana tanda
kendaraan dianalisis berhubungan pada type-token
4. Stage 4: discuss the reasons why the text, photo and graph were chosen.

Determine the important signifiers in the text, photo and graph, what they

signify and the system within which the sign makes sense

Mendisksuikan alasan mengapa teks, foto dan grafik dipilih. .

5. Stage 5: identify the signifiers and the signified. The signifiers are material

vehicle or the physical part of sign (i.e. corporate logo, body copy or written

words, slogan and picture).

Mengidentifikasikan signifiers dan signified. Signifiers adalah material kendaraan atau bagian fisik dari
tanda (contohnya logo korporasi, salinan isi atau kata tertulis, slogan dan gambar)