The Meaning of The Rabbit in the Picot 2 Baby Milk Advertisement (Charles Sanders Peirce^s Semiotic Study) Tengku Ratna Soraya, Nurilam Harianja, Rabiah Adawi
Universitas Negeri Medan
Abstract
This research discusses the depiction of rabbits in advertisements for Picot 2^ baby milk produced by Laboratoire Expert France. In this advertisement, it appears that there are elements of Christian beliefs included in the appearance of the advertisement. The concept of advertising creativity is explained in this research, as advertisers create creative ideas to communicate the message of the product they advertise. The paradigm in this research uses a constructivist paradigm, namely the researcher attempts to interpret the constructions of the Picot 2 baby milk advertisement in this research. The research method used is qualitative, with a study of Charles Sanders Peirce^s semiotic theory. In the results of this research, the researcher discusses it based on Peirce^s classification of types of signs, in each part of the scene which is then interpreted from the object, its interpretation, and its representation. After analysis, the researcher conducted a discussion by explaining the results of the signs in the advertisement, based on the objects of icons, indexes, and symbols. The results of this research can conclude that the Picot 2 baby milk advertisement wants to convey the message of its product by depicting rabbits known as animals that can symbolize fertility because they can reproduce quickly. The depiction of rabbits in baby milk is a sign that the product is guaranteed never to use animals as material for testing, and the depiction of rabbits is synonymous with Easter celebrations.
Keywords: meaning of rabbit, semiotics Charles Sanders Peirce
