Semiotic Analysis of Ferdinand De Saussure’s Structuralism on “Energen Green Bean” Advertisement

Abstract

Ferdinand de Saussure's semiotic structuralism analysis of "Energen Green Beans" advertisements provides a comprehensive understanding of how signs in advertisements are used to convey messages and influence perceptions as consumers. Saussure, a 20th century Swiss linguist and philosopher, developed the theory of sign structure that underlies modern semiotic analysis. In the context of the "Energen Green Beans" advertisement, Saussure's semiotic structuralism approach can be used to understand how the signs in the advertisement work. Saussure distinguished between the concepts of signifier and signified. The signifier is the physical form of the sign, such as an image, word or sound, while the signified is the concept or meaning associated with the signifier. In the "Energen Green Beans" advertisement, Saussure's structuralist semiotic analysis can help us interpret the visual and linguistic codes used to convey messages to the public. In this case, the label could be the product packaging that reads "nutritional value of mung beans". These signs attract our attention and inform us about the nutritional value of mung beans. In a semiotic context, these signs indicate that mung beans are an important and beneficial component in Energen products. However, the context and culture surrounding the ad must also be considered to understand the implied meaning of the sign. How mung beans are perceived in society, where the ad is presented as a healthy and nutritious ingredient, can also affect how we understand the ad's message. By analyzing the "Energen Green Bean" ad through the lens of Saussure's structuralist semiotics, we gain a deeper understanding of how the signs used in the ad function and interact with each other to convey the message to the audience. This semiotic analysis provides a powerful framework for expressing and understanding the visual and linguistic language used in advertising and the ways in which it influences consumer perception and judgment. Saussure distinguished four theoretical concepts, namely signifier and signified, language and conditional, synchronic and diachronic, and syntagmatic and syntagmatic.paradigmatic (Cholodenko, 2022 Feng and O''Halloran, 2013 Piliang, 2010 Thalib, 2018). Advertising communication also includes cultural and cross- cultural communication methods (Faridi et al., 2021 Gandasari et al., 2021 Yusa et al., 2021). Ferdinand de Saussure was a Swiss linguist and philosopher who is considered one of the founders of the discipline of semiotics. His most important contribution was the development of the semiotic theory of structuralism, which includes the analysis of the structure of signs and language. Saussure's semiotic approach is based on the distinction between signifier and signified. He argued that signs in language (as in visual communication) consist of the relationship between these two elements. The signifier is the physical appearance of the sign, such as a word, image or sound, while the signified is the concept or meaning associated with the signifier. According to Saussure, meaning depends on the reciprocal relationship between signs in language and communication. He emphasized that meaning arises from the difference between the language system and the comparison of signs. In a language system, signs can only be interpreted based on their differences with other signs. In addition, Saussure also introduced the concepts of syntagmatic and paradigmatic in semiotic analysis. The syntagmatic dimension refers to linear relationships between signs in a linear or spatial order, while the paradigmatic dimension refers to opposite or alternative relationships between signs that can be used in the same context. Saussure's contribution to semiotics provides a strong theoretical framework for studying signs and meanings in a variety of communication contexts, including advertising. His approach is used in the analysis and interpretation of signs in communication texts and to understand how signs work to convey messages and influence human perception. However, it is important to note that other researchers and theorists have also criticized and developed Saussure's semiotic theory. Further developments in semiotics, such as the semiotics of poetry and social semiotics, led to a broader consideration of social, cultural and historical context in the analysis of signs. In general, Ferdinand de Saussure's semiotic theories provide an important foundation for understanding the structure and meaning of communicative signs. Their application in different contexts, including advertising, enables a deeper analysis of how brands interact with audiences and influence our understanding of the world around us. In the first scene that continues (00.01-00.02), a woman is seen holding a mung bean while smiling and explaining the ingredients of the mung bean. In the second act, which continues (00.02-00.03), a woman is handing out energy packs with a happy face. Act three, duration (00.04-00.06), visual presentation of energy packs, cereal, milk, mung beans, eggs and sigmavit. The fourth scene (00.07- 00.12) depicts a person holding a glass filled with energy with a pleasant expression. The fifth act, which takes place (13.00- 00.14), focuses on an energy pack labeled "mung bean nutrition". Ferdinand de Saussure's structuralist semiotic analysis of the "Energent Green Beans" advertisement shows how important semiotic concepts can be applied to understand the signs used in advertisements. Through the concepts of signifier and meaning, we can see how the visual elements and words of an advertisement influence the delivery of messages to the audience. The application of the syntagmatic and paradigmatic dimensions also provides insight into the relationship between the characters of the ad and the choices made in the context of the ad the same. This concept helps to understand the structure and role of signs in creating meaning in visual communication. Saussure's structural semiotic analysis provides an effective framework for understanding how brands work in advertising and how messages conveyed to the public can be understood through product packaging, words, and other visual elements. By applying the study of Saussure's semiotic theory to the "Energized Green Mung Beans" advertisement, we can better understand how signs are used in marketing communications to influence consumers' perception and understanding of the product. By looking at other advertisements, one can continue to apply structuralist semiotic analysis to gain a deeper understanding of how signs through different media messages influence the way we see the world around us. As such, an understanding of Saussure's semiotics can be a valuable foundation for understanding the dynamics of visual communication in the context of the advertising industry. advertising and more broadly in everyday life.