Abstract
Semiotics is the theory of tokens, intended to be "tokens". The notations record all forms of human communication. Dyer points out that semiotics is a science that studies the social symbols of human life, it reveals the intrinsic relationship between elements and functions in the symbolic system. Advertising is not simply the cost of marketing to realize the value of the product. However, the active capital that creates the "cultural added value" of the product. In a sense, advertising is an effort to sublimate a product into a cultural symbol, and it is the process of sublimation that has brought about a dramatic jump in the value of a good. Therefore, advertising as a medium, its main function is to promote their marketing purposes and activities, and communicate with the audience. However, no matter how the form or the content of advertising change the duty of advertising is still communication and promoting, it affects purchasing decisions of consumers, so it is necessary to know how advertising communicates and how it affects consumers. This essay will begin with a contextual information which is the brief about the campaign and then will move on to look at specific semiotic analysis of the campaign. Three main parts which are denotation and connotation, paradigmatic and syntagmatic, rhetoric will be analyzed critically. Following these analysis, the essay will have a conclusion to summarize the whole analysis.
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