Semiotic Analysis of Significance and Sign Levels of Anti-Alcohol Creative Advertisements

The Anti-Alcohol Advertisement artwork represents the embodiment of meaning intended by the author named Drug Addiction Therapy Guy, who aims to “Help you recover from drug and alcohol addiction.” The author possesses motivation behind the creation of this creative poster.

The reason behind selecting this visual object is that the chosen poster carries a positive intention. It is also highly relevant to the chosen topic of ‘Levels of Signs’. This embodiment will be reinterpreted as a result of the observer’s perception. The successful realization of meaning in a literary work can be said to occur when the intended meaning or ‘message’ conveyed by the author through their creation is accurately understood and accepted by the readers.

According to a study published in the Journal of Health and Sport at UNG, alcoholic beverages are considered a symbol of ‘coolness’ or modernity for some individuals within social circles. Unhealthy lifestyles commonly practiced among young adults can also lead to dependency, including addiction to illicit drugs and alcohol. Psychoactive drugs, which are medications that affect the nervous system to alter one’s state, perception, and mood, play a significant role in both physical and psychological addiction.

Consuming excessive amounts of alcohol can actually cause or worsen depression. Research shows that individuals who frequently get drunk are at a higher risk of suicide and anxiety disorders. This occurs because excessive alcohol consumption disrupts the brain’s chemical functions that regulate mood, leading to depressive symptoms.

Semiotics plays a significant role in interpreting many things. Studying signs means studying language and culture. In practical terms, semiotics can be used as an analytical tool for foreign literary works, examining how they are presented, how they are structured, and decoding any apparent meaninglessness upon initial observation.

This visual artwork represents the embodiment of meaning that the author intends to convey through linguistic, literal, and symbolic messages, which will be further discussed in this page.

Theoretical Foundation and Analytical Methods

The theory considered most suitable for analyzing the chosen object in relation to the selected topic is the theory of signification in semiotics, as developed by Ferdinand de Saussure. The chosen topic of “Levels of Sign” aligns with the development of the theory of signification in semiotics.

The existence of Saussure’s semiotics lies in the relationship between the signifier and the signified based on convention, commonly referred to as signification. Signification semiotics is a sign system that studies the relations of sign elements within a system based on certain rules or conventions. Social agreement is necessary to interpret these signs. The following is an elaboration of the theory of Signification Semiotics:

• The signifier refers to things that are captured by our minds, such as sound images, visual representations, and so on.
• The signified refers to the meaning or impression that exists in our minds regarding what is captured.
• The signifier and signified merge to form a sign that offers us meaning.

In the theory of “Signifying Semiotics,” there is the concept of denotation, which is the first system of meaning that has been conventionally agreed upon. Denotation explains the relationship between the signifier and the signified in reality, resulting in explicit, direct, and definite meaning.

According to Barthes’ semiology, denotation is the first system of signification, while there are signs that are intended to be conveyed implicitly or indirectly, requiring a deeper exploration of the elements within the work and their interpretation.

Interpretation occurs in two stages. The sign (signifier and signified) in the first stage combines to form a signifier in the second stage. Then, in the subsequent stage, the fused signifier and signified can form a new signified, which represents an expanded meaning.

Barthes begins his study by identifying three categories of messages within an image:

1. Denoted message: The literal and explicit meaning conveyed by the visual elements of the image.
2. Connoted message: The cultural, symbolic, and subjective associations and interpretations that arise from the connotations of the visual elements.
3. Relay message: The ideological or cultural message that is indirectly communicated through the image, often reflecting broader social and historical contexts.

These categories of messages provide a framework for analyzing and understanding the layers of meaning embedded within an image.

1. The Linguistic message (text): The Linguistic message is related to written text and can take the form of captions, subtitles, etc. It serves as anchorage, aiming to anchor meaning and provide a more precise interpretation (Example: Captions in advertisements, paintings). It can also function as a relay, where the text and image are complementary, mutually reinforcing each other and inseparable (Example: Comics).
2. The Literal message (or denoted image): The Literal message refers to the image’s denotation, representing mechanical aspects and reproducing something from reality. It captures natural objects or scenes and closely resembles what is being captured.
3. The Symbolic message (or connoted image): The Symbolic message involves connotation. Connotation is always connected to ideology and the cultural world, which carries specific interests. It refers to something that is not directly present in the image, requiring the viewer to seek its meaning. It requires knowledge and has a rhetorical nature, subtly persuading and conveying ideas implicitly.

Analysis of the Work

The signifier refers to things that are captured by our minds, such as sound images, visual images, and so on. In the above advertisement, the key signifier is a woman holding a glass containing liquid, with the caption “Addiction” as the title and the caption “It’s Hard to Tell When Fun Becomes Disease.”

The woman depicted in the advertisement at the top is seen wearing faded lipstick. She is holding a glass containing a transparent yellowish liquid, specifically a cocktail glass. The liquid in the glass casts a shadow of the woman’s face with different expressions.

The signified refers to the meaning or impression that exists in our minds regarding what is captured. The signified conveyed through the advertisement is a warning and a reminder to those who make the wrong decision in consuming alcohol as a way out of something. This can be observed through the shadow depicted in the liquid inside the cocktail glass.

Cocktail glasses are commonly used as containers for alcoholic beverages in bars or clubs. We can immediately assume that the woman is holding a glass containing alcohol, as indicated by the faded lipstick on her lips. The alcohol shows a shadow of the woman’s face, appearing gloomy and angry. This can signify the negative consequences that can occur after consuming alcohol, as in reality, alcohol has many detrimental effects on the body and disrupts the mental health of the consumer. The black color in the background can also represent something grim.

The signifier and signified merge to form a sign that offers us the meaning that alcohol products are not the right choice to solve a problem. Initially, it may be used to follow trends and have fun, but over time, it can turn into addiction and harm individuals.

In order to understand the connotative meaning according to Barthes’ semiology, sufficient knowledge is required, so I conducted research to interpret the advertisement. Based on the research I conducted, some people believe that getting drunk can help alleviate depression. However, the opposite is true.

Consuming alcohol excessively can actually cause or worsen depression. Studies show that people who frequently get drunk have a higher risk of suicide and experience anxiety disorders. This is because when you drink alcohol excessively, the brain’s chemical substances that regulate mood are disrupted, as reflected in the face seen through the alcohol in the cocktail glass held by the woman.

The linguistic message in the advertisement consists of the title “Addiction” and the caption “Helping you to recover from drug and alcohol addiction.” The writer has a motive behind creating this creative poster, which serves as anchorage to anchor meaning and provide a more precise interpretation. The intended meaning they want to emphasize is the negative impact caused by alcohol addiction.

The literal message conveyed through the advertisement is an image that has a denotative nature (a message that can be understood without codes) and conventionally agreed upon. In the image, there is a woman holding a cocktail glass in her hand. A cocktail glass is commonly used to serve alcoholic beverages. The woman is wearing lipstick, which can be observed as the lipstick on her lips has faded, possibly due to eating or drinking. Typically, lipstick can start to fade after consuming food or beverages.

The symbolic message is an image that has a connotative nature. Connotation is always related to ideology, culture with specific interests, or knowledge. In advertisements, symbolic messages are usually conveyed subtly (rhetoric) and imply ideas implicitly. In this advertisement, we can see that the woman is in a bar because she is holding a cocktail glass commonly used in that environment. Moreover, she is wearing makeup (lipstick) and earrings that represent a public appearance. The woman’s face in the advertisement is depicted with a broad smile, which can signify her current state of happiness.

The gloomy face reflected in the alcohol implies the negative consequences that will occur after the woman consumes the drink. When all these elements are combined, it can be interpreted that the woman’s pleasure in alcohol is temporary and will ultimately lead to negative outcomes.

Conclusion

Based on the analysis I conducted using the theory of semiotics, particularly the concepts of signification and sign levels explored by Barthes, I can conclude that this creative advertisement about anti-alcohol carries the meaning of reminding people about the dangers and negative consequences that can arise from making alcohol consumption a habit. While it may bring temporary pleasure initially, the actual impact can be detrimental to one’s life, affecting both mental and physical well-being. To understand the meaning of the advertisement, we can examine the linguistic message, literal message, and symbolic message by identifying the signifiers, signifieds, and signs to facilitate analysis.

References:

• http://lorongsastra.blogspot.com/2012/10/metode-semiotika-menurut-ferdinand-de.html
• http://pps.unj.ac.id/publikasi/dosen/ninuk.lustyantie/16.pdf
• https://hot.liputan6.com/read/4219893/8-bahaya-minuman-keras-bagi-kesehatan-tubuh-dan-mental
• http://duwick02.blogspot.com/2012/09/tugas-teori-periklanan-tentang-analisis.html
• https://www.academia.edu/12125312/Semiotika_KOMUNIKASI
• Powerpoint given by Dr. Irma Damajanti, M.Sn. and Patriot Mukmin, M.Sn.