Analysis Of connotative Meanings In Outdoor Advertisements

Advertisements (ads) have a power to change state of mind; it is the main core of capitalism actors to be pressed. Capitalism actors manipulate the consumer need to be commercial term. Advertisement media dan capitalism actors pull the psychological aspect. The exertion in seeing the advertisement actually refers to the commercial value by show the product on billboard along the street. Connotative meaning refers to the emotional and psychological associations a word carries with it. This research explains the insight of connotative meaning found in outdoor advertisement by relating the picture with the text (headline, subhead, slogan). The aims are to investigate the types of connotative meaning in outdoor advertisement, to ascertain the dominant type of connotative meaning and to investigate the dominant type of outdoor advertisement occur the way they are. The method in this study is qualitative method and all the collected data will be analyzed through descriptive analysis technique. The sources of the study are the texts (headlines, subhead, and slogan) in outdoor advertisement derived from the billboard. The population of this research are outdoor advertisements. The samples were taken using purposive sampling for 20 outdoor advertisements. From the analysis, the research concludes that there are three types of connotative meaning, namely positive, negative and neutral. Positive connotative meaning was found dominant in this research and there was not negative and neutral connotative meaning. Positive connotative meaning belongs to the dominant type in outdoor advertisement. Outdoor advertisement have a positive value that try to give a good point of view to attract the people attention regarding the product advertised. The findings of this study should encourage the students in studying deeper about other aspects found in outdoor advertisement.