A Semiotic Analysis of Billboard Advertisements in BSD, South Tangerang

Authors

  • Citra Nurul Azizah Universitas Pamulang
  • Hurmatul Maula Universitas Pamulang
  • Nadia Nurhaliza Universitas Pamulang
  • Rizki Andriyani Universitas Pamulang
  • Hilma Safitri
  • Syahrani Safitri Universitas Pamulang

Keywords:

Semiotics, Billboard Advertisements, Icon, Index, Symbol

Abstract

This study explores the hidden meanings embedded in billboard advertisements in BSD, South Tangerang, through a semiotic analysis using Charles Sanders Peirce’s triadic model of signs—icon, index, and symbol. By examining both visual elements (such as images and logos) and textual components (such as slogans and brand names), the study reveals how these advertisements are designed to attract upper-middle-class consumers. The findings indicate that billboards for apartments, schools, and residential clusters portray an image of a wealthy, elite, modern, and exclusive lifestyle. These advertisements not only promote products but also reflect the socio-cultural values of the BSD community. By building trust through recognizable brands and persuasive messaging, the advertisements successfully connect with their target audience and influence consumer perception.

References

Aggasi, A. (2024). Journal of Education, Language Teaching, Linguistics and Literature “THE SEMIOTICS MEANING OF UTS LOGO BASED ON PEIRCE”. https://jurnal.uts.ac.id/index.php/jetlli/index

Basit, A., Prisca Amandha Oktavia, Rahmi Winangsih, & Fitria Santi. (2024). “The meaning of Ancol’s new logo: semiotic analysis of Charles Sanders Peirce”. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 8(1), 195–206. https://doi.org/10.25139/jsk.v8i1.7939

Chandler, Daniel. (2007). Semiotics : the basics. Routledge.

Creswell, J. W. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches.

Euchner, J. (2016). “The medium is the message.” In Research Technology Management (Vol. 59, Issue 5, pp. 9–11). Taylor and Francis Inc. https://doi.org/10.1080/08956308.2016.1209068

Gede Bayu Segara Putra, & I Kadek Jayendra Dwi Putra. (2024). “VISUAL SIGNS ON THE BILLBOARD OF BALI ARTS FESTIVAL XLV YEAR 2023 : PEIRCE SEMIOTICS ANALYSIS”. Lekesan: Interdisciplinary Journal of Asia Pacific Arts, 7(1), 1–9. https://doi.org/10.31091/lekesan.v7i1.2812

Iis Andriani, D., & Yuli Anti, D. (2022). “SEMIOTIC ANALYSIS ON KIMETSU NO YAIBA MOVIE POSTERS.”

Nurfatwa, I., Alivah, M. N., Nisa, U., Fauziah, E., & Siliwangi, I. (2018). “SEMIOTICS ANALYSIS LOGO OF STKIP SILIWANGI AND IKIP SILIWANGI” (Vol. 1, Issue 5).

Oktavyanthi, I., & Kholiq, M. (2018). “A SEMIOTIC ANALYSIS IN MUSIC VIDEO OF BLANK SPACE BY TAYLOR SWIFT.” Journal of Language and Literature, 6(1), 29–37. https://doi.org/10.35760/jll.2018.v6i1.2481

Prasojowati, M. W., Natsir, M., & Ariani, S. (2019). “A SEMIOTIC ANALYSIS FOUND ON THE CIGARETTE PRODUCTS.” In Jurnal Ilmu Budaya (Vol. 3, Issue 1).

Putu, N., Damayanti, W., Dewa, I., Devi, A., Santika, M., Putu, D., & Pratiwi, E. (2021). “Semiotic Analysis of Mentos Advertisement”.HUMANIS Journal of Arts and Humanities. 25, 259–268. https://doi.org/10.24843/JH.202

Rehman, F. U., Javed, F., Mdyusoff, R., & Harun, A. (2019). “WHAT IS ADVERTISING? A SHORT REVIEW OF HISTORICAL DEVELOPMENT.” https://www.researchgate.net/publication/338478356

Wicaksono, L. D., & Heriyati, N. (2023). “Semiotic Analysis of the Little Mermaid Movie Poster Using Peirce (1996)”. Mahadaya: Jurnal Bahasa, Sastra, Dan Budaya, 3(2), 167–174. https://doi.org/10.34010/mhd.v3i2.10567

Downloads

Published

2025-07-01

How to Cite

Azizah, C. N., Maula, H., Nurhaliza, N., Andriyani, R., Safitri, H., & Safitri, S. (2025). A Semiotic Analysis of Billboard Advertisements in BSD, South Tangerang. Paradigma Lingua, 5(3), 141–155. Retrieved from https://openjournal.unpam.ac.id/index.php/Paradigma/article/view/51029

Issue

Vol. 5 No. 3 (2025): Paradigma Lingua: Jurnal Penelitian Bahasa dan Sastra

Section

Articles

License

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

    1. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

  1. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

Paradigma Lingua have CC-BY-SA or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work.

In developing strategy and setting priorities, Paradigma Lingua recognize that free access is better than priced access, libre access is better than free access, and libre under CC-BY-SA or the equivalent is better than libre under more restrictive open licenses. We should achieve what we can when we can. We should not delay achieving free in order to achieve libre, and we should not stop with free when we can achieve libre.