Deixis In Taglines: A Socio-Cultural Semiotic Analysis

Siti Nurani
Nico Harared


The research aims at analyzing the socio-cultural semiotic that characterize the deixis in taglines. Such types of deixis are analyzed qualitatively by examining the socio-cultural functions using “Sign Mapping of Roland Barthes”. The analysis focuses in describing the signifier and signified as well as the meaning of denotative and connotative characterized the deixis in taglines of various advertisements. Findings have shown that the signifiers and signified concepts function to inform, to challenge, to emphasize, and to persuade, of the consumers as the addressee. The types of deixis occur into such types of pronominals deixis (she, you, I, me), nominal deixis (girl, age, the city), verbal (blow, drive, come, follow, let, change), adverbial (in her face, anywhere, Marlboro country, when you can fly), and grammatical deixis (imperative, statement, interrogative). The denotative meaning is reflected from the use of signifiers that serves the real of sense of the product referred to, i.e., the commercial product that is divided into categories, man’s category, woman’s category, and unmarked category. The connotative meaning relates to some cultural values, such as pleasure, masculinity, feminity, passion, luck, beauty, freedom, and the sense of belonging.

Key words: Socio-cultural semiotic analysis, deixis, tagline

Full Text:

PDF (Indonesian)


Bollen, William. H. (1981). Advertising. New York: John Wiley and Sons.

Christopher, Anne. A. (2012). Deixis and Personalization in Ad Slogans, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 6(4), 517-521.

Kaswanti Purwo, B. (1984). Deiksis Dalam Bahasa Indonesia. Jakarta: Balai Pustaka.

Levinson, S. (1983). Pragmatics. Cambridge: Cambridge University Press.

Preminger, A, et al. (ed.). (2001). Semiotik (Semiologi) dalam Jabrohim (ed.). Metodologi Penelitian Sastra. Penerjemah rahmat Djoko Pradopo. Yogyakarta: Hanindita Graha Widia.

Samosir, Nita, B., & Zainuddin (2000). An Analysis of Deixis in the Article of the Jakarta Post. (Unpublished thesis). State University of Medan (UNIMED), Indonesia.

Sobur, A. (2009). Analisis Teks Media. Bandung: PT. Remaja Rosdakarya


Article metrics

Abstract views : 287 | Full Text views : 340


  • There are currently no refbacks.

Copyright (c) 2017 SCOPE Journal Of English Language Teaching

scope isjd

Portal Garuda Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

View My Stats

Flag Counter