ABSTRACT. Keywords: Verbal Sign, Non-Verbal Sign, Movie Poster

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1 ABSTRACT The study entitled Verbal and Non-Verbal Signs of Zootopia Movie Poster is focused on the analysis of verbal and non-verbal signs of Zootopia movie posters and the meaning of those signs. It is aimed at identifying the kinds of verbal and non-verbal signs found in Zootopia movie posters. It is also aimed at explaining the meaning of verbal and non-verbal signs in those movie posters. The data of this study were taken from the websites namely and The data were collected by using the documentation method. Then, the collected data were qualitatively and descriptively analyzed based on the theories applied in this study, namely the theories of signifier and signified proposed by Saussure (1983), theory about verbal and non-verbal signs proposed by Dyer (1993), and supported by theory of color terms by Wierzbicka (1996) and color meaning by Chapman (2010). The results of analysis show that Zootopia movie posters have verbal and non-verbal signs. The verbal signs are Disney, ZOOTOPIA, FROM THE CREATORS OF FROZEN AND BIG HERO, March 4, IN 3D AND REALD 3D, IN CINEMAS SOON, and WELCOME TO THE URBAN JUNGLE. Those verbal signs provide the information about the title, release date, movie quality, as well as company and creator that produced the movie. Then, the non-verbal signs consist of shape, appearance, manner activity, background, and color. Those non-verbal signs provide the information about the appearances of the characters, expression, pose, clothes, body movement of those characters, and also the setting of place of the movie. Keywords: Verbal Sign, Non-Verbal Sign, Movie Poster i

2 LIST OF PICTURES Number Title Picture 1 Poster Picture 2 Poster Picture 3 Poster ii

3 TABLE OF CONTENTS ACKNOWLEDGEMENTS... i ABSTRACT..... ii LIST OF PICTURES..... iii TABLE OF CONTENTS... iv CHAPTER I INTRODUCTION Background Problems of Study Aims of Study Scope of Discussion Research Method Data Source Method and Technique of Collecting Data Method and Technique of Analyzing Data CHAPTER II REVIEW OF LITERATURE, CONCEPT, AND THEORETICAL FRAMEWORK Review of Literature Concept.. 16 iii

4 2.2.1 Concept of Verbal Communication Concept of Non-Verbal Communication Concept of Movie Poster Theoretical Framework Theory of Semiotics Theory of Verbal Sign Theory of Non-Verbal Sign Color Terms..22 CHAPTER III ANALYSIS OF VERBAL AND NON-VERBAL SIGNS OF ZOOTOPIA MOVIE POSTERS, AND THEIR MEANINGS Identification of the Verbal and Non-Verbal Signs Found in Zootopia Movie Posters Verbal Signs in Poster Non-Verbal Signs in Poster Verbal Signs in Poster Non-Verbal Signs in Poster Verbal Signs in Poster Non-Verbal Signs in Poster iv

5 3.2 Explanation of the Meanings of Verbal and Non-Verbal Signs in Zootopia Movie Posters The Meaning of Verbal Signs The Meaning of Non-Verbal Signs Analysis of Color Terms CHAPTER IV CONCLUSION BIBLIOGRAPHY v

6 CHAPTER I INTRODUCTION 1.1 Background Communication is one of the major concerns for human in order to make their lives run well. It also means that communication is really important for human s social life. There are various ways in doing the communication, whether it is through verbal or non-verbal communication. Moreover, there are various medias that can be used in doing the communication. So, when people want to do the communication, they can freely choose the communication media they want. One of the communication medias often used by people is the media of advertising. Advertising media is a media used by people or company for introducing and promoting their products or services to public. This media is a mass communication that can draw the interest of people to buy and use the products and services. According to Dyer (1982:17), the term advertising means drawing attention to something, or notifying, or informing somebody of something. Therefore, when the advertisers want to draw someone s attention to certain products and persuade someone to buy and use the products or services, the advertising media becomes the most appropriate media to be used. There are various kinds of advertising media. One of them is movie poster. 1

7 2 Movie poster becomes an important part for informing and persuading people to watch the movies. It certainly becomes the appropriate media to attract the interest and curiosity of the people. Moreover, it also can give the important information about the movie such as the company that produces the movie, actors or actresses, characters, and release date of the movie. It can be one of the effective ways in advertising a movie since it consists of interesting pictures and the information about the movie. Therefore, when people see the posters of the movie, they will immediately feel curious and want to watch that movie. The movie poster, furthermore, has a lot of signs namely verbal and non-verbal signs as well as the meanings and messages conveyed by those signs. In some cases, some people may understand the messages appropriately. However, the others may not understand the messages or misunderstand about those signs. Each movie has its own poster. One example of movie posters is Zootopia movie poster. Zootopia movie poster is the poster of Zootopia movie; the movie that tells about a city of the modern mammal metropolis called Zootopia (Disney). It is an interesting animation movie with great story in it. Zootopia movie posters consist of interesting pictures and texts, which have the verbal and non-verbal signs that require to be analyzed. Therefore, in this study, it is interesting to analyze the verbal and nonverbal signs found in Zootopia movie posters. This study is focused on analyzing the verbal and non-verbal signs in Zootopia movie poster and the meanings of those signs. The topic is interesting because Zootopia movie has

8 3 interesting story as well as the posters of Zootopia movie have many signs including verbal and non-verbal signs, and the meanings of those signs that require to be analyzed. By analyzing the movie posters, it is expected that it can help people in understanding the meanings or messages of the signs in the movie posters appropriately, and avoid the misunderstanding or ambiguous meaning of those signs in the movie posters. 1.2 Problems of Study Based on the explanation above, there are two problems arisen in this study that can be formulated as follows: 1. What kinds of verbal and non-verbal signs are found in Zootopia movie posters? 2. What are the meanings of verbal and non-verbal signs in Zootopia movie posters? 1.3 Aims of Study Based on the problems above, the aims of this study are as follows: 1. To identify the kinds of verbal and non-verbal signs found in Zootopia movie posters. 2. To explain the meaning of verbal and non-verbal signs in Zootopia movie posters.

9 4 1.4 Scope of Discussion In order to limit the discussion according to the problems that have been decided before, scope of discussion is required. This study is limited in analyzing the verbal and non-verbal signs of Zootopia movie posters. Therefore, the discussion is focused on: 1. Verbal and non-verbal signs of Zootopia movie posters. 2. The meaning of verbal and non-verbal signs in Zootopia movie posters. 1.5 Research Method Research method is an explanation about the ways and theories of how the data is obtained, how the data is collected and in which way the data is analyzed. There are three important points that is discussed in this chapter; those points are data source, method and technique of collecting data, and method and technique of analyzing data Data Source In relation to this study, the data were taken from the websites namely and There are three movie posters of Zootopia movie that were discussed in this study. These data are classified as primary data since they were taken directly as data of the analysis. The Zootopia movie tells about a city of the modern mammal metropolis called Zootopia. It is a melting pot where animals from every environment live together; a place where

10 5 all animals live together, no matter what you are, from the biggest to the smallest animals. Walt Disney Animation Studios Zootopia, a comedy-adventure directed by Byron Howard and Rich Moore, and co-directed by Jared Bush (Disney). Zootopia movie posters were chosen as a source of the data because this movie is an interesting animation movie with a great story in it as well as there are many verbal and non-verbal signs in its posters. Here are those posters:

11 6 Poster 1 This poster was taken from

12 7 Poster 2 This poster was taken from

13 8 Poster 3 This poster was taken from zootopia.html

14 Method and Technique of Collecting Data The data in this study were collected by using the documentation method. The documentation method was used to collect the data from the Internet. Techniques of collecting data used in this study are recording and notetaking techniques. In this study, the data were collected by several steps. First step is downloading the movie posters of Zootopia from the websites on Internet. There are two websites visited in order to look for the examples of the movie poster. Second, identifying the verbal and non-verbal signs found in those movie posters. Third, observing the meanings of verbal and non-verbal signs in those movie posters Method and Technique of Analyzing Data In this study, the collected data were analyzed by using qualitative and descriptive method, in which each data was presented and explained based on the theoretical framework and scope of discussion as well as the theories applied in this study. The main theories used in this study are the theories of signifier and signified proposed by Saussure (1983) in his book entitled Theory of Signified and Signifier, and the theory about verbal and non-verbal signs proposed by Dyer (1993) in his book entitled Advertising as Communication, and supported by theory of color terms by Wierzbicka (1996) in her book entitled Semantics: Primes and Universals, and color meaning by Chapman (2010).

15 10 Furthermore, in this study, the data were analyzed by using triangulation technique. The data were observed from many observations and frequent check, as well as cross-check on the data through some theories. The collected data were analyzed by using several steps. First, the theory from Dyer (1993) about verbal and non-verbal signs was used to identify the verbal and non-verbal signs in the Zootopia movie posters. Then, the theory of signifier and signified by Saussure (1983), and the theory of color terms by Wierzbicka (1996), as well as the theory of color meaning by Chapman (2010) were used to find out the meanings of verbal and non-verbal signs in those movie posters.

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