ROLAND BARTHES DENOTATION AND

CONNOTATION MEANING IN NINE FAMOUS

FASHION BRAND LOGO: A SEMIOTICS ANALYSIS

UNDERGRADUATE THESIS

Submitted as a Partial Fulfillment of the Requirements to Obtain

Sarjana Sastra Degree English Literature Department in
Faculty of Literature, Culture, and Communication
Universitas Ahmad Dahlan

By

ANITA PRICILIA MODEONG

1600026077

ENGLISH LITERATURE DEPARTMENT

FACULTY OF LITERATURE, CULTURE, AND COMMUNICATION
UNIVERSITAS AHMAD DAHLAN
2021
 AKCNOWLEDGMENT

Bismiallahirrohmanirrohim, in the name of Allah SWT for his mercy and

guidance so the researcher can finish the writing of this undergraduate thesis

entitled “Roland Barthes Denotation and Connotation Meaning in Nine

Famous Fashion Logo: A Semiotics Analysis ” as partial fulfillment to obtain

Sarjana Sastra in English Literature Department, Faculty of Literature, Culture,

and Communication, Universitas Ahmad Dahlan, Yogyakarta.

Hereby, the researcher would like to sincerely thank to the thesis adviser

Mr. Ajar Pradika Ananta Tur, S.S., M.A. for his suggestion, guidance and

motivation in writing this thesis. Also the writer would like to express gratitude to

all people that have contributed in this thesis. Therefore, the writer would like to

thank you to these following honorable persons:

1. Dr. Muchlas, M.T., as the Rector of Universitas Ahmad Dahlan;

2. Nizam Ahsani, M.Hum., Ph.D., as the Dean of Faculty Literature, Culture, and

Communication of Universitas Ahmad Dahlan;

3. Wajiran, S.S., M.A., Ph.D., as the Head of English Literature Department of

Universitas Ahmad Dahlan;

4. All lecturers and staffs in English Literature Department of Universitas Ahmad

Dahlan;

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 DEDICATION PAGE

I dedicated this undergraduate thesis to myself who have been strong and

try hard to complete the thesis. To my parents who always give their support,

prayers and love. And lastly I dedicate to all my friends especially Rahma Wati

thank you so much for your help and being the unpaid therapist for me.

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 MOTTO

“Stay strong, read the Qur’an, pray and praise Allah, this will help you.”
- Muhammad Ali

“As you grow older, you will discover that you have two hands, one for helping
yourself, the other for helping others.”
-Audrey Hepburn

“You’re not here to live easy life, you are here to live successful life.”
-Khangal Weheartit

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 TABLE OF CONTENTS

TITLE ......................................................................................................................... i

APPROVAL PAGE ................................................................................................... ii

RATIFICATION PAGE ............................................................................................ iii

STATEMENT OF WORK ORIGINALITY .............................................................. iv

PERNYATAAN ......................................................................................................... v

LAMPIRAN 1 ............................................................................................................ vi

LAMPIRAN 2 ............................................................................................................vii

ACKNOWLEDGMENT ............................................................................................viii

DEDICATION PAGE ................................................................................................ x

MOTTO ..................................................................................................................... xi

TABLE OF CONTENTS ........................................................................................... xii

LIST OF TABLES ..................................................................................................... xv

ABTRACT ................................................................................................................. xvi

INTISARI................................................................................................................... xvii

CHAPTER I: INTRODUCTION

A. Background of Choosing the Study .................................................. 1

B. Problem Formulation ......................................................................... 4
C. Objectives of the study ....................................................................... 4
D. Scope of the Study ............................................................................. 4
E. Review of Related Studies ................................................................. 5
F. Method of Research ........................................................................... 6
1. Data and Source of Data .............................................................. 7

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 2. Method of Collecting Data ........................................................... 7
3. Method of Analyzing Data ........................................................... 9
4. Method of Validating Data........................................................... 10
G. Significance of the Study ................................................................... 10
H. Presentation ........................................................................................ 11

CHAPTER II: THEORETICAL APPROACH AND FRAMEWORK

A. Theoretical Approach ......................................................................... 12

B. Theoretical Framework ...................................................................... 13
1. Semiotics ...................................................................................... 13
2. Sign .............................................................................................. 13
3. Roland Barthes Theory ................................................................ 15
a) Denotation ........................................................................ 16
b) Connotation ...................................................................... 16
4. Logo ............................................................................................. 16
5. Types of Logo .............................................................................. 17
a) Monograms Logo ............................................................. 17
b) Word Marks Logo ............................................................ 17
c) Pictorial Marks Logo........................................................ 17
d) Abstract Logo Marks........................................................ 17
e) Mascot Logo .................................................................... 17
f) Combination Logo ........................................................... 18
g) Emblem Logo ................................................................... 18
6. The Elements of Logo .................................................................. 18
a) Shapes .............................................................................. 18
b) Colors ............................................................................... 18
c) Typography ...................................................................... 18
d) Illustration ....................................................................... 19
7. Theoretical Construct ................................................................... 19

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CHAPTER III: DISCUSSION

A. Denotation Meanings ......................................................................... 20

1. Burberry ....................................................................................... 20
2. Versace ......................................................................................... 21
3. Lanvin .......................................................................................... 23
4. Polo Ralph Lauren........................................................................ 24
5. Lacoste ......................................................................................... 25
6. Coach............................................................................................ 27
7. Hermes ......................................................................................... 28
8. Gucci ............................................................................................ 30
9. Giorgio Armani ............................................................................ 31
B. Connotation Meaning ......................................................................... 33
1. Burberry ....................................................................................... 33
2. Versace ......................................................................................... 34
3. Lanvin .......................................................................................... 35
4. Polo Ralph Lauren........................................................................ 36
5. Lacoste ......................................................................................... 37
6. Coach............................................................................................ 38
7. Hermes ......................................................................................... 39
8. Gucci ............................................................................................ 40
9. Giorgio Armani ............................................................................ 41

CHAPTER IV: CONCLUSION AND SUGGESTION

A. Conclusion ......................................................................................... 43
B. Suggestion .......................................................................................... 45

BILBIOGRAPHY ..................................................................................................... 46

APPENDICS ............................................................................................................ 48

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 LIST OF TABLES

Table 1.1. The Example of Data Collection ............................................................... 8

Table 1.2. Maps of Roland Barthes ............................................................................ 15

Table 1.3. Data Classification .................................................................................... 49

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 ROLAND BARTHES DENOTATION AND
CONNOTATION MEANING IN NINE FAMOUS
FASHION BRAND LOGO: A SEMIOTICS ANALYSIS

BY
Anita Pricilia Modeong
1600026077

ABSTRACT

The aim of this research is to identify the connotation and denotation

meaning that contained in nine fashion brand logo. Logo is the identity of
company. Furthermore logo can be used as media that able to communicate the
company vision and mission. Those nine fashion brands are Burberry, Versace,
Lanvin, Polo Ralph Lauren, Coach, Hermes, Gucci, and Giorgio Armani.
This research used qualitative research with semiotics analysis of Roland
Barthes. The main data of this research are the elements that the logo has. The
supporting data that is used in this research are articles, online magazines, and
journals. In collecting data, the researcher used observation method continued
with Roland Barthes' theory of connotation and denotation. Then in analyzed data
the researcher used theory of Miles at all (2014) which are divided into three
steps, extracting data, organizing data, and finally drawing conclusions.
Based on the results, it is concluded that Burberry logo gives impression
as the best quality of a product. Versace logo gives a glamorous and eye catching
impression. Lanvin logo gives impression of intimacy between child and mother.
Polo Ralph Lauren logo gives an elegant yet simple impression. Lacoste logo,
gives an energetic and active impression. Coach logo gives an elegant and
expensive impression. Hermes logo gives a luxurious impression with the best
materials. The Gucci logo gives a luxurious, elegant, and modern impression. And
the last Giorgio Armani logo gives a quality and elegant impression.

Keywords: Logo, Semiotics, Connotation, and Denotation

xvi
 ROLAND BARTHES DENOTATION AND
CONNOTATION MEANING IN NINE FAMOUS
FASHION BRAND LOGO: A SEMIOTICS ANALYSIS

BY
Anita Pricilia Modeong
1600026077

INTISARI

Tujuan penelitian ini untuk mengetahui makna konotasi dan denotasi yang
terkandung didalam sembilan logo fashion. Logo digunakan sebagai identitas
perusahaan, disamping itu logo juga berfungsi sebagai media yang dapat
menyalurkan visi dan misi perusahaan. Sembilan fashion brand tersebut
diantaranya Burberry, Versace, Lanvin, Polo Ralph Lauren, Coach, Hermes,
Gucci, and Giorgio Armani.
Penelitian ini menggunakan metode penelititan kualitatif dengan analisis
semiotika dari roland barthes. Data utama dalam penelitian ini ialah komponen-
komponen yang ada didalam kesembilan logo fashion, sedangkan data
pendukungnya terdiri dari artikel, majalah online, dan journal. Dalam
mengumpulkan data, peneliti menggunakan metode observasi kemudian di lanjut
dengan theory Roland Barthes konotasi dan denotasi. Kemudian data di analisis
menggunakan theori dari Miles at all (2014) yang terdiri dari tiga langkah yaitu
mengekstrak data, mengorganisir data, dan terakhir penarikan kesimpulan.
Berdasarkan hasil penelitian, di simpulkan bahwa logo Burberry
meberikan kesan kualitas terbaik dari suatu produk. Logo Versace memberikan
kesan glamor dan memikat. Logo Lanvin memberikan kesan keakraban antara
anak dan ibu. Logo Polo Ralph Lauren memberikan kesan elegan namun tetap
simple. Logo Lacoste, memberikan kesan energik dan aktif. Logo Coach
memberikan kesan elegant serta mahal. Logo Hermes memberikan kesan mewah
dengan bahan material terbaik. Logo Gucci memberikan kesan mewah, elegant,
dan modern. Dan yang terakhir logo Giorgio Armani memberikan kesan kualitas
dan elegant.

Kata kunci: Logo, semiotika, Konotasi, dan Denotasi.

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