Rifa, Nadira (2018) Roland Barthes’ Denotation, Connotation And Myth In The Change Of Four Starbucks Logo: A Study Of Semiotics. Other thesis, Universitas Darma Persada.
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Abstract
This research is intended to analyze the changes that occur on the Starbucks logo. Starbucks has created four changes to the logo that has characterized Starbucks. The changed elements still refer to the first logo created by Starbucks. The research used the semiotic Roland Barthes approach of denotation, connotation, and myth, this study yields several findings: (1) The four changes of the Starbucks logo are found in figure 'Siren' which initially does not use cloth on the upper body become covered by the flowing hair of siren. Logo’s color changes from brown into green color (2) denotation and connotation meaning of each logo has changes (3) the existence of myth appears in the figure 'Siren' and in colors that symbolize a development, luxury, simple, and others. Keywords: Semiotic, Denotation, Connotation, Myth, Starbucks, logo Penelitian ini ditujukan untuk menganalisis perubahan yang terjadi pada logo Starbucks. Starbucks telah empat kali melakukan perubahan pada logo yang telah mejadi karakteristik Starbucks. Elemen-element yang dirubah tetap mengacu kepada logo pertama yang dibuat oleh Starbucks. Penelitian menggunakan pendekatan semiotic Roland Barthes dari denotasi, konotasi, dan mitos, penelitian ini menghasilkan beberapa temuan: (1) Perubahan keempat logo Starbucks terdapat pada figure ‘Siren’ yang awalnya tidak menggunakan pakaian pada bagian tubuh atasnya menjadi tertutup oleh rambut yang dimiliki siren. Warna logo yang berubah semula coklat menjadi berwarna hijau (2) makna denotasi dan konotasi dari masing-masing logo memiliki perubahan (3) mitos yang ada terletak pada figure ‘Siren’ dan pada warna yang menyimbolkan sebuah perkembangan, mewah, simple, dan lain-lain. Kata kunci: Semiotik, Denotasi, Konotasi, Mitos, Starbucks, logo
| Item Type: | Thesis (Other) |
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| Uncontrolled Keywords: | Semiotic, Denotation, Connotation, Myth, Starbucks, logo |
| Subjects: | 400 Language/Bahasa > 401.41 Semiotics |
| Divisions: | Fakultas Bahasa Dan Budaya > Bahasa dan Kebudayaan Inggris |
| Depositing User: | Fachry Al-Tolah Perpustakaan |
| Date Deposited: | 19 Dec 2018 03:07 |
| Last Modified: | 19 Dec 2018 03:07 |
| URI: | http://repository.unsada.ac.id/id/eprint/550 |
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