This study is aimed to explore the meaning of signs which consist of denotative and connotative levels. The writer focuses on five images of Pepsi Advertisements and wants to know about the primary and secondary sign systems. The method in this study is qualitative method and use Roland Bathers Theory. This study shows that the five Pepsi advertisements provide with the following taglines: (1) Live for Now, (2) Summer Time, Pepsi Time II, (3) Un Pimp Your Body, (4) Change the Game (5) Ask for more have primary sign as denotative level and secondary sign as connotative level. From the analysis, the writer concludes that each sign of Pepsi Advertisements has a system and it is supported by object, context, and text in the advertisements. These elements contribute to the meaning of denotative and connotative level upon products. The last, the writer states that Pepsi Advertisements manipulate and create the symbol and sign values upon products to persuade the consumers.

SI14103

SKR BSI 14103

Perpustakaan FAH (Skripsi BSI)

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