ANALISIS SEMIOTIKA CHARLES SANDERS PEIRCE PADA ILUSTRASI KEMASAN SILVERQUEEN VALENTINE PACK 2025

Alfatah Fajar Noerrohman, NIM.: 20107030142 (2025) ANALISIS SEMIOTIKA CHARLES SANDERS PEIRCE PADA ILUSTRASI KEMASAN SILVERQUEEN VALENTINE PACK 2025. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research aims to examine the meanings of visual signs found in the packaging illustration of the SilverQueen Valentine Pack 2025 edition using the semiotic approach of Charles Sanders Peirce. SilverQueen consistently releases special Valentine-themed packaging each year as part of its visual communication strategy to attract consumer attention, particularly during the celebration of Valentine's Day. In the 2025 edition, SilverQueen introduced five different packaging designs, each with its own distinctive visual characteristics. This research employs a descriptive qualitative method with a semiotic approach based on Peirce’s triadic model, which includes representamen, object, and interpretant. The data were obtained through visual documentation of each packaging design, which were then analyzed in depth. The analysis focuses on how visual elements such as color, illustration, typography, and layout function as a system of signs that potentially communicate certain messages. The results of this study reveal recurring visual patterns aimed at constructing a romantic, emotional, and personal image within the packaging, although the interpretation of meaning depends on the audience's cultural context and personal experiences. These findings affirm that packaging functions not only as a container but also as a medium of communication that conveys symbolic and affective messages to consumers.

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