Abstract This semiotic analysis examines the signs and symbols of two selective two kind of poster to

further understand how and why those elements in a poster create meaning and influence the
interpretation of the audience, which can lead to their various critical judgments in order to convey
them wether the audience would be convinced or reject the said poster. Leveraging the concept of the
social judgment theory (SJT; Sherif & Hovland 1961; Sherif et al. 1965), the study explores the factors
that influence people, areas of acceptance, rejection, and non-commitment, understanding how people
comprehend and absorb entities, and creating an assumption of how people make a decision and/or
choose new ideas by considering their social status, age generation, races, beliefs and other point of
views. Overall, the analysis stresses the significance of capability for innovation in crafting media such
as promotional posters.

The poster presentation is a popular method for sharing information in academic and public health
settings. Furthermore, posters are intended to provide a visual depiction of a problem that first draws
attention and then delivers the intended message. While the poster medium has become the standard
publication format in the scientific and academic fields, there are acknowledged limits in terms of
information transmission depth, compilation and production challenges, and audience perception (Ilic
& Rowe, 2011). Furthermore, Solik (2014) remarked that, while we are surrounded by multiple signs of
various types and connections to sign systems, the same is true for advertising, which heavily relies on
signs and sign systems, especially for commercial purposes. However, it is difficult to grasp each
indicator instantly. Solik defined semiotics as the explanation of textual mechanisms and functions, as
well as visual communicators, which helps us comprehend the nature of social processes. Semiotics is
the study of how signs form meanings, with the assumption that such meanings are determined by the
structural alignment of signs created by signification processes. Advertising aims to inspire and
motivate people to buy goods or services or modify their perception of a brand. Advertisements are
produced and received using semiotic processes that are distinct from other forms of audiovisual
items. Solik maintained that advertising, like culture, cannot be reduced to semiotics since it entails
more than meaning and communication. However, evaluating advertising via a semiotic lens provides
a more in-depth knowledge of its processes and functions. According to Campbell (2014), Roland
Barthes is one of the most important figures in late twentieth-century French philosophy and critical
theory. Barthes' work includes linguistics, semiology, structuralism, and post-structuralism, as well as
its expressions in many mediums such as verbal text, visual image, music, classical literature,
architecture, film, fashion, and advertising. His work delves into the concept of communication,
alternating between scientific rationalism and artistic pleasure. Semiotics, or the study of signals, is a
wide and sometimes confusing discipline. Semiotic thinkers' writings might be difficult to grasp. Berger
emphasized that semioticians have studied facial expressions, haircuts, hair colors, trends, jewelry,
and other features to determine how they produce meaning and reflect society and culture. Berger
also used the Social Judgment Theory (SJT) as a framework for understanding signs and symbols in
media. While several hypotheses exist, SJT indicates the range of judgment, showing whether people
will accept or reject an issue. According to Berger (2004), In earlier literature, Satria Indra Praja
Persada (2020) examined the visual interpretation of the Gundala poster from 2019. The research
employed the semiotic technique, which was devised by Ferdinand de Saussure. Gundala was an
Indonesian superhero invented by Hasmi, and in 2019, the superhero figure was produced for the film
directed by Joko Anwar. The poster was created based on the movie. According to the poster's image,
Gundala was in the center, with the building behind him and many people staring at Gundala with
lightning and rain, creating a visible hold. The poster seems dark with rain and lightning, which
contributes to its ominous atmosphere. Gundala's Visualization in the middle produces a dashing
impact on the Superhero; then, with the background of an ancient building, it is clear that the gloomy
visuals produced by this poster are increased by the amount of people staring at the figure of Gundala,
adding a tense sense to this poster. Rain and lightning were included since this Gundala draws
strength from lightning. The goal of this study is to create a visual understanding of the audience so
that they can grasp the message of the poster. In the past, researchers investigated the usage of
visual design goods. All of the features demonstrate that visual communication is a way of expressing
oneself at any age. Posters, which are used to announce a product, service, or campaign, are favored
forms of visual communication because they get the message to the target audience quickly, easily,
and cheaply. Meanwhile, posters are a byproduct of graphic design. The message to be conveyed is
developed utilizing a variety of graphic components and delivered to the intended audience. These
goods may alter people's views by the messages they convey. The study's posters were analyzed
using Barthes' Semiotic concept, which followed and refined the concept of Ferdinand de Saussure.
( KavuranT., ERTAN T.) Based to the analyses of the posters are provided. It is observed that there are
connotations in this direction in the posters used in social responsibility campaigns, and this is the
subject matter of this study. It is observed that sometimes negative images are used, the target
audience is mobilized, the messages are conveyed and the practitioners receive positive results with
these meanings.

This study employs a semiotic framework to analyze the signs and

symbols present in two distinct types of posters. Drawing upon the
theories of Saussure (1916) the relationship of meaning by
signifying and its signifier and Sherif et al. (1961) Social judgement
theory, this research aims to understand how these visual elements
contribute to the construction of meaning and influence the
interpretation of the posters. The study will focus on analyzing the
relationship between the signifier (the physical form of the sign) and
the signified (the concept or idea represented). By examining the
interplay of iconic, indexical, and symbolic signs within each poster,
the research will explore how these elements evoke specific
connotations and associations in the viewer. Furthermore, the study
will consider the role of cultural context and the viewer's prior
knowledge in shaping their interpretation of the posters. This
investigation will contribute to a deeper understanding of the power
of visual communication and its ability to shape perceptions,
attitudes, and behaviors.

In previous literature in Satria Indra Praja Persada (2020) have analyzed the
visual meaning of the Gundala poster in 2019. The method used in the study
was the semiotic method; Ferdinand de Saussure developed the semiotic
approach. Gundala was an Indonesian superhero created by Hasmi, and in 2019,
the superhero figure made by the Movie directed by Joko Anwar. From the movie,
the poster made. From the visual of this poster, Gundala was in the middle, and
then behind him was the building, and above the building, many people were
looking at Gundala with lightning and rain, making a visible gripping. The poster
seems dark with rain and lightning, which adds the tense feeling of the poster.
Gundala’s Visualization in the middle makes a dashing impression on the
Superhero; then with the background of an old building, it can be seen that the
dark visuals built from this poster are augmented by the number of people
looking at the figure of Gundala adds a tense feeling to this poster. Rain and
lightning added because this Gundala gets strength from the lightning. The
purpose of this research is to provide a visual understanding of the audience so
that the audience can understand the meaning of the poster. View at
journals.sagepub.com [PDF] academia.edu Cited by 37 Related articles All 3
versions atlantis-press.com Semiotic Analysis of Gundala Movie Poster Satria
Indra Praja Persada International Conference on Business, Economic, Social
Science, and Humanities–Humanities and Social Sciences Track (ICOBEST-HSS
2019), 133-135, 2020.
In the past study about use of visual design products. All the elements show
that visual communication shows way of expressing oneself in every
age.Posters, which are used in announcing a product, service or a campaign, are
preferred means of visual communication because they transfer the message to
the target audience in a fast, easy and cheap manner. Meanwhile, posters are a
product of graphic design. The message to be transferred is designed by using
various visual elements and is presented to the target audience. These products
may cause changes in the perceptions of people with the meanings they
produce. The analysis of the posters included in the study was made by using
the Semiotic Approach of Barthes, who followed and developed the approach of
Ferdinand de Saussure. ( KavuranT., ERTAN T.) Based to the analyses of the
posters are provided. It is observed that there are connotations in this direction
in the posters used in social responsibility campaigns, and this is the subject
matter of this study. It is observed that sometimes negative images are used,
the target audience is mobilized, the messages are conveyed, and the
practitioners receive positive results with these meanings. In the study of the
Semiotic Analysis Of “Smoke-Free Zone” Campaign Posters Kavuran T, Tülay
ERTAN T. (n.d.) Promotion of cultural events through urban postering: An
exploratory study of its effectiveness, the study of Corinne Berneman, Marie-
Josee Kasparian( 2003) Many cultural organizations resort to postering to inform
their audiences about their activities. Parisians even created a special medium
for posters more than a hundred years ago with the Morris Column. Although
traditional media, such as the weekend sections of newspapers, are also used to
advertise cultural events, their total cost and cost per target customer are
relatively high. The result of the study, despite the importance of this
advertising medium for cultural products, the research and management
literatures do not address it. They gained some insight from an interview with an
executive at Publicité Sauvage, the largest placement agency for posters in
Montreal, Canada. The agency's placement strategy is based on repetition:
posters for an event are placed at various locations and are repeated at the
same location on a side-by-side basis. This intuitive practice is consistent with
the characteristics of outdoor advertising generally. Promotion of cultural events
through urban postering: An exploratory study of its effectiveness Corinne
Berneman, Marie-Josee Kasparian International Journal of Arts Management, 40-
49, 2003
The Art of Promotion the Effect of Dynamic and Realistic imagery in Promotional
Posters for Performances, although various research is available on arts
marketing and strategies, but research regarding the design of promotional
material is missing. this research was to find design cues that increase the
effectiveness of promotional material for cultural performances targeted
towards students. So that more students encourages to visit these
performances, which improves their mental health and helps cultural
organizations fill their audience. It was found in literature that non-visitors of
performances often are afraid to be bored, and it was hypothesized that
suggesting movement in posters might reduce this. Current visitors, however,
mostly visited for the feeling of a live performance and connection with the
performers, which resulted in the hypothesis that realistic photos of people with
faces in them are more effective in posters than graphics. To test this, data was
collected from 154 students through a survey with 4 different posters, in a two-
by-two-design varying in dynamism and realism. Their effects on poster
attractiveness, event attitude and intention to visit were analysed, and
interaction between the independent variables was also considered. This was
done for three different events: a music, dance and theatre performance.
Current attendance was measured as a moderator for the effects on event
attitude and intention to visit. A significant negative effect of dynamic imagery
on intention to attend was found, but moderation of current attendance affected
this positively. The poster attractiveness was negatively impacted by realism,
but positively by dynamism, with a combination of the two being most positive.
Since these effects vary between dependent variables and between attendees
compared to non-attendees, it is important for cultural organizations to consider
their goals and target audience when designing promotional material. Future
research could look into more cues and consumer segments that might have an
effect. (University of Twente, 2023)
Okay, I've processed the file and understand your request. Here's an
analysis of the SJT three functions (LOA, LOR, LNC) for each picture
mentioned in the document:

**Picture 1: "Grips Hair Wax" Poster**

* **Latitude of Acceptance (LOA):**

* **Elements:** The poster features a young, attractive Asian
man with styled hair, wearing a smart casual outfit (blue blazer and
a grey shirt). He holds a container of "Grips Hair Wax" in his hand,
looking directly at the viewer with a confident expression. The
slogan is "Easy Style. Easy Wash."
* **Impact:** The poster aims to appeal to a target audience of
young men who value confidence, style, and convenience. The
model's appearance, the sleek product design, and the
straightforward slogan reinforce these positive connotations,
expanding the latitude of acceptance for men who desire a quick
and easy way to achieve a stylish look.

* **Latitude of Rejection (LOR):**

* **Elements:** The poster avoids elements that might trigger
rejection, such as overly aggressive or exaggerated imagery. The
overall tone is confident but approachable, aiming to avoid
alienating potential customers.
* **Impact: The poster's tone and visuals are carefully chosen to
avoid alienating those who might not identify with a more "macho"
image. This helps minimize the latitude of rejection and appeal to a
broader audience.

Latitude of Non-Commitment (LNC)

Elements: The poster focuses on the specific benefits of the

product (easy styling, easy wash) rather than making broader claims
about personality or lifestyle.
 Impact: This focus on practical benefits minimizes the potential
for non-commitment. It appeals to men who are primarily interested
in the product's functionality rather than its broader social
implications.

**Picture 2: "WBM MenCare Hair Gel" Poster**

* **Latitude of Acceptance (LOA):**

* **Elements:** The image features a young, attractive man with
styled hair, wearing a casual grey t-shirt. He is smiling and running
his hand through his hair, suggesting a sense of satisfaction and
control over his appearance. The prominent display of the hair gel
bottle, with its sleek design and bold branding, reinforces its
importance. The tagline is "The Perfect Finishing Touch."
* **Impact:** The poster aims to appeal to a target audience of
men seeking a reliable and stylish hair styling solution. The model's
appearance, the tagline, and the product's name "WBM MenCare"
reinforce these positive connotations, expanding the latitude of
acceptance for men who desire a polished and controlled look.

* **Latitude of Rejection (LOR):**

* **Elements:** The poster avoids elements that might trigger
rejection, such as overly aggressive or exaggerated imagery. The
overall tone is confident but approachable, aiming to avoid
alienating potential customers.
* **Impact:** The poster's tone and visuals are carefully chosen
to avoid alienating those who might not identify with a more
"macho" image. This helps minimize the latitude of rejection and
appeal to a broader audience.

* **Latitude of Non-Commitment (LNC):**

* **Elements:** The poster focuses on the specific benefits of the
product (ultra-lasting hold, refreshing & hydrating) rather than
making broader claims about personality or lifestyle.
* **Impact:** This focus on practical benefits minimizes the
potential for non-commitment. It appeals to men who are primarily
interested in the product's functionality rather than its broader
social implications.

**Overall, both posters effectively utilize the principles of SJT to

create a positive association with the product, expand the
audience's latitude of acceptance, minimize the potential for
rejection, and reduce the likelihood of non-commitment. This
approach aims to maximize the effectiveness of the posters in
influencing audience perception and driving positive judgments
about the hair products.**

Let me know if you have any other questions or need further

clarification!

this refers to the specific type of content the study focuses on. Clickbait
headlines are those designed to entice viewers to click on a link, often
through sensationalized or misleading language. "Philippines Celebrity News"
specifies the context – news articles focused on celebrities in the Philippines.
"YouTube" indicates the platform where these headlines are found. This
research aims to analyze the linguistic features of these headlines,
specifically how they use sensationalism to attract viewers.

LINGUISTIC AND TYPOLOGICAL FEATURES.

This refers to the specific aspects of language that the study will examine.

 Linguistic Features: These are the ways in which language is used to

convey meaning. This could include things like word choice, sentence
 structure, figurative language (like metaphors or similes), and the
overall tone or style of the headline.
 Typological Features: These relate to the structure of language,
particularly how words are combined into phrases and sentences. This
could include things like the use of grammatical structures, the order
of words in a sentence, and the types of phrases used.

The study will analyze both linguistic and typological features to understand
how clickbait headlines are constructed and how they achieve their
sensational effect.

USES FOR SENSATIONALISM.

This refers to the purpose behind the use of linguistic and typological
features in clickbait headlines. Sensationalism, in this context, refers to the
practice of presenting information in a highly dramatic, exciting, or shocking
manner, often exaggerating or distorting facts to capture attention and
generate interest. The study will analyze how clickbait headlines utilize these
features to create a sense of urgency, curiosity, and excitement, ultimately
aiming to attract clicks and views.

According to Wilson and Sperber (2002) Intuitively, relevance is a potential

property not only of utterances and other observable phenomena but of thoughts,

memories, and conclusions of inferences. Concerning the principles of speech act

theory, relevance theory has been rather easy to appreciate and apply to those

familiar with it. It claims that language serves the purpose of achieving a certain

relevance, not being used arbitrarily. However, this very principle of grasping

significance in communication has been at the core of what is now called the

‘clickbait’ phenomenon. Information hunger enhances this strategy by creating a

so-called “information gap” which excites the reader’s interest if he or she must

click to gratify the mind by filling the gap. Still, this theory aspires to study how

linguistic devices of clickbait headlines, such as definite referring expressions,

superlatives, etc. This induces a feeling of incomplete information, motivating the

target audience to search for the remaining details.

In this study Pragma-Linguistic Framework for Sensationalism

According to Molek-kozakoswka (2013), sensationalism is a discourse strategy

that “packages” information in news headlines, making news items seem more

interesting, extraordinary, and relevant than they might be. The proliferation of

clickbait headlines in Philippine celebrity news on YouTube has sparked an

interest in understanding the linguistic strategies employed to entice viewers.

Katarzyna Molek-kozakoswka’s theory, “towards a pragma-linguistic framework

for the study of sensationalism in news headlines,’’ this provides a framework for

analyzing these strategies. She identifies these linguistic strategies for

sensationalism, including Emotional appeals using emotive language to evoke

strong emotions such as “SHOCKING.” Exaggeration is a hyperbolic expression

like “MOST DRAMATIC.” Manipulative rhetoric is a strategic wording that

makes the readers curious about the information such as “You won’t believe…”

or rhetorical questions, like “Is this the end?”

In this study, Media Framing Theory of Entman (1993) puts it, media

framing theory holds that there is a framing of an event that is presented to the

audience by the media. Click-baiting headlines, it holds, do not simply distort

reality in framing celebrity narratives but reorient the emphasis attaching more

prominence to certain themes than others to recreate the history that is most click-

bringing. Within this study, it will seek to understand the influence of such frames

on the lurid dramatization of celebrity news and their effects on the audience.
 Paul Gilster did much in popularizing ‘Digital Media Literacy’ in his

(1997) book where he defined the term as “the ability to understand and use

information in many formats from a wide range of sources via computers”. Since

then, Gilster and Paul (1997), p has elevated this interaction to critical

engagement with and evaluation of the content found in any digital surface. The

crucial task in today’s internet age, overflowing with clickbait, is to focus on,

critically engage with, and evaluate digital information. This study seeks to

address the effects of such frontal displays on the digital media literacy of

consumers, in which case, the discrediting of some news because of over-hype

becomes an issue. Further, the research seeks to find out how effective media

training institutions will be in enhancing the digital media literacy of online news

consumers.

In this study, Yellow journalism is used to know the style of journalism

characterized by sensationalism, exaggeration, and often unethical practices, has

a significant historical connection to modern-day clickbait tactics (Collins, n.d.;

Encyclopaedia Britannica, n.d.). Also, this emphasizes eye-catching headlines,

lurid stories, and a focus on sensationalism to attract readers and increase sales.

This explores how clickbait headlines in Philippine celebrity news draw on the

tactics of yellow journalism to achieve similar goals, such as maximizing

engagement and generating revenue.

This study intertwines relevance theory, media framing theory, Pragma-

Linguistic Framework for Sensationalism, Yellow Journalism, and digital media

literacy. Accordingly, the study will theorize about the linguistic components of
visually presented celebrity news pointers and dares’ effectiveness in the

Philippines in terms of media consumption and perception toward media and

media education. Through this research, through this the researchers will gain a

thorough understanding of how clickbait titles are crafted linguistically and

structurally, their impact on capturing the attention of media consumers in the

Philippines, and their role in targeting the public and enhancing media literacy in

the country.

Within this framework, the readers and the researchers can discern the

underlying reasons for the prevalence of clickbait content on YouTube. It could

be argued that clickbait arises from either the behavior of media consumers or the

criticism and negativity directed at a specific celebrity. The motivation behind

this action could be to gain recognition and attract attention to their content.

Drawing upon Entman’s (1993) Media Framing theory, the writers attribute their

motivation to seeking social media dominance to a particular event. There is often

a hunger for information among readers, driven by their curiosity to fill the gaps

in their understanding. This is where the study by Wilson and Sperber (2002) on

Relevance Theory comes into play. According to Molek-kozakoswka (2013) this

are the linguistic elements that the writer possibly wrote on their articles for (e.g

“Exaggerated”, “emotional appeals”, “manipulative rhetoric”). It explains how

writers may exaggerate information or distort reality, and how they sometimes

manipulate information to fit their own intentions. The information spreads

rapidly across the internet, fueling readers’ eagerness and hunger to click on
headlines. This phenomenon is commonly known as Yellow Journalism. In

relation to this, Paul Gilster (1997) emphasizes the importance of digital media

literacy. He emphasizes the importance of verifying the credibility of information

and its sources for accurate news assessment. Additionally, Gilster points out that

there are limits to the use of social media in this context. The researchers can also

explore the linguistic features of sensationalism, as discussed by Molek-

Kozakowska (2013). This involves examining how headlines are exaggerated and

dramatized using manipulative rhetorical techniques, such as “teasing” and

“ambiguity,” which are commonly found in YouTube headlines.