One type of visual medium used for advertising and message delivery that
focused primarily on the sense of sight was called poster. The data from this
research were movie posters from Walt Disney and there are six movie posters
that were analyzed in this research. This research uses qualitative method and
applied Peirce and Barthes theory to analyze the object because it was more
critical and emphasized the logic and philosophy of existing signs.The aim of this
research is to describe the signs of posters in term of Pierce's category, and to
explain them in terms of Barthes's connotative and denotative classification.
The result of the research found 32 signs from six movie posters, there are:
20 signs of icon, 8 signs of index, and 4 signs of symbol. The researcher also
explained denotative and connotative meaning in each movie posters. Denotative
meaning in the poster is taken from what appears in the posters such as the
characters, meanwhile the connotative explain the meaning from what appears in
the poster more deeper because connotative meaning also known as hidden
meaning.