摘要：Advertisement is one of promotional tools used by marketer to communicate with its audience orconsumer which can be done through newspaper, magazine, internet, radio, and/or television. Usingadvertisement, the marketer tries to create signs in the message to the audience to make sure they reallyunderstand the message. The objective of the study is to analyze how the signs are created in the texts displayedon infant formula SGM Eksplor Presinutri 3 TV advertisement. The metodology is qualitative research usingsemiotics analysis. Peirce semiotics approach is applied to explore the signs in the advertisement. Secondarydata were used, also supported by study literature, to conduct a deep analysis of this study. The research findingshows signs were used by the marketer to deliver the message of this product.
关键词：TV advertisement; semiotics analysis; infant formula advertisement
