A Semiotic Analysis On Film Industry Using Verbal and NonVerbal Approach: Case Study Joker Movie Poster

Abstract

Movie poster often used as a medium of commercial purposes in advertising a movie. It can deliver what the movie is all about which could attract more viewers to see this movie. Therefore, this study aims to analyse the verbal and non-verbal aspects in Joker movie poster using semiotic approach to increase the ticket sales. The verbal used in this study is shown through the signifier and signified, resulting in denotative and connotative meaning. Meanwhile, the non-verbal aspect is seen through the concept of the sign and the colour used in the poster. This research used descriptive qualitative and literature review to collect the data. This study discusses how a movie poster from Joker can create and deliver its meaning to the viewer through the verbal and non-verbal aspects, which resulted in gaining interest from the potential movie viewers. The results of this study suggest that each symbols and signs used in the movie can covey the meaning thoroughly through its meaning association. Each symbols and signs are effective to increase the ticket sales. This study concludes that the signs and symbols used in the poster movie of Joker has its own meaning and could represent, portray, and convey the meaning of the movie poster well. Therefore, in making the movie poster, we should consider which symbols and signs that will be used so that an effective marketing strategy can be reached.