ISDARANINGGAR, Sofura (2023) A Lifestyle Represented in the Coffee Shop Logos: A Semiotic Analysis. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Sofura Isdaraninggar, 2023. A Lifestyle Represented in the Coffee Shop Logos: A Semiotic Analysis. Thesis: Supervisor 1 Tri Wahyu Setiawan Prasetyoningsih, S.S., M.Hum., Supervisor 2: Eka Dyah Puspita Sari, S.Pd., M.Hum., External Examiner: Ika Maratus Sholikhah, S.S., M.A. Ministry of Education, Culture, Research, and Technology, Universitas Jenderal Soedirman, Faculty Of Humanities, English Department, English Literature Study Program, Purwokerto. This thesis is entitled "A Lifestyle Represented in the Coffee Shop Logos: A Semiotic Analysis." This research analyzes the sign elements, meanings, and lifestyles represented through several coffee shop logos in Indonesia. The coffee shop logos analyzed were Point Coffee, Starbucks, The Coffee Bean & Tea Leaf, and Excelso. Then, to get the meaning of the logo, the researcher analyzed it using the semiotic approach by Charles Sanders Peirce (1931). In addition, the researcher also used the lifestyle theory of Nira Kfir (1972) supported by Taylor (2013). The types of lifestyles include control, comfort, pleasing, and superiority lifestyles. The purpose of this research is to identify sign elements in coffee shop logos to find out how coffee shop logos represent lifestyles. This research uses a qualitative descriptive method. The results found from this research are that the four coffee shop logos does not have all the semiotic sign elements, which are icons, indexes, and symbols. Thus, by collaborating and conducting an in-depth analysis of the sign elements found in the coffee shop logos, it can be said that each of the coffee shop logos represents different types of lifestyles.

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