SEMIOTIC ANALYSIS OF ATHLETES IN THAI TELEVISION COMMERCIALS

Abstract

This research aims to analyses the sematic meaning construction of the Athletes in Thai television commercials. The author has selected the sample group by using purposive sampling containing 15 television commercials with athletes as main characters. Denotative meaning and connotative meaning were determined through themes, advertising formats, and advertising message elements in accordance with semiology principle. The research found that the themes of the commercials having athletes as main character are different because the products that were advertised are not interlinked. Each commercial had a theme that corresponds to the substance of the message to the consumer of the product. However, when the themes were classified into two group, the theme of value in the use of product and the theme of the emotional value, it was found that the presentation of value and benefit of the products was to communicate the emotional value and the content was mainly on the social value of the products. There were more than one format in each commercial. The mostly used concept was personality. This is consistent with the purpose of the research and the sample of the research that needs to study the Semiotic meaning of the athlete in the commercial. The personality of a celebrity is unique representing personality and image that was linked to product or service. This is a tool used to communicate and convey the meaning of the benefits and the emotional value of the products. The physical characteristics of the athlete and the manner in which the sport is played was used to communicate about the products and services. The main character in the denotative meaning indicates male and female athletes who are famous and successful in the sport. Connotative meaning represented strength, dedicated commitment, effort, patience, success, being the best one, power, courage, as well as sexual attraction and good personality of the athlete, etc.