SEMIOTIC ANALYSIS OF TYPOGRAPHY IN APPLE VIRTUAL ADVERTISEMENT

Received: 07-02-2022 Accepted: 10-03-2022 Published: 17-03-2022 Volume: 6 Issue: 1 DOI: https://doi.org/10.33019/lire.v5i2.136 Nowadays, the format of digital technology allows advertisers to include virtual advertisements such as brand names and logos into YouTube channels. Additionally, those parts have become a marketing strategy technique through advertising. This research aims to analyze the semiotic typography components of Apple virtual advertisement on YouTube and to find out the meanings constructed on Apple virtual advertisement. This research was conducted qualitatively to analyze the semiotic typography components and the meanings constructed in Apple virtual advertisement on YouTube Apple Channel, Introducing iPad Air — Apple in 2020. In doing so, this research deals with the semiotic analysis of typography suggested by Van Leeuwen (2006). The results of this research show that there were two elements inside, they were verbal and nonverbal signs. According to the elements, those signs may appear in the form of verbal and nonverbal, such as music, sound effect, typeface, anatomy of letters, font size, shape, color, motion (kinetic typography), model, and situation. In addition, those components were proven to have certain meanings that qualify the insight of Apple virtual advertisement depending on the nature of their elements.


INTRODUCTION
The advertisement agencies have been appearing across the industry for many years. They make the advertisements to attract public attention. The advertisement has developed as onward technology. It was all about YouTube, Facebook, Instagram, and video advertising. It gives some advantages to the consumers and giving information about products. Technology has been expanded, such as how YouTube inserts product advertisements in it. The objective of the advertisement is rightly related to the conventional advertisement. It looks for target markets, advertisement is placed in front of consumers steadily, it is important to design and use type in such a way that it lures the consumers' attention and gives them a vivid understanding of the message. Besides, things to devise when compiling typography in the virtual advertisement are the font, point size, color, and line length.
The Apple virtual advertisement is intriguing to analyze because the meaning is delivered through visual and verbal texts that are congruent and give a pleasant impression of the products and services. Furthermore, it is conveyed in equilibrium and describes parity based on the storyline that exists in life. Therefore, this study analyzed the semiotic typography components and their meanings in Apple virtual advertisement that emerged on YouTube channels using semiotic typography theories of Kress & Van Leeuwen (2006), where the image act can be pointed by facial expressions and gestures.
Additionally, based on a semiotic perspective, typography is seen as a system of signs that classifies the elements and generates the interpretation of meanings. Some interpretations may lead to controversies. Furthermore, this study focuses on the analysis of the semiotic typography components in Apple virtual advertisement that emerged on YouTube channels and to find out the meanings constructed in Apple virtual advertisement. They are provided as a detached information group from the text, fact-based on the vertical adjustment of splendid and tangible. More specifically, we sought the semiotic typography elements based on the characters and meanings through Apple virtual advertisement.

LITERATURE REVIEW
In semiotics, signs can take the form of words, images, sounds, gestures, and objects (Chandler, 2002, p.2). Yet, as stated by Peirce 'Nothing is a sign unless it is interpreted as a sign (in Chandler, 2002, p.3-4). Therefore, according to Eco (1979), there are three limits to semiotic research specifically "the cultural realm", "the realm of nature", and "the epistemological realm". The realm of culture concerns the relationship between signs and the meaning of signs based on the cultural values of a society. Semiotics also shows how the relationship between the sign and the 'something else' yields from what our society has taught us. It is referred to the fact that the reference is neither inevitable nor necessary (Curtin, 2016).
The semiotic theory compresses communication as a production of meaning, and a place for the message in the form of signs. It has a big role in understanding designed phenomena (Holt, 2017). However, Chandler (2001) defines semiotics as the science of signs in society. While Saussure (1983) states that a sign must have both signified and signifier. Furthermore, the signs are divided into verbal and nonverbal signs. The verbal sign is defined as something that deals with text and words, while nonverbal signs generally refer to the picture (Chandler, 2001).
However, Pierce (1994) divides signs into three categories, namely icons (icons), indexes (index), and symbols (symbols). The icon is a symbol that is determined (how to interpret it) by a dynamic object because of the internal properties that exist (a sign which is determined by the dynamic object by having its internal nature), even though the object is not always present.
According to Barthes and Hjemslev (in Shadiqi, 2014), there are two different levels of meaning, connotation, and denotation. The difference between connotations and denotations occurs to the signified of a sign. Additionally, denotation is mostly defined as the "literal" meaning of a sign (when referring to a word). Moreover, semiotics is divided into two genres, specifically the flow that follows the thought of Charles Sanders Peirce, and the second flow that follows the thinking of Ferdinand de Saussure. Peirce with concepts based on firstness, secondness, and thirdness. While Saussure is more importunate on the aspects of language, according to his background, namely as a linguist. These two theories do not make differences of opinion but on the contrary, that is complementary and can be utilized in the world of design (Coelho, Denis & Figueiredo, 2010, p.335). Semiotics also refers to text or media and other forms considered as signs as being like language. It is outlined by Culler that social and cultural phenomena are not 'simply material objects or events but objects or events with the meaning', and the refore, signs (Culler, 1976, p.24).
According to Van Leeuwen (2006, typography is conventionally concerned with legibility and is not originally considered a semiotic resource adequately defined to allow the development of analytic methods for accepting its meaning potentials. He also stated that the typographical and design elements associated with written language have taken on new forms. The style of written language and that of the visual image determined by the logic of time or temporal sequence, while the visual image is determined by the logic of spatiality, organized arrangements, and simultaneity (Kress, 2003). Additionally, in written text, meaning is obtained from the position in the progressive order, and meaning is obtained in visual images fro m the spatial arrangement and visual grammar (Kress & Van Leeuwen, 1996).
Typography is the art and technique of organizing type to make language observable.
Besides, written language is presented through a certain typeface or script, also known as a font.
A font is a complete character set of a specific style of a typeface. A typeface or font is the vehicle through which written language is materialized for sighted readers. As meaning is punctuated during a social semiotic episode or experience, it is appeared in some particular formsound waves for oral communication or visual images for painters and photographers (Kress, 2001 (2001) recommends these faces are utopian and generic, "belonging nowhere, region less, without an accent" (ibid.). In a mediated, global environment, she suggests they h ave no dialect and no affiliation to the region and, as seemingly non-aligned; they are culturally superficial and stereotypical.
In Additionally, the analysis of this study was presented descriptively in the form of tables. The

RESULTS AND DISCUSSION
The analysis was conducted based on theories proposed by Van Leeuwen (2006). The theory of semiotic typography by Van Leeuwen was applied to find out the elements for analyzing the texts, in specific typographical and design features, and the meaning potential of these semiotic resources that appear behind Apple virtual advertisement on YouTube. In addition, the theory of semiotics by Saussure (1983) was applied to classify the elements of verbal and nonverbal signs of iPad Air of Apple advertisement on YouTube.
There are music and sound effect elements for verbal signs in iPad Air of Apple advertisement. While nonverbal signs are typeface, anatomy of letters, font size, shape, color, motion (kinetic typography), model, and situation.
After categorizing the elements of the Introducing iPad Air -Apple advertisement based on characters and meanings using Saussure theory (linguistic signs contain verbal and nonverbal), the researchers found:

Font Size
The letters have a similar size.
The letters have lower-resolution digital displays, fine details that appear quite large. The term has meaning as line or pen-stroke. In digital media, this font size is more commonly used for display use.

Shape
The letters have similar shapes and do not have distortion.
The letters have stroke contrast that is more apparent and becomes thinner. The lines and crossbars are straighter. While the track is not straightforward.

Color
The dominant colors are black, white, grey, red, blue, and green.
The first color used in these words is black which means power, elegance, and sophistication. While the second color is white. It means inherently positive, associated with purity, light, brilliance, cleanliness, and protection.
The third color is grey. It means perfect neutrality, intellect, and compromise as it can moderate brighter hues and pull a color scheme together. Furthermore, the fourth is red. It means love, passion, strength, courage, and action. The fifth is blue which means peaceful, supernatural, deep, typical heavenly color, lighter and, calm. The last is green. It delivers the meaning of balance, love, compassion, and action. Motion/Kinetic Typography Move sideways, up, and down.
The movement of the model directs his hand to write the words with pen and touch the screen to show the messages of the Apple advertisement. Simple gestures make the viewers focus on meaning, visuals, music, and sound effect. The model is a woman. Additionally, in the middle of the scene, the model dances beautifully to attract the viewers.
The model shows her attractiveness and brightness that represents the Apple advertisement. She gives good vibes through her dance.

Situation
The situation of the scene is quite hectic and focuses on typing and touching the Apple screen.
Hectic means doing some fun activities with Apple product and showing the use and function of it to the viewers. While focus means holding the Apple product and then enjoying it for work and communication.
Most elements, in this case, contain two signs, namely verbal and nonverbal as follows:

Music
The music in the advertisement of the Introducing iPad Air -Apple virtual advertisement has the characters of beat music. Given the nature of beat music, it is to embed a referential message in the advertisement. It can connect people and has the power to make us feel the vibes of product design. The music beat in the advertisement represents excitement, spirit, and vibrant, connects people, and has the power to make us feel the vibes of product design. However, they can be fully independent of each other, affect, and reference.

Sound Effect
The sound effect in the Introducing iPad Air -Apple virtual advertisement is medium level. It represents happiness and spirit. Jekosch (2005) states that all auditory occurrences can be conceptualized as carriers of communicative information. It gives the commercial life and consistently stayed with the theme of correct pace and message in it and works well along with the beat of the music.

Nonverbal Sign
Typeface Typeface element has a Sans Serif font as a character in the Introducing iPad Air -Apple virtual advertisement. It is mostly the older typeface character. Because of their age, the mood associated with them is often classic, romantic, elegant, formal, and established. It has some meanings. They are modern, clear, easy to understand, modern, and eye-catching.
Additionally, serif fonts are a good choice of the brand because it delivers the message to convey experience and trustworthiness. It also gives customers more confidence in using the Apple brand and a better reputation for the company itself. It has also a swash that is a fancy or decorative replacement to a terminal or serif in any capital letter used at the beginning of a sentence. Swashes are also used at the end of letters to decorate the composition. They appear at the beginning, at the end, and even in the middle, extending from ascenders.

Font Size
Choosing the right font can completely give the specific character and personality of the brand itself. The letters mostly have a similar size in the simple type of letters. They have lowerresolution digital displays, fine details that appear quite large. The term has meaning as line or pen-stroke. In digital media, this font size is more commonly used for display use.

Shape
The letters have similar shapes and do not have distortion. The shapes of serifs vary, but they are generally described as hairline serifs, square or slab serifs, and wedge serifs. They have stroke customers. The model shows her attractiveness and brightness that represents the Apple advertisement. She gives good vibes through her dance and emphasizes portraying produc t features that impart specific benefits, which in turn speak to the brands' value.

Situation
The situation contains a subtle and blatant motion that plays in a seamless loop. It's a visually interesting effect that creates an illusion for the viewers who are watching it. The scene is quite hectic and focuses on typing and touching the Apple screen. It means doing some fun activities with Apple product and showing the use and function of it to the viewers. While focus means holding the Apple product and then enjoying it for work and communication.
In addition, the cinematograph is made using high-end cameras and a post-production tool to composite a series of video recordings to give attraction and meaning to the viewers. This Introducing iPad Air -Apple virtual advertisement gives the semiotic and typography components to the video. They appear as signs and meanings.

CONCLUSION
This study analyzed the elements and meanings in semiotic typography through the Introducing iPad Air -Apple virtual advertisement. These elements were classified into verbal and nonverbal signs. Moreover, the result of this research shows that the semiotic elements of typography are proven to have certain meanings that are adequate to the concept of Apple virtua l advertisement.
However, it is instructive to note that the analysis of semiotic typography in the Introducing iPad Air -Apple virtual advertisement can carry several meanings depending on the nature of their elements. According to the elements, those signs may appear in the form of verbal and nonverbal, such as music, sound effect, typeface, anatomy of letters, font size, shape, color, motion (kinetic typography), model, and situation. They cover some issues mostly concerned with semiotics.
The overall meaning of those elements above is to persuade viewers and consumers to be able to remember those products' signs and messages. Furthermore, it can be concluded that the results and discussion support the hypothesis that Apple virtual advertise ment is also reliant on typography because it takes advantage of using specific semiotic elements and meanings that are