SHOP WINDOW ADVERTISEMENT SEMIOTIC SIGN: ANALYZING CUSTOMERS’ ATTRACTIVENESS AND COMPREHENSION

Abstract

This research discusses the Semiotic Signs of Shop Window Advertisements: Analyzing Customers’ Attractiveness and Comprehension. This research was conducted with the aim of finding out how consumers understand and are interested in shop window advertisements based on symbol and sign analysis. Data was taken from pictures of fashion and electronic shop window displays in Medan Kota, Medan Helvetia and Medan Marelan Districts. And supported by the use of a questionnaire to find out opinions about how attractive the shop window is for buyers. This research uses qualitative research methods with the theory of Charles Sanders Pierce. There are 3 types of signs that will be analyzed, namely Icons, Symbols and Indexes. The research results explain that the majority of consumers agree and are interested in having a shop window in every shop. Consumers agree because they think it can add to the attraction of entering the store. Additionally, researchers found many different meanings in store window advertisements. And finally, shop window advertising can influence consumer attraction