SEMIOTIC ANALYSIS OF THE SUMALA MOVIE POSTER THROUGH SAUSSURE'S THEORY

Abstract

This research aims to analyze the poster of the movie Sumala using Ferdinand de Saussure’s semiotic theory. The purpose of this analysis is to understand how the visual and textual elements of the poster convey meaning to the audience. The study employs a qualitative method, focusing on the concepts of signifier, signified, and sign. The findings show that the poster's use of dark colors, the image of a girl holding a knife and a severed head, and the Javanese text contribute to creating a sense of fear and mystery, appealing to local cultural context and horror genre conventions. The poster’s combination of linguistic and visual signs is effective in establishing the horror theme and cultural relevance. This article further discusses how Saussure's theory helps in interpreting the symbolism and communication strategies used in the poster.