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A SEMIOTIC ANALYSIS OF THE CURSE OF LA LLORONA’S MOVIE POSTER

Dwi Nitisari

Prodi Sastra Inggris, Fakultas Sastra dan Budaya, Universitas Gunadarma

Jl. Margonda Raya No. 100, Pondok Cina, Depok 1Dwi_nitisari@staff.gunadarma.ac.id

ABSTRACT

The aims of this research are to find out verbal elements in The Curse of La Llorona’s movie poster and to find out non-verbal elements found in the The Curse of La Llorona’s movie poster. The method of this research is qualitative method because the data of this research are in words not in numbers. The source of this research is The Curse of La Llorona’s movie poster. After analyzing the semiotic signs, the researcher concluded that the semiotic signs found in the movie

poster of The Curse of La Llorona’s can be analyzed through a semiotic approach using Saussure’s theory (signifier and signified). In the result of the research, it is showed that there are two elements of semiotics sign in ‘The Curse of La Llorona’s movie poster, namely seven data in verbal element (1 datum of headlines, 2 data of sub headlines, 3 data of body copy, and 1 datum of baseline) and 3 data in non-verbal element (1 datum of illustration, 1 datum of typography, and1 datum of color).

Key words: Semiotics, Movie Poster, Verbal-Non-Verbal, Saussure

INTRODUCTION

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A picture can represent something and has its meaning for those who see it. Images

have a variety of functions, usually used to introduce a product. The film industry is one

of the fields that always use images as its advertising media. The picture can provide an

explanation of the elements in it and the meaning of these elements. This relates to

Saussure's dichotomy theory, signifier, and signified.

Semiotics is the study of signs. For Saussure semiotics or semiosis is a general

science of signs, a science that examines the life of signs in society. Ferdinand de Saussure

revealed a theory about semiotics namely Saussure's dichotomy, signifier, and signified

theory. Signifier refers to something that is in a material form (physical), explicitly exist

and can be distinguished by human senses. Signified refers to something that is in a mental

form. In this analysis, the researcher will focus on Saussure's semiotic theory which deals

with the relationship between signifier and signified based on convention, commonly

called signification.I am interested in analyzing The Curse of La Llorona movie poster.

The Curse of La Llorona is a 2019 American supernatural horror film directed by Michael

Chaves based on Latin American folklore La Llorona, following a mother in Los Angeles

in 1973 who had to save her children from evil spirits who tried to steal them. The film

was produced by James Wan and written by Mikki Daughtry and Tobias Iaconis. This is

the sixth installment in The Conjuring Universe franchise.

Ghost figures and characters are described in the poster film. The film poster

indirectly describes the film. The analysis of the film poster uses Saussure's semiotic theory

which explains the significant and signified relations contained in the elements in the

poster.

Semiotics and Visual Representations

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Semiotics is simply defined as a theory of signs or sign systems. While the sign is

something that has meaning, which communicates messages to someone. Therefore,

everything can be a sign, for example, books, films, building people, and also

advertisements. A sign in the system is separated into two components, namely signifier

and signified. Signifiers are material that carries meaning, while signified is the meaning.

Signifiers refer to the concrete dimensions of the sign, while signified is the abstract content

of the sign, meaning placed on the sign.

Semiotics, as explained by Ferdinand de Saussure, is "the study of the role of signs

as part of social life". Semiotics is the study of the structure, types, typologies, and relation

relations in their use within the public. Therefore, semiotics study the relations between

these components with the user community. The semiotic analysis seeks to find the

meaning of signs including things hidden behind a sign (text, advertisement, news).

Because the sign system is very contextual and depends on the user of the sign. The

thinking of the sign user is the result of the influence of various social constructions in

which the user of the sign is located.

Saussure’s Semiotics Theory

The existence of Saussure's semiotics is the relation between signifier and signified

based on convention, commonly referred to as signification. Semiotic signification is a sign

system that studies the relation of sign elements in a system based on certain rules or

conventions. Social agreement is needed to be able to interpret the sign. According to

Saussure, signs consist of; sounds and images, called signifiers, and concepts of sounds

and images, called signified.

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According to Saussure, a sign has two entities, namely signifier and signified. Sign

according to Saussure is a combination of a concept and an inseparable sound-image. The

relationship between signifier and signified is arbitrary. There is no definite logical

connection between the two, which makes the text or sign both interesting and problematic

at the same time.

Movie Poster

In the Oxford Dictionary, the poster is a large notice, often with a picture on it,

which is put in a public place to advertise something. Posters are also a form of two-

dimensional graphic art that combines letters, numbers, and images on large paper media.

Generally affixed to areas with flat surfaces, such as walls or boards, in crowded centers.

Posters have a variety of functions. The main purpose is usually as a media for publication

to be read by the wider community. The specific purpose is as a form of invitation delivered

by the poster to be subjective, depending on what the poster maker wants. It can be due to

commercial purposes, trying to win public sympathy, steal attention, and so on.

In the film industry, posters are needed as media for publication and promotion.

Since decades ago, posters are still a good choice for advertising or promotion. In a film

poster, there are usually the main actors or actresses, titles, names of the crew involved,

and others. Movie posters usually depict the essence of the film. Besides, film posters are

also a medium of communication to the public because there is some information on it.

METHOD

The method of this research is qualitative method because the data of this research

are in words not in numbers. The source of this research is a movie poster title The Curse

of La Llorona. The movie poster is taken from the Amazon.com that is accessed on June

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10, 2020). The collection data is done by note taking technique (Sugiyono: 2006 in

Mahajani at, al.:2017) namely: downloading the The Curse of La Llorona movie poster,

paying attention to the elements of the parasite movie poster, giving note of each verbal

and non-verbal in The Curse of La Llorona movie poster, and classifying the verbal and

non-verbal elements of the movie poster according to the theory of signifier and signified

of Saussure. After collecting the data of verbal and non-verbal element, the researcher

making an analyzing technique namely: breaking down the part of verbal elements into

table, analyzing of each part in verbal element using the theory, breaking down the part of

non-verbal elements into table, analyzing each part in non-verbal elements using the theory

of colour, then making conclusion.

Result of the Research

After categorizing the elements in the The Curse of La Llorona movie poster the

researcher found the result as follows:

NO SIGNS ELEMENTS AMOUNT

1 VERBAL

Headlines 1

Sub Headlines 2

Body copy 3

Baseline 1

2 NON-

VERBAL

Illustration 1

Typography 1

Colors 1

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Discussion

Most print advertisements, in this case movie posters, contain two elements, namely

verbal and visual elements. Verbal elements consist of headline, sub headline, body copy,

and baseline (slogans or company names and addresses). While the visual elements in the

form of illustrations, typography, colour and layout.

Both elements of the Movie Poster will be analysed to find out its meaning as a

film publication media. The following will be presented the results of the analysis of the

movie poster The Curse of La Llorona, which is the results of this research:

Verbal Elements

Headline

Headlines are verbal messages that are most highlighted and are texts that are

expected to be read first by the target audience. The location can be anywhere, but it is

usually presented in a larger font size than others.

The Curse of La Llorona movie poster has a headline namely film product title.

Here are the headline images found on The Curse of La Llorona movie poster:

Pictures 2.1 Poster Headline

Headline Text: The Curse of La Llorona

SIGNIFIER SIGNIFIED

“The Curse of La Llorona” text is a signifier

of the movie title with the same text.

The phrase “The Curse of La Llorona” is one of urban

legend from Mexico. A long time ago, there was a

beautiful lady who married an ordinary man and they

had two sons. One day, the second child saw his mom

trying to kill his brother by drowned in the river. He got

caught and killed too. Their mother killed herself in the

same river. Since that, she haunted for children to carry

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with her. The reason why she killed her sons and herself

was because her husband didn’t love her. She was

refused to entry the heaven until she found the souls of

her two sons. She was called La Llorona or the weeping

woman because she always cried to get an attention

from children.

At signifier level, there is the “The Curse of La Llorona” text. This text is a signifier

for its movie title. At signified level, the phrase “The Curse of La Llorona” which is a

signifier for the movie title, has a signification meaning. In the phrase “The Curse of La

Llorona” as the title of the film reflects the identity of the La Llorona as a horror-themed

film.

The color used in the movie title above is white color which is associated as a bright

color. The purpose of using white color is to highlight the title because the background is

consists’ of dark color. In horror movie poster, the title color is usually white or red to give

a sense of a light between the dark colors.

Signification or meaning to be delivered in the headline of The Curse of La Llorona

movie is to brand the title of the movie. The chosen film title is to represent the theme of

the movie. The visual form of the text “The Curse of La Llorona” is also able to visualize

the film theme well.

Sub Headlines

Sub headline is a clarification sentence or a continuation of the headline. Generally

located under the headline. This poster has 2 sub headlines.

Here are pictures of The Curse of La Llorona movie sub headline poster which is

located below and over the headline:

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Pictures 2.2 Poster Sub Headline

Sub headline text: She Wants Your Children

SIGNIFIER SIGNIFIED

The sub headline is “She Wants Your

Children” text.

The phrase “She Wants Your Children” describe the

ghost or La Llorona that always hunting for children

because she wanted to find the souls of her two sons.

This urban legend was spread throughout Mexico. The

Mexican said that if you saw La Llorona who wears

white gown with the veil, it would bring a bad luck or

misfortune. Every woman in Mexico need to look after

their children and prevent them from play near the river

or lake and misbehave to their parents.

At signifier level, there is the “She Wants Your Children” text. The signifier text

found at the top of the poster. At signified level, the phrase tells the audiences that La

Llorona is always hunting for the children. She is looking for her two sons’ souls because

she lost it because of what she did to them. She is hunt for children on the earth so she

could bring them with her.

Signification or meaning to be delivered in the La Llorona movie sub headline is

that the audience need to find what that phrase tells and describes in the movie. It makes

the audience wondering why La Llorona wants your children.

Pictures 2.3 Poster Sub Headline

Sub headline text: From the Producers of The Conjuring Universe

SIGNIFIER SIGNIFIED

The sub headline is “From the Producers of

The Conjuring Universe” text. “The

The phrase “From the Producers of The Conjuring

Universe” its shows that the producer of this movie is

same with the producer of The Conjuring Universe,

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Conjuring” in its current logotype, carved in

two rows with bright red color.

James Wan. This movie is produces by James Wan. He

is also the producer from The Conjuring movies,

Annabelle movies, and The Nun. The Curse of La

Llorona may not have much to do with other films in

The Conjuring Universe, such as The Conjuring with

Annabelle and The Nun. But there is the same character

that show up in the movie, Father Perez. That phrase

also uses for gains a lot of audience because James Wan

always nailed it for horror movies.

At signifier level, there is the “From the Producers of The Conjuring Universe”

text. The signifier text found at the top of movie title in the poster. The Conjuring phrase

carved in two rows with bright red color to give a highlight that “The Curse of La Llorona”

movie is made by the producers who made the conjuring movie. At signified level, the sub

headline that placed over the headline, it shows that the conjuring producers is participated

in making the movie.

Signification or meaning to be delivered is that the producers of the conjuring

universe, James Wan, take a participate in making the movie. For some people who likes

horror movie, they must be knows James Wan. He is known as the key of success of horror

movie that include in The Conjuring Universe. The Conjuring was nailed as the horror

movie because of him. That phrase placed above the headline is to make the audience wants

to watch this movie too because of James Wan.

Body Copy

Poster of The Curse of La Llorona movie has body copy as described in the

following picture:

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Pictures 2.4 Poster Body Copy

Body Copy text:

Only in Theaters

April 19

Experience it in IMAX

SIGNIFIER SIGNIFIED

The body copy is “Only in Theaters”, the date

of the movie will release “APRIL 19”, and

“Experience it in IMAX” text.

The means of the body copy is for advertising the movie.

The movie will be release on April 19 and you can watch

it in any theater. Also, the filmmaker gives a recommend

to experience watch this horror movie that will be

presented in IMAX.

At signifier level, there are “Only in Theaters”, “April 19”, and “Experience it in

IMAX” as the body copy of the poster. At signified level, there are meanings in three body

copy mentioned in the poster. The first body copy, “Only in Theaters” means that for the

audience who want to watch the movie it is only available in theaters. Next, “April 19” is

the date release for the movie in every theater. Last, “Experience it in IMAX” is how the

filmmakers suggest the viewers to watch and experience the movie in IMAX.

Filmmakers do this to attract the viewer’s attention. Unconsciously, the audience

was influenced to participate in watching movies which had been facilitated by larger

images with higher resolutions than other conventional films. The standard IMAX screen

is 22 meters wide and 16 meters long but can be even bigger. Therefore, this body copy

function is to attract the viewer’s attention to advertise The Curse of La Llorona movie.

Signification or meaning to be delivered in the movie poster body copy is a text

that is implicitly used to advertise The Curse of La Llorona movie. The viewers are

expected to interest in watching the movie just by looking at the informative texts contained

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in this body copy. Starting from the release date, and the filmmakers persuade. The purpose

of information in this advertisement was put into the viewer’s mind who associated body

copy with hidden message in it.

Baseline

The baseline poster for The Curse of La Llorona movie is explained in the following

picture:

Pictures 2.5 Poster Baseline

Baseline text:

New Line Cinema presents an Atomic Monster/Emile Gladstone production “The Curse of La

Llorona” Linda Cardellini – Raymond Cruz – Patricia Velasquez – Music by Joseph Bishara – Casting by

Rich Delia, CSA – Edited by Peter Gvozdas – Production Designer Melanie Jones – Director of

Photography Michael Burgess – Executive Producers Richard Brener – Dave Neustadter – Walter Hamada

– Michelle Morrissey – Michael Clear – Written by Mikki Daughtry & Tobias Iaconis – Produced by James

Wan, p.g.a – Gary Dauberman, p.g.a – Directed by Michael Chaves.

SIGNIFIER SIGNIFIED

The movie poster baseline mentions the names

of the main actors, followed by the names of

the crews and then closes with more

information about the movie.

Baseline is also part of advertise on movie poster. It

usually put on the bottom of the poster. The baseline

section is used to mentions all actors and crew or just

some of main actors and head of any division of crew

who involved in the production of this movie. The

purpose is to give them appreciation for their hard work

and participation in making the movies.

At signifier level, the baseline placed at the bottom of the poster has the meaning

as a credit title for the cast and crew involved in the process of The Curse of La Llorona

movie production. At the signified level, the baseline which is used as a credit title is

intended as a medium to introduce the cast and crew involved in the movie production

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process. By including the names of some crew and cast, of course it is expected to be able

to attract audiences to know the cast and crew involved.

Signification or meaning to be conveyed in the baseline is a part of appreciation for

the cast and crew involved in the production of The Curse of La Llorona movie.

International and national movie posters also generally provide credit titles for the cast and

crew in their posters. In addition, by writing the names of the cast on the movie poster, it

is expected to attract the attention of the audience, especially using famous cast and proven

acting quality in the world of film. Thus, writing the actor’s name on the poster is an

advertisement that is expected to attract more audience.

Non-Verbal Elements

Illustration

Illustrations on movie posters are not only images that show the main actor but also

the description of the poster’s background. There are two things that describe the poster:

Information

Information in a poster is the most prominent illustration. Here are pictures of

prominent illustrations in The Curse of La Llorona movie poster:

Pictures 2.6 Information of the Poster

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Character Analysis

SIGNIFIER SIGNIFIER

La Llorona

La Llorona is in the middle of a poster that shows that

this film tells the story of herself and the terror she

committed against other characters in the film. She is

described as a woman wearing a white dress and a veil

that covers her face according to the stories. La Llorona

is portrayed as someone who holds deep sadness, anger,

and regret. On the poster, La Llorona wears a white

dress like a wedding gown and veil because she died

wearing it. According to the story circulating, the figure

of La Llorona is wearing a white dress and veil with long

black hair. La Llorona's character as a ghost character in

the film is depicted as a person who holds a sense of

sadness, anger and regret. He was betrayed by her

husband and as a result, he had the heart to kill his

children by drowning them. Then he regretted and was

sad to have done that and went to the human world to

look for the spirits of his children which caused him to

often terrorize humans who have small children.

Signification or meaning to be delivered in the information of The Curse of La

Llorona movie poster as an illustration is La Llorona as the one of the main characters in

the movie and the movie is going to tell the history about her and how she haunted a family

with two children.

Decoration

Besides the information as mentioned above. The Curse of La Llorona movie poster

has decoration as illustration. The decoration is the background that describes the creepy

forest.

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Pictures 2.7 Decoration of the Poster

SIGNIFIER SIGNIFIED

Creepy forest background

The Curse of La Llorona is about supernatural event in

a family who fight to not let La Llorona take them with

her. Creepy forest with tree’s who has red seed and red

leaf as the background because when the woman killed

her sons those trees watched her, and the seeds became

her weakness. The tree was called Fire Tree.

At the signifier level, The Curse of La Llorona movie poster has supporting

illustration. The supporting illustration is the creepy forest that fills with Fire Tree and mix

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colors of red, yellow green, brown, grey, and white. At the signified level, supporting

illustration for The Curse of La Llorona movie poster mean that the forest is the scene of

the original La Llorona story. That forest filled with Fire Tree is the place where La Llorona

kills her two sons. That tree seeds become her weakness to prevent her come to the house.

Signification or meaning to be conveyed in supporting illustration in The Curse of

La Llorona movie poster is to tell the audience about the story of La Llorona began. This

place become a witness for what she did. Also, it become a hint why La Llorona can’t

coming to the house that have a row of Fire Tree seeds behind the door.

Typography

In visual communication, the physical and non-physical aspects contained in the

type of letters are only tools for conveying ideas, concepts, and thoughts. In the making of

movie posters, typography is used to make a visual impression on the title, tagline, writing

of credit titles, and even some films that use typography in describing their illustrations.

In the headline of The Curse of La Llorona movie poster, the illustrator prefers to

use deconstructive serif font as a title movie and sub headlines.

Pictures 2.8 Typography Poster

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SIGNIFIER SIGNIFIED

The font type used to write two sub headlines

and a headline movie poster above is

deconstructive Serif font.

Serif font is a letter with a hooked tip. This letter was

very popular before the 19th century. Because the letter

is based on the ancient handwriting that has a classic,

elegant and formal impression.

At the signifier level, in The Curse of La Llorona movie poster use deconstructive

serif font as the headline and two sub headlines poster. At the signified level, the font in

the movie poster of The Curse of La Llorona use serif font. The type of serif font is a letter

with a hooked tip. This letter was very popular before the 19th century. Because the letter

is based on the ancient handwriting that has a classic, elegant and formal impression.

Signification or meaning to be conveyed in the selection of font in the headline and

sub headlines of The Curse of La Llorona movie poster is to give a classic and horror

impression. The horror movie poster usually using deconstructive font to show how scary

the movie is. The Curse of La Llorona is a film that use a set of time in the past. Use serif

font is suitable for the set of time of the movie.

Colors

The color compositions that appear on The Curse of La Llorona movie poster are

mostly colors that create a dark impression. Here are the color compositions in the movie

poster Infinity War Avengers:

Pictures 2.9 Color Composition Poster

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SIGNIFIER SIGNIFIED

Black Color

Black is associated with power, elegance, formality,

death, evil, and mystery. The use of black on the poster

because black is often associated with something dark

or scary. The black color can support the scary and dark

atmosphere on the poster.

Red Color

The nearest equivalent of the English word red is in

many languages, etymologically related to the word for

“blood”. Dark red is associated with vigor, willpower,

rage, anger, leadership, courage, longing, malice, and

wrath. The red color is used to describe the fire tree that

is the background on the poster. In addition, the red

color also describes the angry emotions of La Llorona.

Grey Color

Grey is a neutral and the color of inertia. It symbolizes

indecision, monotony and depression in dark tones.

Gray dominates the poster to show a darker, mysterious,

and deep sadness. The figure of La Llorona is depicted

in a dirty white dress so that the color becomes grayish

to show emotions that fill her so that she turns into a

scary and haunting figure for a family. This grey color

is quite often found on every horror movie poster.

Brown Color

Brown is mainly dark- grayish orange and dark-grayish

or blackish yellow colors. brown can be thought of as

the color of the ground; or at least as that color, which is

likely to make people think of the ground. Brown is used

in addition to the colors on tree trunks as well as to add

to the impression of darkness given.

Green Color

Yellow green can indicate sickness, cowardice, discord,

and jealousy. A little green color that is added is not too

thick to add emotion to the figure of La Llorona, full of

negative emotions on her.

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White Color

White is associated with light, goodness, innocence,

purity, and virginity. White can also make a product

look clear and clean. Like a canvas, the use of white

tends to be like colorless, so that every color above the

white becomes prominent because white acts as light. In

the poster above, white is given directly behind La

Llorona to give the impression that this is the main

character in the film. Also, to provide a little light

between the darkness that surrounds her.

Signification or meaning to be conveyed in the color composition in The Curse of

La Llorona movie poster is to give the impression of a horror-themed film and entertain

the audience. The characteristics color tone in the poster tend to be warm in color

associated with black, red, grey, brown, and yellow green.

CONCLUSION

In the poster The Curse of La Llorona, the researcher found some behind meanings

on it by using Saussure Theory. There are many signs of the poster which have the signifier

and signified meaning whether verbal and non-verbal signs. These signs show not only the

images and the words but also show that they have the behind meanings if it is read deeply

and all of the signs support the title of this movie poster, they are about the curse of La

Llorona. The reader will know that the descriptions in the poster are appropriate with the

title The Curse of La Llorona because all of the pictures refer to La Llorona and her story.

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