Analisis Semiotika Charles Sanders Peirce pada Sampul Annual Report Bank BCA

Abstract

The Annual Report is a company’s communication tool to inform organization performance
during one year reporting period that shared to shareholders and other interested parties. The
cover of Annual Report will be the first gateway to present information related to the contents of
the document. BCA is one of large banks in Indonesia, hence signs in the cover of BCA’s Annual
Report will be interesting to be examined. This study used Charles Sanders Peirce's semiotic
analysis to find out the meaning of the signs on cover of BCA’s Annual Report. According to
Peirce, semiotics consists of 3 main elements, namely signs, objects and interpretants. The method
used is qualitative which aims to explain this phenomenon in a deep presentation. The results in
this study indicate that the 2019 Annual Report is a medium for conveying BCA's commitment in
navigating changes of services and products. Then, the male sign is used to represent top level of
management and women to represent manager/middle level of management.