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"Penelitian ini membahas persebaran dan fungsi makna dan tanda dalam iklan berbahasa Jerman BVG-Arie dari perusahaan Berliner Verkehrsbetriebe (BVG) terkait penyampaian iklan yang dilihat dari perspektif ilmu semiotika. Penelitian ini dilakukan dengan menggunakan metode penelitian deskriptif analisis dengan menggunakan teori tanda dari Charles S. Peirce dan juga teori keterkaitan gambar dan teks dalam iklan dari Hartmut Stöckl, untuk mengidentifikasi tanda dan makna yang ingin disampaikan oleh pembuat iklan. Hasil penelitian menunjukkan bahwa terdapat makna konotatif dan unsur komedi ironi dalam unsur-unsur iklan yang berperan penting dalam pembuatan makna baru yang menunjukkan kesatuan makna dalam iklan. Hal tersebut menunjukkan bahwa dalam iklan, berbagai jenis paduan makna dapat digunakan untuk membangun citra iklan yang tidak selalu memberikan kesan positif kepada konsumen.

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The focus of this study is the distribution and the function of signs and meaning in a german advertisement BVG-Arie from Berliner Verkehrsbetriebe (BVG) related to the communicative form through semiotic perspective. This research was conducted using descriptive analitic method using the theory of signs by Charles S. Peirce and the theory of picture relation type by Hartmut Stöckl. The results show that there are connotative meaning and ironic humour elements in this advertisement’s structure, that have an important role to make a new meaning that shows the real meaning of the advertisement. It indicates that there could be many more combinations of signs and meanings to build up the imagery of the products or companies that does not always give postive impressions to the consumers."

"This book provides a detailed analysis of the controversial privatisation of the Berlin Water Company (BWB) in 1999. As with other cases of privatisation around the world, the city’s government argued there was no alternative in a context of public debts and economic restructuring. Drawing on post-structuralist theory, the analysis presented here steps outside the parameters of this neat, straightforward explanation. It problematises the ‘hard facts’ upon which the decision was apparently made, presenting instead an account in which facts can be political constructions shaped by normative assumptions and political strategies. A politics of inevitability in 1990s Berlin is revealed, one characterised by depoliticisation, expert-dominated policy processes and centred upon the perceived necessities of urban governance in the global economy. It is an account in which global and local dynamics mix, where the interplay between the general and the specific, between neoliberalism and politicking, and between globalisation and local actors characterise the discussion."