A conception failure of Tony Jack’s restaurant (Identical concept Tony Jack’s and McDonald) and the meaning of pirates in Tony jack’s logo’s
Introduction
Nowadays we will found many fast-food restaurants at Indonesia. Fast-food restaurant at Indonesia mostly is from western. All of Indonesian businessman had bought a license from western company, examples are McDonald, KFC, Wendy’s, A&W, etc. when most of Indonesian people were loved with western fast-food, now in Indonesia we have fast-food restaurant from Indonesia. The name is Tony Jack Indonesia. Maybe that name unfamiliar in Indonesian people. But if we know where it comes from? We will know why the name is “Tony Jack’s”
Tony Jack’s is Indonesian fast-food restaurant founded by Bambang Rahmadi. Maybe we don’t know he is? I will explain a little about him. He is a businessman. Before founding Tony Jack’s fast-food Restaurant he is an owner of McDonald Indonesia, but he quite from McDonald international collaboration because he feel collaborate was unprofitable again.
After him quite he is looking idea for opening fast-food restaurant in Indonesia, but his way not to be easy because most of Indonesian people were delirious with western fast-food restaurant like McDonald or KFC. Finally his found the idea for opening fast-food restaurant but the concept of restaurant will be difference.
At first he is looking for a restaurant name. He is very confusing with that. Short name but can remember easily. Finally he found the name; the name is “Tony Jack’s”. Many reasons why the name of the restaurant is “Tony Jack’s” and I will analyze that reasons use semiotic theory. The writer think very important doing this research because although the owner of Tony Jack’s want make a differences with McDonald, but in the some ways I found many similarity in Tony Jack’s restaurant concept with McDonald concept.
The writer tries to find many conception failure of Tony Jack’s Indonesia. The writer will analyze Logo, Tag line, color, and decoration. The writer will analyze many symbol/sign of Tony Jack’s use semiotic theory because semiotic theory has very close relationship with a sign.
In linguist Ferdinand de Saussure a study of signs, he emphasized the importance of studying whole systems of signs, rather than simply doing individual analysis. He claimed that signs draw meaning and significance from the way they interact with other signs in the system. In particular, he observed that concepts...are defined not positively, in terms of their content, but negatively by contrast with other items in the same system (Cite in Chandler: 2001). So we can found many sign in Tony Jack’s that express many meaning. Sign of one thing can define in many meaning.
Semiotics is important because it can help us not to take 'reality' for granted as something having a purely objective existence which is independent of human interpretation. It teaches us that reality is a system of signs. Studying semiotics can assist us to become more aware of reality as a construction and of the roles played by ourselves and others in constructing it. It can help us to realize that information or meaning is not 'contained' in the world or in books, computers or audio-visual media. Meaning is not 'transmitted' to us - we actively create it according to a complex interplay of codes or conventions of which we are normally unaware. Becoming aware of such codes is both inherently fascinating and intellectually empowering. We learn from semiotics that we live in a world of signs and we have no way of understanding anything except through signs and the codes into which they are organized. Through the study of semiotics we become aware that these signs and codes are normally transparent and disguise our task in 'reading' them. Living in a world of increasingly visual signs, we need to learn that even the most 'realistic' signs are not what they appear to be. By making more explicit the codes by which signs are interpreted we may perform the valuable semiotic function of 'denaturalizing' signs. In defining realities signs serve ideological functions. Deconstructing and contesting the realities of signs can reveal whose realities are privileged and whose are suppressed. The study of signs is the study of the construction and maintenance of reality. To decline such a study is to leave to others the control of the world of meanings which we inhabit.
The semiotic analysis of cultural myths involves an attempt to deconstruct the ways in which codes operate within particular popular texts or genres, with the goal of revealing how certain values, attitudes and beliefs are supported whilst others are suppressed. The task of 'denaturalizing' such cultural assumptions is problematic when the semiotician is also a product of the same culture, since membership of a culture involves 'taking for granted' many of its dominant ideas. Nevertheless, where we seek to analyze our own cultures in this way it is essential to try to be explicitly reflexive about 'our own' values.
From those reasons above, the writer is interested in finding out a sign of Tony Jack’s restaurant uses semiotic. Before I do this research I do observation at Tony Jack’s and after that I analyze a conception failure of Tony Jack’s restaurant and find the meaning of pirates as the icon of Tony Jack’s.
Analysis
At first I will analyze a logo of Tony Jack’s restaurant. It is the logo of Tony Jack’s restaurant;
In Tony Jack’s logo’s I found 4 colors, there are: green, Black, white, And orange. In Tony Jack’s logo’s I have a picture of pirates. Under Tony Jack’s logo’s I found the word “Indonesia” with a white color. Tony Jack’s it self write with two colors; “Tony” with green color and “Jack’s with orange color, at the picture of pirates, the pirate using hat, the color of the hat are black, green and orange. At the hat of pirates have a hamburger picture with spoon and fork form a cross. The appearance of pirate picture doesn’t full, the pirates like do spying something. The tag line of Tony Jack’s is “better than that one”.
So from that detail first I will analyze symbol pirates as the logo of Tony Jack’s and find the meaning. Based on the owner he chooses pirates as the icon because many children know and like a pirate’s icon or picture. The word pirate comes from the Latin "pirata" meaning marine adventurer. Some other names for a pirate were buccaneer, freebooter and skimmer. Nautical tattoo designs like pirates, buccaneers and skulls are still a strong favorite with tattoo enthusiasts around the world. Pirates it self were also depicted as always raising their Jolly Roger flag when preparing to hijack a vessel. The Jolly Roger is the traditional name for the flags of European and American pirates and a symbol for piracy that has been adopted by film-makers and toy manufacturers. Other meaning a pirate is one who robs or plunders at sea without a commission from a recognized sovereign nation. Pirates usually target other ships, but have also attacked targets on shore. These acts are known as piracy. Unlike the stereotypical pirate with cutlass and misted sailing ship, today most pirates get about in speedboats wearing balaclavas instead of bandanas, using AK-47s rather than cutlasses. Another meaning a pirate is someone who commits robberies at sea, usually without being appointed to do so by any particular nation. While the word pirate brings to mind sea-fearing heroes of the last century, the truth is that piracy is still commonplace around the world. So if the reasons using a pirates symbol for children I think not appropriate because that everyone knows pirate is a symbol of criminality. I catch others reasons why the owner use pirate as the symbol of Tony Jack’s, I think the owner want to show a pirate character. The owner want to rob a customers from McDonald again because after they change their name become Tony Jack’s, a customer will be lost and they want rob again the loyalty of the customer to the restaurant because I they can robbing again a loyalty of the costumer the profit of Tony Jack’s will increasing.
Second, I will analyze conception failure of Tony Jack’s. I found many similarity concepts with previous restaurant (McDonald). The color of Tony Jack’s is like icons-icons of McDonald (Ronald and friends). The font of Tony Jack’s has similarity too with McDonald font. So from color and font we can know a conception failure of Tony Jack’s because Tony Jack’s it self want a concept of restaurant difference than before it show in Tony Jack’s tag line “better than that one” but only from color and font the concept was failure.
I think a color and font of Tony Jack’s was contras with their tag line. They want show the difference than before but if you accurately a color and font of Tony Jack’s like a color and font that McDonald use.
I have another sign that shows a conception failure of Tony Jack’s. Next sign is the decoration. The decoration of Tony Jack’s dominantly orange, a chair lay out and menu lay out imitating McDonald. Totally the decoration of Tony Jack’s imitating the decoration of McDonald, from ordering menu and chair decoration imitating McDonald so once again the concept of Tony Jack’s failure.
Tony Jack’s decoration and chair map
Conclusions
The conclusion of this research a pirate icon as the symbol of Tony Jack’s is less appropriate because pirate have bad meaning in society. So if the reasons using pirate for children that symbol will give bad effect for children but if the reasons of using pirate as the symbol for take relationship between pirate character to the reality of society, I think every people can understands because the owner want to rob a customers from McDonald again because after they change their name become Tony Jack’s, a customer will be lost and they want rob again the loyalty of the customer to the restaurant.
In my research paper I found Tony Jack’s as fast-food restaurant from Indonesia have much similarities conception with McDonald, whereas Tony Jack’s it self want a concept of restaurant difference than before but many ways I found many similarities. So the conception of Tony Jack’s restaurants was failure.
I think Tony Jack’s must evaporate back their conception of their restaurant. If they are not, I think the destiny of Tony Jack’s as the fast-food restaurant come to an end.
Refference
Chandler, Daniel. Semiotics for Beginners. (See also print version, Semiotics: The Basics. Routledge. November 2001.)
Webster's Revised Unabridged Dictionary, � 1996, 1998 MICRA, Inc.
www.englishdictionary.com
www.pirates.com
http://www.aber.ac.uk/media/Documents/S4B/semiotic.html
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