ANALISIS SEMIOTIK TERHADAP IKLAN YOUTUBE MIE SEDAAP KOREAN SPICY CHICKEN

https://doi.org/10.22146/jgs.63921

Triana April Liani(1*), Wahyu Kartika Wienanda(2)

(1) Universitas Gadjah Mada
(2) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


Guna menarik konsumer untuk membeli sebuah produk, produsen harus menerapkan strategi promosi, salah satunya dengan membuat iklan yang unik dan berbeda dari lini produk serupa. Brand ambassador dapat menjadi salah satu faktor penentu sebuah iklan dianggap menarik perhatian khalayak yang dituju. Bukan hanya itu, visual dan pemilihan kata yang tepat juga diperlukan untuk menyampaikan pesan dari sebuah produk yang diiklankan. Penelitian ini bertujuan menganalisis representasi semiotika dari iklan Mie Sedaap Korean Spicy Chicken pada kanal YouTube milik Mie Sedaap. Teori analisis semiotika milik Peirce (1955) digunakan sebagai acuan dalam membedakan ikon, indeks, dan simbol yang terdapat pada iklan Mie Sedaap untuk memahami pesan yang disampaikan dalam mempromosikan varian terbarunya. Selain itu, analisis juga dilakukan untuk melihat keaslian (authenticity) yang ditunjukkan melalui tiga tanda semiotika yang ada. Hasil penelitian menunjukkan bahwa ikon video iklan ini adalah Choi Siwon sebagai orang yang berasal dari Korea yang mengindikasikan keaslian dari varian rasa Korean Spicy Chicken, serta produk yang diiklankan, yaitu mie instan. Indeks video iklan ini adalah kemasan Mie Sedaap yang memiliki warna merah yang mengindikasikan pedas, dan gerak tubuh Choi Siwon yang mengindikasikan keaslian rasa pedas. Simbol yang terdapat pada video iklan adalah huruf hangeul yang menunjukkan keterkaitan varian Korean Spicy Chicken dengan Korea, simbol WingsFood dan logo Mie Sedaap yang menunjukkan lini produk makanan.


Keywords


semiotika; iklan; ikon; indeks; simbol

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