ANALISIS SEMIOTIK TERHADAP IKLAN YOUTUBE MIE SEDAAP KOREAN SPICY CHICKEN

Triana April Liani; Wahyu Kartika Wienanda

doi:10.22146/jgs.63921

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

Full Text:

PDF

References

Ambroise, L., Pantin-Sohier, G., Valette-Florence, P., Albert, N. (2014). From endorsement to celebrity co-branding: Personality transfer. Journal of Brand Management, 21 (4), 273-285. Ares, G., & Deliza, R. (2010). Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis. Food Quality and Preference, 21(8), 930–937. Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst millennials. Internet Research, 25(4), 498–526. https://doi.org/10.1108/IntR-01-2014-0020 Duncan, T. (2005). Principle of Advertising and IMC. International. Edition. Second Edition. New York: McGrawHill Forest, F. (2015). Psychoanalysis of Advertising. International Journal of Applied Psychoanalytic Studies, 13(4), 338–350. Howel, A., A. (2016), Understanding Colour Psychology for Restaurants & Brands. Retrieved from https://medium.com/@ashley_howell/understanding-colour-psychology-for-restaurants-brands-dbb7ffbcecae Huang,I., & Lu, J. (2015) Eat with your eyes: package color influences the expectation of food taset and healthiness moderated by external eating. Market Manag, 25(2), 71-87 Instant Noodle Forecasts. 2019. https://www.strategyr.com/MarketResearch/market-report-infographic-instant-noodles-forecasts-global-industry-analysts-inc.asp. Accessed on Nov. 25, 2019. Instant Noodles Market information by product type (cup/bowl, packet) pack size (single pack, four pack, six pack, others), distribution channel (store-based, non-store-based) region (North America, Europe, Asia-Pacific and RoW) - Global Forecast till 2023. 2019 https://www.marketresearchfuture.com/reports/instant-noodles-market-1841 Kauppinen-Räisänen, H., & Luomala, H. (2010). Exploring consumers’ product-specific colour meanings. Qualitative Market Research, 13, 287–308. doi:10.1108/13522751011053644 Kim, N., & Kim, W. (2018). Do your social media lead you to make social deal purchases? Consumer-generated social referrals for sales via social commerce. International Journal of Information Management, 39, 38–48. https://doi.org/10.1016/j.ijinfomgt.2017.10.006 Kolly, A. S. (2013). Analisis Semiotika Representasi Kebudayaan Indonesia Dalam Iklan Kuku Bima Energi Versi Flores, Nusa Tenggara Timur Di Media Televisi. EJournal Ilmu Komunikasi, 1(4), 38–52. Retrieved from https://ejournal.ilkom.fisip-unmul.ac.id/site/wp-content/uploads/2013/10/eJournal Andreas (10-29-13-03-19-08).pdf Kotler, Philip and Kevin Lane Keller, (2016): Marketing Management, 15th Edition New Jersey: Pearson Pretice Hall, Inc. Lea-Greenwood, Gaynor. 2012. Fashion Marketing Communications E-book. Somerset, NJ, USA: Wiley. Littlejohn, Stephen W. & Foss, Karen A. (2011). Teori Komunikasi. Jakarta: Salemba Humanika. Ohanian, R. (1990), “Construction and Validation of a scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness”, Journal of Advertising, Vol. 19 No.3, pp. 39-52 Pujiryanto. (2005). Design for Communication Conceptual Graphic Design Basics. Yogyakarta: Andi Offset. Simmonds, G., & Spence, C. (2017). Thinking inside the box: How seeing products on, or through, the packaging influences consumer perceptions and purchase behaviour. Food Quality and Preference, 62, 340–351. Spence, C., & Velasco, C. (2019) Packaging colour and its multiple roles. In: Velasco, C., Spence, C. (Eds.) Multisensory Packaginh: Designing New Product Experiences. Palgrave Macmillan, Cham, Switzerland, pp.21-48 Spry, A., Pappu, R. and Cornwell, T.B. (2011), “Celebrity endorsement, brand credibility and brand equity”, European Journal of Marketing, Vol. 45 No. 6, pp.882 – 909 Tantiseneepong, N., Gorton, M., & White, J. (2012). Evaluating responses to celebrity endorsements using projective techniques. Qualitative Market Research: An International Journal, 15(1), 57 - 69. Tinarbuko, S. (2009). Semiotika Komunikasi Visual. Yogyakarta: Jalasutra. Top Brand Award. 2019 https://www.topbrand-award.com/en/2019/04/mie-instant-dalam-kemasan-bag/. Accessed on Nov. 25, 2019. Van Leeuwen, T. (2005) Introducing social semiotics. Routledge, London and New York. Van Rompay, T. J. L., & Pruyn, A. T. H. (2011). When Visual Product Features Speak the Same Language: Effects of Shape-Typeface Congruence on Brand Perception and Price Expectations*. Journal of Product Innovation Management, 28(4), 599–610. Velasco, C., Salgado-Montejo, A., Marmolejo-Ramos, F., & Spence, C. (2014). Predictive packaging design: Tasting shapes, typefaces, names, and sounds. Food Quality and Preference, 34, 88–95. Verlegh, Peeter & Fransen, Marieke & Kirmani, A. (2015). Persuasion in advertising: When does it work, and when does it not? International Journal of Advertising

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

Article Metrics

Abstract views : 15748 |

Refbacks

There are currently no refbacks.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

toto macau 4d