Representasi Pesan Edukasi Dalam Iklan Di Youtube (Studi Semiotik Roland Barthes Pada Iklan Konditioner Pantene)
DOI:
https://doi.org/10.25299/medium.2023.vol11(01).10149Keywords:
Advertisement, Youtube, Selling, SemioticAbstract
This researcher discuss Pantene conditioner advertisement because within 24 hours this advertisement was witnessed by 950,773 viewers and it was stated by the Pantene Indonesia Senior Brand Manager that product sales increased and made this conditioner product run out everywhere. This research is a qualitative and descriptive research. The researcher uses Roland Barthes' theory to understand the meaning in pantene advertisements and the audience who watches the advertisement for an invitation to buy a product. The Pantene Hair Miracles Treatment Conditioner advertisement tells about uncontrolled emotions due to fatigue, this then affects the social life of Keanu's character. However, after being angry and nagging, no solution was found for his uncontrollable emotions, after discussing with voice over it was found that it could be the source of all his emotions and anger, it was hair that was tired and needed treatment so that it could be recharged. The visuals and audio displayed through the analysis table show that as humans, we have a responsibility to take care of ourselves. Visuals and audio that have been analyzed using Barthes Semiotics also show the importance of not being emotional because emotions will only add to the chaos and not find a solution to a problem. Visuals and audio that have been analyzed in the table of research results also show educational messages about the process of self-improvement.
Downloads
References
Al Fiatur Rohmaniah. (2021). Kajian Semiotika Roland Barthes. Al-Ittishol: Jurnal Komunikasi Dan Penyiaran Islam, 2(2), 124–134. https://doi.org/10.51339/ittishol.v2i2.308
Ardianto, Elvinaro, Lukiati Komala, Siti Karlinah. 2014. Komunikasi Massa Suatu Pengantar (Edisi Revisi). Bandung. Simbiosa Rekatama Media.
AS, Ambarini. Nazla Maharani Umaya. 2010. Semiotika Teori Dan Aplikasi Pada Karya Sastra. Semarang. UPGRIS PRESS.
Bachri, B. S. (2010). Meyakinkan Validitas Data Melalui Triangulasi Pada Penelitian Kualitatif. Teknologi Pendidikan, 10, 46–62.
Chrisentia Flavia Dwianjani, & Sella Lovityo Aulia. (2020). Makna Tanda Pada Poster Candi Borobudur Asian Games 2018. Medium, 7(2), 26–40. https://doi.org/10.25299/medium.2019.vol7(2).4773.
Firmansyah, M. Anang. 2020. Komunikasi Pemasaran. Pasuruan. CV. Penerbit Qiara Media.
Fitrah, Muh. Luthfiyah. 2017. Metodologi Penelitian; Penelitian Kualitatif, Tindakan Kelas & Studi Kasus. Sukabumi. CV Jejak.
Fiske, John. 2012. Pengantar Ilmu Komunikasi – Edisi Ketiga. Jakarta. PT RajaGrafindo Persada.
Hariningsih, Endang. 2013. Internet Advertising Sebagai Media Komunikasi Pemasaran Interaktif. Jurnal Akademi Manajemen Administrasi (AMA) “YPK” Yogyakarta.
Irza, C. A. P., Taufiq, I., & Hermanto, B. (2022). Konsep Diri Perempuan Cantik Di Instagram. Jurnal Medium, 9(2), 214–224.
Ismujihastuti, R., & Mahadian, A. B. (2015). Representasi Wanita Dalam Sampul Album Raisa (Analisis Semiotik Roland Barthes Terhadap Sampul Album Raisa Andriana “Raisa” dan “Heart to Heart”). EProceedings of Management, 2(1), 994–1007. https://core.ac.uk/download/pdf/299899665.pdf
Lukitaningsih, Ambar. 2013. Iklan Yang Efektif Sebagai Strategi Komunikasi Pemasaran. Jurnal Ekonomi dan Kewirausahaan, Fakultas Ekonomi, Universitas Sarjanawiyata Tamansiswa Yogyakarta.
Mudafiuddin, B. (2020). Representasi Peran Ibu Dalam Iklan (Analisis Semiotika Pada Iklan Bertema Hari Ibu). Jurnal Common, 4(1), 1–18. https://doi.org/10.34010/common.v4i1.2253
Mudjiyanto, B., & Nur, E. (2013). Semiotics In Research Method of Communication. Jurnal Penelitian Komunikasi, Informatika Dan Media Massa, 16(1), 73–82. https://media.neliti.com/media/publications/222421-semiotics-in-research-method-of-communic.pdf
Mutiara, D., Komunikasi, I., & Mada, U. G. (2022). Dekonstruksi Stereotip Maskulin Iklan Produk Kosmetik Dalam Video Iklan Ms Glow for Man # Semuajugabisa. 10(2), 214–234.
Pratama, A. (2019). Pengaruh Youtube Advertising Terhadap Respons Konsumen. Inter Community: Journal of Communication Empowerment, 1(1), 16–30. https://doi.org/10.33376/ic.v1i1.354
Putlia, G., & Alphin, C. A. (2021). Strategi Pemasaran untuk Industri FMCG pada Era Covid-19. Widya Cipta: Jurnal Sekretari Dan Manajemen, 5(1), 24–30. https://doi.org/10.31294/widyacipta.v5i1.9711
Romli, Khomsahrial. 2017. Komunikasi massa. Jakarta. Gramedia Widiasarana Indonesia
Sartini, Ni Wayan. Tinjauan Teoritik tentang Semiotik. Jurnal Sastra Indonesa, Fakultas Sastra, Universitas Airlangga.
Semiawan. Conny R. 2010. Metode Penelitian Kualitatif; Jenis, Karakteristik, dan Keunggulannya. Jakarta. PT Grasindo.
Soyomukti, Nurani. 2012. Pengantar Ilmu Komunikasi. Jogjakarta. Ar- Ruzz Media.
Widyatama, Rendra. 2007. Pengantar Periklanan. Yogyakarta. PUSTAKA BOOK PUBLISHER
Yuliyanti, F. D., Bajari, A., & Mulyana, S. (2017). Representasi Maskulinitas Dalam Iklan Televisi Pond’s Men #Lelakimasakini (Analisis Semiotika Roland Barthes Terhadap Representasi Maskulinitas). Jurnal Komunikasi, 9(1), 16. https://doi.org/10.24912/jk.v9i1.180
Ziwar, B. M. (2021). Representasi maskulinitas pada perempuan dalam iklan gopay “pevita ditembak, jota bertindak.” E-Proceeding of Management :, 8(5), 7336–7350. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/16668%0Ahttps://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/16668/16374
