Roland Barthes Semiotics Analysis in Tokopedia Advertising Ramadhan Special
DOI:
https://doi.org/10.37826/spektrum.v10i4.233Keywords:
Advertising, Semiotics, Tokopedia, Communication, E-commerceAbstract
COVID-19 pandemic that hit the world, including Indonesia, gave a huge impact on many factors, especially the mobility of people, in carrying out their daily activities. To help this problem, Tokopedia which is one of the biggest e-commerce in Indonesia communicated special advertising activities throughout Ramadan with the slogan “Dekatkan yang Jauh, Kirim yang Bermakna''. The ads are very interesting, because it describes the condition of recent society or situation in the pandemic COVID-19, so the authors do a semiotics approach to dissect the meaning of the signs displayed in the advertisement in from plot, facial expressions, gestures, and backgrounds by using Roland Barthes' semiotic approach to dissect the meaning of the signs displayed in advertisements in connotation, denotation, and myth. The conclusion from analysis shows that Tokopedia wants to create a myth that 'far' has different meanings depending on how someone responds to it, besides that Tokopedia also wants to convey the message that no matter how far the distance that is the limit during the pandemic period can be reached by Tokopedia. Through the research made, it can be seen that the role of plot, facial expressions, gestures, and background in an advertisement is very important in conveying messages to the public so that it needs to be displayed properly.
References
Achmad, S. (2020). Makna Cantik Dalam Iklan Pond’s X Maudy Ayunda Limited Edition. eProceeding of Manangement, VII(2)
Azahra, R., Rifai, M., & Arindawati, W. A. (2021). Representation of Sexism in the Netflix Drama Serial the Queen’s Gambit from Roland Barthes’ View. Jurnal Spektrum Komunikasi, 9(1), 24 - 44. https://doi.org/10.37826/spektrum.v9i1.157
Embossphotography (2016), “Teknik pengambilan Gambar Video”, diakses pada 10 Juli 2020, dari https://embossphotography.com/teknik-pengambilan-gambar-video/
Ihza, N., & Jannah, D. (2020), Analisis Semiotuk Ronald Barthes Pada Iklan Susu SGM Eksplor Versi “Tunjuk Tangan”, Jurnal Kreasi Seni dan Budaya, 3(1), 45-52
Jokhanan Kristiyono, S. T. (2020). KOMUNIKASI GRAFIS: Dilengkapi Panduan Teknis Desain Layout dengan Aplikasi Software Grafis InDesign. Prenada Media.
Mariyanto, T., & Jacky, M. (2014), Mitos Dan Kritik Dalam Iklan 3 (Analisis Semiologi Roland Barthes terhadap Mitos Kritis Iklan 3 Indie+), Paradigma |, 2(3), 1-12
Marscha, C., & Lesmana, F. (2022). Representation of Single Father in the Movie Fatherhood. Jurnal Spektrum Komunikasi, 10(2), 138-147. https://doi.org/10.37826/spektrum.v10i2.278
McQuail, D. (2011). Teori Komunikasi Massa McQuail (Vol. VI). Jakarta: Salemba Humanika
Morrisan. (2015). IKLAN. In M. Morrisan, Periklanan Komunikasi Pemasaran Terpadu (p. 19). Jakarta: Prenada Media Group
NFI (n.d), “Full Shot: Everything You Need To Know”, diakses pada 19 Juli 2021 dari https://www.nfi.edu/full-shot/
Novitasari, D (2018), Analisis Mitos Gaya Hidup Dalam Iklan #Ada Aqua Versi Selfie, Mediakom |, 2(2), 219-237. doi: 10.35760/mkm.2018.v2i2.1894
Puspita, D. &. (2018). Analisis Semiotika John Fiske Mengenai Realitas Bias Gender Pada Iklan Kisah Ramadhan Line Versi Adzan Ayah. ProTVF, II(2)
Riwu, A., & Prujiati, T (2018), Analisis Semiotika Roland Barthes Pada Film 3 Dara (Kajian Semiotika), Deiksis |, 10(3), 212-223. doi: 10.30998/deiksis.v10i03.2809
Sembiring, E. &. (2020). Representasi Citra B.J. Habibie Pada Iklan Surat Kabar (Analisis Semiotika Roland Barthes Dalam Iklan Dukacita B.J. Habibie Pada Surat Kabar Republika). e-Proceeding of Management, VII(2)
Sitanggang, A. (2019). Konstruksi Makna Iklan “Gojek Mempersembahkan: Cerdikiawan”. Jurnal Spektrum Komunikasi, 7(2), 48-63. https://doi.org/10.37826/spektrum.v7i2.45
Sukma Alam. (2020). the Role of Influencer as Persuasive Communication for Covid-19 Prevention. Jurnal Spektrum Komunikasi, 8(2), 136-148. https://doi.org/10.37826/spektrum.v8i2.106
Wirianto, R & Girsang, L.RM (2016), Representasi Rasisme Pada Film “12 Years A Slave” (Analisis Semiotika Roland Barthes), Semiotika: Jurnal Komunikasi |, 10(1), 180-206. doi: 10.30813/s:jk.v10i1.31
Yisanto, F & Rifansyah, J (2017), Membedah Makna Teman Murno Dalam Iklan Bear Brand, Channel: Jurnal Komunikasi |, 5(2), 47-62. doi: 10.12928/channel.v5i2.7975
Yuliantini, Y & Putra, A (2017) Semiotika dalam Novel Rembulan Tenggelam di Wajahmu Karya Tere Liye, Jurnal Literasi, 1(2), http://dx.doi.org/10.25157/literasi.v1i2.785
Yusuf, S. &. (2020). “Analisis Semiotika Roland Barthes Pada Banner Iklan Novasi Layanan Perpustakaan Kota Yogyakarta Terhadap Representasi Perempuan. Jurnal Pustaka Budaya, VII(2)
