A SEMIOTIC ANALYSIS OF MINERAL WATER PRODUCTS ADVERTISEMET IN YOUTUBE PLATFORM
Keywords:
Semiotic, Advertisement, Mineral Water, Yuotube
Abstract
The purpose of the study was to clarify the signs symbols and meanings of symbols contained in mineral water product advertisements using Charles S. Pierce's semiotic theory. And also to found out the influence of mineral water advertising on consumers. The research used a qualitative method. Data analysis techniques used in the research were observation, interviews, and documentation. The research described the symbols of various video scans of mineral water advertisements and symbol messages contained in mineral water advertisements. There was a different symbol meaning for each video ad scan. and also found out how the influence of advertising on interest in buying mineral water by conducting interviews with customers or consumed mineral water. Researchers also found that consumed mineral water depended on advertising and taste.
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Cavana, R. Y., Delahaye, B. L., & Sekaran, U. (2001). Applied Business Research: Qualitative and Quantitative Methods (1st ed.). US & Australia: John Wiley & Sons Australia, Ltd
Daulay, D. G. (2019). A semiotic analysis of Dove advertisements in “Campaign for real beauty” (Issue 140705079) [University of Sumatera Utara].
Dehghani, M. (2012). "The Role of Social Media Advertising in Motivating Consumer in Banking Services". Interdisciplinary Journal of Contemporary Research in Business, 4(8), 774-787.
Duffett, R. G. (2015). “Facebook advertising’s influence on intention-to-purchase and purchase amongst millennials”, Internet Research, Vol. 25 No. 4, pp. 498-526.
Firat, D. (2019). YouTube advertising value and its effects on purchase intention. Journal of Global Business Insights, 4(2), 141-155.
Hamzah&M Ismail. (2018). Apresiasi Komunitas Film Tentang Iklan Web Series Bukalapak : Medok Pendekar Jari Sakti (Studi Pada Pengurus Kine Klub Umm Periode 2016 – 2017). 10.
Helmy. (2012). Kritik Sosial Dalam Iklan Komersial (Analisis Semiotika Pada Iklan Rokok Djarum 76 Versi Gayus Tambunan). 13-14, 30
Hill, K. (2017). Advertising management: Theory and practice (K. Hill (Ed.)). Library Press.
Jewitt, T. (2004). Visual Meaning: A Social Semiotic Approach. The Handbook of Visual Analysis
Kaplan, A. M. and Haenlein, M. (2010). “Users of the world, unite! The challenges and opportunities of social media”, Business Horizons, Vol. 53 No. 1, pp. 59-68.
Khan, S. 2014. Qualitative Research: Grounded Theory. Article in Journal of Business and Management. Australia: Central Queensland University
Kotler, P. (2002). Marketing Management. (11th ed.). Prentice Hall.
Kriyantono,R.(2006).TeknikPraktikRisetKomunikasi(G.Azmi(ed.);ed.pertama).Rawamangun-Jakarta:Kencana Premedia Group.
Kvale, S., Brinkmann, s. (2009). Interviews: Learning the craft of qualitative research interviewing. Los Angeles, CA: Sage
Mangold, W.G. & Faulds, D.J. (2009), ‘Social media: The new hybrid element of the promotion mix, Business Horizons, vol. 52, no. 4, pp. 357–65
Muchemwa. L.P. (2015) Research Instrument for Data Collection.
Nicholas, D.B., Lach, L., King, G., Scott, M. (2010) Contrasting internet and face to face focus groups for children with chronic health conditions, Outcome and participants experience. International Journal of Qualitative Methods.
Susilowati, E. (2013). Nilai-Nilai Edukasi Dalam Iklan Televisi (Analisis Semiotika Roland Barthes Pada Iklan Nutrilon Royal 3- Life Is An Adventure).28-29, 31, &39-41,
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Yohana, F. M. (2015). A semiotic-analysis based on Peirce triadic theory on taglines of Nokia, Honda, Airasia, Lg and You C 1000 advertising. Deiksis, 07(01), 1–78.
Published
2023-12-29
Section
Article
