Analisis Semiotika Representasi Ideologi pada Iklan Kopi Kenangan Hanya Untukmu x Karafuru Versi Rayakan Pejuang Indonesia di Kanal Youtube

Abstract

This research is entitled "Semiotic Analysis of Ideological Representation in the Kopi Kenangan Hanya Untukmu x Karafuru Advertisement in the Rayakan Pejuang Indonesia version on the YouTube channel." This research aimed to find out how ideology is represented in the Kopi Kenangan Hanya Untukmu x Karafuru advertisement in the Rayakan Pejuang Indonesia version. This research used a qualitative approach with an interpretive method which requires researcher to argue in interpreting the object under study. The data collection techniques were observation and documentation of advertisements. This research used Roland Barthes' semiotic analysis which consists of the meaning of denotation, connotation and myth. The concept of ideology in advertising refers to Antonio Gramsci's concept of hegemony. Semiotic analysis allows a deeper understanding of the meaning and signs in advertising. The results of this research showed that there is a representation of ideology in the Kopi Kenangan Hanya Untukmu x Karafuru advertisement in the Rayakan Pejuang Indonesia version. The ideology contained in this advertisement is the ideology of capitalism and Antonio Gramsci's concept of hegemony.