Sign & Meaning On Gojek Advertising Video Campaign Kasih Jempol Versions (Semiotic Study)

Elisaprisco, Sukoco (2023) Sign & Meaning On Gojek Advertising Video Campaign Kasih Jempol Versions (Semiotic Study). Other thesis, Universitas Wijaya Putra.

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Abstract

This research aims to analyze signs using Charles Sanders Pierce's semiotics, and analyze the denotative and connotative meanings of the signs found in Gojek advertising video campaign kasih jempol versions. This study explains: (1) the types of signs that appear in the Gojek advertising video campaign kasih jempol versions, (2) the denotative and connotative meanings of each sign found in the Gojek advertising video campaign kasih jempol versions. The researcher uses a qualitative approach as a research method. The data source is 7 Gojek advertising video kasih jempol versions from the official Gojek Youtube account. Data collection by: (1) searching for video advertising campaigns on the official Gojek Youtube account with the kasih jempol hashtag, (2) downloading each advertising video that has the kasih jempol hashtag in the video description or title, (3) watching 7 selected videos, (4) selecting and screenshotting scenes that are directly related to jempol, (5) coding the selected scenes. Meanwhile, the data analysis procedures are: (1) selecting scenes in the Gojek advertising video campaign kasih jempol versions that has been coded, (2) classifying the signs based on objects of Charles Sanders Pierce's semiotics theory, such as icon, index, and symbol, ( 3) displaying data in the form of screenshots based on the signs found and the classification of the type of object (icon, index, or symbol), (4) describing the denotative and connotative meaning of each screenshot into a table, (5) drawing a conclusion. This study shows that not all scenes in the Gojek advertising video campaign kasih jempol versions have complete sign types based on the classification of signs to objects from Pierce's semiotic theory. Incomplete sign types in some scenes are not a problem, because those scenes still have meaning by associating with and viewing the advertising video as a whole. The appearance of the jempol has different meanings both denotatively and connotatively. Most of the data shows the dominance of positive connotations, this can be a positive impression for Gojek consumers towards Gojek products.
Keyword: Semiotics, Charles Sanders Pierce, Gojek, advertising

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