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All Journal Prosiding Semnastek JURNAL PENDIDIKAN TAMBUSAI Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Nawala Visual Jurnal Multidisiplin Sahombu
Kusumah, Wisnu Indra
Institut Sains Dan Teknologi Al-Kamal
Arts Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Semiotic Interpretation of Designing Poster Advertisements for Local Product Tangkuban Chocolate as a Promotional Media Kusumawati, Desiana Nur Indra; Kusumah, Wisnu Indra; T, R. Widyo Wibisono; Dewa Tirta Kencana
Jurnal Multidisiplin Sahombu Vol. 5 No. 07 (2025): Jurnal Multidisiplin Sahombu, November - December (2025)
Publisher : Sean Institute

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Abstract

The problem in promoting local MSME products is the lack of strong and meaningful visual branding, especially for regional specialty products. This study aims to describe the meaning of Roland Barthes' Semiotics and the function of poster design as an advertising medium for Proster Local products with Tangkuban Coklat 62 Branding, a typical West Java or Sundanese chocolate product. The poster raises local cultural values through visuals of the legendary figure Sangkuriang, Mount Tangkuban Parahu, and a packaging concept that is integrated with the identity in the form of a Sundanese Legend. The method used is a qualitative approach with Roland Barthes' semiotic analysis to reveal the visual and verbal messages in the poster. The results of the study show that poster design is able to be an effective visual communication tool in promoting local culture-based MSME products. Where it can be concluded that the visual elevation of local culture can be a branding that has a Meaning to make the Promotion of a local chocolate product attractive.
Co-Authors Bahriyyah, Haifah Al Desiana Nur IK Desiana Nur Indra Kusumawati Dewa Tirta Kencana Kusnadi Kusumawati, Desiana Nur Indra Maulana, Yusuf Muchtar Pahrul Roji Putu Wijaya R. Widyo Wibisono R. Widyo Wibisono T Risdiamon, Risdiamon Sabrina, Delia Arci Suprianto, Ade T, R. Widyo Wibisono Wibisono, R.Widyo Widyo Wibisono Yusuf, Isa Maulana