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Journal : SOCIETIES: Journal of Social Sciences and Humanities

Semiotic Analysis in Skintific Indonesia Products Advertisements Sipahutar, Ike Nurmayanti; Manik, Sondang; Pasaribu, Arsen Nahum
SOCIETIES: Journal of Social Sciences and Humanities Vol 4, No 2 (2024): SOCIETIES: Journal of Social Sciences and Humanities
Publisher : SOCIETIES: Journal of Social Sciences and Humanities

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/societies.v0i0.69777

Abstract

Abstract. Semiotics is the study of how a sign or symbol is used to produce meaning. This research aims to describe the denotation meaning, connotation meaning, and myth contained in the advertisement of Skintific Indonesia products. The analysis uses Barthes' theory. This research focuses on the exploration of visual and verbal elements in advertisements. The research method uses a qualitative descriptive method. Data was taken from the Youtube platform. The results showed that Skintific Indonesia advertisements have visual signs and verbal signs. In the denotation meaning, there are elements such as product, model, color, and text that explicitly describe the product as brightening, anti-acne, moisturizing, and others. In the connotation meaning, there are visual designs that are explicitly meaningful to give an impression of the product and also provide benefits from the manufacturer. In this research, no myths were found. Skintific products are considered an important part of achieving grooming style. In this way the author uses Barthes' theory, revealing the meanings hidden in the visual and verbal used in the advertisement. It can be understood how the Skintific Indonesia brand can attract the attention of wider community and how the advertisement uses verbal/words used to explain products associated with certain values such as natural beauty, long-lasting, healthy, and has no side effects in its use. This research also reveals important meanings hidden in Skintific Indonesia product advertisements and how semiotic elements can be used to create a positive relationship between brands and consumers. Keywords: Semiotic; Denotative; Connotative; Myth; Products advertisements.
Co-Authors Agnes Caroline Baene Agnes Shinta Sibarani Agustin Praspinsa Napitupulu Agustina Septua Sapta Sihotang Agustinus Gea AMANDO SINAGA Amos Ruben Panjaitan Anita Purba Argatha Samuel Riandika Bakara, Julita Cici Melysa Desminar Debora Rangkuti Desminar Debora Rangkuti Dewi Sartika Sitompul Dicky Armey S Brahmana Dorayanti Lumban Gaol Dusman Pasaribu Dusman Pasaribu Dwi Handayani Silitonga Elfrida, Rotua Elisabet Dakhi Endang Rotua Panjaitan Epi Hetnawati Simangunsong Erika Sinambela Erikson Saragih Ermika Ermika Ester Alischa M Ester Maria Nababan Fadhila, Fara Febrika Dwi Lestari Febriwan Harefa Fider Putri Hartati Gea Galingging, Kamaluddin Gea, Agustinus Geby Apriyanti Sigalingging Ginting, Dameria Grace Purba Gunawati Gho Hulu, Mey Trisnawati Hutauruk, Melisa Novriarta Immanuel Padang Jeli Elvira Mangaraja Jessica Tryadi Joseph Anderson Gulo Jubil Ezer Sihite Jubil Ezer Sihite Junianti Naibaho Junita Batubara, Junita Kammer Tuahman Sipayung Kathleen Phoibe Manullang Keren Febrian Mendrofa Kevin Yvonnaha Harefa Khadijah Kristiani Lisma Vera Br Ginting Kristina Butar Butar Laia, Dewi Purnamasari Lastri Wahyuni Manurung Leriana Leriana Leriana Marbun Leriana Marbun Lismawati Sarumaha Marbun, Leriana Maria Elizabet Silitonga Melissa Sidauruk Melysa, Cici Metta Indah Jayanti Milala, Herian Bastanta Miranda Wangisari Padang Mutiara Zai Nainggolan, Lasmaida Nainggolan, Putri Novita Napitupulu, Eka Sarinah Niadaniati Silitonga Nova Claudia Tampubolon nurasid, Ami Pandia, Yuly Enjelina Br Pangaribuan, Rotua Elfrida Panggabean, Nurmayanti Margaret Pasaribu, Donna Ria PASARIBU, TIARA K Poster Sagala Putri M Situmeang Ray Josua Putra Sidabutar Restu Berkah Siahaan Rikky Yosep Munthe Rini Saragih Rismauli Tinambunan Rizky Munthe Rony Arahta Sembiring Rony Arahta Sembiring Rotua Elfrida Rowinda Nicayana Simarmata Sabam Simandalahi Sahlan Tampubolon Sahlan Tampubolon Samuel Situmeang Saragih, Yohana Insani Sarma Panggabean Selfiyani Ketaren Septian Mangaratua Panjaitan Sibagariang, Ruth Olga Sigalingging, Jernih Sihite, Jubil Ezer Silalahi, Wulan Sari Simamora, Era Mita Theresia Sinaga, Eunike Angita Sintia Friskila Rajagukguk Sipahutar, Ike Nurmayanti Sondang Manik Sondang Manik Surbakti, Tiara Sari Tarigan, Enina Putri Aurora Br Tiara K asaribu Tiara K Pasaribu Tiara K. Pasaribu TIARA K. PASARIBU Tiara Kristina Pasaribu Tiara Sari Surbakti Tresha Elyenta Rumapea Tumanggor, Titin Dismayanti Vitri Rosalina Manullang Vitri Rosalina Manullang Wag, Yong Wiwik Damanik Yosia Rajagukguk Yudithy Frilia Yuni Siregar Zamorano, Alex Zour, Minliw