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All Journal Jurnal Komunikasi Profesional Palakka : Media and Islamic Coummunication
Sampurna, Angelia
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Religion Arts Humanities Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Menelisik Pariwara Rinso Warna Versi Badut dalam Logika Semiologi Barthes Sampurna, Angelia; Agustina, Merry; Marta, Rustono Farady
Jurnal Komunikasi Profesional Vol 4 No 2 (2020)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (822.425 KB) | DOI: 10.25139/jkp.v4i2.2841

Abstract

In the era of intense competition in the marketing world, companies are driven to create creative advertising effectively. The right advertising will have a long-term marketing impact, and easily influence and take market position. The problem discussed in this study is how Rinso try to influence consumer purchasing decisions by taking advantage through meaning of denotation, connotation, and myth in taking the position of detergents that can maintain color quality through Rinso Color. This study uses Barthes Semiology theory, with descriptive qualitative research methods. The object of research is color, which can be concluded from this analysis, if color is a form to showed how is the character of a personality. Personality that wants to be formed through color, is another effort that needs to be done through Rinso Color. It can be seen that the preparation of aspects of advertising represents all aspects of both character, tagline, diction, to the target market of Rinso which is part of the total branding terminology in integrated marketing communication. Keywords: Barthes Semiology; Integrated Marketing Communication; Rinso Ad.
Menelisik Pariwara Rinso Warna Versi Badut dalam Logika Semiologi Barthes Sampurna, Angelia; Agustina, Merry; Marta, Rustono Farady
Jurnal Komunikasi Profesional Vol. 4 No. 2 (2020)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (822.425 KB) | DOI: 10.25139/jkp.v4i2.2841

Abstract

In the era of intense competition in the marketing world, companies are driven to create creative advertising effectively. The right advertising will have a long-term marketing impact, and easily influence and take market position. The problem discussed in this study is how Rinso try to influence consumer purchasing decisions by taking advantage through meaning of denotation, connotation, and myth in taking the position of detergents that can maintain color quality through Rinso Color. This study uses Barthes Semiology theory, with descriptive qualitative research methods. The object of research is color, which can be concluded from this analysis, if color is a form to showed how is the character of a personality. Personality that wants to be formed through color, is another effort that needs to be done through Rinso Color. It can be seen that the preparation of aspects of advertising represents all aspects of both character, tagline, diction, to the target market of Rinso which is part of the total branding terminology in integrated marketing communication. Keywords: Barthes Semiology; Integrated Marketing Communication; Rinso Ad.
Peirce' Semiology of Rinso Advertising's through Total Branding of Integrated Marketing Communication Sampurna, Angelia; Putri, Ayu Faizah; Perkasa, Muhammad Iman Adi; Chinmi, Maichael; Marta, Rustono Farady
Palakka : Media and Islamic Communication Vol. 1 No. 2 (2020)
Publisher : State Islamic Institute of Bone, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (673.155 KB) | DOI: 10.30863/palakka.v1i2.1036

Abstract

The intense competition in the world of industry and business requires a company to be more creative to market its products. Companies will struggle to face their contenders without creativities, innovatives, and strategies to persuade prospectives consumers. One of the funnels to compete is to use advertising media. Advertising media as a means of communication used to deliver and disseminate messages which follow the marketing objectives, one of which is through total branding marketing. This study was to determine Charles Sanders Peirce's semiotic message based on the object, representant (sign), and interpretant with a qualitative approach through observation, content analysis, and data collection through library research. The results of the analysis of this research prove that advertising communication is no longer offering a clear and rigid product, but also through creative and attractive persuasive product of marketing. From a semiotic point of view, it can be seen that advertising does not only provide information about a product or service, it does not only try to market the product persuasively but has extended to specific situation conditioning in the target market. By using this Rinso Warna product, through advertisements, it can be seen that the stain on the clothes will disappear in the first wash, where the color of the clothes will be maintained even after several washing processes, hands will feel smooth.
Co-Authors Chinmi, Maichael Merry Agustina Muhammad Iman Adi Perkasa, Muhammad Iman Adi Putri, Ayu Faizah Rustono -