Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
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This Author published in this journals
All Journal Journal of Language, Communication, and Tourism International Journal of Entrepreneurship and Tourism
Gullit Tornado Taufan
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Arts Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Semiotic Analysis of the H&M Conscious Exclusive A/W20 Advertisement: Exploring Sustainability Issues and Greenwashing Practices Emillia Della; Naila Oxandiya; Ghanesya Hari Murti; Gullit Tornado Taufan
Journal of Language, Communication, and Tourism Vol. 3 No. 2 (2025): June
Publisher : P3M Politeknik Negeri Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25047/jlct.v3i2.6130

Abstract

This study investigated the sustainability claims of H&M’s Conscious Exclusive A/W20 campaign, focusing on the potential use of greenwashing strategies. The research addressed the gap between the brand’s eco-friendly image and its actual practices. Using Roland Barthes’ semiotic method, the study examined the visual and verbal signs in the advertisement to uncover their denotative and connotative meanings. The findings revealed that while the campaign promoted environmental responsibility through recycled materials, its messages largely served as marketing tools rather than evidence of genuine sustainable practices. It means that there was a gap between the sustainability claims and actual practices in the campaign. The advertisement falls under the category of Green-washed Commercial Advertising, indicating that H&M’s sustainability narrative might be more symbolic than substantive. From the results of this study, it can be concluded that transparency is essential for brands to avoid misleading consumers and to ensure trust in sustainability efforts.
A Struggling Phase Of A Tourism Village: A Case Study On Kemiri Tourism Village Jember Gullit Tornado Taufan; Julien Arief Wicaksono; Mushthofa Kamal; Degita Danur Suharsono; Rizqi Febrian Pramudita
International Journal of Entrepreneurship and Tourism Vol. 1 No. 1 (2023)
Publisher : Tourism Department, State Polytechnic of Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57203/ijent.v1i1.2023.1 - 10

Abstract

Since its opening on March 2021, Kemiri Tourism Village was, still, facing a number of problematic issues. The decreasing number of visitors was an alarming sign for the destination. Investigating the current condition of the tourism village was essential to get a comprehensive picture of what really happened. Based on that purpose, this case study was conducted by utilizing the concept of 4 As tourism components covering attraction, accessibility, amenities, and ancillary. The data was collected through interview with Kelompok Sadar Wisata (Pokdarwis), tourism awareness group, of Kemiri, observation to the destination, and content analysis on visitors’ reviews and other accessible sources regarding the tourism village. The results of the data analysis showed that the tourism village faced a number of issues based on the 4 As tourism components. Regarding the attraction, the tourism village needed to discover its unique attractiveness to make the destination distinctive from other tourism villages. In addition, when dealing with amenities, Kemiri Tourism Village should make a big effort to rebuild the destination due to the fact that there were a number of facilities that did not exist any longer when compared to its initial condition. Widening and strengthening partnerships were also essential to achieve better networking that would be beneficial to improve promotions.
Co-Authors Degita Danur Suharsono Emillia Della Ghanesya Hari Murti Julien Arief Wicaksono Mushthofa Kamal Naila Oxandiya Rizqi Febrian Pramudita