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Journal : Interdisciplinary Social Studies

Decoding Myth and Ideology: A Semiotic Study of Smartphone Advertisements Km Tri Sutrisna Agustia; Ni Luh Sutjiati Beratha; I Wayan Pastika; I Nyoman Udayana
Interdisciplinary Social Studies Vol. 4 No. 1 (2024): Regular Issue: October-December 2024
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v4i1.749

Abstract

Smartphones are becoming more ingrained in daily life, and the way they are marketed on platforms like YouTube will continue to shape societal attitudes toward technology, progress, and consumerism. This study explores the formation of myths and ideologies in smartphone advertisements from YouTube, utilizing semiotic analysis as its primary framework. The study focuses on two specific smartphone ads from YouTube: the Oppo Reno 12 campaign titled "Unbox The Future," and the Vivo Y28 campaign emphasizing "Endless Battery Life." The study utilizes Barthes' levels of meaning, along with insights from Eco and Lakoff, to reveal the ways in which smartphone advertisements construct and propagate narratives of progress, innovation, and technological superiority, all while embedding these messages within broader ideological and cultural implications of digital marketing in shaping consumer perceptions and behaviours. It calls for further investigation into the long-term cultural impacts of these advertising strategies and their role in reinforcing or challenging existing social norms and values in our increasingly digitized world. In doing so, this study not only contributes to the field of semiotics but also provides a critical lens through which we can examine the cultural power of digital advertising.
Co-Authors A A Ayu Cindy Karina Ivana Irawan Adnyani, Ni Luh Putu Sri Amara Josephine Mendi Anak Agung Ngurah Kenata Janamejaya Antari, Ni Made Suwari Ariani, Ni Putu Aritorang, Athalia Beshorah Daar, Gabriel Fredi Darwin Fajar Desak Komang Kharisma Jandinhi Dewik Yuwandani Dini Siamika Tito Prayogi Efron Yohanis Loe Erisa Octavianti Fardini Sabilah Felisha Firstania Putri Grandi I Gede Yudarta, I Gede I Gst. Agung Triana Rakanita I Gusti Ayu Mahatma Agung I Gusti Made Sutjaja I Kadek Ari Wiguna I Ketut Darma Laksana I Komang Edy Wirawan I Komang Sudirga I Komang Sumaryana Putra I Made Budiarsa I Made Netra I MADE RAJEG I Made Suastra I Nengah Sudipa I Nyoman Dhana I Nyoman Suarka I NYOMAN SUPARWA I Nyoman Udayana I Putu Gede Sridana I Wayan Ardika I Wayan P. Windia I WAYAN PASTIKA Ida Ayu Made Puspani Ida Ayu Rai Nayma Mahadewi Ida Ayu Tantri Saraswathy Ida Bagus Putra Yadnya IGM Sutjaja Julie Puspitasari Km Tri Sutrisna Agustia Laksono Trisnantoro Lina Yuni Lestari Mahyuni Mahyuni Mareta, Ni Putu Dita Melani, Dian Angga Meyliana Eka Putri Muhammad Sukri Mulyadi Mulyadi Ni Kadek Dinda Pratiwi Ni Kadek Jessica Sarindra Dwije Ni Kadek Mirayanti Ni Kadek Sindy Arista Ni Komang Ayu Udyani Ni Luh Ayu Shinta Andriani Ni Luh Nyoman Seri Malini Ni Luh Putri Ayu Febriani Ni Made Dhanawaty Ni Made Dwijayani Ni Made Suwari Antari Ni Nyoman Tri Gitayani Ni Putu Narista Devi Ni Putu Tifani Puspa Lestari Ni Putu Wahyu Febriyani Ni Wayan Nandira Paraswari Ni Wayan Peni Ni Wayan Sukarini Nirwana Nilam Sari Nugraha, Komang Yoga Artha Oktavianus Oktavianus Peni, Ni Wayan Pratiwi, Ni Made Listya Ayu Putu Ayu Asty Senja Pratiwi Putu Dewi Merlyna Yuda Pramesti Putu Giorgiana Ananta Suyasa Putu Weddha Savitri Rina P Pamantung Robert Masreng Safitri, Luh Mega Sang Ayu Isnu Maharani Sarwadi sarwadi Savitri, Putu Wedda savitri, weddha Si Luh Putu Arik Aryawathi Suwari Antari, Ni Made Yayi Suryo Prabandari