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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 Adam Brahimi Cooper Aksar, Prinob Aminur Aminur Andryani, Gusti Ayu Made Terry Audrey Valeri Bagus Teresna Binaning Artha Dewa Ayu Made Gandariani Dewi, Komang Yuly Sintia Gita Maharani Kristina Kattu Gusti Ayu Komang, Putri Kencana Pebi Anitasari Gusti Ngurah Surya Permadi Pinatih Sargunawan Hariawati, Ni Nyoman I Gusti Agung Istri Aryani I Gusti Ayu Gede Sosiowati I Gusti Ngurah Parthama I Ketut Artawa I Ketut Darma Laksana I Ketut Sudewa I Made Budiarsa I MADE DWI KARDIASA I Made Madia, I Made I MADE RAJEG I Made Winaya I Nyoman Aryawibawa I Nyoman Sedeng I Putu Dion Ari Saputra I Putu Pebri Pranata I Wayan Arka I WAYAN PASTIKA I Wayan Simpen Ida Ayu Gede Laksemi Dewi Ida Ayu Ika Sarita Dewi Ida Ayu Kartika Lestari Ida Ayu Vivin Indah Sari S. Ida Bagus Rai Putra Irma Setiawan, Irma Ketut Widya Purnawati Km Tri Sutrisna Agustia La Yani Luh Gde Titah Madriyanthi Utama Luh Putu Ratna Sari Made Detriasmita Saientisna Made Sri Satyawati Mahyuni Mahyuni Mahyuni, - Michelia Kanzha Novera Mulawarman Mulawarman Ngurah Parthama, I Gusti Ni Kadek Arik Sintya Dewi Ni Kadek Lestya Adnya Suari Ni Kadek Yuniantari Ni Ketut Sri Rahayunu Ni Luh Ketut Mas Indrawati Ni Luh Sutjiati Beratha Ni Made Ayu Widiastuti Ni Putu Dewi Cahyaningsih Ni Putu Era Puspita Yanthy Ni Putu Yunick Cahyani Ni Wayan Manik Septianiari Putri Ni Wayan Sukarini Ningrat, Ni Kadek Dwi Pradnya Novita Mulyana Novita Mulyana, Novita Nyoman Agus Trimandala Okasunu, I Gusti Ayu Sundari Pradhana, Ngurah Indra Primayani, Ni Putu Rahayu Putu Ayu Diah Damayanti Putu Gede Budiartha Putu Lirishati Soethama Putu Sandra Putri Astariani Putu Sandra Putri Astariani Ridho Saputra Rosmilinda Rinche Samhuddin Samhuddin, Samhuddin Sang Ayu Isnu Maharani Tita Anggara Tri Wulandari Utama, Luh Gde Titah Madriyanthi Utami, Ni Wayan Dina Sari Wikandina Putri, Ni Made Wimaguna, I Gde Tresnandika Yana Qomariana Yolanda, Thalia Yosef Demon