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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. Putu Putra Adi Utamayasa, I Gede Adnyani, Ni Luh Putu Sri Agus Subiyanto Alit Putrini, Desak Ketut Anak Agung Putu Putra Aron Meko Mbete Arum Sekar Melati Bayu Islam Assasaki Boru Simorangkir, Sherly Lusiana Budiana, I Ketut Denok Lestari Dian Rahmani Putri Dominikus Dominikus Dr. Hans Lapoliwa, M.Phil. Dwi Kuniarsa, I Gusti Ngurah Efron Yohanis Loe Ellisa Ivana Dea Elung, Maria Angelia Fithriyah Inda Nur Abida I Gusti Agung Istri Aryani I Gusti Ayu Agung Mas Triadnyani I Gusti Ayu Gede Sosiowati I Gusti Ayu Swastika Punia Dewi I Gusti Made Sutjaja I Gusti Ngurah Parthama I Ketut Artawa I Ketut Darma Laksana I Ketut Riana I Made Budiarsa I Made Madia I Made Netra I Made Suastra I Made Suta Paramarta I Nengah Laba I Nengah Sudipa I Nyoman Aryawibawa I Nyoman Darma Putra I Nyoman Sedeng I Nyoman Suparsa I NYOMAN SUPARWA I Nyoman Udayana I Wayan Simpen I Wayan Teguh I Wayan Teguh Ida Ayu Kade Dwijati, Ida Ayu Ida Ayu Made Puspani Ida Ayu Maharani Ida Ayu Putri Adityarini Ida Bagus Putra Yadnya IGM Sutjaja Jeladu Kosmas Km Tri Sutrisna Agustia Kurniawati, Kadek Katarina Dewi Made Ratna Dian Aryani Made Sri Satyawati Maria Angelia Elung Meutia Aulia Hakim Muhammad Rafi’ie Muhammad Yusdi Mulyono Mulyono Ni Kadek Ayu Sintya Dewi Ni Ketut Ratna Erawati Ni Ketut Sri Rahayuni Ni Ketut Sri Rahayuni, Ni Ketut Ni Luh Kade Yuliani Giri Ni Luh Ketut Mas Indrawati Ni Luh Nyoman Seri Malini Ni Luh Sutjiati Beratha Ni Made Dhanawaty Ni Made Dhanawaty Ni Nyoman Dewi Astari Putri Ni Putu N Widarsini Ni Wayan Arnati Ni Wayan Mekarini Ni Wayan Sukarini Pande Putu Abdi Jaya Prawira Pita, Yul Fulgensia Rusman Prof. Dr. Aron Meko Mbete Prof. Dr.Aron Meko Mbete Putri, Ni Nyoman Dewi Astari Putu Eka Dambayana Suputra Putu Sutama Rima Andriani Sari Rima Andriani Sari Rina Ismayasari Sherly Lusiana Boru Simorangkir Sigian Hardi Supartini , Ni Luh Teguh, I Wayan Uun Yemima Situmorang Widiatmika, Putu Wahyu Wisman Hadi Yosef Demon Yunanfathur Rahman Yuniartati, Made Dwi