Ni Luh Ketut Mas Indrawati
Fakultas Sastra Dan Budaya, Universitas Udayana Jl. Pulau Nias No.13, Sanglah, Denpasar 80114, Bali, Indonesia

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Journal : Ulil Albab

The Meaning of Signs in iPhone 15 Pro Advertisement Video Putri, Indah Kurnia; Indrawati, Ni Luh Ketut Mas; Setianingsih, Ni Ketut Alit Ida
ULIL ALBAB : Jurnal Ilmiah Multidisiplin Vol. 4 No. 2: Januari 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jim.v4i2.7561

Abstract

This study analyzes the iPhone 15 Pro advertisement video using a semiotic approach to uncover the meanings behind its verbal and visual signs. The research identifies various types of signs, including denotative elements like technical specifications the A17 PRO chip, Action button, and portrait features and connotative elements such as color schemes, imagery, and product design. Through Roland Barthes' theory of denotation, connotation, and myth, the study explores how these signs convey messages of sophistication, versatility, and empowerment. The advertisement uses visual cues like sleek grey tones, white text, and yellow highlights to emphasize modernity and functionality, while verbal descriptions highlight technological innovation and user customization. Together, these elements create a myth of technological superiority, artistic empowerment, and social status associated with owning an iPhone 15 Pro. The findings demonstrate how Apple integrates semiotic strategies to appeal to consumers emotionally and culturally, reinforcing its brand identity as a leader in innovation and design. This research contributes to understanding how semiotic analysis can reveal the layered meanings in advertising and their impact on consumer perception.
Co-Authors Alfia Rifatus Saida Anak Agung Bagus Dharmawan Anak Agung Sagung Shanti Sari Dewi Dharma, I Nyoman Surya Ester Dwi Astuti Eva Rahayu Francicus I Made Barta Galuh Febri Putra Gaudensius Jordan De Martin Giulia Sala I Gusti Agung Istri Aryani I Gusti Ayu Agung Sintha Satwika I Gusti Ayu Gede Sosiowati I Gusti Bagus Narabhumi I Gusti Ngurah Parthama I Kadek Dody Mahendra I Ketut Artawa I Made Suastra I Nyoman Aryawibawa I Nyoman Sedeng I NYOMAN SUPARWA I Nyoman Udayana I Putu Udiyana Wasista I WAYAN PASTIKA Ida Ayu Made Puspani Ida Ayu Maharani Ida Bagus Putra Yadnya Indah Kurnia Putri Juliarta, Ni Made Kadek Ayu Ekasani Kadek Nita Mahasuari Lie, Listya Hanatha Lina Pratica Wijaya Luh Devi Puspa Sari Luh Komang Anggi Waisnawati Luh Ledi Ruscita Dewi Luh Nitya Dewi Rupini Luh Putu Laksmi Prema Dewi Marpaung, Magdalena Marpaung, Magdalena Br. Masyithah Daniyah Rahmah Matradewi, Ni Ketut Widhiarcani Ni Ketut Sri Rahayuni Ni Ketut Widhiarcani Matradewi Ni Luh Novita Sari Jayanti Ni Luh Nyoman Seri Malini Ni Made Ayu Widiastuti Ni Putu Mega Purnami Ni Putu Mery Purnami Ni Putu Parmini Ni Putu Parmini Ni Wayan Esti Ekarini Rahayu Ni Wayan Sukarini Ni Wayan Sukarini Nindya Pradanitra Putri Novita Mulyana Nyoman Jaya Mahaswari Pramesti, Ni Kadek Pramudhea Ayu Putri Karisma Sari Putri Utami, Ni Putu Cahyani Putu Kurnia Utami Putu Lirishati Soethama Putu Weddha Savitri Rien Damayanti Sakilla Kurnia Sala, Giulia Setianingsih, Ni Ketut Alit Ida vinnaruhitadewi Wasista, I Putu Udiyana Yana Qomariana Yunita Sari