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All Journal SOSIOHUMANIORA: Jurnal Ilmiah Ilmu Sosial dan Humaniora
Patricia Rumentha Vicky Regina Sihombing
Institut Komunikasi dan Bisnis LSPR
Arts Humanities Education

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Analisis Semiotika Iklan #OneGreenStep oleh Garnier Indonesia untuk Bumi yang Lebih Hijau! Patricia Rumentha Vicky Regina Sihombing; Clara Yosefin; Grace Anggreka Christy Pakpahan
SOSIOHUMANIORA: Jurnal Ilmiah Ilmu Sosial dan Humaniora Vol 8 No 2 (2022): Agustus 2022
Publisher : LP2M Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/sosio.v8i2.12739

Abstract

According to the 2020 World Economic Forum, Indonesians produce around 13 tons of waste in one minute during the Covid-19 pandemic. The existence of this data makes several parties initiate social actions to save the earth. One of them is Garnier Indonesia which created Green Beauty movement with #OneGreenStep campaign delivered through a 60 second advertisement. The ads explains how we can take part in the movement by reducing plastic waste. #OneGreenStep for a Greener Earth! advertisement shows that Garnier creates new innovations such as recycled packaging, Greener Delivery and eRecycle as real actions to save the earth. The purpose of this research is to find out the myth that Garnier wants to convey through the advertisement to wider community. The researchers use an interpretive qualitative approach with Roland Barthes’ semiotic analysis method. Data is collected through documentation. The object of this research is the Garnier’s advertisement, while the subject is Garnier Indonesia. Garnier Indonesia's commercial is divided into 7 scenes by the researcher. From this research, the researcher gets the meaning that Garnier is not only concerned about care and beauty, but also cares about environmental sustainability and by using Garnier products, the community takes part in saving earth.
Co-Authors Clara Yosefin Grace Anggreka Christy Pakpahan