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All Journal Transformatika: Jurnal Bahasa, Sastra, dan Pengajarannya Semiotika
Jatiwuni Ambarwati
Universitas Airlangga
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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SUBKULTUR ANAK MUDA DALAM IKLAN KOPI DI INDONESIA: KAJIAN SEMIOTIKA ROLAND BARTHES Aling Madani; Jatiwuni Ambarwati
SEMIOTIKA: Jurnal Ilmu Sastra dan Linguistik Vol 24 No 2 (2023): SEMIOTIKA: Jurnal Ilmu Sastra dan Linguistik
Publisher : Diterbitkan oleh Jurusan Sastra Indonesia Fakultas Ilmu Budaya Universitas Jember bekerja sama dengan Himpunan Sarjana - Kesusastraan Indonesia (HISKI), Himpunan Pembina Bahasa Indonesia (HPBI) dan Masyarakat Linguistik Indonesia (MLI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/semiotika.v24i2.31091

Abstract

The current trend and existence of coffee continues to develop into a part of the lifestyle of youth. Therefore, coffee products on the market are increasingly varied with various advertising strategies. Various advertising themes related to youth activities and identities are used to reach their target market. This study is a semiotic analysis that aims to describe the symbols and cultural styles of youth in coffee advertisements in Indonesia by using the concept of youth subculture. The focus of this research is the meaning of youth's visual signs represented through coffee advertisements in Indonesia. This study uses a qualitative method. The data collection technique was carried out by observing instant coffee advertisement impressions in Indonesia in the last five years, including the Torabika for the Gilus Mix variants (2021) and Cappuccino (2019), Top Coffee for the Gula Aren variant (2020), Neo Coffee version of Lucas (2019) and Tiramisu (2021), and Good Day (2018). Roland Barthes' semiotic analysis is used in this study to show the sign meanings in the coffee advertisement through the stages of denotative, connotative, and mythical meanings. The results of the study show that these coffee advertisements generate units of denotation, connotation, and myth which then represent the lifestyle of the youth subculture. It exists in various aspects and refers to urban youth culture with urban cultural influences as reflected in clothing/fashion styles, distinctive music, and entertainment activities.
PENANDA KOHESI DALAM IKLAN AUDIOVISUAL MOBIL Jatiwuni Ambarwati; Aling Madani
TRANSFORMATIKA Vol 7, No 2 (2023): TRANSFORMATIKA: JURNAL BAHASA, SASTRA, DAN PENGAJARANNYA
Publisher : Universitas Tidar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/transformatika.v7i2.7817

Abstract

Selain menampilkan visual bergerak dan suara, iklan audiovisual biasanya juga menyampaikan wacana iklan melalui narasi maupun dialog pemeran iklan. Penelitian ini secara khusus mengkaji aspek kohesi dengan memaparkan penanda kohesi gramatikal dan leksikal yang ada dalam wacana iklan audiovisual mobil. Penelitian ini merupakan penelitian deskriptif kualitatif dengan melakukan observasi terhadap tayangan iklan mobil Pilih Xpander Pinter Bener; Mitsubishi New Triton Engineered Beyond Tough; Almaz Drive Unlimited Way; Almaz Smart Technology SUV; Cortez CT The New Advanced MPV; dan All New Sirion Berani Baru Berani Hitz. Hasil penelitian ditemukan penanda kohesi gramatikal berupa pengacuan (referensi), penyulihan (substitusi), pelesapan (elipsis), perangkaian (konjungsi), inversi, dan pemasifan kalimat. Penanda kohesi leksikal ditemukan berupa repetisi (utuh/penuh, repetisi dengan perubahan bentuk), penggunaan sinonim (kemiripan makna), penggunaan antonim (pertentangan makna), kolokasi (ditandai dari adanya keterkaitan kata), hiponimi (penggunaan kata yang bermakna lebih sempit), dan ekuivalensi (ditandai dengan wacana yang memiliki kesepadanan dengan wacana lainnya).
Co-Authors Aling Madani Aling Madani