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All Journal RETORIKA: Jurnal Ilmu Bahasa Diwan: Jurnal Bahasa dan Sastra Arab
Fadillah Shela Putri
Universitas Sumatera Utara
Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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ANALISIS SEMIOTIKA ROLAND BARTHES PADA IKLAN COCA-COLA CHANGE HAS A TASTE - كوكا كولا- للتغييرطعم/ COCA-COLA LITTUGAIRI AT- TA’AM Shela Putri, Fadillah; Nasution, Fatimatuzzahra; Nabila, Aisyah; Ramadani, Wahyu; Ritonga, Aulya Raudhoh
Diwan: Jurnal Bahasa dan Sastra Arab Vol. 16 No. 2 (2024)
Publisher : Jurusan Bahasa dan Sastra Arab Fakultas Adab dan Humaniora UIN Imam Bonjol Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15548/diwan.v16i2.1567

Abstract

This study aims to analyze the Coca-Cola Change Has a Taste advertisement using Roland Barthes' semiotic approach, with the objective of uncovering the denotative, connotative, and mythical meanings within the advertisement. This research is based on the phenomenon of advertisements not merely functioning as promotional tools but also serving as communication media that convey social and cultural messages. The one-minute-and-six-second advertisement, published on YouTube by Coca-Cola Middle East, presents a narrative that represents social issues in the context of Middle Eastern culture. The study employs a qualitative approach with a descriptive method, aiming to systematically describe the visual elements, text, and monologue. The data were analyzed using Roland Barthes' semiotic theory, which involves the stages of sign identification, meaning classification, and cultural context interpretation. The findings reveal that, at the denotative level, the advertisement depicts scenes reflecting daily routines, such as a father teaching his daughter to drive, set against a desert backdrop with traditional cultural elements. At the connotative level, the advertisement emphasizes messages of social transformation, particularly women's empowerment, along with symbols of a modern lifestyle. At the mythical level, the narrative conveys the integration of tradition and modernity, aligning with the vision of social transformation promoted by Saudi Arabia's Vision 2030. The study concludes that the Coca-Cola Change Has a Taste advertisement not only promotes the product but also constructs a narrative that reflects social change and the relationship between globalization and local identity.
The Analysis of Code-Switching in Travel Vlogs on the Youtube Channel of Alman Mulyana Windi Chaldun; Z. Zulfan; Fadillah Shela Putri; P. Pujiati; Kacar Ginting
RETORIKA: Jurnal Ilmu Bahasa Vol. 12 No. 1 (2026)
Publisher : Program Studi Magister Ilmu Linguistik Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/jr.12.1.2026.1-10

Abstract

This study examines the phenomenon of Arabic–Indonesian code-switching in the travel vlogs of Alman Mulyana on YouTube. The study is motivated by the gexcerpt ing use of digital platforms as spaces where multilingual practices naturally occur. A qualitative descriptive method was employed, and excerpt were purposively selected from 11 vlogs containing clear instances of code-switching. The vlogs are accessible through the link https://www.youtube.com/@AlmanMulyana1983. The excerpt were analyzed using the equivalent method to identify both the types and causal factors of code-switching. The results reveal three types: inter-sentential (60%), intra-sentential (30%), and tag switching (10%). In terms of factors, the most dominant is the intention of clarifying the speech content for the interlocutor (70%), followed by repetition for clarification (15%), while interjection and expressing group identity each account for 5%. The conclusion of this research is that code-switching in Alman Mulyana’s vlogs is used communicatively for Arabic native speakers and Indonesian audiences, and the dominance of inter-sentential code-switching indicates that Alman’s proficiency in Arabic is quite good, allowing him to use it almost on par with his first language. Code-switching in Alman’s vlogs functions primarily as a communicative strategy rather than a stylistic choice. The study contributes to sociolinguistic research by presenting YouTube as an authentic site of bilingual practice.
Co-Authors Kacar Ginting Nabila, Aisyah Nasution, Fatimatuzzahra P. Pujiati Ramadani, Wahyu Ritonga, Aulya Raudhoh Windi Chaldun Z. Zulfan