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Ronda, Mirza
Universitas Sahid Jakarta
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Representation of Hedonism Lifestyle in Advertising (Semiotics Analysis on Zalora Ads Free Version 30 Days Returns) Firdaus, Firdaus; Ronda, Mirza; Napitupulu, Frengki
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 4 (2022): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i4.7203

Abstract

This study aims to understand the Representation of the Hedonism lifestyle in Zalora's 30 Day Returns Free Version of Advertising. In this study, the researcher used a qualitative descriptive type of research. Qualitative description (QD) is a word used for qualitative research used in a descriptive study. This type of qualitative descriptive research is usually used in research on social phenomena. While the method of analysis, the researcher uses the semiotic analysis model of Charles Sanders Pierce. Peirce's theory of semiotics is the science or technique (method) of analysis that explains the sign system. A sign is something that is visible, leads to something, can represent the relationship between the sign and the recipient of the sign that is representative and refers to the interpretive. Peirce separates the sign system (semiotics) into 3 elements that have been included in his triangle theory, namely the sign (sign), the sign reference (object), and the use of the sign (interpretant). While the results and discussion in this study concluded that: the free version of the 30-day return zalora advertisement is not only about promoting fashion items, but also the meaning of the hedonistic lifestyle that is inserted through the scenes. The meaning of the hedonistic lifestyle is seen when the woman puts the measure of her pleasure in life on materialist goods. When he does not have luxurious and stylish clothes, he will feel sad and worried. Conversely, when he has an abundance of luxury goods, he will feel happy and get pleasure in himself (hedonism). In addition to the enjoyment of women's lives as measured by materialist objects as above, the purchase of fashion items in very large and excessive quantities is also the meaning of the hedonistic lifestyle that is inserted in this 30-day return free version of the Zalora advertisement. Various types of fashion as a result of unreasonable purchases are scattered in the room without using them.
Co-Authors A Munanjar Adnyani, Ni Wayan Giri Alexander Seran Amalia Setiawati, Amalia Andamisari, Dessy Anita Rosana Aripani, Ahmad Barra P. Pradja Budiana, Mohamad Arief Catur SURATNOAJI Christopher Yudha Erlangga Dewi Widowati DUA, Mikael Eka Sri Dana Erna FEBRIANI Fahruddin Faiz, Fahruddin Firdaus Firdaus Geofakta Razali Hasbiyah, Desi Hayu Lusianawati Hilda Yunita Wono Indah Suryawati Intan Leliana Irfan Fauzi Jamalullail Jamalullail, Jamalullail Junaidi Junaidi Ketut PATERA Kholil Kholil Kristina Nurhayati Liliweri, Aloysius Lusianawati, Hayu Marlinda Irwanti, Marlinda Mikhael Dua Mikhael Dua Mikhael DUA Mohammad NASIKHIN Mohammad Toha, Mohammad Muh. Adhaarfa SIALA Napitupulu, Frengki Pasaribu, Cindy Riona Rahtika Diana Rhatika Diana RULLY RULLY, RULLY Sandro, Sandro Santoso, Prasetya Yoga Senaharjanta, Ignasius Liliek Sigit, Ridzki Rinanto Sunarto Sunarto Supandi Suraya Mansur Syarifah Fatimah, Syarifah Titi Widaningsih Titiwidaningsih TITIWIDANINGSIH Tonce, Jessica Nathania Tri Nugraha SAKTI Winna Ananda SURAKHMAD Yadi Kusmayadi Zakiany, Fajaruddien Zullaicha, Siti