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All Journal Jurnal Riset Rumpun Seni, Desain dan Media (JURRSENDEM)
Rifqi Nadya Fatikhul
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Representasi Gejala Overthinking dalam Iklan GoFood Kajian Semiotika Visual Roland Barthes Syarifa Luthfatus; Kunarsih Mely; Rifqi Nadya Fatikhul; Gladi Pawestri Utami
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 3 No. 2 (2024): Oktober: Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v3i2.5963

Abstract

The term overthinking has become part of the everyday vocabulary among Generation Z, reflecting a tendency toward excessive deliberation in ordinary situations, including choosing food. The “Overthinking” advertisement by GoFood presents a compelling visual representation of this dilemma through metaphorical symbols such as a talking forehead, piles of clocks, and zodiac characters that construct a complex visual narrative of indecision. This study aims to examine how symptoms of overthinking are visually represented in the advertisement using Roland Barthes’ semiotic approach. The research employed a qualitative method, utilizing observation and documentation techniques to analyze visual structures across scenes. The findings reveal that the advertisement conveys its message through denotative, connotative, and myth-based signs, illustrating how Generation Z interprets the burden of choice in a digital cultural context. The results demonstrate how visual communication strategies can foster empathy while offering solutions to the everyday anxieties of a young audience. This study contributes to the development of visual semiotics discourse in the field of visual communication design and offers insights for advertising practices grounded in social issues.
Co-Authors Gladi Pawestri Utami Kunarsih Mely Syarifa Luthfatus