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All Journal Candradimuka: Journal of Education
Shai Devire, Sofira
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Humanities Education Languange, Linguistic, Communication & Media Mathematics Other

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Semiotic Analysis of Gojek Advertisements: Constructing Solutions and Modern Urban Identity Armadani, Yulva; Shai Devire, Sofira; Magdalena Sipayung, Yolanda
Candradimuka: Journal of Education Vol. 3 No. 2 (2025): Candradimuka: Journal of Education
Publisher : Pusat Penerjemah dan Penyunting Universitas Indraprasta PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60012/cje.v3i2.161

Abstract

This article explores how a Gojek advertisement uses signs and symbols to tell a story about solving everyday city problems and shaping what it means to live in a modern Indonesian city. Using well-known semiotic frameworks of Ferdinand de Saussure and Charles Sanders Peirce, this study conducts a close examination of the visual and textual elements found in the advertisement. The results show that Gojek carefully chooses signs (like visuals and language) to send clear messages about ease, speed, and helpfulness—presenting itself as an essential part of busy city life. The study highlights how Gojek does more than just offer services; it also helps define a modern lifestyle that’s digital, mobile, and ready to tackle daily challenges. This research gives insight into how digital ads persuade people and how ride-hailing apps like Gojek influence city culture in Southeast Asia.
Co-Authors Armadani, Yulva Magdalena Sipayung, Yolanda