Multicience
Vol. 1 No. 01 (2020): INTERNATIONAL JOURNAL OF MULTISCIENCE -APRIL EDITION

THE MEANING OF ADVERTISING 'AQUA LIFE' IN THE SEMIOTIC PERSPECTIVE OF ROLAND BARTHES

ASIMA OKTAVIA SITANGGANG (UNIVERSITAS BHAYANGKARA JAKARTA RAYA)

Article Info

Publish Date
26 Apr 2020

Abstract

The purpose of this study was to determine the meaning of AQUA LIFE #Bijak Plastics advertising. The ad is trying to move consumers to campaign about reducing plastic waste, by using 100% recycled plastic. By using Roland Barthes's semiotic analysis method, the writer found several meaning constructions of AQUA LIFE #BijakBerplastik with 60 seconds duration. This ad not only invites consumers to contribute to continuing the good for the earth by reducing plastic waste but also reinforces the construction of its branding strategy which is reflected in two main myths: (1) Aqua's consistency in providing services and building customer loyalty; (2) Aqua's brand personality that is pure, committed and cares for the environment.

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Journal Info
Multicience
Website

Abbrev

ijm

Publisher

CV KULTURA DIGITAL MEDIA

Subject

Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

Description

The principle reason for INTERNATIONAL JOURNAL OF MULTISCIENCE is to give an academic discussion to the world, over to share great learning. It expects to be the voice of scholars around the world. One of its establishing standards is that of backing of the scholastic research field. The ...