MAKNA CERDIKIAWAN PADA IKLAN GOJEK “MEMPERSEMBAHKAN : CERDIKIAWAN” TEORI SEMIOTIKA ROLAND BARTHES

Abstract

Advertising is a way to promote a product, brand or service to consumers to create interest, attention and sales. Advertisements can take many forms, from print media to interactive videos. The importance of advertising for companies is to reach many consumers by using media or platforms to be known to the public. This study uses a qualitative descriptive method with data collection techniques to see Go-Jek advertisements on the youtube channel. Youtube is a video web-based mass media that facilitates users to share videos, which also has an active role as an advertising medium today. We can easily find various advertisements every time we open YouTube. The purpose of this study was to determine the marketing communication strategy of the Go-Jek Ad version of Cerdikiawan. The theory used in this study is a marketing communication strategy, especially a strategy for compiling messages through social media youtube. Researchers used a semiotic analysis approach according to Roland Barthes in order to be able to study the meaning contained in the advertisement qualitatively. The results of this study indicate that the Go-Jek version of the Cerdikiawan advertisement is able to make suggestions to the audience, especially millennials, that anyone can become their own version of an intellectual by utilizing all existing creativity. And they will always use the Go-Jek application because it is the work of the nation's children and also this application is very helpful in everyday life.