Ilmu Linguistik (S2)

Permanent URI for this collection

https://repository.unpad.ac.id/handle/kandaga/65

Browse

Browsing Ilmu Linguistik (S2) by Subject "advertisements"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    THE MYTHS BUILT IN GRAB ONLINE TRANSPORTATION ADVERTISEMENT: A SEMIOTIC APPROACH
    (2020-09-08) RIDWAN MAHANKA; Eva Tuckyta Sari Sujatna; Lia Maulia Indrayani
    Abstract For the past decade, the growth of internet users has increased greatly in Indonesia and it motivated other new ideas especially in transportation. Grab as a new online transportation in Indonesia tried to convince Indonesian people to use its services. Internet is one of the most effective media that can be used as an advertisements tool, so there are many online transportation advertisements that can be found in internet, especially Grab. The signs of all advertisements refer to a myth that Grab wants to build and researcher was curious about the myth built in those advertisement. Therefore, the title of this research is: The Myths Built in Grab Online Transportation Advertisements: A Semiotic Approach. In this research, the researcher interprets the meaning of the Grab advertisements to discover their myth. Based on the title, this research aims to describe and analyze denotations, connotations and myths of Grab online transportation advertisements and the myths built in Grab online transportation advertisements. The analysis is based on the theory of semiotics. Semiotics is a study applied to analyze the structure of sign systems in relation to the way they convey meaning. Therefore, this research uses Barthes’s theory about how a myth built in advertisements since it is very suitable with this research. Qualitative method is used in this research. The data are taken from internet used by Grab Company to advertise. The limitation of data is taken from January to February 2019 shared on its websites. Denotative meanings and connotative meanings in every datum are analyzed and described into signifier and signified then described in the table. Afterward, the myths are analyzed and described deeply and systematically in paragraphs. After that, a new myth built is found. Based on the result of the research, the advertisements has built denotations, connotations and myths. The results are trusted, reliable, comfortable, simple, cheap, efficient and a solution for better future. All collected denotations, connotations and myths refer to a myth. Grab has built a new myth. The myth is a new solution for Indonesian transportation. After years advertising, Grab has changed Indonesian people’s culture about public transportation. Keywords: advertisements, myth, connotation, denotation