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Journal : Yavana Bhasha: Journal of English Language Education

Uncovering Hidden Meaning in IKEA Advertisement “Home is a Different World”: A Semiotic Analysis Ayu Trisna Dewi Gusti Agung; Ni Wayan Suastini; I Wayan Juniartha
Yavana Bhasha : Journal of English Language Education Vol. 5 No. 2 (2022): Volume 5, Issue 2 (2022)
Publisher : Universitas Hindu Negeri I Gusti Bagus Sugriwa Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2435.225 KB) | DOI: 10.25078/yb.v5i2.776

Abstract

ABSTRACT Advertisement has a function to create brand awareness, products, services and ideas, that can convince customers if the company’s services or products ideas are best to buy. The IKEA advertisement aims to provide information to the people about how to make furniture with good function and design affordable for everyone. Furthermore, this study combines verbal and visual signs to give the advertisement a certain effect. This study is aimed to describe the hidden meaning that can be found in IKEA advertisement “Home is a Different World”. This study uses Semiotics theory by Saussure cited in Chandler (2007) and theory of meaning by Barthes (1967) that is supported by the theory of color terms proposed by Wierzbicka (1996). The data were collected through the observation method. The descriptive qualitative method is used to analyze the data in this study. The study concludes that both verbal and visual signs found in each data carry a hidden meaning. In general, the advertisement conveys the meaning to encourage the audience to promote their product by giving a nice ideas to make a good home design and get better life at home by creating meaningful moments with our family at home.
Co-Authors A.A Putu Gede Raditya Pratama Aditana, I Kadek Arya Alexandro Rolandi Anak Agung Ayu Istri Kumala Dewi Anggie Arsani Arcana Putra, Wayan Heka Ayu Mas Wiliastini Ayu Talia Meranggi Ayu Trisna Dewi Gusti Agung Desak Putu Eka Pratiwi Desak Putu Eka Pratiwi Desak Putu Eka Pratiwi Desak Putu Eka Pratiwi Dewa Ayu Devi Maharani Santika Dicky Perdana Gabrielle Sarah Maria Tanamal Gde Herry Sugiarto Asana I Dw Ayu Devi Maharani Santika I G. B. Wahyu Nugraha Putra I Gede Adi Guna Wibawa I Gede Suta Jaya Ambara I Gusti Agung Sri Rwa Jayantini I Gusti Agung Sri Rwa Jayantini I Gusti Ayu Vina Widiadnya Putri I Gusti Ayu Vina Widiadnya Putri I Gusti Ngurah Bagus Wahyu Nugraha Putra I Gusti Ngurah Deni Irawan I Gusti Putu Mahardika Putra I Kadek Adi Panaji I Kadek Aditya Dinata I Ketut Kartiawan I Made Yogi Aditya Wiguna I Nyoman Anom Fajaraditya Setiawan, I Nyoman Anom I Putu Angga Andika Putra I Putu Yoga Jelantik Palguna I Wayan Resen I Wayan Sidha Karya Ida Bagus Gde Nova Winarta IGA Vina Widiadnya Putri K.Divyani Kadek Somanasih Karminova Anggela Komang Dian Puspita Candra Komang Dian Puspita Candra Komang Dian Puspita Candra, Komang Dian Puspita Lodovikus Barung Luh Ayu Trisna Maharani Rika Made Iwan Indrawan Jendra Mery Kristiani Ni Kadek Elva Lusiana Ni Kadek Purnama Sari Ni Komang Arie Suwastini Ni Komang Ayu Suardani Ni Komang Chandra Dewi Ni Komang Eka Maheni Ni Luh Ayu Wiraningsih Ni Luh Putu Juniartini Ni Luh Sintami Ni Made Diah Cahyani Ni Made Verayanti Utami Ni Nyoman Deni Ariyaningsih Ni Putu Mitha Karunita Ni Wayan Suastini Ni Wayan Suastini NI WAYAN SUASTINI Ni Wayan Suastini Putu Devi Maharani Putu Indira Cika Mantika Sari Riky Astina Ronald Umbas Sang Ade Satria Pratama Sang Ayu Kadek Pitria Dewi Siti Nadila Marsya Sri Rwa Jayantini, I Gusti Agung System, Administrator