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All Journal Proceedings of International Conference on Da'wa and Communication
Achmad Chusaini Nasichul Amin
Sunan Ampel State Islamic University, Surabaya, Indonesia
Religion Humanities Languange, Linguistic, Communication & Media Social Sciences

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The Meaning of Gojek Advertising in the Pandemic Era Using Charless Sander Pierce Semiotics Analysis Afny Rachma Safitri; Alvina Tara Afifa; Achmad Chusaini Nasichul Amin; Nur Romdlon Maslahul Adi
Proceedings of International Conference on Da'wa and Communication Vol. 3 No. 1 (2021): Initiating a New Paradigm on Da’wa and Communication for the Post-Pandemic Era
Publisher : Da’wa and Communication Faculty of the Sunan Ampel State Islamic University, Surabaya, Indonesia.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15642/icondac.v3i1.513

Abstract

The business competition faced by companies today is getting tighter, so it requires company management to be attentive in determining its competitive strategy. Advertising is tot only to promote a product, but also included a lot of social messages in it. Advertisements often use symbols or signs in describing their products. The messages in advertisements are in the form of text and visuals. This study aims to analyze the Sign, Object, Interpretant as well as the message and meaning in the Gojek advertisement version of “Pesan dari Rumah Buat Kita yang di Jalan”. The research method uses a descriptive qualitative approach; this study uses the semiotic analysis method of the Charles Sander Pierce model. The results of the study show that the Gojek advertisement version of "Pesan dari Rumah Buat Kita yang di Jalan" invites the public to become people who continue to comply with health and savety protocols during the Covid-19 Pandemic. This advertisement is also a branding for Gojek as a safe community travel partner and always adheres to the health protocol recommendations during the Covid-19 pandemic.
Co-Authors Afny Rachma Safitri Alvina Tara Afifa Nur Romdlon Maslahul Adi