EKSPRESI: INDONESIAN ART JOURNAL
Vol 11, No 1 (2022)

Representasi Anak Muda pada Iklan Good Day “Cari Terus Rasamu”

Amelia Fratini (Ahmad Dahlan University)
Indah Wenerda (Universitas Ahmad Dahlan)



Article Info

Publish Date
12 Aug 2022

Abstract

AbstrakKeberadaan penikmat kopi tidak pernah pudar bahkan terus bertumbuh menjadi sebuah lifestyle atau gaya hidup. Kegiatan ngopi kian digemari oleh anak muda di berbagai kota khususnya di Kota Yogyakarta. Kedai kopi pun hadir kian menjamur meskipun pada saat pandemi Covid-19. Kopi Good Day selaku salah satu brand kopi terkenal yang turut ada di pasar,  menggunakan beragam strategi periklanan yang unik dan segar  melalui berbagai media untuk menguasai pasar. Tema-tema iklan dan promosinya kemudian dikaitkan dengan kegiatan anak muda sebagai mayoritas pasar di Yogyakarta. Penelitian ini hendak mengupas makna iklan dan anak muda dalam iklan Kopi Good Day.  Penelitian ini menggunakan pendekatan semiotika Roland Barthes untuk menganalisis makna pada iklan Godd Day “Cari Terus Rasamu”. Hasil penelitian yaitu delapan unit denotasi, konotasi, dan mitos dari masing-masing iklan yang menggambarkan gaya hidup anak muda melalui berbagai macam hobi, penokohan, kepribadian, adegan, percakapan, berbagai properti, serta kegiatan aktivitas keseharian anak muda. Gaya hidup dalam iklan yang direpresentasikan dalam iklan menunjukan identitas diri anak muda sebagai pusat perhatian dari orang-orang di sekitarnya. Kata kunci: iklan, Good Day, representasi, semiotika, gaya hidup, anak muda AbstractThe existence of a coffee lover never fades and even continues to grow into a lifestyle. Coffee drinking activities are increasingly popular among young people in various cities, especially in Yogyakarta. The number of coffee shops also growing even during the Covid19 pandemic. Good Day Coffee as one of the well-known coffee brands on the market uses a variety of unique and fresh advertising strategies through various media to dominate the market. The advertising and promotion themes representing the young people as the majority of the market in Yogyakarta. This research aims to uncover the hidden meaning of the Coffee Good Day advertisement. This study uses Roland Barthes' semiotic approach to analyze the Good Day advertisement "Search for Your Feelings." Denotation, connotation, and myth from each advertisement describing the young people lifestyle through various hobbies, characterizations, personalities, scenes, conversations, and young people's daily activities. The lifestyle represented in advertisements shows young people as the center of attention from the people around them. Keywords: advertising, Good Day, representation, semiotics, lifestyle, youth

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Journal Info

Abbrev

ekspresi

Publisher

Subject

Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

Description

EKSPRESI is a double-blind peer-reviewed international journal published twice a year in April and October. Ekspresi published by Institut Seni Indonesia Yogyakarta. This journal contains articles on research results, conceptual ideas, art creation, and community service activities in the fields of ...