Al-Mishbah: Jurnal Ilmu Dakwah dan Komunikasi
Vol 18 No 2 (2022)

THE SACRED NAME ON THE BOTTLE: Perspektif Semiologi Saussurean dalam Kampanye Marketing Holywings Indonesia

Audita Ressa Affanda (Unknown)
Moh. Atikurrahman (Unknown)

Article Info

Publish Date
03 Feb 2023

Abstract

This research focuses on Instagram uploads from Holywings Indonesia which juxtapose two sacred names (Muhammad and Maria) with bottles of liquor (Gordon's Gin). The promotional upload then went viral until Holywings Indonesia was deemed to have blasphemed religion. This paper places the Holywings Indonesia promotional upload as a material object of semiotic studies. In the researcher's opinion, these uploads represent sign phenomena and tagging systems. Every language expression, image, color, and so on has a basis of meaning implied behind the sign. For research purposes, Saussure's scheme of signs (semiology) is used as a methodological tool in understanding the meaning of signs (markers and signifieds) uploaded by the Holywings Marketing Campaign.

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Journal Info
Al-Mishbah: Jurnal Ilmu Dakwah dan Komunikasi
Website

Abbrev

al-mishbah

Publisher

Institut Agama Islam Negeri Palu

Subject

Religion Humanities Languange, Linguistic, Communication & Media

Description

Al Mishbah Jurnal Ilmu Dakwah dan Komunikasi is an academic peer-reviewed journal that publishes the latest issues in the field of dawah and communication, including areas of dawah discourse, such as Islamic counseling and the development of Islamic societies. Since 2012, the journal has been ...