Kajian Semiotika Iklan Produk Kosé Cosmeport
DOI:
https://doi.org/10.24843/PJIIB.2025.v25.i02.p15Keywords:
Advertising, Semiotics, Verbal and Nonverbal SignsAbstract
Advertising is one of the media that is used to deliver messages. A company can communicate a message about the product on sale so that it will be known to the audience with advertising. KOSÉ Cosmeport is a cosmetic company that markets its products using advertising posters. This research aims to describe the advertising messages contained in five advertising posters for KOSÉ Cosmeport facial cosmetics. This research was studied using semiotics theory by Barthes (1988) and semiotics in advertising theory by Barthes (2010). The methods used in this research are literature study methods and qualitative methods. The results of this research show that the five advertising posters contain three types of messages, namely (1) Linguistic messages in the form of text displayed on the advertising posters. (2) Coded iconic message that refer to icons as advertising signifiers. (3) Non-coded iconic message is a combination of the linguistic message and the coded iconic message in the advertising poster.
References
Barthes, Roland. 1988. The Semiotics Challenge. New York: Hill and Wang.
Barthes, Roland. 2010. Imaji, Musik, Teks: Analisis Semiologi Atas Fotografi, Iklan, Film, Musik, Alkitab, Penulisan dan Pembacaan Serta Kritik Sastra (Diterjemahkan dari Bahasa Inggris ke Bahasa Indonesia oleh Agustinus Hartono). Yogyakarta: Jalasutra.
Dyer, Gillian. 1982. Advertising as Communication. London and New York: Routledge.
Fadilla, Amalia. 2023. Analisis Semiotika dalam Iklan High School Girl? Meeku Joshi Kousei no Himitsu (The Secret Of High School Girls) oleh Merek Kosmetik Shiseido. Padang: Universitas Andalas.
Husni, Indri Yani Dewi. 2017. Analisis Makna Tanda dalam Iklan Pocari Sweat Jepang Tinjauan Semiotik. Padang: Universitas Andalas.
Kobayashi, S. (1998). Colorist: A Practical Handbook for Personal and Professional Use. Bunkyou: Kodansha International Ltd.
Noviana, Tri Hesfian. 2017. Standar Kecantikan Perempuan Jepang dalam Iklan Kosmetik Shiseido. Malang: Universitas Brawijaya.
Rastati, Ranny. 2008. Pengaruh Warna Maskulin dan Feminim pada Hadiah Ulang Tahun Anak-Anak di Jepang. Depok: Universitas Indonesia.
Sugiyono. 2005. Memahami Penelitian Kualitatif. Bandung: CV. Alfabeta.
