The Series Visual Study of Syrup Advertising In 2024
Keywords:
Characters, Marjan advertising, Semiotics, Symbols, Visual communicationAbstract
Advertisement is a type of marketing communication that refers to the communication techniques used by marketers to reach and convey messages to consumers. In conveying a message, it can be done through various creative and interesting approaches. The 2024 Marjan advertisement raises a story from the folk tale "Putri Hijau and Tuan Jungkat" from North Sumatra and also concerns environmental issues regarding excessive exploitation of nature. In making the advertisement, Marjan packages folk tales and environmental issues into an advertising concept that contains symbols and meanings in its visual elements. The message is packaged in various visual elements, be it the background, property or character. Therefore, it is necessary to analyze what symbols are contained in the 2024 Marjan advertisement and also the meaning of these symbols. This study aims to find out what symbols are contained in the 2024 Marjan advertisement and the meaning of these symbols. The analysis of the meaning of the object focuses on the characters contained in the advertisement.In examining the symbols and meanings of character objects in the 2024 Marjan advertisement, the author uses Charles Sanders Peirce's semiotic method, namely 3 types of signs consisting of icons, indexes, and symbols.The results of this study indicate that the 2024 Marjan advertisement not only contains the main message that it wants to convey but also contains various symbols and meanings contained in the character objects in the advertisement, starting from the symbol of a small child who symbolizes happiness, growth, and a bright future. a big man who can be interpreted as a monster that has destructive power and chaos, a body covered in lava and rocks symbolizes anger, destruction and uncontrollable natural elements. This study is expected to provide knowledge about the messages in advertisements that are packaged in symbols on the visual elements contained in an advertisement
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