SYMBOL AND CONTEMPORARY ADVERTISING (BARTHESIAN SEMIOTICS ANALYSIS ON TOKOPEDIA YOUTUBE ADVERTISING: BERGERAK BERSAMA INDONESIA)

Abstract

Competing among e-commerce sites, Tokopedia uses social media as a strategy to increase customer loyalty. This can be seen from Tokopedia's 8th Anniversary ad "Moving Together with Indonesia" published on Youtube to remind the public about its contribution to helping Micro, Small and Medium Enterprises (MSMEs) in Indonesia. Youtube, which is considered as one of the social media networks the most effective as an entertainment media, has changed its function to become more persuasive and commercial. Changes in marketing communication strategies are also done through promotions on YouTube that are designed creatively to attract attention and change the attitude of the audience. The author tries to find messages that are reflected in the level of signs in the form of advertisements that are presented using the Roland Barthes semiotic method. Because the use of signs in the advertising delivery strategy not only carries information, but also communicates and forms a structured sign system. Signs in advertising can create a polysemic meaning for the audience. In addition, advertising based on semiotic studies is very interesting because creativity in advertising is able to persuade audiences to do something through messages tucked in advertisements. This research uses qualitative methods by relying on the constructivist paradigm.