SEMIOTIC ANALYSIS OF MEANING CONSTRUCTION IN VINTAGE PORSCHE PRINT ADVERTISEMENTS (1965–1995)

Abstract

This article discusses the construction of meaning in vintage Porsche print advertisements from 1965 to 1995 using Roland Barthes’ semiotic approach. The study employs a qualitative-descriptive method with purposive sampling, analyzing advertisements representing three phases: technical innovation, motorsport dominance, and exclusivity. Each ad is examined on three levels of meaning: denotation, connotation, and myth. The findings show that Porsche ads convey literal meaning through visual and verbal elements that highlight technical innovation and achievement. At the connotative level, color strategy, layout, and slogans construct an image of prestige and elite lifestyle. On the myth level, Porsche is positioned as a symbol of performance, social status, and multi generational aspiration. These findings indicate that advertisements function not only as promotional tools but also as instruments for constructing culture and a strong brand identity.