SEMIOTICS ANALYSIS OF COFFEE AND MEALS ADVERTISEMENTS ON THE BANDUNG CAFE INSTAGRAM ACCOUNT

Desi Indrawati

Abstract


Recently, digital technology allowed Cafe Instagram Account to embed virtual advertisements, like brand names and logos on Instagram, TikTok, Facebook, YouTube and other social media platforms. In the meantime, product placement on these platforms has turned into a routine marketing method and has evolved into its own specialized domain of advertising. Two research questions are answered in this research, they are: (1) What types of signs are found in coffee and meals advertisements; and what meanings do these signs delivered. This study aims to analyze the semiotic elements in coffee and meals advertisements frequently appearing on Instagram and to identify the meanings formed within these virtual advertisements. This research qualitatively analyzed the semiotic components and meanings constructed in virtual advertisements on Bandung café Instagram account. Additionally, this study shows the semiotic analysis proposed by Van Leeuwen (2006). This research demonstrates that the semiotic elements have specific meanings that align with the concept of coffee and meals advertisements.


Keywords


Semiotics; Coffee and Meals; Advertisement; Signs

Full Text:

PDF

References


Berg, B.L. (2007). Qualitative research methods for the social sciences, (6th ed.). Boston, MA: Pearsons Education, Inc.

Chandler, D. (2001). Semiotics: The Basics. London: Routledge.

Eco, U. (1979). A Theory of Semiotics. Bloomington: Indiana University Press.

Jewitt, C. & Oyama, R. (2001). Visual Meaning: A Social Semiotic Approach. In T. Van Leeuwen & C. Jewitt (Eds.), Handbook of Visual Analysis. (pp. 134–156). London: Sage.

Kress, G. & Van Leeuwen, T. (2001). Multimodal Discourse The Modes and Media of Contemporary Communication. London: Arnold.

Oputa, E. A., & Ahmad, F. Bin. (2019). Semiotic Advertising by International Firms: A Comparative Study of Premium Smart Phone Brands in China, South Korea, and USA. International Journal of Applied Business and International Management, 4(1), 38–45. https://doi.org/10.32535/ijabim.v4i1.381

Palanisamy, R. & Wong, S.A. (2003). Impact of Online Consumer characteristics on Web- based Banner Advertising Effectiveness. Global Journal of Flexible Systems Management, Vol. ( 4)1 and 2, pp15-25.

Patel, N. C., & Bhutiani, S. R. (2018). A Semiotic Approach Through Print Advertisements: The Changing Indian Urban Male. https://doi.org/https://doi.org/10.4018/978-1-5225-2727 5.ch010

Rashid, B. N. (2017). A Linguistic Analysis Of Halliday’s Systemic-Functional Theory In Political Texts. Al-Ustath, 220(1), 1–24.

Saussure, F. (1983). Course in General Linguistics (trans. Roy Harris). London: Duckworth.

Simpson, P. (2001). ‘Reason’ and ‘tickle’ as pragmatic constructs in the discourse of advertising. Journal of Pragmatics, 33, 589-607.

Vakratsas, D. & Ambler, T. (1999). How advertising works: what do we really know? Journal

of Marketing, Vol. 63 No. 1, pp. 26-43.

Van Leeuwen, T. (2006). Towards a semiotics of typography. Information Design Journal 14(2), (139–155).

Yasin, A. (2011). A semiotic analysis on education advertisement on campus magazine. Unpublished Thesis. Jakarta: UIN Syarif Hidayatullah




DOI: https://doi.org/10.17509/e.v24i2.84083

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 EDUTECH

Lisensi Creative Commons
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.
Copyright © 2018 Edutech