EDHU, CAROLINA KRISTANTI (2020) MAKNA LUXURY DALAM IKLAN YOUTUBE PENERBANGAN FINNAIR VERSI “AIRBUS A350XWB CABIN” (Analisis Semiotika Charles Sanders Peirce). S1 thesis, Universitas Mercu Buana.
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Abstract
Advertising is one of the tools that used by companies to communicate to the public. Along with the development of modern times, forms of advertising are also increasing and developing. One of them is video ads or audio-visual ads. Through video advertising, companies inform the advantages of a product. In this research, researcher is interested in analyze the YouTube advertisement of the Finnair flight version of "Airbus A350XWB Cabin". Finnair flight’s advertising approach through digital media by producing video advertisements using aircraft produced by Airbus type A350XWB. Finnair flight shows the facilities and service consistency that they have by showing the aircraft cabin interior design. Researcher examine the meaning of Luxury implied in the advertisement. Researcher conclude the video advertisement has Luxury through the maximum facilities and services provide by Finnair flight carries a characteristic that show as the flag carrier of Finland. Services and facilities are a manifestation of the consistency of Finnair flight in providing a sense of comfort to passengers during the flight. Keywords: YouTube Advertisement, Cretive Advertisement, Luxury, Aviation Services, Charles Sanders Peirce’s Semiotic Periklanan merupakan salah satu alat yang digunakan oleh perusahaan untuk melakukan komunikasi kepada masyarakat. Seiring perkembangan zaman modern, bentuk iklan juga semakin banyak dan berkembang. Salah satunya adalah iklan video atau iklan audio-visual. Melalui iklan video, perusahaan menginformasikan keunggulan yang dimiliki sebuah produk. Dalam penelitian ini, peneliti tertarik untuk menganalisis iklan YouTube penerbangan Finnair versi “Airbus A350XWB Cabin”. Pendekatan iklan penerbangan Finnair melalui media digital dengan memproduksi iklan video menggunakan pesawat yang diproduksi oleh perusahan Airbus tipe A350XWB. Penerbangan Finnair menunjukkan fasilitas dan konsistensi pelayanan yang dimiliki dengan menunjukkan desain interior kabin pesawat. Peneliti meneliti makna Luxury yang tersirat dalam iklan. Peneliti menyimpulkan bahwa iklan video menunjukkan kemewahan melalui fasilitas dan pelayanan maksimal yang diberikan oleh penerbangan Finnair dengan membawa ciri khas yang menunjukkan sebagai flag carrier negara Finlandia. Pelayanan dan fasilitas merupakan wujud konsistensi dari penerbangan Finnair dalam memberikan rasa nyaman kepada penumpang selama penerbangan. Kata Kunci: Iklan YouTube, Iklan Kreatif, Luxury, layanan jasa penerbangan, semiotika Charles Sanders Peirce
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