MAKNA PESAN DAN ETIKA IKLAN KONTROVERSIAL GRAB BIKE VERSI #SELALUPILIHAMAN DI YOUTUBE (Analisis Semiotika Charles Sanders Peirce)

RAHMATIKO, RIYANDI FAJRI (2026) MAKNA PESAN DAN ETIKA IKLAN KONTROVERSIAL GRAB BIKE VERSI #SELALUPILIHAMAN DI YOUTUBE (Analisis Semiotika Charles Sanders Peirce). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the message meaning and advertising ethics in the Grab Bike #SelaluPilihAman advertisement. This research employs a descriptive qualitative approach using Charles Sanders Peirce’s semiotic analysis, including representamen, object, and interpretant, and refers to the Indonesian Advertising Ethics (EPI) 2020. The findings indicate that the advertisement constructs safety messages through fear appeal using accident and injury visuals as a comparison between safe and unsafe transportation choices. Although semiotically effective in shaping audience perception, the advertisement potentially violates advertising ethics principles related to truthfulness, appropriateness, social responsibility, and the prohibition of degrading other parties. This study concludes that the advertisement prioritizes persuasive interests over educational safety messages, emphasizing the importance of ethical balance in advertising practices. Keywords: Semiotics, Indonesian Advertising Ethics, Grab Bike Advertisement, Message Meaning, Safety. Penelitian ini bertujuan untuk menganalisis makna pesan dan aspek etika periklanan dalam iklan Grab Bike versi #SelaluPilihAman. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode analisis semiotika Charles Sanders Peirce yang meliputi representamen, objek, dan interpretan, serta dikaitkan dengan Etika Pariwara Indonesia (EPI) 2020. Hasil penelitian menunjukkan bahwa iklan Grab Bike membangun makna keselamatan melalui visual kecelakaan dan luka ekstrem yang berfungsi sebagai fear appeal serta pembanding antara pilihan transportasi aman dan tidak aman. Secara semiotik, tanda visual tersebut efektif menarik perhatian dan membentuk persepsi audiens. Namun, dari perspektif etika periklanan, iklan ini berpotensi melanggar prinsip kebenaran, kepantasan, tanggung jawab sosial, serta larangan merendahkan pihak lain. Penelitian ini menyimpulkan bahwa pesan keselamatan lebih menekankan kepentingan persuasif dibandingkan fungsi edukatif, sehingga diperlukan keseimbangan antara kreativitas iklan dan kepatuhan terhadap etika periklanan. Kata kunci: Semiotika, Etika Pariwara Indonesia, Iklan Grab Bike, Makna Pesan, Keselamatan

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44322010075
Uncontrolled Keywords:	Semiotika, Etika Pariwara Indonesia, Iklan Grab Bike, Makna Pesan, Keselamatan
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 400 Language/Bahasa > 400. Language/Bahasa > 401 Philosopy and Theory/Filsafat dan Teori Bahasa > 401.4 Language and Communication, Lexicology/Bahasa dan Komunikasi, Leksikologi > 401.41 Semiotics/Semiotik 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	khalimah
Date Deposited:	17 Jan 2026 04:31
Last Modified:	17 Jan 2026 04:31
URI:	http://repository.mercubuana.ac.id/id/eprint/100586

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