SANDJAJA, JESSICA GABRIELLA (2026) MAKNA STORYTELLING HUMOR PADA IKLAN CIMORY YOGURT BITES “BIKIN PERUT, OTAK DAN MULUT JADI AKUR!” (Analisis Semiotika John Fiske). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Perkembangan media digital khususnya platform YouTube, mendorong perubahan strategi komunikasi pemasaran dalam industri periklanan, iklan tidak lagi hanya menekankan penyampaian informasi produk, tetapi juga mengutamakan pendekatan kreatif seperti Storytelling dan humor untuk menarik perhatian audiens. Fenomena ini terlihat pada iklan Cimory Yogurt Bites berjudul “Bikin Perut, Otak, dan Mulut Jadi Akur!” yang menampilkan personifikasi organ tubuh sebagai bentuk representasi konflik keseharian manusia dalam memilih makanan. Pendekatan tersebut menunjukan bagaimana iklan berusaha membangun kedekatan dengan audiens melalui narasi yang relevan. Penelitian ini bertujuan untuk memahami makna storytelling humor yang terkandung dalam iklan Cimory Yogurt Bites serta menganalisis bagaimana humor digunakan sebagai strategi komunikasi pemasaran. Selain itu, penelitian ini diharapkan dapat memberikan manfaat akademis sebagai referensi dalam kajian komunikasi pemasaran dan semiotika iklan, serta manfaat praktis bagi pelaku industri kreatif dalam memahami penggunaan humor dan storytelling sebagai sarana penyampaian pesan iklan yang efektif. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan analisis semiotika john fiske yang mencakup tiga level pemaknaan, yaitu level realitas, level representasi dan level ideologi. Data primer diperoleh melalui observasi dan analisis terhadap enam scene terpilih dalam iklan cimory yogurt bites yang ditanyakan melalui YouTube, sedangkan data sekunder diperoleh melalui studi pustaka dari buku, jurnal dan sumber daring yang relevan dengan topik penelitian Hasil penelitian menunjukan bahwa iklan cimory yogurt bites memaknai humor sebagai sarana untuk merepresentasikan konflik internal manusia antara perut, otak dan mulut secara ringan dan komunikatif. Melalui storytelling humor, iklan ini membangun ideologi konsumtif rasional, dimana konsumsi produk diposisikan sebagai solusi yang seimbang, praktis dan wajar dalam kehidupan modern. Iklan tidak hanya berfungsi sebagai media promosi tetapi juga sebagai representasi realitas sosial yang dikemas secara persuasif dan menghibur. The development of digital media, particularly YouTube as a digital advertising platform, has encouraged changes in marketing communication strategies. Advertising is no longer focused solely on delivering product information, but increasingly emphasizes creative approaches such as storytelling and humor to attract audience attention. This phenomenon is reflected in the cimory yogurt bites advertisement entitled “Bikin Perut, Otak dan Mulut Jadi Akur!”, which used the personification of body organs to represent everyday conflicts experienced by individuals when choosing food. This approach demonstrates how advertisements attempt to build emotional closeness with audiences through entertaining and relatable narratives. The purpose of this study is to understand the meaning of humorous storytelling contained in the Cimory Yogurt Bites advertisement and to analyze how humor is used as a marketing communication strategy. This research is expected to provide academic benefits by contributing to studies in marketing communication and advertising semiotics, as well as practical benefits for creative practitioners in understanding the use of humor and storytelling as effective advertising message strategies. This study employs a qualitative research approach using John Fike semiotic analysis, which consists of three levels of meaning, the level of reality, the level of representation and the level of ideology. Primary data were collected through observation and analysis of sis selected scenes from the Cimory Yogurt Bites advertisement published on YouTube, while secondary data were obtained from relevant books, academic journals, and online sources The results indicate that the Cimory Yogurt Bites advertisement uses humor as a means to represent internal human conflicts between the stomach, brain and mouth in a light and communicative manner. Through humorous storytelling, the advertisement constructs a rational consumerist ideology, positioning product consumption as a balanced, practical, and socially acceptable solution within modern daily life. The advertisement functions not only as a promotional medium but also as a representation of coal reality packaged in persuasive and entertaining form.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44322010032 |
| Uncontrolled Keywords: | Iklan, Storytelling, Semiotika, John Fiske Advertising, Storytelling, Semiotika, John Fiske |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | ARDIFTA DWI AFRIANI |
| Date Deposited: | 09 Feb 2026 06:14 |
| Last Modified: | 09 Feb 2026 06:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100862 |
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