ALYANTI, NESYA (2024) MAKNA PADA #EraBaruHidupSimpel DALAM IKLAN IM3 DI YOUTUBE (Analisis Semiotika Charles Sanders Peirce). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The meaning of a simple life is easy to do or understand (Not Complicated). IM3's advertisement depicts that life is now completely back to normal, but still relies on technology in carrying out activities. There are scenes that are not in sync with the hashtag #EraBaruHidupSimpel. Starting from watching concerts, holding concerts, doing activities traveling by plane and train. This does not interpret the signs in a simple life. The purpose of the study was to identify signs in the IM3 #EraBaruHidupSimpel advertisement on Youtube and analyze the meaning using Charles Sanders Peirce's semiotic analysis, the triangle theory of meaning. Qualitative method, Constructivism paradigm. There are 7 units of analysis that will be selected to find the meaning of #EraBaruHidupSimpel. Research findings, 4 scenes are not in sync, activities that require more effort and consumptive behavior. In addition, 3 scenes, verbal messages "simple life", "Indosat" and the IM3 logo in each scene. The non-verbal message of the logo is marked by the dominant color black and white and a little red. Black symbolizes strength and sophistication, white symbolizes simplicity and red symbolizes passion and modernity. The IM3 logo has the meaning of the sophistication of the provider that is used simply in the modern era. The overall meaning of the advertisement has been packaged according to the target audience, namely students using Indosat cards to make communication simpler when carrying out activities to communicate anywhere and anytime and actively, both in terms of business, getting information, or doing creativity on social media simple. Keywords: Advertising, #EraBaruHidupSimpel, Semiotics, Signs, Meaning Makna hidup simpel mudah dikerjakan atau dimengerti (Tidak Terbelit-Belit). Iklan IM3 menggambaran kehidupan saat ini kembali normal sepenuhnya, namun tetap mengandalkan teknologi dalam melakukan aktivitas. Terdapat scene yang kurang sinkron dengan hastag #EraBaruHidupSimpel. Mulai dari menonton konser, menyelenggarakan konser, melakukan aktivitas berpergian naik pesawat dan naik kereta. Hal tersebut tidak menginterpretasikan tanda dalam kehidupan yang simpel. Tujuan penelitian untuk mengindetifikasi tanda-tanda pada iklan IM3 #EraBaruHidupSimpel di Youtube dan menganalisi makna menggunakan analisis semiotika Charles Sanders Peirce, teori segitiga makna (triangle meaning). Metode kualitatif, pradigma Kontruktivisme. Terdapat 7 unit analisis yang akan dipilih untuk menemukan makna dari #EraBaruHidupSimpel. Temuan penelitian, 4 scene kurang sinkron, aktivitas yang membutuhkan usaha lebih dan perilaku konsumtif. Selain itu 3 scene, pesan verbal “hidup lebih simpel”, “Indosat” dan logo IM3 di setiap scene. Pesan non-verbal logo ditandai warna dominan hitam putih dan sedikit merah. Hitam melambangkan kekuatan dan kecanggihan, putih melambangkan kesederhanaan dan merah melambangkan semangat dan modern. Logo IM3 memiliki makna kecanggihan provider yang digunakan dengan simpel di era modern. Makna iklan secara keseluruhan, telah dikemas sesuai dengan target audience yaitu kalangan mahasiswa menggunakan kartu Indosat membuat komunikasi menjadi lebih simpel saat melakukan aktivitas untuk berkomunikasi dimana pun dan kapan pun serta aktif, baik dari segi bisnis, meraih informasi, atau melakukan kreatifitas di media sosial dengan simpel. Kata Kunci: Iklan, #EraBaruHidupSimpel, Semiotika, Tanda, Makna.
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