COVID-19 PANDEMIC HUMANITY CAMPAIGN SEEN THROUGH SEMIOTIC ANALYSIS OF THE COCA-COLA COMPANY’S PUBLIC SERVICE ADVERTISEMENT TITLED ‘TO THE HUMAN RACE’
Abstract
ABSTRACT
This research is aimed to analyze the signs and their meanings used in The Coca-Cola Public Service Advertisement related to COVID-19 uploaded on their YouTube channel titled ‘To the Human Race.’ To obtain the aims, the researcher applied descriptive qualitative method as the research design with theories formulated by Peirce’s and Barthes’s sign theory. The researcher first gathered all public service advertisement related to COVID-19 before choosing advertisement coming from The Coca-Cola Company as the one to be analyzed. The researcher wrote both verbal and non-verbal signs then classified the non-verbal sign using Peirce’s trichotomy; which are icon, index, and symbol. Index was the most non-verbal sign found in the data, while symbol was the least. Then, all classified signs were interpreted denotative and connotatively using Barthes’ theory to find the signified beyond the signifiers. Through the analyzing process, it can be concluded that the public service advertisement campaigns humanity. It aimed to raise people’s awareness amid the pandemic. It told us that we have to unite. Although the virus was not vanished, nor the vaccine was yet to find, we could still do many things in new ways. The advertisement tried to make us realize that facing this pandemic does not mean we are facing the end of the world. Hence, we should avoid to be selfish, egotistic, and individualistic.
Key words: public service advertisement, covid-19, semiotics, sign
ABSTRAK
Penelitian ini bertujuan untuk menganalisis tanda beserta maknanya dalam iklan layanan masyarakat yang diunggah oleh The Coca-Cola Company di kanal YouTubenya berjudul ‘To the Human Race’. Untuk mencapai tujuan tersebut, peneliti menerapkan metode deskriptif kualitatif dengan teori tentang tanda yang dikemukakan oleh Charles Sanders Peirce dan Roland Barthes. Dalam penelitian ini, data diperoleh dengan cara mengumpulkan semua iklan layanan masyarakat sebelum memilih iklan dari The Coca-Cola Company sebagai objek untuk dianalisis. Kemudian menuliskan tanda-tanda verbal dan non-verbal yang terkandung dalam iklan terpilih tersebut untuk selanjutnya dikategorikan berdasarkan pembagian triadik yang dikembangkan oleh Peirce, yaitu ikon, indeks, dan simbol. Indeks ditemukan sebagai data terbanyak yang digunakan, sedangkan simbol yang paling sedikit. Terakhir, semua tanda yang telah dikategorikan diinterpretasi menggunakan teori denotatif dan konotatif dari Barthes untuk menemukan pemaknaan dari tiap-tiap tanda. Melalui tahap analisis, dapat disimpulkan bahwa iklan layanan masyarakat ini mengkampanyekan rasa kemanusiaan. Bertujuan untuk meningkatkan kesadaran masyarakat di tengah pandemi. Mengajak kita untuk bersatu. Meskipun virus masih terus menghantui, dan vaksin yang belum kunjung ditemukan, masih banyak hal yang bisa kita lakukan dengan cara baru. Iklan ini mencoba untuk menyadarkan kita bahwa kita hanya menghadapi pandemi, bukan akhir dari dunia. Maka itu, kita harus menghindari sikap-sikap egoisme yang mementingkan diri sendiri.
Kata Kunci: iklan layanan masyarakat, covid-19, semiotik, tanda
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