10.47313 DENOTASI, KONOTASI, DAN MITOS DALAM IKLAN KOREA JADAM CHICKEN: ANALISIS SEMIOTIKA ROLAND BARTHES

DENOTASI, KONOTASI, DAN MITOS DALAM IKLAN KOREA JADAM CHICKEN: ANALISIS SEMIOTIKA ROLAND BARTHES

Abstract

Penelitian ini menganalisis iklan “What the Hot Chicken” milik Jadam Chicken dengan teori semiotika Roland Barthes
untuk mengungkap makna denotatif, konotatif, dan mitos dalam representasi visual dan linguistik. Melalui metode
kualitatif deskriptif, data diperoleh dari tayangan iklan dan ditafsirkan berdasarkan dua tingkat pemaknaan Barthes.
Hasil penelitian menunjukkan bahwa tanda-tanda seperti ekspresi kepedasan ekstrem, pakaian formal juri, dialog
tantangan, serta reaksi tubuh peserta membangun makna tentang intensitas pedas, hierarki sosial, dan ketangguhan.
Pada level mitos, iklan merepresentasikan budaya maebushim (kebanggaan menahan pedas) sebagai simbol
keberanian dan identitas masyarakat Korea. Penelitian ini memperlihatkan bahwa iklan tidak hanya mempromosikan
produk, tetapi juga membentuk narasi budaya melalui konstruksi tanda.
Kata kunci : denotasi, konotasi, mitos

This study analyzes Jadam Chicken's "What the Hot Chicken" advertisement using Roland Barthes's semiotic theory
to uncover denotative, connotative, and mythical meanings in visual and linguistic representations. Using descriptive
qualitative methods, data were obtained from advertisements and interpreted based on Barthes's two levels of meaning.
The results show that signs such as expressions of extreme spiciness, the judges' formal attire, the challenge dialogue,
and the participants' bodily reactions construct meanings about spiciness intensity, social hierarchy, and toughness.
At the mythical level, the advertisement represents the culture of maebushim (pride in enduring spiciness) as a symbol
of courage and identity for Korean society. This study demonstrates that advertisements not only promote products
but also shape cultural narratives through the construction of signs.
Keywords: denotation, connotation, myth