Sign on Gojek Advertising Video Entitled Jangan Sepelekan Kekuatan dari Sebuah Jempol (Semiotic Study)

Abstract

This research aims to analyze signs using Charles Sanders Pierce's semiotics on Gojek advertising video entitled jangan sepelekan kekuatan dari sebuah jempol. This study explains the types of signs that appear in the Gojek advertising video entitled jangan sepelekan kekuatan dari sebuah jempol. The researcher uses a qualitative approach as a research method. The data source is one Gojek advertising video entitled jangan sepelekan kekuatan dari sebuah jempol from the official Gojek Youtube account. Data collection by: (1) searching for video advertising on the official Gojek YouTube account, (2) downloading advertising videos, (3) watching videos, (4) selecting and screenshotting scenes that are directly related to jempol, (5) coding the selected scenes. Meanwhile, the data analysis procedures are: (1) selecting scenes in the Gojek advertising video entitled jangan sepelekan kekuatan dari sebuah jempol that has been coded, (2) classifying the signs based on objects of Charles Sanders Pierce's semiotics theory, such as icon, index, and symbol, ( 3) displaying data in the form of screenshots based on the signs found and the classification of the type of object (icon, index, or symbol), (4) concluding. This study shows that the appearance of the jempol as an icon emphasizes similarity, the jempol as an index has a story context, and there is an element of cause and effect. The jempol as a symbol emphasizes something arbitrary and community conventions.