Persuasif Simbolik Pada Iklan Nabati Goguma Hype Versi Enhypen

Wijayanti, Cania Nuraini (2025) Persuasif Simbolik Pada Iklan Nabati Goguma Hype Versi Enhypen. Sarjana (S1) thesis, Universitas Islam 45.

	Text PENDAHULUAN.pdf Download (692kB)
	Text BAB I.pdf Download (499kB)
	Text BAB II.pdf Restricted to Repository staff only Download (675kB) | Request a copy
	Text BAB III.pdf Restricted to Repository staff only Download (330kB) | Request a copy
	Text BAB IV.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	Text BAB V.pdf Download (210kB)
	Text Daftar Pustaka.pdf Download (607kB)

Abstract

Penelitian ini berujuan untuk mengetahui simbol-simbol apa saja yang ditampilkan dan untuk mengetahui persepsi Gen-Z terhadap iklan Nabati Goguma Hype Versi Enhypen. Pertumbuhan kreativitas dalam dunia periklanan terus berkembang pesat membuat produsen membuat iklan yang kreatif dan menarik, seperti penggunaan brand ambassador dan penggunaan simbol-simbol persuasif yang diterapkan pada iklan Nabati Goguma Hype Versi Enhypen. Analisis pada penelitian ini dilakukan dengan menggunakan teori semiotika milik Charles Sanders Peirce serta mengumpulkan data melalui observasi dan wawancara. Hasil penelitian menunjukkan bahwa terdapat berbagai simbol persuasif seperti berlari, melompat, meluncur, terjatuh di atas cookies, tersenyum dan menikmati produk bersama, simbol-simbol tersebut mampu membentuk persepsi positif audiens. Terdapat delapan persepsi audiens yaitu, produk spesial dan kekinian, tidak dapat dilewatkan, perjalanan seru dan menyenangkan, kebersaman yang seru, rasa autentik, dunia fantasi, rasa yang diragukan dan kesesuaian iklan. This research aims to identify the symbols representing and to understand Gen-Z's perceptions of the Nabati Goguma Hype advertisement featuring Enhypen. The growth of creativity in the advertising world continues to rapidly evolve, prompting producers to create innovative and appealing advertisements, such as the use of brand ambassadors and the application of persuasive symbols in the Nabati Goguma Hype advertisement featuring Enhypen. The analysis in this study employs Charles Sanders Peirce's semiotic theory and gathers data through observation and interviews. The findings indicate that there are various persuasive symbols, such as running, jumping, sliding, falling on cookies, smiling, and enjoying the product together, which can foster a positive perception among the audience. Eight audience perceptions were identified: special and contemporary products, unmissable, exciting and enjoyable journeys, thrilling togetherness, authentic taste, fantasy, questionable tastes, and the appropriateness of advertisements.

Actions (login required)

View Item