THE REPRESENTATION OF CERDIKIAWAN in GOJEK ADVERTISEMENT

Abstract

Consistent communication is the main key in building and developing a business. In Indonesia, the phenomenon of startup business is growing rapidly. The increasingly fierce business competition makes each startup company competing with each other to  promote  their products, one of which is advertising.  Advertising  does not only function  for the marketing of products or services, but in public memory so that it can  add  value  to the brand because it has its own impression  for those who see it. One of the startup company advertisements that not only attracts the attention of researchers  but also the people of Indonesia is the Cerdikiawan version of Gojek Ads.  This  advertisement  depicts  the  story  of  cerdikiawan.  However,  cerdikiawan word in this ad is a new word that has not been defined by the KBBI so that it doesn’t sounds  familiar  to  the  public.  Plus  the  mention  of  the word cerdikiawan sounds similar to the word cendekiawan who clearly has been known and used longer. So that  many  people   who  interpret  the  concept  of   cerdikiawan   are  similar  to cendekiawan.  Therefore,  this  study  aims  to  find  out how  the  Smart  Advertising version  of  the  Smart  Project  represents  the  smart  concept.  Based  on  the  simple definition presented by Gojek , cerdikiawan concept uses the analysis method of the semiotics theory by Charles Sanders Peirce's with his triadic triangles, that are sign, object, and interpretant. The selection of characters, settings, naration (seen words), the problem and how to solved in each scene become sign and object in producing interpreters  about the representation  of cerdikiawan. The results of this research explained that cerdikiawan is someone who has high creativity, unique, light–handed, and out of the box. Furthermore, cerdikiawan can be done by anyone, anytime, anywhere, and under any circumstances that are then equated with Gojek users.