THE REPRESENTATION OF CERDIKIAWAN in GOJEK ADVERTISEMENT

Authors

  • Nabila Nabila
  • Yudha Asmara Dwi Aksa Universitas Islam 45 Bekasi

DOI:

https://doi.org/10.33558/makna.v8i1.2434

Keywords:

Representation, Cerdikiawan, Semiotics, Advertising

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 tpromot their products, one of which is advertising Advertisin does not only functio for the marketing of products or services, but in public memory so that it ca ad valu to the brand because it has its own impressio for those who see it. One of the startup company advertisements that not only attracts the attention of researcher but also the people of Indonesia is the Cerdikiawan version of Gojek Ads Thi advertisemen depict th stor o cerdikiawan However cerdikiawan word in this ad is a new word that has not been defined by the KBBI so that it doesn’t sound familia t th public Plu th mentio o the word cerdikiawan sounds similar to the word cendekiawan who clearly has been known and used longer. So tha man people   wh interpre th concep of   cerdikiawan   ar simila to cendekiawan Therefore thi stud aim t fin out ho th Smar Advertising versio o th SmarProjec represent th smarconcept Base o th 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 interpreter about the representatio 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.

References

Ainsworth, H. (1980). Advertising: Concepts and Strategies. Gilson, Christopher and Harold W. Berkman. New York and Toronto: Random House Business Division. 1980. 581 pages plus appendixes (Vol. 9). https://doi.org/10.1080/00913367.1980.10673339
Barker, C. (2012). Cultural Studies: Theory and Practice. In Culture and Cultural Studies (Vol. 01, Issue Part 1).
Daily Social. (2019, Juli 22). Berita: Ganti Logo Baru, Gojek Tegaskan Visi Menjadi " Super App" . Retrieved November 4, 2019, from DS id: https://dailysocial.id/post/gojek-ganti-logo
Djaydiningrat, D. (Director). (2019). Iklan Gojek versi Cerdikiawan [Motion Picture]. Gojek Indonesia . (2019, Juli 22). About Us: Cerdikiawan. Retrieved September 25, 2019, from Gojek OfficialWebsite: http://www.gojek.com/ Wikipedia Indonesia. (2019, Juni 7). Halaman: Kantong Plastik . Retrieved Juni 11, 2020, from Wikipedia Indonesia: https://id.wikipedia.org/wiki/Kantong_plastik
Gulo, W. (2002). Metodologi Penelitian. In Gramedia Widiasarana Indonesia (Vol. 66).
Hall, S. (2013). Representation: Cultural Represenation and Signifying Practices. In Representation.
Haryono, S. R., & Putra, D. K. S. (2017). Identitas Budaya Indonesia: Analisis Semiotika Roland Barthes Dalam Iklan Aqua Versi “Temukan Indonesiamu.” Acta Diurna, 13(2).
Jannah, N. (2019). Representasi Hedonisme dalam Film Crazy Rich Asians: Analisis Semiotika Model Charles Sanders Pierce. Digital Library UIN Sunan Ampel, 1–96.
KBBI Daring. (2020, April). Pencarian: Cangkul. Retrieved Juni 11, 2020, from KBBI Daring : https://kbbi.kemdikbud.go.id/entri/ca ngkul
KBBI Daring. (2020, April). Pencarian : Cendekiawan. Retrieved Juni 11, 2020, from KBBI Daring : https://kbbi.kemdikbud.go.id/entri/ce ndekiawan
KBBI Daring. (2020, April). Pencarian : Peniti. Retrieved Juni 11, 2020, from KBBI Daring: https://kbbi.kemdikbud.go.id/entri/pe niti KBBI Daring. (2020, April). Pencarian: Setrika. Retrieved Juni 11, 2020, from KBBI Daring: https://kbbi.kemdikbud.go.id/entri/se trika.
Liliweri. (2011). Komunikasi Serba Ada Serba Makna. In JURNAL SIMBOLIKA: Research and Learning in Communication Study (Vol. 4, Issue 1).
Moedjiono, I. (1999). CENDIKIAWAN DAN KEBEBASAN AKADEMIK. JPI FIAI Jurusan Tarbiyah, 5, 69-undefined.
Moleong, L. (2010). Metode Penelitian Kualitatif. Rosdakarya.
Morissan. (2013). Teori Komunikasi: Individu Hingga Massa. Kencana.
Noviani, R. (2002). Jalan Tengah Memahami Iklan. Pustaka Belajar.
Shopback. (2017). Home: Bisnis & Keuangan: Apa sih Kategori Sebuah Perusahaan Disebut Startup ? Retrieved November 4, 2019, from Kata Shopback: https://www.shopback.co.id/blog/apasih-kategori-sebuahperusahaan-disebut startup
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to Qualitative Research Methods: A Guidebook and Resource (4th Edition). In New York: John Wiley & Sons.

Published

15-03-2021