Rizaldi, Randy Priyatna (2023) Analisis Semiotika Roland Barthes Pada Iklan Sprite Nyatanya Pas Dalam Menarik Perhatian. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the semiotics of Roland Barthes in the advertising of Sprite Reanya Pas in attracting attention. The theory used in this study is Roland Barthes' semiotic analysis which consists of sign, connotation, and denotation. The method used in this research is a qualitative method with a descriptive approach. The results of this study reveal that the visual appearance of sprite advertisements with the "sprite actually fits" version represents freshness. In the advertisement, Sprite launched a new packaging that is smaller and easier to hold. In addition to the message conveyed in sprite advertisements, namely freshness, sprites also insert funny things in these advertisements, so that the advertisements delivered are not monotonous. The funny things are shown in Cak Lontong's style. The purpose of the message to be conveyed in sprite advertisements is that life must be enthusiastic and not be too serious. The results of the research show that sprite advertisements have a fairly strong brand identity factor and a very attractive visual appearance.

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