ANALISIS SEMIOTIKA IKLAN GOJEK EDISI RAMADHAN 2021 DI TENGAH PANDEMI COVID-19

Authors

  • Nisa Eka Nastiti Telkomuniversity

DOI:

https://doi.org/10.35886/nawalavisual.v4i1.261

Keywords:

advertising, Gojek, Pandemic, Semiotic, Roland Barthes

Abstract

Ramadan in 2021 is the second year that it is recommended not to go home and meet with family and friends during this Covid-19 pandemic. This is a problem for people who are used to going home because they can’t meet their family and friends. The Covid-19 pandemic has changed the habits of many brands that initially only met the needs of their consumers but are now competing to provide solutions to their consumer problems. One of them is Gojek as a top of mind application that always answers the needs of its consumers, now providing many solutions. In this Ramadhan 2021, Gojek issued an advertisement which mainly said "Dekatkan yang jauh, kirim yang bermakna" with Gojek, people can still give meaningful things by sending something to family and relatives even though they can't meet. This study examines the messages contained in the Ramadan Gojek advertisement in 2021. The method used in this research is qualitative by obtaining data with observation and literature studies. The results of this research analysis show that Gojek's 2021 Ramadan advertisements utilize technology to convey messages to consumers in responding to needs and problems solving during this pandemic.

References

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Published

2022-05-02

How to Cite

Nastiti, N. E. (2022). ANALISIS SEMIOTIKA IKLAN GOJEK EDISI RAMADHAN 2021 DI TENGAH PANDEMI COVID-19. Jurnal Nawala Visual, 4(1), 34–40. https://doi.org/10.35886/nawalavisual.v4i1.261