The Connotation Meaning of Native Advertising with the Headline "Tips for Eating Ketupat for Diabetics, Eid is Still Delicious"

Authors

  • Lisa Odillia Faculty of Computers and Design, Selamat Sri University, Indonesia

Keywords:

Native advertising, signs, meaning, semiotics, visual communication

Abstract

Native advertising is a marketing strategy that places advertising content at the intersection of commercial and journalistic. Analysis of the meaning of connotations in native advertising, conducted to study how advertising as a constructor of the mind utilizes mindset, culture and reality in society to sell products. The purpose of this study is to identify and describe verbal signs and visual signs and interpret the meaning of the connotations of signs and messages in native advertising. This research uses qualitative research methods with Roland Barthes's semiotic approach as well as sociological theory, persuasive psychology and visual communication design. The results of this study show that native advertising is a marketing strategy in the form of storytelling that emphasizes the meaning of denotation in the form of explicit messages, namely product benefits and implicit messages, namely the meaning of connotations in the form of myths (social and cultural values) to increase consumer loyalty to the product.

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References

Barthes, R. (2007). Petualangan Semiologi. Terjemahan Stephanus Anwar Herwinarko. Yogyakarta: Pustaka Pelajar

Barthes, R. (1967). Elements of Semiology. Diterjemahkan di Paris oleh Annette Lavers and Colin Smith. HILL and WANG: New York

Campbell, C., & Marks, J. L. (2015). Good Native Advertising Isn’t A Secret. Journal Business Horizons 1238, hal 8. ISSN: 0007-6813. Elsevier. Di akses 06 November 2019 melalui laman www.elvesier.com/locate/bushor

Danesi, M. (2010). Pesan Tanda dan Makna: Buku Teks Dasar Mengenai Semiotika dan Teori Komunikasi. Yogyakarta: Jalansutra

Pilliang, Y. A. (2004). Semiotika Teks: Sebuah Pendekatan Analisis Teks. Jurnal MediaTor, Vol.5 No.2, 189-198. Di akses pada 12 Maret 2019 pada laman https://ejournal. unisba.ac.id/index.php/mediator/article/viewFile/1156/715%23

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Published

2022-06-25

How to Cite

Odillia, L. (2022). The Connotation Meaning of Native Advertising with the Headline "Tips for Eating Ketupat for Diabetics, Eid is Still Delicious". International Journal of Seocology, 3(3), 128–135. Retrieved from https://seocologi.com/index.php/seocology/article/view/81