Semiotics in Ikea Uk Advertisement Every Home Should Be a Haven on Youtube

Chintia Handayani

doi:10.59890/ijaamr.v3i5.22

Authors

Chintia Handayani Universitas Gunadarma

DOI:

https://doi.org/10.59890/ijaamr.v3i5.22

Keywords:

Semiotics, Signifier, Signified, Roland Barthes

Abstract

Semiotics is extensively used to study various forms of media such as advertising, film, journalism, and digital platforms. For instance, in advertising, it examines how brands utilize symbols to trigger emotional responses or convey specific associations. In cinema and television, it looks at how meaning is constructed through visual cues and storytelling techniques. This method is valuable for uncovering cultural subtleties and understanding how audiences interpret messages, making it a crucial tool in analyzing mass communication. The researcher analyzed using Roland Berthes theory applied in the advertisement IKEA UK Every Home Should be a Haven on Youtube, found the signifier and signified meanings in this research. the purpose of the research is to find out the signs used in IKEA UK Advertisements Every Home Should be a Haven on Youtube to deliver messages to the audience using Roland Barthes’ theory. The method used in this research is descriptive qualitative

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