Analisis Semiotika Pesan Komunikasi dan Kreativitas dalam Iklan YouTube Wonderful Indonesia : Culture and Heritage sebagai Inovasi Budaya Nasional

Abstract

The research entitled Semiotic Analysis of Communication Messages and Creativity in the Wonderful Indonesia: Culture and Heritage YouTube Advertisement as a National Cultural Innovation. The purpose of this study is to determine the content of the message & creativity of the 'Wonderful Indonesia: Culture and Heritage' advertisement and to determine the national cultural innovation in the 'Wonderful Indonesia: Culture and Heritage' advertisement. In this study, the researcher used a qualitative descriptive method with the Roland Barthes Semiotic approach with a constructivism paradigm. The theory used in this study is the semiotic theory put forward by Roland Barthes, which discusses how signs form denotation, connotation and myth levels. The results of this study indicate that there is a denotative meaning in the advertisement displayed in visual form in the form of scenes of beauty, diversity, and customs of the country of Indonesia. The audio displayed in the advertisement is a narrative containing a communication message that is packaged in a creative way that becomes the backsound in the advertisement, as well as the connotative meaning in each scene of the advertisement in the form of the meaning of each ritual, customs and cultural diversity. There is also a myth in the Wonderful Indonesia: Culture and Heritage advertisement, namely the uniqueness displayed in the advertisement becomes an attraction for viewers and potential tourists. Wonderful Indonesia also uses the AISAS aspect in promoting the advertisement to get the desired response. The advertisement uses a marketing strategy by displaying the beauty of Indonesian culture as a tourist attraction..