Analisis Semiotika Iklan Smartphone Oppo

Abstract

This research is entitled "Oppo Smartphone Semiotics Analysis". The purpose of this study is to explain the verbal and nonverbal elements that are formed in Oppo smartphone products in China viewed from the study of semiotics and analyze the meaning of semiotics and the meaning of messages contained in Oppo smartphone advertisements. The method used in this research is qualitative and descriptive method. The data in this study include the signs surrounding the form and the words, phrases, or sentences and pronunciation in the video advertisement. The data source of this research is Oppo smartphone ads obtained from the Youtube internet site. The results of this study are: (1) The video advertisements of the Oppo R17 smartphone and the Oppo R9s smartphone are each divided into several scenes. The Oppo R17 smartphone consists of 4 scenes and 37 data in the form of image capture, and the Oppo R9s smartphone consists of 3 scenes and 18 data in the form of image capture. The verbal element of the Oppo R17 smartphone advertisement has 24 utterances, while the verbal element of the Oppo R9s smartphone ad has 18 utterances. The nonverbal elements of the two video advertisements are explained based on the pieces of the image in each ad scene. (2) In the Oppo R17 and Oppo R9s smartphone advertisements there are semiotic meanings and message meanings that can be seen from the connotative and denotative levels in the advertisement itself, and are explained based on the image pieces in each ad scene.

Penelitian ini berjudul “Analisis Semiotika Iklan Smartphone Oppo”. Tujuan dari penelitian ini adalah untuk menjelaskan unsur verbal dan unsur nonverbal yang terbentuk dalam produk smartphone Oppo di Tiongkok dilihat dari kajian semiotika serta menganalisis makna semiotika dan makna pesan yang terdapat di dalam iklan smartphone Oppo. Metode yang digunakan dalam penelitian ini yaitu metode kualitatif dan bersifat deskriptif. Data pada penelitian ini tanda-tanda melingkupi wujud serta kata-kata, frasa, ataupun kalimat serta pengucapan di dalam video iklan. Sumber data penelitian ini adalah iklan smartphone Oppo yang diperoleh dari situs internet Youtube. Hasil penelitian ini adalah: (1) Video iklan smartphone Oppo R17 dan smartphone Oppo R9s masing-masing dibagi menjadi beberapa scene. Smartphone Oppo R17 terdiri dari 4 scene dan 37 data berupa capture gambar, serta smartphone Oppo R9s terdiri dari 3 scene dan 18 data berupa capture gambar. Unsur verbal pada iklan smartphone Oppo R17 terdapat 24 ujaran, sedangkan unsur verbal pada iklan smartphone Oppo R9s terdapat 18 ujaran. Unsur nonverbal kedua video iklan dijelaskan berdasarkan potongan-potongan gambar di dalam tiap scene iklan. (2) Pada iklan smartphone Oppo R17 dan Oppo R9s terdapat makna semiotika dan makna pesan yang dapat dilihat dari tataran konotatif dan tataran denotatif dalam iklan itu sendiri, dan dijelaskan berdasarkan potongan-potongan gambar di dalam tiap scene iklan.