Analisis Pesan Moral dalam Iklan Brand Nike “New Girl, Play New”: Suatu Kajian Semiotik

Abstract

This research is motivated by many verbal and non-verbal signs in advertisements whose meaning is ambiguous, so it is difficult for consumers to understand the moral message in the advertisements. Therefore, this research focuses on the moral message in the NIKE brand’s “New Girl, Play New” advertisement. This research aims to understand the meaning of the signifier and signified, as well as the moral message contained in the NIKE brand’s “New Girl, Play New” advertisement. The research method is the descriptive-qualitative method. Data were obtained from the NIKE brand’s “New Girl, Play New” advertisement, consisting of 23 verbal signs and 56 non-verbal signs that are identified as signifier. There are also 26 data that are identified as signified which are analyzed according to Ferdinand de Saussure’s signifier and signified semiotic theory. This research shows that the meaning of the signifier is women, and the meaning of the signified is the hardship that the women are going to face because Japan’s society believes in the patriarchal system that causes women’s positions and roles in Japan to be disadvantaged. The moral message in the NIKE brand “New Girl, Play New” advertisement is (1) to always hold courage. (2) to always uphold the value of freedom and order. (3) to always uphold the value of justice. Therefore, it can be concluded that the NIKE brand’s “New Girl, Play New” advertisement contains a moral message on the importance of gender equality for women in Japan.