Makna Simbol Budaya Lokal Dalam Iklan Televisi Indomie Aceh Geprek

Abstract

Culture is the embodiment of the components of the social structure whose origin is from the human mind, carried out repeatedly until it forms a habit. Domie, as one of the largest noodle companies in Indonesia, gives a different color in its newest variant, namely including typical Acehnese and chicken noodles. geprek from Yogjakarta as the newest indomie flavor variant summarized in a 30-second ad. The object of this research is the Aceh Geprek indomie advertisement. This advertisement represents Indonesian culture such as Acehnese food and language. This research uses descriptive qualitative methods, content analysis, and Roland Barthes' semiotic approach. The purpose of this research is to find out the meaning of local cultural symbols that the Indomie Aceh Geprek advertisement wants to convey. The results of the research show the denotative and connotative meanings in this advertisement which reveal the meaning of the message that the ad shows elements of local culture such as Aceh noodles and geprek chicken. as a typical Indonesian food there is in the new Indomie variant. and the use of the Acehnese language in the video contains values ​​and elements of Indonesian culture.