MITOLOGI UNSUR MISTIK DALAM PERIKLANAN (IKLAN “GO-JEK VERSI KAMU” EPISODE “KUNTI”)

Abstract

<span>Communication advances cannot be separated from technological</span><br /><span>developments. This is also in line with human will, especially urban communities that</span><br /><span>are increasingly diverse and constantly changing. Referring to this, there are many</span><br /><span>digital applications offering services that make it easier for people to carry out their</span><br /><span>daily lives, as well as complementing their lifestyles.</span><br /><span>In fulfilling it all, GO-JEK as an application for offering the nation's children</span><br /><span>makes it easy for loyal customers. Starting from reducing the use of cash, completing</span><br /><span>features that are close to everyday life, to the newest one is to compile the types of</span><br /><span>services that are most widely used and placed at the top. This is the basic feature of</span><br /><span>"GO-JEK Your Version" which is poured in 3 ads with the characteristics of own</span><br /><span>segmentation.</span><br /><span>Each ad is interpreted differently because it has many signs in it that are not</span><br /><span>independent but are interrelated and neatly arranged with other marks. In the ad that</span><br /><span>was studied by the researcher, "GO-JEK Your Version" episode "Kunti", researchers</span><br /><span>saw a shift in meaning from the mystical side, where the main character in the</span><br /><span>advertisement was not a public figure but Kunti who was once considered a creepy and</span><br /><span>shunned spirit. The existence of Kunti in this advertisement is reviewed with Semiotics</span><br /><span>Studies which will break down all the shifts that occur and are seen in the verbal and</span><br /><span>nonverbal elements of advertising.</span><br /><span>The mythology that finally emerged was the Lifestyle Mythology in which there</span><br /><span>was a shift in cellphones, glasses and fashion; and Transformation Mythology</span><br /><span>Meanings which include mystical themes and the use of mobile phones among today's</span><br /><span>society.</span><br /><strong>Keywords : advertising, sign, mean, semiotics, mystical, myth</strong>