Abstract
The business competition faced by companies today is getting tighter, so it requires company management to be attentive in determining its competitive strategy. Advertising is tot only to promote a product, but also included a lot of social messages in it. Advertisements often use symbols or signs in describing their products. The messages in advertisements are in the form of text and visuals. This study aims to analyze the Sign, Object, Interpretant as well as the message and meaning in the Gojek advertisement version of “Pesan dari Rumah Buat Kita yang di Jalan”. The research method uses a descriptive qualitative approach; this study uses the semiotic analysis method of the Charles Sander Pierce model. The results of the study show that the Gojek advertisement version of "Pesan dari Rumah Buat Kita yang di Jalan" invites the public to become people who continue to comply with health and savety protocols during the Covid-19 Pandemic. This advertisement is also a branding for Gojek as a safe community travel partner and always adheres to the health protocol recommendations during the Covid-19 pandemic.
Highlights
Abstrak: Persaingan bisnis yang dihadapi perusahaan saat ini semakin ketat, sehingga menuntut manajemen perusahaan untuk cermat dalam menentukan strategi bersaingnya
Business competition faced by companies today is getting tougher. This competition requires company management to be more careful in determining strategies to win the competition
Advertising is defined as a form of communication in which the author or his sponsor sends messages to consumers with the aim of selling a product or idea
Summary
Business competition faced by companies today is getting tougher. This competition requires company management to be more careful in determining strategies to win the competition. The Gojek ad version of "Pesan dari Rumah Buat Kita yang di Jalan" was presented along with the ongoing Covid-19 pandemic. The Gojek ad version of "Pesan dari Rumah Buat Kita yang di Jalan" invites the public to comply with health protocols to avoid Covid-19 and the pandemic will end quickly. This advertisement is a step that Gojek cares about the health of driver and customer partners. China Covid-PSA is a way of communication to deal with public health ills, influence theory is used to manipulate public emotions, facial theory is to maintain a positive image to the public, cooperation theory is to answer what the audience needs such as emotional support and confidence.. This study discusses the semiotic analysis of Charles Sanders Peirce
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