THE CONSTRUCTION OF MEANING IN INSTANT NOODLE ADVERTISEMENTS

Natadjaja, Listia (2018) THE CONSTRUCTION OF MEANING IN INSTANT NOODLE ADVERTISEMENTS. In: Language in the Online and Offline World 6: The Fortitude, 09-05-2018 - 09-05-2018, Surabaya - Indonesia.

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Abstract

Advertising is an activity or profession of producing advertisements for commercial products or services. In advertising, the messenger tries to build a communication with users of products or services. There are a lot of similar products, so the producers must think about how to promote their products in some effective ways. Instant noodles are one of the products that have a lot of variants and produced by different producers. We are interested in analyzing four instant noodle variants that have been advertised in almost similar time. Those instant noodles are Bakmi Mewah, Mie Sedaap White Curry, Indomie kuah and Mie Sedaap Ayam Bawang Telur. Those products have different brand ambassadors that deliver different message in their advertisement. This is a qualitative research using Pierce semiotic analysis that studies meaning from their icon, index and symbol. Bakmi Mewah with Indi Barends accentuates product hygiene. Mie Sedaap White Curry with Syahrini describes luxury. Indomie kuah in Nicholas Saputra edition portrays the adventurer and Mie Sedaap Ayam Bawang Telur advertised by Chicco Jerikho express masculinity. The characteristics of brand ambassador have been selected in line with the message to be conveyed.

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