Social prestige in Nissan advertisment Olympic Champion Rio 2016 edition to celebrate Usain Bolt: Semiotic analysis

Idwan, Dina Fitriani (2020) Social prestige in Nissan advertisment Olympic Champion Rio 2016 edition to celebrate Usain Bolt: Semiotic analysis. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

The purpose of prestige advertising is to try to provide an image to consumers that the products offered are related to wealth, status, and everything associated with prestige to lure consumers. In society with high levels of competition, companies must compete for public attention. Every company should create a visual identity that is immediately recognizable to the public. From the social exchange perspective, the prestige that someone has gained can be used as a commodity to be exchanged in transactions like money. This thesis describes and analysis verbal, non-verbal signs from five advertisements of Nissan Olympic Champion Rio 2016 edition that represented social prestige. Descriptive qualitative as the main method of the research was used that aims to make description, systematic sketches, factual, and accurate about the data. Semiotic theory employed in this research is sign classification from Roland Barthes with supporting theory for verbal and non-verbal sign from Marcel Danesi. As for social prestige, the theory employed is theory from Bernd Wegener. This research shows that social prestige appears on five advertisements through their verbal and non-verbal signs purposedly to make the product saleable as well as provide an identity for the product in the market. The conclusion of this research is that social prestige with the characteristics of desire, dominance, charisma, and dynamic carried out by the producers (Nissan company) through the method of attaching semiotic values, not material values, as other signification to the products they have created themselves.

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