Denotation connotation and myth in sport brand advertisement on Millsportid instagram reels 2022 2023

Fauzi, Asep Ridwan (2024) Denotation connotation and myth in sport brand advertisement on Millsportid instagram reels 2022 2023. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

The purpose of this research is to understand and determine how the signs in the Instagram advertisements @Millsportid, including visual and non-visual signs, are expressed by examining the meanings contained in those advertisements using Roland Barthes’ theory of denotation, connotation, and myth in the text, taglines, and images. The research questions are as follows: (1) What are the denotation and connotation signs that appear in sport advertisement on Millsportid Instagram? (2) How the meaning of myths are contained in sport advertisement on Millsportid Instagram? To answer these research questions, Roland Barthes’ semiotic theory discussing the Order of Signification, namely denotation, connotation, and myth, is used as the primary theory. A qualitative descriptive method is employed to generate explanations and descriptions of the data. Based on the researcher’s findings, it can be concluded that in Mills’ advertisements from 2022-2023, 19 of data were found, including 5 Running, 5 futsal, 5 football, 2 sneakers, and 2 jersey products. Denotative and connotative signs that emerged include text, taglines, and images, with 6 images in 1 datum being the most commonly found, and 2 images in 1 datum being the least found. The Myth meanings found, out of a total of 19 data, include 11 from visual data, 8 from textual data, and 5 data with no myth meanings. This research is expected to provide motivation, insights, and references for future readers and researchers interested in conducting similar semiotic studies.

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