Roland Barthes' semiotic analysis in fabric softener advertisement on YouTube channel Downy 2023

Damayanti, Damayanti (2024) Roland Barthes' semiotic analysis in fabric softener advertisement on YouTube channel Downy 2023. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This research aims to provide a comprehension concerning various type of sign meanings in Downy’s YouTube channel advertisements by applying semiotic theory of Roland Barthes, which concentrates on denotation, connotation and myth. As for analysis object Downy YouTube advertisements consisting of displayed scenes, voice overs, and texts or slogans that emerge. The research problems focus on the denotations, connotations and myths in fabric softener advertisement on YouTube Channel Downy 2023. In elaborating the answers of the research problems, descriptive qualitative research method is used, by describing the interpretation of two significances from Roland Barthes, namely denotation, connotation and myth profoundly. The analysis result indicates that in 2023 Downy fabric softener advertisements, it has been discovered 6 advertisements uploaded on YouTube channel Downy. Meanwhile, the research object is 4 advertisements. From the four advertisements, it has been found 45 scenes (which are converted into image captures) that have denotative and connotative meaning, consisting of 14 pictures in from the first advertisement, 11 pictures from the second advertisement, 8 pictures from the third advertisement and 12 pictures from the fourth advertisement. At the same time, myth is also identified from the four advertisements amounts to 12, consisting of 6 myths in the form of visual and 6 myths in the form of textual. The conclusion of this research is the application denotative meaning, connotative meaning and myths theory in Downy advertisements uploaded on its YouTube account, is able to reveal the marketing strategy employed by Downy’s company. This shows that Downy has a competitive edge to other fabric softener brands.

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