Linguistic and visual Signs of Anti-Racism on The Nike advertisement campaign in 2018-2022

Ridwan, Farhan Dwi (2023) Linguistic and visual Signs of Anti-Racism on The Nike advertisement campaign in 2018-2022. Sarjana thesis, Sunan Gunung Djati State Islamic University Bandung.

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Abstract

The purpose of this research is to understand how the Nike advertisement campaigns uses signs to convey its message of anti-racism and to examine the underlying meaning and cultural associations attached to these signs. Through this analysis, the research aims to uncover the ways in which Nike’s advertisement represents and reinforces the potential impact on public perception and attitudes towards anti-racism. The research questions of this research are as follow: (1) What is the denotation of anti-racism in linguistic and visual signs in the Nike advertisement campaigns? (2) What is the connotation of anti-racism in linguistic and visual signs in the Nike advertisement campaigns? (3) What is the myth of anti-racism in linguistic and visual signs in the Nike advertisement campaigns? To answer the research question, Roland Barthes semiotic theory is used as the main theory and theory of Anti-Racism by Kivel. Qualitative descriptive methods are applied in order to generate explanations and descriptions of the data. Based on the findings and discussion, it can be concluded that by combining linguistic strategies with the use of symbols and cultural associations, Nike’s advertisements were able to effectively convey its message and mobilize its audience towards action. This research is expected to provide motivation for change towards the construction of new meanings for representing social values in social life, and to encourage additional research into social issues, particularly racism, which is widely represented in advertisements.

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