Denotative, connotative meaning and myth in EIGER’S fashion on YouTube advertisements 2023

Nugraha, Raden Rananda Reftian (2024) Denotative, connotative meaning and myth in EIGER’S fashion on YouTube advertisements 2023. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Now a days the buying and selling process has changed drastically, from offline to online, including the advertising process. Now there are various platforms, one of which is YouTube and EIGER is one of the brands that has succeeded in strengthening their brand on YouTube. That is why this research exists to explore why EIGER has been able to create a strong brand image in the minds of the public and semiotic theory, as proposed by Roland Barthes, becomes relevant. The theory includes connotation, denotation, and even myth. Therefore, this research has two problem formulations, namely: What are the denotative and connotative meanings in EIGER’S Fashion advertisements? and What are the myth in EIGER’S Fashion advertisements? To find answers to these two questions, this research used descriptive qualitative research, and the data were in the form of a 2 minute 32 second advertising video with a total of 40 sentences. The data analysis techniques were used in this study proposed by bogdan and bicklen, including; identifying data from EIGER advertisements, grouping data, describing and interpreting data to answer problems. The results of the study from 40 sentences can be concluded that there were connotative meanings in each sentence in EIGER’S Fashion advertisements that were influenced by the literal or denotative meaning of the words and images used. This shows that advertising was not only limited to the message conveyed directly, but also to the meaning contained within. As EIGER consistently wanted to bring up the words spirit, never give up, and keep fighting, it was to create a positive impression. In this case, the myth that EIGER always consistently talked about limits only existing in the mind, and that we were actually able to fight it was a myth that EIGER embraced and tried to convey.

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