Analisis Semiotika Iklan Traveloka Berjudul “Traveloka X Ji Chang Wook: Travel The World” Di Media Sosial YouTube

Abstract

Advertisement on YouTube as a social media platform represents a complex form of mass communication because it contains symbolic messages that are carefully constructed to convey meaning. This study analyses the meaning conveyed in the advertisement “Traveloka x Ji Chang Wook: Travel the World” using Charles Sanders Peirce’s semiotic approach, which includes Sign/Representamen, Object, and Interpretant. This research uses a descriptive qualitative method with a semiotic analysis approach, supported by data collection techniques through observation and documentation. The advertisement portrays Ji Chang Wook traveling to various international destinations using the Traveloka application. The findings indicate that the advertisement utilizes visual, verbal, and symbolic elements to construct meanings related to convenience, comfort, and trust in traveling with Traveloka. Through Peirce’s semiotic framework, the signs ranging from the actor’s expressions and dominant colours to textual narration successfully represent objects such as the ideal travel experience, practicality, reliability, and seamless technology offered by Traveloka. The interpretant formed in the viewers reflects the perception of Traveloka as a modern, trustworthy, and inspiring travel companion.