Analisis Semiotika Komunikasi Nonverbal Dalam Iklan Indomie Soto Koya Nagih dan Pedas Dower Edisi Tahun 2025

Abstract

Indomie is a number one instant noodle brand in indonesia that constantly innovates its products to stay ahead in market competition, including the launch of the Soto Koya Nagih and Pedas Dower variants in 2025. The advertisements for these variants are unique because they use popular slang and spicy visualizations that capture public attention. The purpose of this study is to determine how the nonverbal communication strategies used by Indomie in these ads build brand image and attract consumer interest. This research uses a qualitative method with Roland Barthes' semiotic analysis, which examines signs through three stages: denotation, connotation, and myth. The results show that Indomie successfully transforms physical images usually considered "painful," such as swollen lips (dower) and sweat, into a symbol of cool and modern culinary satisfaction. Through these visual signs and slang terms, a myth is formed that consuming extreme spicy noodles is part of a trendy youth lifestyle. In conclusion, the nonverbal communication strategy in this Indomie advertisement is highly effective in shaping positive consumer perceptions and strengthening Indomie's image as an innovative brand that keeps up with the times.