Published: 2025-01-01

Analisis Semiotika Roland Barthes pada Iklan IKEA: Second Best di Kanal YouTube Ads of Brands

DOI: 10.35870/jtik.v9i1.2405

Christina Nur Wijayanti, Wahjoe Mawardiningsih, Mathilda Regina Maharani I, Hafizh Harfiansyah
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Abstract

This study discusses the interpretation of semiotic theory in an advertisement, specifically focusing on IKEA's "Second Best" advertisement on YouTube Ads. This study aims to explore meanings beyond the product promotion intended by IKEA, examining the deeper message conveyed through the audio-visual presentation. The method used is descriptive qualitative. In this qualitative method, the author acts as the primary instrument in research, with analysis conducted continuously from the initial stages through data analysis. Semiotic analysis is the science of signs, especially from the perspective of Roland Barthes, who developed a two-tiered marking system he terms denotation and connotation. These systems can be applied to identify and understand the symbols and meanings presented in the IKEA advertisement ("Second Best"). The study results indicate a common theme, namely that IKEA seeks to offer convenience and solutions to families for their household needs, particularly through its home goods

Keywords

Semiotics of Barthes ; YouTube Ads ; IKEA

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How to Cite

Wijayanti, C. N., Mawardiningsih, W., Maharani I, M. R., & Harfiansyah, H. (2025). Analisis Semiotika Roland Barthes pada Iklan IKEA: Second Best di Kanal YouTube Ads of Brands. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 9(1), 19-27. https://doi.org/10.35870/jtik.v9i1.2405
Article Information

This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 1 (2025)

  • Section: Computer & Communication Science

  • Published: %750 %e, %2025

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Author Biographies
Christina Nur Wijayanti
Google Scholar ResearchGate ORCID

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Surakarta, Kota Surakarta, Provinsi Jawa Tengah, Indonesia

Wahjoe Mawardiningsih
Google Scholar ResearchGate ORCID

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Surakarta, Kota Surakarta, Provinsi Jawa Tengah, Indonesia

Mathilda Regina Maharani I
Google Scholar ResearchGate ORCID

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Surakarta, Kota Surakarta, Provinsi Jawa Tengah, Indonesia

Hafizh Harfiansyah
Google Scholar ResearchGate ORCID

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Surakarta, Kota Surakarta, Provinsi Jawa Tengah, Indonesia

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