ANALISIS SEMIOTIKA KOMODIFIKASI NILAI AGAMA DALAM IKLAN SASHA SIWAK VERSI SASHA PASTA GIGI HALAL PENCEGAH GIGI BERLUBANG

Ina Himatul Shivania, Benni Setiawan

Abstract


Abstrak

            Penelitian ini bertujuan untuk mendeskripsikan: 1) interpretasi tanda keagamaan pada iklan pasta gigi Sasha Siwak; 2) bentuk komodifikasi nilai agama yang ada dalam iklan pasta gigi Sasha Siwak. Penelitian ini merupakan penelitian kualitatif yang menggunakan model semiotika Charles Peirce. Penelitian dilakukan di televisi dan channel YouTube Sasha ID. Objek penelitian ini adalah video iklan Sasha Siwak versi Sasha Pasta Gigi Halal Pencegah Gigi Berlubang yang ditayangkan di televisi dan diunggah pada channel YouTube Sasha ID pada tahun 2020. Metode dan instumen yang digunakan yaitu studi pustaka & dokumentasi. Pengujian keabsahan data menggunakan triangulasi teknik. Teknik analisis  data  dengan  mengunduh  video  iklan  dan mengumpulkan  sumber  data  relevan  kemudian dilakukan klasifikasi, identifikasi dan interpretasi. Hasil penelitian menunjukkan bahwa: 1) interpretasi tanda keagaman pada iklan Sasha Siwak menggunakan tanda-tanda keagamaan yang bertujuan untuk membentuk citra sebagai produk religius dibenak konsumen. Melalui tanda keagamaan Sasha Siwak mempersusasi khalayak agar produknya dipercaya memiliki keunggulan. 2) bentuk komodifikasi agama yang ada dalam iklan Sasha Siwak diantaranya: a) busana muslim dan nilai ketaqwaan; b) kayu siwak dan nilai sunah; c) kata dan label halal; d) brand ambassador dan citra islami; e) tagline merek dan representasi nilai kesalehan; dan f) slogan dan spesialisasi agama islam.

Kata Kunci: Semiotika Peirce, interpretasi tanda, komodifikasi agama, analisis iklan

 

Abstract          

            This study aims to describe: 1) the interpretation of religious signs in Sasha Siwak's toothpaste ad; 2) a form of commodification of religious values in Sasha Siwak toothpaste advertisements. This research is a qualitative study using Charles Peirce's semiotic model. The research was conducted on the television and YouTube channel Sasha ID. The object of this research is the Sasha Siwak advertisement video with Sasha Halal Toothpaste to Prevent Cavities version which is broadcast on television and uploaded to the Sasha ID YouTube channel in 2020. The methods and instruments used are literature & documentation studies. Testing the validity of the data using technical triangulation. The analyzing data technique is by downloading advertising videos and collecting relevant data sources and then classification, identification and interpretation are carried out. The results show that: 1) the interpretation of diversity signs in Sasha Siwak advertisements uses religious signs which aim to form an image as a religious product in the minds of consumers. Through a religious sign, Sasha Siwak delights the audience so that their products are believed to have advantages. 2) the forms of religious commodification in Sasha Siwak's advertisements include: a) Muslim clothing and devotion; b) siwak wood and the value of the sunah; c) halal words and labels; d) brand ambassadors and Islamic images; e) brand taglines and representations of piety values; and f) Islamic slogans and specialties.

Keywords: Peirce's semiotics, sign interpretation, religious commodification, advertising analysis


Full Text:

PDF


DOI: https://doi.org/10.21831/lektur.v4i1.18508

Refbacks

  • There are currently no refbacks.


 

Creative Commons License

Lektur: Jurnal Ilmu Komunikasi is published by Universitas Negeri Yogyakarta, Jl. Colombo Yogyakarta No.1, Karang Malang, Caturtunggal, Kec. Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta, Indonesia 55281 and licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) license.

View My Stats