| Article Details : |
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| | | Article Name : | | | Semiotics Analysis of Corporate Advertising of
Telkomsel Rumah Indonesia-- Belu, East Nusa
Tenggara Version | | Author Name : | | | CHAYENNE LINDRA PUTRI1
FITRIANA FATMA INDAH
RIZKA NOVERANTI | | Publisher : | | | Bridge Center | | Article URL : |  | | | Abstract : | | | Indonesia is a plural country with a population over 265
million people from various ethnicities, cultures, religions, and
languages. The Indonesian’s diversity can make Indonesia as a
unitary country with the richest culture, or even triggering diversity
conflicts if not handled properly. Then, the study objectives try to find
out the connotation, denotation, and myth meanings behind the
corporate advertising of Telkomsel. The method used in this study is
semiotics with interpretative qualitative approach. Afterward, the
results showed that the denotation meaning found from the eight
scenes is that the director and script writer try to describe a girl point
of view named Elena who lives in Belu, Nusa Tenggara East.
Connotation meaning found from the eight scenes can be concluded
that multiculturalism or accepting diversity can be fulfilled by keep the
communication inter-culture and nationalism spirit. From the myth
data of the eight scenes can be concluded that the first, third, and
fourth scenes are merely a myth. Hence, through corporate advertising
of Telkomsel ?Rumah Indonesia—Belu, East Nusa Tenggara?, tries to
provide understanding and communicating the message regarding the
issues of multiculturalism, intercultural, nationalism and cultural identity to the public. In addition, this advertising is also expected to
help control the diversity that occurs in Indonesia. | | Keywords : | | | semiotics, corporate advertising, Telkomsel,
multiculturalism. |
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