Analisis Semiotika Iklan Axis: Studi Kasus Iklan Axis Versi Iritology di Televisi

Abstract

Humor dalam iklan terbilang efektif dalam menarik perhatian dan memberi kesadaran merek terhadap khalayak. Iklan yang menggunakan pendekatan humor dianggap sebagai iklan yang menghibur sehingga sadar atau tidak, khalayak memaknai iklan begitu saja menurut frame of reference mereka, tanpa menelaah lebih lanjut pesan dalam iklan. Analisa iklan Axis iritology dengan semiotika Roland Barthes ditemukan bahwa Axis menggunakan tanda-tanda seperti ikon, warna, dan slogan untuk memberi penekanan pada posisinya sebagai provider yang paling paham soal irit, yang menyasar masyarakat kelas bawah, dan menganggap mereka sebagai target sasaran yang masih polos sehingga mudah dipengaruhi oleh Maha Guru Irit sebagai representasi Axis itu sendiri.

Humor in advertising is still considered as an effective way to catch public attention and put brand awareness in their cognitive. Ads with humorous approach are considered as something that can entertain, so whether aware or not, public will simply interpret the message as it is according to their frame of reference, without put more attention to it. Based on the result of research using Roland Barthes semiotics, it was found that Axis iritology used signs as icon, colors, and slogan to emphasize its position as a provider that knows the most about economical, which targeting low-class society and considered them as innocent targets whom easily influenced by “Maha Guru Irit” as the representation of Axis itself.