The representation of social concept in Coca-Cola advertisement
DOI:
https://doi.org/10.33474/j-reall.v5i2.21311Keywords:
advertisement, semiotic, social communication, social conceptAbstract
The aim of this research is to understand how Coca-Cola advertisements construct representations of social concepts in Coca-Cola advertisements. This research utilized qualitative methods to describe data analysis. The results of the first research showed that the Coca-Cola advertising sign contains a social concept in every advertisement displayed in advertisements on YouTube. Coca-Cola advertisements often show many people involved in them, such as interactions, relationships and dynamics between individuals or groups in society which have positive values, so that social value concepts appear in them, namely social communication, togetherness, tolerance and also concern for the environment. In the first study, researchers used the semiotic theory triangle based on Charles Sanders Peirce to describe social concepts in Coca-Cola YouTube advertisements. The author uses semiotic theory based on Charles Sanders Peirce. This theory aims to determine the relationship between representation, objects and interpretants in Coca-Cola. Furthermore, the results of the research by the two researchers found the value of the social concept in Coca-Cola's YouTube advertisement, which shows the value of social communication, togetherness, tolerance, and also concern for the environment. In addition, the researcher explains the values found, so this research is: The social signs of the concepts displayed in Coca-Cola advertisements certainly have social values that we can encounter in everyday life.
References
Agustia, Km. T.S. (2018). Non-verbal communication in Coca Cola advertisement: Semiotic analysis. Conference Paper. Universitas Dhyana Pura Bali 2018.
Amalina, B. (2014). Representation of Coca Cola as American multicultural icon in the TV advertisement America is beautiful. Rubikon : Journal of Transnational American Studies, 1(2), 57. https://doi.org/10.22146/rubikon.v1i2.34224
Balci, V. & Özgen, C. (2017). What sports advertising tell to us? Semiotic analysis. Journal of Education and Training Studies, 5(6), 24-31. https://doi.org/10.11114/jets.v5i6.2387
Bell, E., Warren, S., & Schroeder, J. (2014). The Routledge companion to visual organization. In The Routledge Companion to Visual Organization. https://doi.org/10.4324/9780203725610
Bryman, A., & Burgess, R. G. (1994). Analyzing qualitative data. Routledge.
Chandler, D. (2007). Semiotics: The basic (2nd Edition). Routledge
Chu, B. (2020). Analysis on the success of Coca Cola marketing strategy. Conference: 2020 2nd International Conference on Economic Management and Cultural Industry (ICEMCI2020) (pp 96-100). Atlantis Press. https://doi.org/10.2991/aebmr.k.201128.019
Corneo, G., & Jeanne, O. (2009). A theory of tolerance. Journal of Public Economics, 93(5–6), 691–702. https://doi.org/10.1016/j.jpubeco.2009.02.005
Danciu, V. (2014). Manipulative marketing: Persuasion and manipulation of the consumer through advertising. Theoretical and Applied Economics, 21(2), 19-34. https://store.ectap.ro/articole/951.pdf
Dermawan, E. M., & Barkah, C. S. (2022). Effective communication in advertising. Jurnal Ekonomi, Bismis & Entrepreuneurship, 16(2), 148-155. https://doi.org/10.55208/jebe.v16i2.265
Elliott, R., & Timulak, L. (2021). Why a generic approach to descriptive-interpretive qualitative research? Essentials of Descriptive-Interpretive Qualitative Research: A Generic Approach., 3–14. https://doi.org/10.1037/0000224-001
Hall, S. (1997). Representation: Cultural representations and signifying practices (Culture, Media and Identities series). Sage Publications Ltd.
Jack, R. E., & Schyns, P. G. (2015). The human face as a dynamic tool for social communication. Current Biology, 25(14), 621–634. https://doi.org/10.1016/j.cub.2015.05.052
Kehinde, O. J., Ogunnaike, O. O., Adeyeye, M. O., & Aka, D. (2016). Effective advertising: Tool for achieving client-customer relationships. Researchjournali’s Journal of Media Studies, 2(1), 1-18. https://www.researchgate.net/publication/305992232_Effective_Advertising_Tool_For_Achieving_Client-Customer_Relationships
Kunda, Z., Miller, D. T., & Claire, T. (1990). Combining social concepts: The role of causal reasoning. Cognitive Science, 14(4), 551–577. https://doi.org/10.1207/s15516709cog1404_3
Leavy, S. (2009). Handbook of emergent methods. In Choice Reviews Online (Vol. 46, Issue 06). https://doi.org/10.5860/choice.46-3325
Leeuwen, T. van. (2004). Introducing Social Semiotics. In Introducing Social Semiotics. https://doi.org/10.4324/9780203647028
Liszka, J. J. (1996). A General Introduction to the Semeiotics of Charles Sanders Peirce. Indiana University Press.
Mounir, A. S. (2023). Comparative study on advertising as a means of communications: Its issues and characteristics. Studies in Linguistics and Literature, 7(1), 104-117. https://doi.org/ 10.22158/sll.v7n1p104
Munfaati, S. (2018). Representation of lifestyle in Pocari Sweat and Coca Cola advertisements. Language Horizon, 06(01), 1–5.
Muthmainnah, I. (2014). A semiotic analysis of drink advertisement [Undergraduate Thesis, Universitas Islam Negeri Sunan Gunung Djati]
Nyman, A., & Isaksson, G. (2021). Enacted togetherness–A concept to understand occupation as socio-culturally situated. Scandinavian Journal of Occupational Therapy, 28(1), 41–45. https://doi.org/10.1080/11038128.2020.1720283
Rahayu, R. S. (2014). A semiotics analysis of Indonesian beauty soap in internet advertisement. [Undergraduate Thesis, Universitas Islam Negeri Sunan Gunung Djati]
Robinson, A., & Southgate, C. (2010). God and the world of signs: Semiotics and the emergence of Life. Zygon, 45(2), 409–419.
Sandelowski, M. (2010). What’s in a name? Qualitative description revisited. Research in Nursing and Health, 33(1), 77–84. https://doi.org/10.1002/nur.20362
Schultz, P. W., Gouveia, V. V., Cameron, L. D., Tankha, G., Schmuck, P., & Franěk, M. (2005). Values and their relationship to environmental concern and conservation behavior. Journal of Cross-Cultural Psychology, 36(4), 457–475. https://doi.org/10.1177/0022022105275962
Solihah, G. (2017). The representation of Barbie culture in YOU C1000 advertisement. [Undergraduate Thesis, Universitas Islam Negeri Sunan Gunung Djati]
Svendsen, S. E. (2013). Refresh. Create. Inspire: A rhetorical analysis of the mission, vision and values behind the Coca-Cola [Master thesis, Liberty University] https://digitalcommons.liberty.edu/cgi/viewcontent.cgi?article=1263&context=masterscompany and the digital marketing strategies of the “Open Happiness” campaign.
Verkuyten, M., & Kollar, R. (2021). Tolerance and intolerance: Cultural meanings and discursive usage. Culture and Psychology, 27(1), 172–186. https://doi.org/10.1177/1354067X20984356
Vincent, E. I., & Kolade, P. A. (2019). Persuasive communication: Semiotic analysis of “Share-a-coke” advertising campaign. World Journal of Innovative Research, 2, 1–6. www.wjir.org
Walzer, M. (1997). On toleration. Yale University Press.
Zahn, R., Moll, J., Krueger, F., Huey, E. D., Garrido, G., & Grafman, J. (2007). Social concepts are represented in the superior anterior temporal cortex. Proceedings of the National Academy of Sciences of the United States of America, 104(15), 6430–6435. https://doi.org/10.1073/pnas.0607061104
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Alma Dwi Amelia, Ujang Suyatman, Dedi Sulaeman
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can separately make additional contractual arrangements for non-exclusive distribution published by the journal (e.g., publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are allowed and encouraged to send their work via online (e.g., in the institutional repositories or their website) after published by the journal.
