'Pahlawan Top Up': An Advertisement to Enhance the National Non-cash Movement

摘要

Advertising is so familiar in the modern era that people can see it almost everywhere. Advertising is not only about commercial promotion of products, but also comprises the idea of texts with particular intention to elevate the image of an individual, group or organization. The medium of advertisement can vary, from newspaper or magazine to media social including YouTube. The aim of this research is to discover the message of Grab's advertisement "Pahlawan Top Up" which was carried by its official account on youtube. The advertisement has been watched by more than 28 million viewers in a month. The research used discourse of advertising and semiotics by Barthes to analyze the data. The result shows that in the primary meaning, the advertisement attempts to persuade the society to appreciate the drivers. Meanwhile, in the secondary meaning, it is found that there is an effort to enhance the cashless payment in the society. The platform supports the government agenda of National Cashless Movement (GNNT).