Representation of Optimism in the Contemporary Advertising: Gojek 'Cerdikiawan'

摘要

Creativity of an advertisement in building public perception is something that ad producers often do to promote their products or services to attract many interested people. However, contemporary advertising production began to experience a shift. In the past, advertisements generally used the hard selling method; but now they have changed to soft selling, which do not to introduce or sell their products directly. Contemporary advertising often represent audiences and things that are close to daily life, for example Gojek "Cerdikiawan" #pastiadajalan advertising. Thus, this research is interested in studying that advertisement. We tried to peel one by one of the signs that exist in Gojek "Cerdikiawan". The method used is qualitative with Roland Barthes' semiotics analysis. This study aims to determine the representation of optimism in advertising and identify the meanings of denotation, connotation, and myth displayed by Gojek "Cerdikiawan". The discussion of this research includes visible visual elements and also the narrative voice of the advertisement. This study conclude that the meaning of denotation and connotation gives rise to a perception which is an ideology that ad producers want to display. Ideology contained in this advertisement is the optimism, which is shown in each scene. It is a representation of all groups of people and their daily lives which are full of challenges. The ad also represents that every problem can definitely be solved in a way that might not be thought of, with creative ideas, and with an optimistic attitude of the people. Gojek "Cerdikiawan" is an advertising in the form of soft selling with a fairly long duration packed with interesting stories.