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Semiotic Analysis in One Minute Ultra Milk Video Advertisement “50 Tahun Ultra Milk, Menutrisi Negeri Sepenuh Hati”

  • Raselly Elfa Putri Universitas Airlangga
  • Windy Ocatalin Simanjuntak Universitas Sumatera Utara
  • Silvia Efani Saragih Universitas Sumatera Utara
  • Eunike Sidauruk Universitas Sumatera Utara
  • Said Muhammad Izzat Universitas Sumatera Utara
Issue       Vol 6 No 3 (2023): Talenta Conference Series: Local Wisdom, Social, and Arts (LWSA)
Section       Articles
Keywords: advertisement indonesian brand semiotic ultramilk
Published 2023-07-31


Advertisement is playing an important role to promote Indonesian milk brand namely Ultra Milk produced by Ultrajaya Milk Industry & Trading Company Tbk. Furthermore, there is a new one-minute video ad released by the company entitled ‘’50 Tahun Ultra Milk, Menutrisi Negeri Sepenuh Hati’’ that arouses research interest to analyze the sign and symbol within Semiotic study. This research aims to identify the meaning behind the video using Priece's theory to represent ideas and thoughts as a form of public communication. This study used a descriptive-qualitative method through literature review related to advertisement, semiotic analysis, and Pierce’s theory to comprehend the findings. Furthermore, the data is reduced based on inclusion and exclusion criteria to interpret the result. The result of this study indicates the correlation applied between icon, index, and symbol as proposed by Pierce that reflect on the way the company creates the video. In conclusion, the identification of sign and symbol within the advertisement in terms of semiotic study has an important role to interfere the meaning in Ultra Milk video advertisement entitled “50 Tahun Ultra Milk, Menutrisi Negeri Sepenuh Hati”.