The Use of Advertisements with the “It’s Okay to be Lebay” From Gojek as a Media to Increase Community Awareness of the Covid-19 Virus Protocol
- DOI
- 10.2991/assehr.k.220404.189How to use a DOI?
- Keywords
- ads; Charles sanders Peirce semiotics; covid-19; gojek; it’s okay to be lebay
- Abstract
Gojek realizes the importance of doing big advertisements so that its brand image can be built in the public’s eyes so that Gojek becomes the community’s first choice compared to other online transportation with an advertisement entitled “It is Okay to be Lebay”. Messages applied in detail and orderly with J3K initiative procedures (Keep Health, Cleanliness, and Security). The video is 15 seconds long, which he uploaded on social media. This raises a question: Gojek builds an image through an advertisement titled “its okay to be lebay” against the covid-19 virus protocol. In examining the promotion of Gojek, the researcher applies a qualitative approach with a constructivist paradigm and uses the semiotic analysis method of Charles Sanders Peirce. The meaning is carried out using Peirce’s Triangle of Meaning Theory, namely Signs, Objects, and Interpretants. Signs are seen from two elements in advertisements, namely visual signs, and lyrics, then analyzed by looking at objects from the aspects of icons, indexes, and symbols. The analysis process produces meaning from the interpretant’s point of view (researcher). Symbols, meanings and representations are needed in making meaning and every aspect that is bound by the formation of symbols reflects a problem that is so complicated to interpret, the use of an advertisement titled “It’s Okay To Be Lebay” is an advertisement that forms a transcendental aspect with a measure of human values in overcoming a pandemic. Covid-19 describes the scenes that are carried out in every part of the video in the Gojek advertisement with the theme it’s okay to be lebay, which determines human intentions and values through the symbols given. The results obtained are the messages that Gojek wants to convey through the “It’s Okay To Be Lebay” advertisement with the J3K procedure and the recipients of the Gojek advertisement can feel calm because of Gojek’s anticipation in fighting and overcoming the Covid-19 virus.
- Copyright
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Christian Wicaksono AU - Rezi Erdiansyah PY - 2022 DA - 2022/04/21 TI - The Use of Advertisements with the “It’s Okay to be Lebay” From Gojek as a Media to Increase Community Awareness of the Covid-19 Virus Protocol BT - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021) PB - Atlantis Press SP - 1192 EP - 1195 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220404.189 DO - 10.2991/assehr.k.220404.189 ID - Wicaksono2022 ER -