Semiotic Analysis of Indomie Youtube Ramadan Campaign Advertisement Year 2020

Abstract

In the digital era, online advertising has gained increasing prominence as a key medium for brand communication. This research explores the semiotic messages embedded in the "Indomie Ramadan 2020 Special Edition" YouTube advertisements, focusing on the fifteen-second non-skippable ads and six-second bumper ads. The study aims to analyze how Indomie conveys its message through semiotic elements using Charles Sanders Peirce's Triadic Model, which includes icons, indexes, and symbols. A qualitative method was employed, specifically applying Peirce’s model to dissect the semiotic elements present in the advertisements. The results reveal a strategic use of 24 symbols, 5 icons, and 4 indexes to deliver nuanced messages, such as reinforcing Indomie’s #GoodIntentionsFromHome campaign, while also setting a Ramadan and pandemic-related context. The study demonstrates how these elements engage the audience and strengthen the brand's identity. The findings provide valuable insights into Indomie’s innovative advertising approach during Ramadan, while also uncovering gaps in advertisement formats, brand impact assessment, and audience analysis, which present opportunities for further research within the framework of Peirce’s semiotic theory.