Peirce' Semiology of Rinso Advertising's through Total Branding of Integrated Marketing Communication

Authors

  • Angelia Sampurna Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial dan Humaniora Universitas Bunda Mulia, Indonesia
  • Ayu Faizah Putri Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial dan Humaniora Universitas Bunda Mulia
  • Muhammad Iman Adi Perkasa Mulia Long Distance Learning of Communication Science Department, Universitas Bunda Mulia, Indonesia
  • Maichael Chinmi Master's Degree of Communication Science Department, Post-Graduate Studies Universitas Bunda Mulia, Indonesia
  • Rustono Farady Marta Master's Degree of Communication Science Department, Post-Graduate Studies Universitas Bunda Mulia, Indonesia, Indonesia http://orcid.org/0000-0002-2282-4081

DOI:

https://doi.org/10.30863/palakka.v1i2.1036

Abstract

The intense competition in the world of industry and business requires a company to be more creative to market its products. Companies will struggle to face their contenders without creativities, innovatives, and strategies to persuade prospectives consumers. One of the funnels to compete is to use advertising media. Advertising media as a means of communication used to deliver and disseminate messages which follow the marketing objectives, one of which is through total branding marketing. This study was to determine Charles Sanders Peirce's semiotic message based on the object, representant (sign), and interpretant with a qualitative approach through observation, content analysis, and data collection through library research. The results of the analysis of this research prove that advertising communication is no longer offering a clear and rigid product, but also through creative and attractive persuasive product of marketing. From a semiotic point of view, it can be seen that advertising does not only provide information about a product or service, it does not only try to market the product persuasively but has extended to specific situation conditioning in the target market. By using this Rinso Warna product, through advertisements, it can be seen that the stain on the clothes will disappear in the first wash, where the color of the clothes will be maintained even after several washing processes, hands will feel smooth.

Author Biography

Rustono Farady Marta, Master's Degree of Communication Science Department, Post-Graduate Studies Universitas Bunda Mulia, Indonesia

Rustono Farady Marta (FRAD) is a visiting assistant professor at the Faculty of Psychology at Atma Jaya Catholic University of Indonesia and Head of Master’s Degree of Communication Science Department at Bunda Mulia University. His research interest on identity and media studies as one of masterpiece PhD of Communication Science at Universitas Indonesia. He also focus in development of scientific journal by Indonesian Communication Science Journal Publishers Association (APJIKI)

References

Agustina, A., Dewi, T. T., Soemantri, N. P., Qureshi, N. Y., & Moenanto, G. (2020). Environmental Communication in Indonesian Television News Coverage. Aspiration Journal, 1(1), 56–72.

Andriany, C., Wijayanti, N., Miletresia, & Manuel, K. G. R. (2019). Dua Mata Memandang Karhutla (Analisis Framing Pemberitaan Karhutla di The Star dan Kompas.com Model Robert N. Entman). 13(2), 153–165. https://doi.org/http://dx.doi.org/10.30813/s:jk.v13i2.1940

Barek, E., & Ismaya, S. B. (2016). Pengaruh Ekuitas Merek terhadap Keputusan Pembelian Deterjen Rinso pada Ibu Rumah Tangga Kelurahan Cipayung Jakarta Timur. 8(2), 463–471.

Daniar, A., Marta, R. F., & Sampurna, A. (2020). Defining Brand Identity of Noesa Woven Fabric through Total Branding in Online Media. Diakom: Jurnal Media Dan Komunikasi, 3(1), 77–88. https://doi.org/10.17933/diakom.v3i1.105

Fitria, R. (2019). Analisis Semiotika Charles Sanders Peirce dalam Iklan Kampanye Pasangan Calon Gubernur dan Wakil Gubernur Provinsi Bengkulu Tahun 2015. Journal of Chemical Information and Modeling, 53(9), 1689–1699.

Hareyah, Y. (2017). Representasi Maskulinitas pada Iklan Cetak (Analisa Semiotika Iklan Rokok Djarum Black). 1–26.

Hartono, D., & Sugalih, A. (2019). Makna Simbol Senyum pada Iklan Lay’s di Televisi (Semiotics Analyisis of Charles Sanders Pierce). Jurnal Perspektif Komunikasi, 3(1), 39–49. https://doi.org/https://jurnal.umj.ac.id/index.php/perspektif/article/download/4713/3279

Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated Marketing Communication Capability and Brand Performance. Journal of Advertising. https://doi.org/10.1080/00913367.2014.934938

Marta, R. F., & Agustin, P. (2014). Kajian Identitas Merek Situs Berniaga.com melalui Makna Slogan Jualnya Gampang Belinya Senang. Jurnal AL-AZHAR INDONESIA SERI PRANATA SOSIAL, 2(3), 198–207.

Marta, R. F., Hafiar, H., Budi Setiawan, Y., Andriani, F., Lestari, P., Pamungkas, S., Ratri Rahmiaji, L., Alif, M., Yuli Purnama, F., & Agustina Setyaningsih, L. (2019). Author Compliance in Following Open Journal System of Communication Science in Indonesia. Journal of Physics: Conference Series, 1175(1), 3. https://doi.org/10.1088/1742-6596/1175/1/012222

Moleong. (2007). Metode Penelitian. Landasan Teori. https://doi.org/10.1017/CBO9781107415324.004

Moriarty, P. (2001). Nanostructured Materials. Reports on Progress in Physics. https://doi.org/10.1088/0034-4885/64/3/201

Nadube, P. (2018). Understanding Integrated Marketing Communication: Concepts, Definitions and Dimensions. International Journal of Innovations in Economic and Management Science, 8(2), 1–15.

Octaviani Lukman. (2014). Peran Pamong Satuan Karya Pramuka Wanabakti dalam Membina Kemandirian Anggota melalui Penerapan Sistem Among [Cambridge University Press]. In Intergovernmental Panel on Climate Change (Ed.), Universitas Pendidikan Indonesia. https://doi.org/10.1017/CBO9781107415324.004

Official, A. T. I. (2019). Iklan Rinso Warna - Badut (1996-1997) @ Indosiar. Youtube.Com.

Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2017). Improving Integrated Marketing Communications Practices: A Comparison of Objectives and Results. Journal of Marketing Communications, 23(4), 351–370. https://doi.org/10.1080/13527266.2015.1027251

Potter, V. G. (1985). Charles Sanders Peirce 1839–1914. Royal Institute of Philosophy Supplement, 19, 21–41. https://doi.org/10.1017/S0957042X0000451X

Prasetya, A. A., Saputra, J. K., & Stevani. (2020). Campaign for the Real Beauty Shampoo Dove Ditinjau dari Terminologi Pemasaran 360 Derajat. Jurnal Lensa Mutiara Komunikasi, 3(1), 15–35.

Pujiyanto. (2003). Strategi Pemasaran Produk melalui Media Periklanan. Nirmana, 5(1), 96–109.

Sampurna, A., Agustina, M., & Marta, R. F. (2020). Menelisik Pariwara Rinso Warna Versi Badut dalam Logika Semiologi Barthes. Jurnal Komunikasi Profesional, 4(2). https://doi.org/10.25139/jkp.v4i2.2841

Sampurna, A., Tandian, M., Huang, V., Simanjuntak, R. F., & Marta, R. F. (2020). Implementasi Total Branding dalam Perspektif Semiotika Pemasaran. CoverAge: Journal of Strategic Communication, 10(2), 59–73. https://doi.org/10.35814/coverage.v10i2.1384

Septianto, F. (2014). Anxiety, Sadness, and Emotion Specificity: The Role of Music in Consumer Emotion and Advertisement Evaluation. ASEAN Marketing Journal, 5(2), 83–92. https://doi.org/10.21002/amj.v5i2.3057

Šerić, M. (2018). Content analysis of the empirical research on IMC from 2000 to 2015. Journal of Marketing Communications, 24(7), 647–685. https://doi.org/10.1080/13527266.2016.1184708

Smith, F. W., & Rossit, S. (2018). Identifying and Detecting Facial Expressions of Emotion in Peripheral Vision. PLOS ONE, 13(5), e0197160. https://doi.org/10.1371/journal.pone.0197160

Spotts, H. E., Lambert, D. R., & Joyce, M. L. (1998). Marketing Dèjá Vu: The Discovery of Integrated Marketing Communications. Journal of Marketing Education, 20(3), 210–218. https://doi.org/10.1177/027347539802000304

Suparno, D., & Kusumoriny, L. A. (2020). The Semiotics Analysis on the Environment in “The Journey to Atlantis†Picture Book. Lexeme: Journal of Linguistics and Applied Linguistics, 2(1), 1–10.

Suryandari, N., Kurniasari, N. D., & J, R. D. (2019). Makna Simbol Tradisi Jheng Mantoh (Analisa Semiotika Charles Sanders Peirce). SEMIOTIKA: Jurnal Komunikasi, 13(1). https://doi.org/10.30813/s:jk.v13i1.1793

Tianotak, J., & Asy’Ari, N. S. A. (2019). Makna Tagline ‘Menjadi yang Terbaik’ Iklan Telkomsel Versi Pilot Papua Riko Kabak. Bricolage: Jurnal Magister Ilmu Komunikasi, 5(1), 49–102.

Ulfa, R., & Marta, R. F. (2017). Implementasi Komunikasi Pemasaran Terpadu Pada Yayasan Nurul Ibad Jakarta Timur. Bricolage: Jurnal Magister Ilmu Komunikasi, 2(02). https://doi.org/10.30813/bricolage.v2i02.835

Widyaningrum, P. W. (2016). Peran Media Sosial sebagai Strategi Pemasaran pada Sewa Kostum Meiyu Aiko Malang. Al Tijarah, 2(2), 230. https://doi.org/10.21111/tijarah.v2i2.744

Yusriyah, K., Fatoni, A., & Mansyur, M. A. (2020). Communication Networks Analysis on Information Dissemination of the Moving of Capital City From Jakarta to East Kalimantan. Aspiration Journal, 1(May), 31–55. http://aspiration.id/index.php/asp/article/view/4

Downloads

Published

2020-12-31

How to Cite

Sampurna, A., Putri, A. F., Perkasa, M. I. A., Chinmi, M., & Marta, R. F. (2020). Peirce’ Semiology of Rinso Advertising’s through Total Branding of Integrated Marketing Communication. Palakka : Media and Islamic Communication, 1(2), 126–136. https://doi.org/10.30863/palakka.v1i2.1036

Issue

Vol. 1 No. 2 (2020): Media and Islamic Communication

Section

Articles

Citation Check

License

Copyright (c) 2020 Palakka : Media and Islamic Communication

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with Palakka: Media and Islamic Communication agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.