Semiotic Analysis of Gojek Advertisements: Constructing Solutions and Modern Urban Identity
DOI:
https://doi.org/10.60012/cje.v3i2.161Keywords:
Semiotic Analysis, Gojek, Advertising, Urban Identity, Digital Platforms, IndonesiaAbstract
This article explores how a Gojek advertisement uses signs and symbols to tell a story about solving everyday city problems and shaping what it means to live in a modern Indonesian city. Using well-known semiotic frameworks of Ferdinand de Saussure and Charles Sanders Peirce, this study conducts a close examination of the visual and textual elements found in the advertisement. The results show that Gojek carefully chooses signs (like visuals and language) to send clear messages about ease, speed, and helpfulness—presenting itself as an essential part of busy city life. The study highlights how Gojek does more than just offer services; it also helps define a modern lifestyle that’s digital, mobile, and ready to tackle daily challenges. This research gives insight into how digital ads persuade people and how ride-hailing apps like Gojek influence city culture in Southeast Asia.
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