THE MEANING OF WATSONS INDONESIA ADVERTISING MESSAGE VERSION #GOGREENWITHWATSONS'NEWSUSTAINABLEPACKAGING ON YOUTUBE

(ROLAND BARTHES SEMIOTICS ANALYSIS)

Abstract

The issue of plastic waste has always been a conversation and problem faced by the world every year, especially in Indonesia. Watsons Indonesia created an advertisement version of #GoGreenWithWatsons'NewSustainablePackaging that provides information and invitations to reduce the use of plastic. The purpose of this research is to describe the meaning of denotation, connotation, myth, and the meaning of advertising messages through Barthes' sign map: signifiers, denotation signs, connotation signs, and myths in the Watsons Indonesia advertisement version #GoGreenWithWatsons' NewSustainablePackaging on Youtube. The theories used are advertising, advertising messages, green advertising, meaning, semiotics, Roland Barthes semiotics, and Youtube. This research uses a descriptive method with a qualitative approach, data collection techniques through observation, interviews, and documentation. Then the data collected was analyzed using Roland Barthes semiotic analysis. The results in this study found the denotation meaning is the issue of plastic waste in Indonesia and Watsons makes packaging that can be a solution to the issue of plastic waste in Indonesia, the connotation meaning is about emotional and public awareness of the issue of plastic waste and the impact it has, the myth is the practical attitude of the public about plastic waste and trivializing a problem, and the message to be conveyed in this advertisement is an invitation to jointly protect the environment by reducing the use of plastic and increasing public awareness of environmental issues and the impact it has. The conclusion is that there are denotation, connotation, myth, and message meanings in Watsons Indonesia advertisements regarding environmental awareness.