Research Article
Representation Of Price “Nego Cincai” On Bukalapak Advertising (Semiotic Analysis of Charles Sander Pierce)
@INPROCEEDINGS{10.4108/eai.7-9-2021.2318263, author={Maiercherinra Daud and Gracesy Prisela Christy}, title={Representation Of Price “Nego Cincai” On Bukalapak Advertising (Semiotic Analysis of Charles Sander Pierce)}, proceedings={Proceedings of the 1st Warmadewa International Conference on Science, Technology and Humanity, WICSTH 2021, 7-8 September 2021, Denpasar, Bali, Indonesia}, publisher={EAI}, proceedings_a={WICSTH}, year={2022}, month={6}, keywords={semiotics; price nego cincai; bukalapak}, doi={10.4108/eai.7-9-2021.2318263} }- Maiercherinra Daud
Gracesy Prisela Christy
Year: 2022
Representation Of Price “Nego Cincai” On Bukalapak Advertising (Semiotic Analysis of Charles Sander Pierce)
WICSTH
EAI
DOI: 10.4108/eai.7-9-2021.2318263
Abstract
The research with the title Representation of Price “Nego Cincai" on Bukalapak Advertising aims to find out the meaning of “Cincai Price” offered by Bukalapak through the representation in the advertisement. The significance of this research lies in the concept of Cincai Price, any shopping remains relaxed with the price offered and the various discounts provided by Bukalapak. This is based on the construction of Indonesian society. In the process of interpreting the meaning of this Bukalapak advertisement, using a qualitative method with Charles Sander Peirce's semiotic analysis, Pierce divides the interpretation process into 3 levels consisting of 3 levels: sign, object, and interpretation. This ad consists of 2 elements, namely visual and audio. This study also uses a constructivist paradigm that has a special view of the media and the text produced. The results of this analysis reveal that if you want to buy anything, buyers do not need to worry about prices because Bukalapak provides various attractive price offers and discounts for all groups. This is in accordance with the character of Indonesian people who really like low prices.