The Commodification of Local Culture in a You C 1000 Vitamin Advertisement

Nevia Artikasari

2017

Abstract

This research focused on the meaning contained in the symbols of a You C 1000 vitamin advertisement, which were analyzed using the semiotic analysis of Roland Barthes to understand the denotations and connotations and the relations between them. To this end, the author conducted qualitative research with a focus on the scenes that describe the local culture of Bali. The local culture of Bali has persuasive power in its own right. The results of the analysis of the above healthy drink advertisement found the following connotations: (1) actions showing concern for the environment (the beach and homeless animals),and (2) the Kecak dance and traditional dress as part ofthe local culture of Bali.

Paper Citation

in Harvard Style

Artikasari N. (2017). The Commodification of Local Culture in a You C 1000 Vitamin Advertisement.In Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC, ISBN 978-989-758-337-7, pages 270-274. DOI: 10.5220/0007327902700274

in Bibtex Style

@conference{ipcomc17,
author={Nevia Artikasari},
title={The Commodification of Local Culture in a You C 1000 Vitamin Advertisement},
booktitle={Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,},
year={2017},
pages={270-274},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007327902700274},
isbn={978-989-758-337-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,
TI - The Commodification of Local Culture in a You C 1000 Vitamin Advertisement
SN - 978-989-758-337-7
AU - Artikasari N.
PY - 2017
SP - 270
EP - 274
DO - 10.5220/0007327902700274