Sharon, Esterlita (2025) SEMIOTIC ANALYSIS OF FORE COFFEE ADVERTISEMENT ON YOUTUBE. Skripsi thesis, Universitas Widya Kartika.
![[img]](http://repository.widyakartika.ac.id/style/images/fileicons/text.png) |
Text (ABSTRAK)
153. 61421012 Esterlita Sharon Cover Abstrak.pdf Download (373kB) |
Abstract
This study analyzes the Fore Coffee advertisement on YouTube using Roland Barthes' semiotic theory to uncover the denotative, connotative, and mythological meanings created in the advertisement's verbal and non-verbal signs. The findings reveal that Fore Coffee advertisements are not merely promoting coffee as a beverage, but are constructing deeper ideological messages that associate coffee with hope, authenticity, and modern lifestyle. The study identifies three dominant myths: coffee as a symbol of hope, a representation of authenticity and quality, and a reflection of an exclusive yet accessible modern lifestyle. These myths contribute to shaping Fore’s brand identity and resonate with a broader audience. This research highlights the role of advertising as a cultural text that reflects and influences societal values and aspiration.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | SK.ING Sha 153 2025 |
| Uncontrolled Keywords: | Semiotics, Roland Barthes, Advertisement, Fore Coffee, Myth |
| Subjects: | P Language and Literature > PE English Language |
| Divisions: | Fakultas Sastra dan Pendidikan Bahasa > English Department |
| Depositing User: | Perpustakaan UWIKA |
| Date Deposited: | 20 Jan 2026 03:22 |
| Last Modified: | 20 Jan 2026 03:22 |
| URI: | http://repository.widyakartika.ac.id/id/eprint/3632 |
Actions (login required)
 |
View Item |
