MITOLOGI UNSUR MISTIK DALAM PERIKLANAN (IKLAN “GO-JEK VERSI KAMU” EPISODE “KUNTI”)

Abstract

Communication advances cannot be separated from technological
developments. This is also in line with human will, especially urban communities that
are increasingly diverse and constantly changing. Referring to this, there are many
digital applications offering services that make it easier for people to carry out their
daily lives, as well as complementing their lifestyles.
In fulfilling it all, GO-JEK as an application for offering the nation's children
makes it easy for loyal customers. Starting from reducing the use of cash, completing
features that are close to everyday life, to the newest one is to compile the types of
services that are most widely used and placed at the top. This is the basic feature of
"GO-JEK Your Version" which is poured in 3 ads with the characteristics of own
segmentation.
Each ad is interpreted differently because it has many signs in it that are not
independent but are interrelated and neatly arranged with other marks. In the ad that
was studied by the researcher, "GO-JEK Your Version" episode "Kunti", researchers
saw a shift in meaning from the mystical side, where the main character in the
advertisement was not a public figure but Kunti who was once considered a creepy and
shunned spirit. The existence of Kunti in this advertisement is reviewed with Semiotics
Studies which will break down all the shifts that occur and are seen in the verbal and
nonverbal elements of advertising.
The mythology that finally emerged was the Lifestyle Mythology in which there
was a shift in cellphones, glasses and fashion; and Transformation Mythology
Meanings which include mystical themes and the use of mobile phones among today's
society.
Keywords : advertising, sign, mean, semiotics, mystical, myth