#AllWeCan: Empowering Aspirations through Contextual Relevance in Advertising Messages

Pavel Juhan Kalle; Poppy Febriana; Didik Hariyanto; Dametken Turekulova

doi:10.2991/978-2-38476-242-2_35

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#AllWeCan: Empowering Aspirations through Contextual Relevance in Advertising Messages

Authors

Pavel Juhan Kalle¹, Poppy Febriana¹^{, *}, Didik Hariyanto¹, Dametken Turekulova²

¹Communication Studies Program, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Indonesia

²Esil University, Astana, Kazakhstan

^*Corresponding author. Email: poppyfebriana@umsida.ac.id

Corresponding Author

Poppy Febriana

Available Online 6 June 2024.

DOI: 10.2991/978-2-38476-242-2_35 How to use a DOI?
Keywords: representation; #semuajugabisa; advertisement; charles sanders pierce semiotics
Abstract: The advertising industry is changing rapidly nowadays with the increasing growth rate of technology. In accordance with the times, to make advertisements that attract attention advertisers must display creative, unique, and out-of-the-box advertising materials. One of them is by carrying out a theme with a hashtag in the Ms Glow For Men advertisement, namely #SemuaJugaBisa. This study aims to determine the representation of #SemuaJugaBisa in the Ms Glow For Men ad version of Babe Cabita x Marcel Widiyanto. This type of research is descriptive qualitative using Charles Sanders Pierce's semiotic analysis technique. This research focuses on identifying symbols or signs/meaning of #SemuaJugaBisa in ms glow for men advertisement. The research subjects in this study are a collection of scenes in the ms glow for men advertisement starring comics Babe Cabita and Marshel Widiyanto. The results of this study indicate that the representation of #semuajugabisa provides awareness of Skincare products can be used by all circles. #SemuaJugaBisa represents that Skincare products can be used by all circles not only from men who are already goodlooking. However, all men with their characteristics can get the right to take care of themselves and look better so as to increase self-confidence.
Copyright: © 2024 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 6 June 2024
ISBN: 978-2-38476-242-2
ISSN: 2352-5398
DOI: 10.2991/978-2-38476-242-2_35 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Pavel Juhan Kalle
AU  - Poppy Febriana
AU  - Didik Hariyanto
AU  - Dametken Turekulova
PY  - 2024
DA  - 2024/06/06
TI  - #AllWeCan: Empowering Aspirations through Contextual Relevance in Advertising Messages
BT  - Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
PB  - Atlantis Press
SP  - 344
EP  - 358
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-242-2_35
DO  - 10.2991/978-2-38476-242-2_35
ID  - Kalle2024
ER  -

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