Analisis Semiotika Roland Barthes pada Iklan Burger King Versi “Pesanlah dari McDonald’s”

Abstract

This study discusses the Burger King advertisement for the version of the "Order from McDonald's" which is broadcast on Instagram @BurgerKing.id Sosial Media. The ad, which was released in November 2020, combines the power of visual and text. The appeal of this message is in the invitation to buy products to the Burger King public. To the public, Burger King actually encourages purchases to its main competitor, namely McDonald's. This study aims to reveal the meaning behind the advertisement by using Roland Barthes' semiotics model. His approach uses qualitative-descriptive to explain the meaning of the message through three stages offered by Barthes; denotation, connotation, and myth. The results showed that the denotation meaning of the Burger King advertisement for the version of the advertisement was "Order from McDonald's as a normative invitation to Burger King to the public to buy McDonald's products. The connotative meaning implies that there is tough competition between Burger King and McDonald's on the same product. While the myth means maintaining the tradition of competition that has been passed down from generation to generation by Burger King and McDonald's.