Semiotic Analysis of "Hyundai Presents Re:Style 2020" Green Marketing in Automotive Ads
DOI:
https://doi.org/10.24269/ars.v12i2.8188Abstract One detrimental consequence of the automotive industry's excessive production is the accumulation of end-of-life vehicles (ELV). ELV ought to be disposed of via a waste recycling system. As a result, the automotive sector bears a substantial obligation with regard to ELV. Hyundai is one of the automotive industries that has managed ELV effectively. The YouTube advertisement for the Hyundai Re:Style Presents 2020 model illustrates this. Hyundai's collaboration with fashion designers to recycle automobile byproducts including leather, airbags, seat belts, and glass is featured in the advertisement. They create fashion items from waste, including jewelry, denim jumpsuits, work vests, corsets, and tote bags. Researchers are intrigued by the pursuit of investigating the significance of the sign representation, the object, and the interpretant, as well as the implications of advertising within the framework of green marketing theory. To achieve this aim, the semiotic theory of Charles Sanders Peirce was employed by featuring a triadic model comprising an object, representation, and interpretant. Additionally, Sinh's green marketing framework was incorporated, comprising a green place, green product, green price, and green promotion. Consequently, A qualitative research based on Charles Sanders Peirce's semiotics was used. The results shows that the signs, objects, and interpretants in Hyundai advertisements show the meaning of green marketing.
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References
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Andriyani, P., Rahayu, N., & Budiani, D. (2021). Semiotic Analysis Of Toyota Advertisement. Jom Fkip-Ur, 8, 1–9.
Anthony Jnr, B., Majid, M. A., & Romli, A. (2019). Green information technology adoption towards a sustainability policy agenda for government-based institutions: An administrative perspective. Journal of Science and Technology Policy Management, 10(2), 274–300.
Aslan, İ. (2022). Semiotic Analysis Of Green Advertising Practices. International ‘Communication In New World’ Congress.
Asmin, F. (2018). Budaya dan Pembangunan Ekonomi: Sebuah Kajian terhadap Artikel Chavoshbashi dan Kawan-Kawan. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 2(2). https://doi.org/10.25139/jsk.v2i2.516
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Calibremagazine.com. (2023). Global designer Jeremy Scott is collaborating with Hyundai Motor to launch Re:Style 2023. Www.Calibremagazine.Com.
Chen, S. (2016). Selling the environment: Green marketing discourse in China׳s automobile advertising. Discourse, Context and Media, 12, 11–19. https://doi.org/10.1016/j.dcm.2016.03.003
Cheng, Z. (2015). Discussion on Automobiles and Automotive Advertising from the Perspective of Semiotics Illustrated by the Case of Date My Car.
Diawati, P., Mutalov, I. C., Kasmi, M., Abdullah, A., & Yuliastuti, H. (2023). Predicting the Indonesian Sustainable Marketing Communication on 2023 Trends. Jurnal Studi Komunikasi, 7(1). https://doi.org/10.25139/jsk.v7i1
En-I, C., Baharuddin, H., Arus, M., & Ahmad, S. (2017). A Semiotic Analysis And Cultural Values Of Malaysian Automotive Tv Advertisements. Gendang Alam, 7.
Hartono, D., & Sugalih, A. (2019). Makna Simbol Senyum Pada Iklan Lay’s Di Televisi (Analisis Semiotika Charles Sanders Peirce). Perspektif Komunikasi, 3(1).
Harun, M. F., Al Bakry, N. S., Abd Rahman, K. E., Vincent Amos, F., & Johari, M. H. (2023). Semiotic and Cultural Analysis on Local Product Brand Name. International Journal of Academic Research in Business and Social Sciences, 13(1). https://doi.org/10.6007/ijarbss/v13-i1/15884
Harun, Z., Wan Mustafa, W. M. S., Abd Wahab, D., Abu Mansor, M. R., Saibani, N., Ismail, R., Mohd. Ali, H., Hashim, N. A., & Mohd Paisal, S. M. (2021). An Analysis of End-of-Life Vehicle Policy Implementation in Malaysia from the Perspectives of Laws and Public Perception. Jurnal Kejuruteraan, 33(3), 709–718. https://doi.org/10.17576/jkukm-2021-33(3)-29
He, D. (2020). Sustainability on Display:Semiotic Analysis of Sustainable Fashion Visual Merchandisi [Aalto University]. www.aalto.fi
Humaira, A., Harahap, N., & Faishal, M. (2022). Representasi Cultural Branding Iklan Shopee: Kajian Analisis Semiotika. Jurnal Ilmiah Ilmu Komunikasi Communique, 5(1), 83–96. https://doi.org/https://doi.org/10.31289/jikq.v5i1.128
Hyundai.com. (2022a). Hyundai Indonesia.
Hyundai.com. (2022b). Hyundai’s vision for the future. Hyundai Motor Company.
Hyunday. (2020). Hyundai Motor Updates ‘Strategy 2025’. Hyundaynews.
Jain, S. (2019). Factors affecting sustainable luxury purchase behavior: A conceptual framework. Journal of International Customer Marketing, 31(2), 130–146.
K. Kirwan, & B.M. Wood. (2012). Recycling of materials in automotive engineering Author links open overlay panelK. Woodhead Publishing.
Krisnawan, G. N. A., Beratha, N. L. S., & Laksana, I. K. D. (2019). Commercial automotive advertising: semiotic study. International Journal of Linguistics, Literature and Culture, 5(3), 71–80. https://doi.org/10.21744/ijllc.v5n3.659
Lourenção, M., & Giraldi, J. de M. E. (2020). Destination advertisement semiotic signs: Analysing tourists’ visual attention and perceived ad effectiveness. Annals of Tourism Research, 84.
Muhammed, D., & Ijam, M. (2019). A Semiotic Study of English Commercial Advertisements. International Journal of Innovation, Creativity and Change, 8(10), 35–54. www.ijicc.net
Mukti, I., Sultan, I., & Bahfiarti, T. (2015). Semiotika Ikon Perempuan Pada Iklan Mobil Dalam Majalah Otomotif Autoexpert. In Jurnal Komunikasi KAREBA (Vol. 4, Issue 3).
Pratiwi, A. V., & Irawan, R. E. (2021). Semiotic Analysis of “Mau Kemana†Advertisement in Youtube As Tiket.Com’s Branding Strategy. International Journal of Engineering Research & Technology (IJERT), 10(5), 762–770. www.ijert.org
Sobur, A. (2017). Semiotika Komunikasi. PT. Remaja Rosdakarya.
Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. CV Alfabeta.
Vardarlier, P., & Esra. (2020). Examining the effects of green marketing on brand and corporate image. Interdisciplinary Studies in Business Ecosystem, 2(3).
Vatsa, M., Chakrabarti, M., & Kumar, R. (2016). Analysis of Green Marketing Trend in Passenger Car Segment of Indian Automobile Industry. International Journal of Management (IJM), 7(6), 181–188. http://iaeme.com/Home/journal/IJM181editor@iaeme.comhttp://iaeme.com/Home/issue/IJM?Volume=7&Issue=6JournalImpactFactor
Vera, N. (2018). Semiotika dalam riset komunikasi. Ghalia Indonesia.
Vidiyawati, A. V. S., & Wibowo, A. A. (2023). Semiotics analysis on “Samsung x BTS: Galaxy for the Planet†Advertisement. COMMICAST, 4(1), 37–47. https://doi.org/10.12928/commicast.v4i1.6312
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2024-03-04
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