@article{Ramanov Barezki, Muhamad Aras_2020, title={SEMIOTIC ANALYSIS OF E-COMMERCE ADVERTISEMENT “GILANYA BELANJA DI BUKALAPAK” }, volume={18}, url={https://www.archives.palarch.nl/index.php/jae/article/view/2026}, abstractNote={<p>This research aims at interpreting the meaning of each scene in the advertisement Gilanya<br>Belanja di Bukalapak (Shopping Madness in Bukalapak) by using Roland Barthes’ (1972)<br>semiotic analysis. It seeks to understand the meaning of the signs in each scene and to reveal<br>the message in the advertisement. The research used qualitative approach with Barthes’<br>Semiotics method. These scenes showed several people that strangely used tools or goods,<br>which can lead to the audience’s false perceptions. The results indicate that (1) the denotation<br>meaning of each scene shows some people that performed unusual movements when using<br>some tools or goods; (2) the connotative meaning of each scene is that those people showed<br>happiness with unusual movements when shopping with big discounts at Bukalapak; (3) based<br>on myth elements, five myths in Bukalapak advertisement are: (a) selfie stick and selfie which<br>showed modern culture, (b) high heels shoes that can boost women’s appearance, (c) the use<br>of pomade among men, (d) branded women bags which become a phenomenon for women<br>who wear it, and (e) a pestle and mortar which are Indonesian traditional kitchen tools.</p>}, number={1}, journal={PalArch’s Journal of Archaeology of Egypt / Egyptology}, author={Ramanov Barezki, Muhamad Aras}, year={2020}, month={Dec.}, pages={230 - 243} }