[ABSTRAK
Kompetisi antar merek yang tinggi mendorong pemasar untuk semakin kreatif dalam memaksimalkan strategi pemasaran, salah satunya adalah melalui strategidesain kemasan produk. Elemen-elemen visual pada desain kemasan seperti warna, nama merek, logo, tipografi, dan ilustrasi dapat mengkomunikasikanmakna-makna tertentu bagi konsumen. Untuk mengetahui produksi makna di balik elemen visual desain kemasan, peneliti menggunakan analisis semiotikadengan model dyadic Saussure. Paradigma penelitian ini adalah poststrukturalisme dengan unit analisis Gulaku Sugar Sticks Paris dan Bali. Hasilanalisis semiotika dalam penelitian ini adalah adanya ekspresi simbolik budaya dalam masing-masing kemasan, yaitu adanya budaya kafe dan asosiasi budayaterhadap Gulaku.ABSTRAK
Strong competition between brands triggers the marketers to be more creative inmaximizing marketing strategies, one of them is through product packagingdesign. Visual elements on product packaging design, such as colors, brand name,logo, typography, and illustrations are each communicating particular meanings tothe consumers. This research aims to gain knowledge about the process ofmeanings productions behind each visual elements on product packaging design using semiotics analysis with Saussure‟s dyadic model. This research uses poststructuralism as paradigm with Gulaku Sugar Sticks Paris and Gulaku Sugar Sticks Bali as unit analysis. The result of this study is that there are symbolicalexpressions of culture on each packaging of Gulaku Sugar Sticks Paris and Gulaku Sugar Sticks Bali, that is the cafe culture and the cultural associations toGulaku itself., Strong competition between brands triggers the marketers to be more creative inmaximizing marketing strategies, one of them is through product packagingdesign. Visual elements on product packaging design, such as colors, brand name,logo, typography, and illustrations are each communicating particular meanings tothe consumers. This research aims to gain knowledge about the process ofmeanings productions behind each visual elements on product packaging designusing semiotics analysis with Saussure‟s dyadic model. This research uses poststructuralismas paradigm with Gulaku Sugar Sticks Paris and Gulaku SugarSticks Bali as unit analysis. The result of this study is that there are symbolicalexpressions of culture on each packaging of Gulaku Sugar Sticks Paris andGulaku Sugar Sticks Bali, that is the cafe culture and the cultural associations toGulaku itself.] |
S-Cindyramitha.pdf :: Unduh