Analisis Semiotika Roland Barthes pada Iklan Collagena Versi "Susu Awet Muda"

Abstract

This research aims to analyze the construction of the meaning of "Eternal Youth" in Collagena advertisements featuring Song Hye Kyo as a brand ambassador, using Roland Barthes' semiotic approach. An in-depth analysis was conducted on the visual and textual elements in advertisements broadcast on YouTube and Instagram platforms, focusing on the levels of denotation, connotation, and the potential formation of myths related to the product positioned as "Eternal Youth Milk." The research findings reveal that Collagena advertisements construct the meaning of "Eternal Youth" through the representation of Song Hye Kyo, whose image of timeless youth, elegance, and health is strategically transferred to the milk beverage product. The use of persuasive language emphasizing dual benefits (beauty and health) and the synergistic highlighting of product attributes create a narrative of hope and solutions to concerns about aging. The advertisements not only convey product information functionally but also attempt to naturalize the idea that "Eternal Youth" can be achieved through the regular consumption of Collagena. This research implies the importance of a deep understanding of semiotic strategies in advertising products claiming "Eternal Youth" benefits in the digital age. Further studies are recommended to analyze cross-digital platform comparisons as well as comparisons with conventional anti-aging products in the formation of the meaning of "Eternal Youth" and audience response.