A SEMIOTIC ANALYSIS ON THE PERCEIVED MEANINGS OF COCA COLA “ANTHEM” VIDEO COMMERCIAL

Melita Leo, Esther H Kuntjara

Abstract


This study observes the perceived meanings produced by young adult (18 to 30 years old) and older (50 to 65 years old) respondents as respondents from different age group can produce different perceived meanings from each other. The writer’s finding is that in perceiving, young adult respondents tend to emphasize on Coca Cola’s emotional roles. On the other hand, the older respondents emphasize on Coca Cola’s physical roles. 


Keywords


Process of Signification, Sign, Signifier, Signified, Perceived Meaning.

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References


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