Pemaknaan Tagline ‘Make It Real’ dalam Iklan Handphone Realme Versi ‘Kebaikan Ramadhan’
DOI:
https://doi.org/10.56943/daruna.v4i1.371This study aims to analyze the interpretation of the tagline “Make It Real” in the Realme Ramadan advertisement through Charles Sanders Peirce's semiotic approach. Realme, as a leading smartphone brand, has successfully increased its market share through effective marketing strategies, including the use of advertisements that are relevant to the culture and values of society. The "Ramadan Kindness" (Kebaikan Ramadhan) advertisement, featuring the tagline “Make It Real”, does not only promote the product but also builds a positive brand image aligned with religious values. The results of the semiotic analysis on the visual elements, symbols, and narrative reveal that this advertisement is an effective example of integrating commercial elements with socio-cultural values. By leveraging the “Make It Real” tagline, Realme succeeds in creating a strong emotional bond with consumers through an inspiring story relevant to the spirit of Ramadan. The use of familiar icons and positive messages regarding kindness and technological progress makes this advertisement more than just a product promotion; it is a campaign that resonates deeply with the public. The success of this advertisement demonstrates that by aligning brand values with relevant social values, a product can achieve better acceptance and recall among consumers.
Penelitian ini bertujuan untuk menganalisis pemaknaan tagline “Make It Real” dalam iklan Ramadhan Realme melalui pendekatan semiotika Charles Sanders Pierce. Realme, sebagai salah satu merek smartphone terkemuka, telah berhasil meningkatkan pangsa pasarnya dengan strategi pemasaran yang efektif, termasuk penggunaan iklan yang relevan dengan budaya dan nilai-nilai masyarakat. Iklan "Kebaikan Ramadhan" yang mengusung tagline “Make It Real” tidak hanya mempromosikan produk, tetapi juga membangun citra merek yang positif dan relevan dengan nilainilai keagamaan. Hasil analisis semiotika terhadap elemen visual, simbol, dan narasi dalam iklan ini mengungkapkan bahwa Iklan Realme "Kebaikan Ramadhan" merupakan contoh efektif dalam menggabungkan unsur komersial dengan nilai-nilai sosial budaya. Dengan mengusung tagline “Make It Real”, Realme berhasil menciptakan ikatan emosional yang kuat dengan konsumen melalui cerita yang menginspirasi dan relevan dengan momen Ramadhan. Penggunaan ikon-ikon yang familiar dan pesan positif tentang kebaikan serta kemajuan teknologi menjadikan iklan ini tidak hanya sekedar promosi produk, tetapi juga sebuah kampanye yang mampu menyentuh hati masyarakat. Kesuksesan iklan ini membuktikan bahwa dengan menggabungkan nilai-nilai merek dengan nilai-nilai sosial yang relevan, sebuah produk dapat lebih diterima dan diingat oleh konsumen.
Keywords: Semiotika Citra Merek Iklan Ramadhan Semiotics Brand Image Ramadan Advertising
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