Horor sebagai Strategi Branding: Studi Semiotika pada Iklan Burger Bros
DOI:
https://doi.org/10.22441/marcommers.v14i1.33970Kata Kunci:
Semiotika Peirce, Komunikasi Visual, Iklan Horor, Makna Tanda, Strategi Kreatif, Burger BrosAbstrak
Penelitian ini bertujuan untuk mengkaji konstruksi makna horor dalam iklan Burger Bros edisi Halloween 2021 melalui pendekatan semiotik model Charles Sanders Peirce. Iklan ini memanfaatkan elemen visual seperti sosok Mak Lampir, warna gelap, tipografi tajam, serta copywriting hiperbolik bertajuk “Enak Banget, Bikin Pengen Meninggal”, yang kemudian memicu diskursus publik di ruang digital. Dengan pendekatan kualitatif dan strategi studi kasus tunggal, data dikumpulkan melalui dokumentasi visual, observasi netnografi, dan wawancara semi-struktural dengan sepuluh informan. Analisis dilakukan dengan menelaah relasi representamen, objek, dan interpretan dari setiap elemen tanda.
Hasil penelitian menunjukkan bahwa iklan ini membentuk lapisan makna horor yang bersifat ambivalen dan kontekstual, mulai dari nostalgia budaya lokal, humor gelap, hingga kritik etis. Keempat elemen iklan bekerja secara sinergis membangun atmosfer horor yang tidak hanya visual, tetapi juga simbolik. Temuan ini menegaskan bahwa iklan adalah ruang negosiasi makna yang dipengaruhi oleh pengalaman dan latar budaya audiens. Secara teoretis, studi ini memperluas aplikasi semiotika Peirce dalam komunikasi pemasaran, dan secara praktis memberikan masukan strategis bagi perancang iklan yang hendak mengeksplorasi tema-tema ekstrem secara sensitif dan kontekstual.
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