ANALISIS SEMIOTIKA PENGGUNAAN HUMOR KREATIF PADA IKLAN BUKALAPAK DENGAN JUDUL “NEGO CINCAI”DI YOUTUBE

Abstrak

The study explains how the use of creative humor in Bukalapak advertisements where this advertisement appears ahead of the Chinese New Year celebration for the Chinese community, this advertisement is different from other marketplace advertisements where other marketplaces use artists and influential people to become the star of their advertisements in special Chinese New Year celebrations. The purpose of this study was to analyze the semiotics of using creative humor in Bukalapak advertisements with the title "nego cincai" on YouTube. The researcher uses a descriptive qualitative approach with the Roland Barthes analysis method to answer how creative humor is displayed in advertisements, how are the elements of creative humor, how is semiotic analysis in Bukalapak advertisements. From the results of the study it was found that the creative humor shown in the Bukalapak ad version of "Nego Cincai" on YouTube is a middle-aged character in the ad. Which uses Chinese culture as an attraction for the audience to buy products that are sold at the right moment, such as special Chinese New Year holidays.