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

Authors

  • Melita Leo English Department, Faculty of Letters, Petra Christian University, Surabaya, Indonesia
  • Esther H Kuntjara English Department, Faculty of Letters, Petra Christian University, Surabaya, Indonesia

DOI:

https://doi.org/10.9744/katakita.5.1.8-14

Keywords:

Brand Authenticity, Self-image Congruity, Brand Storytelling, Social Influence, Behavior Intention, Use Behavior

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. 

References

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Issue

Vol. 5 No. 1 (2017)

Section

Articles

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