The Perceived Meanings of Thailand Tourism “Pad Thai” Video Advertisement by Thais and Indonesians

Authors

  • May Magnolia Ongky Wijaya Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya

DOI:

https://doi.org/10.9744/katakita.5.3.85-92

Keywords:

Celebrity endorsement, Brand Image, Repurchase intention

Abstract

This thesis is a study about observing the perceived meanings produced by Thai and Indonesian respondents as respondents from different national identities can produce different perceived meanings. The process of analysis is that the writer analysed the differences between Thai and Indonesian respondents’ perceived meanings after finding out the perceived meanings from both of the respondents. The writer also analysed how meanings are perceived in Thailand tourism “Pad Thai” video advertisement ased Process of Signification using The Piercean Model as well as denotation and connotation. The study uses descriptive qualitative approach. The writer of this study found out several findings. The finding is that in perceiving, Thai respondents tend to relate the data with their personal experiences based on facts while Indonesians respondents’ perception tends to relate their emotion. From this study, the writer believes that the result will help readers understand the influence of national identity in perceiving meanings from an advertisement.

Author Biography

  • May Magnolia Ongky Wijaya, Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
    English Department

References

Barnhisel, G. (2005). Media and Message. New York: Pearson Eduation, Inc.

Chandler, D. (2007). Semiotics The Basics (2nd ed). London: Routledge.

Leo, M. (2016). A Semiotic Analysis on The Perceived Meanings of Coca Cola “Anthem” Video Commercial. (TA No. 02012161/ING/2016).

Schreier, M. (2012). Qualitative Content Analysis in Practice. London: Sage Publicationsn Ltd.

Wells, Burnett, & Moraity. (2000). Advertising: Principless and practice. New Jersey: Prentice-Hall, Inc.

Wibowo, N. J. H. (2015). Meaning in the process of signification by the advertisement of Honda. (TA No. 02012125/ING/2015). Unpublished undergraduate thesis, Petra Christian University, Surabaya.

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Issue

Vol. 5 No. 3 (2017)

Section

Articles

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