Green Marketing Representation of Le Minerale Advertising Economy Sircular Movement #Jadibarulagi’s Version

Authors

  • Yoka Pradana School of Communication, Telkom University, Indonesia
  • Aiza Nabilla Arifputri School of Communication, Telkom University, Indonesia
  • Rizca Haqqu School of Communication, Telkom University, Indonesia

Keywords:

Representation, Advertisement, Green marketing, Le Minerale

Abstract

Le Minerale products issued an advertisement with the hashtag #JadiBaruLagi with the title "Through Le Minerale's National Circular Economy Movement, we change plastic waste #JadiBaruLagi". The author saw that the advertisement gave a Green Marketing message, to reject Le Minerale products which are imaged as products that contribute to plastic waste in Indonesia because they issue single-use gallon products. This study uses Charles Sanders Pierce's semiotic analysis approach known as the triadic model and its trichotomous concepts namely representamen, objectification, and interpretation to analyze the symbols contained in the advertisement. The unit of analysis is Le Minerale advertisements sourced from the Le Minerale youtube channel edition. Through the Le Minerale National Circular Economy Movement, we change plastic waste to #JadiBaruLagi. The results of the research show that this ad represents various things about green marketing. First, green marketing is shown in the form of 'green' natural life which is described by the life of fish in the sea and houses with green trees. The two green markings are illustrated through the movement of collecting and sorting plastic waste. Finally, the ad displays a form of corporate social responsibility that supports the circular economy movement through recycling plastic bottles and gallons.

Author Biography

Yoka Pradana, School of Communication, Telkom University, Indonesia

<em><strong><img src="https://journal.rc-communication.com/public/site/images/admin/jics-copy-1e5c0c2a8f921139ef8be8b2af0a5795.jpg" data-mce-src="https://journal.rc-communication.com/public/site/images/admin/jics-copy-1e5c0c2a8f921139ef8be8b2af0a5795.jpg" /></strong></em><em><strong>Journal of Intercultural Communication and Society (JICS)</strong></em> published by Riauan Consulting and Communication. <strong><em>JICS </em></strong>publishes qualitative and quantitative research that focuses on human simbolic activities, society activity, communication in society and cultural context, interrelationships between culture communication and society. Studies reporting data from within a single nation/culture should focus on cultural factors and explore the theoretical or practical relevance of their findings<br />from a cross-cultural perspective.All manuscripts submitted for publication to the <strong><em>JICS</em> </strong>are initially reviewed by the Editor for appropriate content and style. If approved by the Editor, manuscripts are then reviewed by two anonymous reviewers in a double-blind review process. Reviewers are chosen by the Editor based on their expertise with a submitted manuscript’s topic, methodology, and research focus.

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Published

2024-03-15

How to Cite

Pradana, Y., Arifputri, A. N., & Haqqu, R. (2024). Green Marketing Representation of Le Minerale Advertising Economy Sircular Movement #Jadibarulagi’s Version. AICCON, 1, 447–459. Retrieved from https://journal.rc-communication.com/index.php/AICCON/article/view/168

Issue

Vol. 1 (2024): Proceeding Book of Aspikom International Communication Conference (Aiccon) Grounding Communications for Sustainable Development Towards the Digital 5.0 Era

Section

Tabel of Content