Representation of Laziness in Gopay TV Ad “Jaminan Uang Kembali”

Rizma Nurohmah; Intan Thania; Muhammad Arsyanda Nugraha; Muhammad Iqbal Qeis

doi:10.30998/cs.v7i2.122

Authors

Rizma Nurohmah Universitas Indraprasta PGRI Author
Intan Thania Universitas Indraprasta PGRI Author
Muhammad Arsyanda Nugraha Universitas Indraprasta PGRI Author
Muhammad Iqbal Qeis Universitas Indraprasta PGRI Author

DOI:

https://doi.org/10.30998/cs.v7i2.122

Keywords:

Visual Analysis, Representation of Laziness, Peircean Semiotic, Gopay TV Ad

Abstract

Gopay is one of the most widely used digital wallets by the people of Indonesia. In campaigning for its product, Gopay creates a TV advertisement which contains promotional and persuasive messages to invite people to use digital wallets without worrying about cyber crime that threatens the user capital balances. This advertisement titled “Jaminan Uang Kembali” (Balance Return Guaranteed) uses a 2-dimensional animated visual form about the user's balance being stolen and returned again because of a guaranteed balance from Gopay. This paper focuses on visual analysis by describing and analyzing the signs contained in this ad and will be discussed in detail on a scene-to-scene basis using Charles Sanders Pierce's semiotic approach. The results of this study shows that the TV ad portrays a representation of laziness in the form of its main character which is portrayed with big body and supported by the portrayal of preference to indoor activities and lifestyle. This laziness comes from the appeal of instant culture as part of modernism which conveyed the message that Gopay is a lazy solution that can easen up the user’s life.

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