Competition in Television Advertisements

Oct 13, 2025 by talynt.org 111 views

Introduction

In the world of marketing, television advertisements play a crucial role in promoting products and services, especially in the highly competitive cellular card industry. Two advertisements, "Sule - Baim" by XL and "Sule - Check 123" by AS, have caught the attention of many with their unique communication codes and signs that can be interpreted denotatively and connotatively. This study aims to understand and describe the competition that occurs between these two advertisements and identify the meaning contained therein.

Competition in Television Advertisements

Television advertisements are an essential medium in the world of marketing, and in the cellular card industry, they are a vital tool for brands to promote their products and services. In these two advertisements, we see the use of communication codes that create signs that can be interpreted denotatively and connotatively. Therefore, semiotic analysis becomes the right method to examine the relationship between the signs in the ad and the meaning contained.

Research Methodology

This study uses semiotic analysis based on Roland Barthes's semiological theory, which emphasizes the significance of two stages (two order significance); namely denotation and connotation. In this context, the denotative sign consists of markers and markers. A markers are physical objects that can be observed, such as colors and images in advertisements, while markers are the meaning associated with the marker.

In the XL ad version "Sule - Baim" and the US version "Sule - Check 123", we can see a marker that directly creates denotative meaning, such as the character and dialogue spoken. However, behind it all there is a deeper connotative meaning, namely the ideology and values represented by the marker. According to Barthes, this connotative sign is a myth that forms public perceptions of the brand displayed.

Competition Analysis in Advertising

The results of this study indicate that the US advertisement version "Sule - Baim" functions as a rival of the XL ad version "Sule - Check 123". In the ad, there is a message to be conveyed that the US card is superior to XL. This competition is clearly seen in various elements displayed, including dialogue between characters, song lyrics or catchy jingles, as well as the similarity of subjects and body language (gesture) used.

For example, the use of humor in advertisements involving Sule - a famous comedian - is a special attraction for the audience. The humor presented not only serves to entertain but also strengthen the connotative meaning of each brand. In this context, humor functions as a tool to attract attention and deliver competition messages more effectively.

The Role of Humor in Advertising

Humor is a powerful tool in advertising, and in the case of these two advertisements, it plays a crucial role in attracting the audience's attention and delivering competition messages. The use of humor in advertisements involving Sule - a famous comedian - is a special attraction for the audience. The humor presented not only serves to entertain but also strengthens the connotative meaning of each brand.

Conclusion

From this semiotic analysis, we can understand how TV advertisements not only function as promotional media but also as an arena of competition between brands. The use of communication elements in XL and AS cellular card television advertisements creates certain perceptions in the minds of consumers. Through existing markers, the two brands try to convey the values and advantages of each in a unique way.

Thus, television advertisements are a very effective means of creating brand imagery and forming public opinion about the products offered. The existence of semiotics analysis in this study can provide deeper insight into the marketing strategy implemented by both brands in their advertisements, as well as how community perceptions can be influenced by the signs conveyed.

Implications for Marketing Strategy

This study has several implications for marketing strategy. Firstly, it highlights the importance of using semiotic analysis to examine the relationship between signs in advertisements and the meaning contained. Secondly, it shows how television advertisements can be used as a tool to create brand imagery and form public opinion about products offered.

Finally, it emphasizes the need for brands to use effective communication elements in their advertisements to attract the audience's attention and deliver competition messages. By understanding the role of semiotics in advertising, marketers can develop more effective marketing strategies that take into account the complex relationships between signs and meaning.

Limitations of the Study

This study has several limitations. Firstly, it only examines two advertisements and does not provide a comprehensive analysis of the entire cellular card industry. Secondly, it relies on semiotic analysis, which may not be applicable to all types of advertisements.

Finally, it does not provide a detailed analysis of the audience's perception of the advertisements. Future studies can build on this research by examining a larger sample of advertisements and providing a more comprehensive analysis of the audience's perception of the advertisements.

Recommendations for Future Research

Based on the findings of this study, several recommendations can be made for future research. Firstly, future studies can examine a larger sample of advertisements to provide a more comprehensive analysis of the cellular card industry.

Secondly, future studies can use a more comprehensive methodology, such as content analysis, to examine the relationship between signs in advertisements and the meaning contained. Finally, future studies can provide a more detailed analysis of the audience's perception of the advertisements to provide a more complete understanding of the role of semiotics in advertising.

Conclusion

In conclusion, this study provides a semiotic analysis of the competition between XL and AS cellular card television advertisements. The results show that the US advertisement version "Sule - Baim" functions as a rival of the XL ad version "Sule - Check 123". The use of humor in advertisements involving Sule - a famous comedian - is a special attraction for the audience and strengthens the connotative meaning of each brand.

Q: What is semiotic analysis?

A: Semiotic analysis is a method of analyzing the meaning of signs and symbols in a text, image, or other form of communication. It involves examining the relationship between the sign and the meaning it conveys, as well as the context in which it is used.

Q: What is the purpose of this study?

A: The purpose of this study is to analyze the competition between XL and AS cellular card television advertisements using semiotic analysis. The study aims to understand how the advertisements create meaning and how they compete with each other.

Q: What are the key findings of this study?

A: The key findings of this study are that the US advertisement version "Sule - Baim" functions as a rival of the XL ad version "Sule - Check 123". The use of humor in advertisements involving Sule - a famous comedian - is a special attraction for the audience and strengthens the connotative meaning of each brand.

Q: What is the significance of humor in advertising?

A: Humor is a powerful tool in advertising, as it can attract the audience's attention and deliver competition messages more effectively. In the case of these two advertisements, humor plays a crucial role in creating a unique and memorable brand image.

Q: What are the implications of this study for marketing strategy?

A: This study has several implications for marketing strategy. Firstly, it highlights the importance of using semiotic analysis to examine the relationship between signs in advertisements and the meaning contained. Secondly, it shows how television advertisements can be used as a tool to create brand imagery and form public opinion about products offered.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, it only examines two advertisements and does not provide a comprehensive analysis of the entire cellular card industry. Secondly, it relies on semiotic analysis, which may not be applicable to all types of advertisements.

Q: What are the recommendations for future research?

A: Based on the findings of this study, several recommendations can be made for future research. Firstly, future studies can examine a larger sample of advertisements to provide a more comprehensive analysis of the cellular card industry. Secondly, future studies can use a more comprehensive methodology, such as content analysis, to examine the relationship between signs in advertisements and the meaning contained.

Q: What is the relevance of this study to the marketing industry?

A: This study is relevant to the marketing industry because it provides a deeper understanding of how television advertisements can be used to create brand imagery and form public opinion about products offered. It also highlights the importance of using semiotic analysis to examine the relationship between signs in advertisements and the meaning contained.

Q: What are the potential applications of this study?

A: The potential applications of this study are numerous. Firstly, it can be used to develop more effective marketing strategies that take into account the complex relationships between signs and meaning. Secondly, it can be used to create more memorable and effective advertisements that attract the audience's attention and deliver competition messages more effectively.

Q: What are the potential limitations of this study?

A: The potential limitations of this study are that it may not be applicable to all types of advertisements or industries. Additionally, the study may not provide a comprehensive analysis of the entire cellular card industry.

Q: What are the potential future directions for this research?

A: The potential future directions for this research are numerous. Firstly, future studies can examine a larger sample of advertisements to provide a more comprehensive analysis of the cellular card industry. Secondly, future studies can use a more comprehensive methodology, such as content analysis, to examine the relationship between signs in advertisements and the meaning contained.