The construction and meaning of EasyJet airline 2016 advertisements

Laurensius Nikolas Wibowo, Myrna Laksman-Huntley

Abstract


EasyJet, a UK low-cost airline service provider launched several attractive advertisements to attract consumers' interest, one of which is a series of posters issued in 2016. These posters are interesting because the words show complex morphological processes and implied meanings that can be extracted. Previous studies have mostly examined morphological formation or have conducted semiotic studies, but none have linked morphological processes and images on posters with a semiotic approach. Therefore, this study analyzes the word formation process in the 2016 EasyJet advertisement, which has undergone a derivation process, and finds out the meaning contained in the advertisement using a semiotic approach. This qualitative study examines the posters based on Lehmann and Berthet’s (2018) theory of word formation and Barthes' (2013) semiotics theory. The result of this study indicates that in this advertising poster, EasyJet attracts people to use its services in several market segments or consumer groups according to their respective characteristics. The stratagem revealed through these posters is that EasyJet is an airline that wants to invite its prospective passengers to explore new activities.

Konstruksi dan makna iklan maskapai EasyJet tahun 2016

EasyJet, salah satu perusahaan penyedia jasa penerbangan berbiaya rendah (LCC) asal Inggris yang menyediakan layanan penerbangan berbiaya rendah, meluncurkan beberapa iklan menarik untuk menarik minat konsumen, salah satunya adalah serangkaian poster yang diterbitkan pada tahun 2016. Poster-poster tersebut menarik karena kata-kata di dalamnya menunjukkan proses morfologi yang kompleks dan makna tersirat yang dapat digali. Penelitian-penelitian terdahulu sebagian besar mengkaji tentang pembentukan morfologi atau telah melakukan kajian semiotika, namun belum ada yang mengaitkan proses morfologi dan gambar pada poster dengan pendekatan semiotik. Oleh karena itu, penelitian ini menganalisis proses pembentukan kata pada iklan EasyJet 2016 yang telah mengalami proses derivasi, dan mengetahui makna yang terkandung dalam iklan tersebut dengan menggunakan pendekatan semiotik. Penelitian kualitatif ini mengkaji poster-poster tersebut berdasarkan teori pembentukan kata Lehmann dan Berthet dan teori semiotika Barthes. Hasil penelitian menunjukkan bahwa dalam poster iklan ini EasyJet menarik masyarakat untuk menggunakan layanannya di beberapa segmen pasar atau kelompok konsumen sesuai dengan karakteristiknya masing-masing. Gimik yang muncul berdasarkan poster-poster ini adalah EasyJet merupakan maskapai yang ingin mengajak calon penumpangnya menjelajahi aktivitas baru.


Full Text:

PDF

References


Ardhianto, P., & Son, W. M. (2019). Visual semiotics analysis on television ads UHT Ultra Milk “Love Life, Love Milk. International Journal of Visual and Performing Arts, 1(1), 27-41. https://doi.org/10.31763/viperarts.v1i1.13

Barthes, R. (2013). Mythologies: The complete edition, in a New Translation, Translated by Richard Howard, and Annette Lavers. Hill and Wang Inc.

Bigevo. (2021). 5 faktor penting dalam iklan online. Bigevo.com. https://bigevo.com/blog/detail/5-factor-keberhasilan-for-ad-digital-anda

Citymap. (2008). Baroque Catanian: 8 places have to see. https://www.citymapsicilia.it/en/guide/baroque-catania/

Del Saz-Rubio, M. M. (2019). The pragmatic-semiotic construction of male identities in contem-porary advertising of male grooming products. Discourse & Communication, 13(2), 192–227. https://doi.org/10.1177/1750481318817621

Easyjet plc. (2022). What we do? https://corporate.easyjet.com/about/what-we-do

Fatma, E. G. (2021). Étude semiotique de la publicite en ligne des opérateurs téléphonique en Tunisie. Journal of Research and Studies in New Media, 2(4), 64-88. https://www.asjp.cerist.dz/en/article/172703

Firdaus, C. M. (2018). Makna kecantikan dalam iklan: Analisis semiotika Roland Barthes iklan Citra Sakura Fair UV versi Febby Rastanty [Master’s thesis, UIN Sunan Ampel Surabaya]. https://core.ac.uk/download/pdf/151617309.pdf

Frommers. (n.d.) Walking tours in Catania, walking tour: Historic Catania. Accessed March 20, 2022 via https://www.frommers.com/destinations/catania/walking-tours

Hamans, C. (2021) A lesson for covidiots 1,2 about some contact induced borrowing of Ameri-can English morphological processes into Dutch. Studia Anglica Posnaniensia 56(s1), 659-691. DOI 10.2478/stap-2021-0009

Hardy, P. (2021). 48 hours in . . . Marrakech, an insider guide to the Red City. Accessed 20 March 2022 via https://www.telegraph.co.uk/travel/destinations/africa/morocco/marrakech/articles/marrakech-travel-guide/

Kotler, P. (2005). Marketing management. Volumes 1 and 2. PT Index Gramedia Group.

LaReclame. (2016). Les nouveaux langages – campagne d'affichage - agence lesgosses . Ac-cessed on November 9, 2020 via https://lareclame.fr/lesgosses/realisations/nouvelle-campagne-easyjet-les-nouveaux-langages .

Lehmann, A., & Berthet, F. M. (2018). Introduction la lexicologie : Sémantique et morphologie (4e édition). Armand Colin.

Manuell, R. (2017, March 1). 8 reasons low-cost airlines are so cheap. International Airport Re-view. https://www.internationalairportreview.com/article/32697/low-cost-carri-ers/#:~:text=In%20essence%20and%20perhaps%20this,them%20less%20expensive%20to %20run .

Marrakech's Coolest Neighbourhoods for Millennials (2023, September 21). Culture trip. https://theculturetrip.com/africa/morocco/articles/marrakechs-coolest-neighbourhoods-for-millennials.

Polguѐre, A. (2016). Lexicologie et sémantique lexicale: Notions fondamentales. Presses de l’Université de Montréal.

Rosa, A., & Budiman, A. (2023). Word formation of English loanwords in mode rubric of Rosa-french vogue paris magazine. International Review of Humanities Studies, 8(2), 513-528. DOI: 10.7454/irhs.v8i2.1120

Rosiana, A.A., & Agustina, D., Silvi. (2023). Proses morfologis jenama kosmetik Korea berba-hasa Prancis. Jurnal Ilmu Budaya, 11(1), 147-152. DOI: https://doi.org/10.34050/jib.v11i1.25370

Saussure, F. (1916). Course in general linguistics. Duckworth.

Scott. (2021). What is a low-cost carrier? Going. Accessed 10 May 2022 via https://scottscheapflights.com/glossary/low-cost-carrier

Statista. (2021). Annual revenue of easyJet plc from 2009 to 2021. https://www.statista.com/statistics/1007546/revenue-easyjet-plc/

Syahdini, R. Z. (2019). Semiotic analysis of l’Oreal Paris advertisement. [Undergraduate the-sis, Universitas Islam Negeri Maulana Malik Ibrahim]. http://etheses.uin-malang.ac.id/17385/1/15320154.pdf

Tourismo de Portugal. (2018). Visão geral. - http://www.turismodeportugal.pt/pt/Turismo_Portugal/visao_geral/Paginas/default.aspx

Widiasri, F. S. & Sofyan, A. N. (2021). Nominalization of the French language in the text of the President Emmanuel Macron’s speech regarding the Covid-19 virus: Morphosemantic study. Jurnal Bébasan, 8(1), 47—59.

William, S. (2017). Marrakech's coolest neighborhoods for millennials. Accessed on 20 March 2022 via- https://www.bocadolobo.com/blog/architecture/moroccan-architecture-discover-unique-riads-marrakech/#:~:text=The%20

Williams, F. (1988). Research methods and the new media. Simon and Schuster.

Wong, M. (2019). Multimodal communication: A social semiotic approach to text and image in print and digital media. Springer.

Yasmine, A. (2021). Analyse sémiotique des affiches publicitaires médicales « Cas de la 19 » [Master’s Thesis, Université Mohamed Khider de Biskra, Biskra, Algeria]. http://archives.univ-biskra.dz/handle/123456789/18769

Yücel, H. (2019). Cultural identity in Turkish advertisements. Social Semiotics, 31(2), 305-323. https://doi.org/10.1080/10350330.2019.1631463




DOI: http://dx.doi.org/10.17977/um015v51i22023p300

Refbacks

  • There are currently no refbacks.



Bahasa dan Seni: Jurnal Bahasa, Sastra, Seni, dan Pengajarannya is licensed under
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Web
AnalyticsView My Stats
Based on the Official Letter from the Director General of Higher Education, Research, and Technology, the Ministry of Education, Culture, Research, and Technology No 158/E/KPT/2021, dated December 27, 2021, Bahasa dan Seni: Jurnal Bahasa, Sastra, Seni dan Pengajarannya is granted RANK 2 JOURNAL SCIENTIFIC ACCREDITATION PERIOD I YEAR 2021. This rating status is valid for 5 (five) years up to Vol 53, No 1, 2025.

Dear Sir/Madam

We appreciate your continued confidence and trust in Bahasa dan Seni: Jurnal Bahasa, Sastra, Seni, dan Pengajarannya (JBS). In order to enhance the service, readability, and quality of JBS publications, we will be transitioning to a new website, https://citeus.um.ac.id/jbs, in collaboration with Digital Commons (Elsevier) starting in July 2024.

Sincerely

Yusuf Hanafi
(Editor in chief)


Editorial Office:
Gedung D16 Lantai 2 Fakultas Sastra UM Jl. Semarang 5 Kota Malang, Jawa Timur, Indonesia 65145

Publisher:
Fakultas Sastra, Universitas Negeri Malang, Indonesia
JPtpp is licensed under