The construction and meaning of EasyJet airline 2016 advertisements

Laurensius Nikolas Wibowo, Myrna Laksman-Huntley


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.

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