Representasi Multiikulturalisme dalam Brand Monggo :(Analisis Semiotik Brand Chocolate Monggo Yogyakarta).

PRIMANINGTIAS, Patrisia Luki, Budhy Komarul Zaman

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT Nowadays the development of industry triggers all of businessman to make more innovation of their brand building concept. This innovation concept will make something implicit meaning of their brand. Brand is not only a mark to differentiate one product to another. This research is aimed to know how the multiculturalisme concept is represented by Chocolate Monggo. This research used Roland Barthes semiotic methodology. The research focused in Monggo’s brand element, such as name, logo, tagline, character, and packaging of Monggo. The concept of multiculturalism in this research is about culture diversity, included tradition symbols, religion, and belief. The result was the concept of multiculturalism could be represented by Chocolate Monggo. The representation can be found in brand elements of Chocolate Monggo though there are more Yogyakarta’s culture than others culture. Tags : brand, multiculturalism, semiotic, brand elements

Kata Kunci : Film; Semiotik