The Use of Denotation and Connotation Meanings in “Hotrod 3g+” XL Advertisements in the Image of Social Class Communities: Semiotics Analysis

This study discusses the meaning of denotation and connotation related to myths, to the image of social class in the XL television advertisement version of "HotRod 3G+" in Indonesia. Researchers consider this advertisement to have a meaning, namely as a form of communication from the giver of meaning conveyed to the public (consumer communication provider), and researchers are interested in researching it. Describing the meaning of denotation and connotation related to myths in the social image of society from the advertisement is the purpose of this study. The research method used is descriptive-qualitative. Data from advertisements in XL advertisements on the television version of “HotRod 3G+” were analyzed using Roland Barthes' semiotic theory. Researchers explored the meaning of XL advertisements contained in audio-visual media and live television shows. The results of the analysis reveal the meaning of denotation and connotation related to the myth of the image of social class in society, namely the XL advertisement on the television version of "HotRod 3G+".