THE VALUE OF MARKETPLACE ADVERTISING NATIONALISM IN THE WORLD OF 2D ANIMATION

Abstract

Economic benefts for every company cannot be separated from the important role of an advertising product. Shopee Indonesia as a big start-up in Indonesia cannot be separated from the obligation to produce advertisements to increase consumer interest. Every advertisement cannot be separated from all the interests and meanings produced in it. One of the advertisements produced by Shopee entitled Yang Terbaik dari indonesia ada di #ShopeePilihLokal. This study focuses on the context of nationalism which is commodifed through advertisements. The purpose of this study is to fnd out the strategy undertaken by Shopee Indonesia in building the values of nationalism through advertising media packaged in 2D animation. The method used in this research is qualitative. The analysis technique used is the semiotic analysis of Charles S. Pierce. This method is known in the triadic concept by linking objects, representamen, and interpretants to fnd out the meaning of the signs that appear. The results of this study see that Shopee Indonesia packages its advertisements by strengthening the value of locality and love of domestic products to build an interpretation of nationalism. These values are raised through various objects that exist in each scene in the ad