Visual Rhetoric in the Indomie Advertisement 'Hype Abis Bangladesh': A Roland Barthes Semiotic Analysis

Abstract

Television advertising plays an important role in shaping consumer perception through persuasive visual rhetoric. The Indomie advertisement “Hype Abis Bangladesh” was selected as the object of this study because it presents a unique combination of Bangladeshi local culture and Indomie’s global brand identity through dynamic and expressive visual elements. In addition, the advertisement reflects a glocalization strategy that positions an Indonesian product within an international cultural context. This study aims to analyze the visual rhetoric contained in the advertisement using Roland Barthes’ semiotic approach. The research employed a descriptive qualitative method focusing on the levels of denotation, connotation, and myth. Data were collected through observation of visual and audio elements within the advertisement. The results show that the advertisement utilizes popular cultural symbols, hyperbolic expressions, and dynamic visual narratives to construct emotional appeal and strengthen the brand’s global image. In conclusion, visual rhetoric functions as a persuasive communication strategy through symbolic meanings that are closely related to socio-cultural contexts.