A Semiotic Study on Nike's Campaign Video "You Can't Stop Us"

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Muttaqin, Imamul (2021) A Semiotic Study on Nike's Campaign Video "You Can't Stop Us". Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This study about the analysis of icon and symbol in Nike’s Campaign Video. The Researcher conducted this research using semiotic theory to find icon and symbol also to find the meaning of icon and symbol. The purpose of this study is to explain icon and symbol found in Nike's campaign videos and their meanings. There are three Research problems that will be answered by the researcher: (1) what are icon in the campaign videos from Nike. (2) what are the symbols found in the campaign video from Nike. (3) what are the meanings of icon and symbol in the Nike campaign videos.This study applies a qualitative method. From this method, the researcher determines which ones are include to icon and which ones are include to the symbols from the video. Then, the researcher tried to describe, explain and analyze the meaning of each sign found in the video. The data from this study were taken from the Nike campaign video which is on the official YouTube channel from Nike.The results of this study, researchers found icon symbol and its meaning in the video. the researcher also found a meaning about equality, enthusiasm, and distress due to the pandemic. From the findings in this study, it can be concluded that the icon is the image in the campaign video from Nike and the symbol is a sign in the form of writing or a transcript of the sound in the campaign video from Nike. Icon and symbol in the video represent equality, enthusiasm, and hardship due to the Pandemic situation, because the Nike campaign video was uploaded on July 30, 2020 and it has entered the Pandemic period.