Representasi Gejala Overthinking dalam Iklan GoFood Kajian Semiotika Visual Roland Barthes

Syarifa Luthfatus ; Kunarsih Mely ; Rifqi Nadya Fatikhul ; Gladi Pawestri Utami
Jurnal Riset Rumpun Seni, Desain dan Media 📅 2025 Vol 3, No 2 🔗 DOI: 10.55606/jurrsendem.v3i2.5963
Abstract
The term overthinking has become part of the everyday vocabulary among Generation Z, reflecting a tendency toward excessive deliberation in ordinary situations, including choosing food. The “Overthinking” advertisement by GoFood presents a compelling visual representation of this dilemma through metaphorical symbols such as a talking forehead, piles of clocks, and zodiac characters that construct a complex visual narrative of indecision. This study aims to examine how symptoms of overthinking are visually represented in the advertisement using Roland Barthes’ semiotic approach. The research employed a qualitative method, utilizing observation and documentation techniques to analyze visual structures across scenes. The findings reveal that the advertisement conveys its message through denotative, connotative, and myth-based signs, illustrating how Generation Z interprets the burden of choice in a digital cultural context. The results demonstrate how visual communication strategies can foster empathy while offering solutions to the everyday anxieties of a young audience. This study contributes to the development of visual semiotics discourse in the field of visual communication design and offers insights for advertising practices grounded in social issues.
Keywords
Advertising; Overthinking; Semiotica
How to Cite

Syarifa Luthfatus, et al. (2025). Representasi Gejala Overthinking dalam Iklan GoFood Kajian Semiotika Visual Roland Barthes. Jurnal Riset Rumpun Seni, Desain dan Media, 3(2). https://doi.org/10.55606/jurrsendem.v3i2.5963

Syarifa Luthfatus; Kunarsih Mely; Rifqi Nadya Fatikhul; Gladi Pawestri Utami, "Representasi Gejala Overthinking dalam Iklan GoFood Kajian Semiotika Visual Roland Barthes," Jurnal Riset Rumpun Seni, Desain dan Media, vol. 3, no. 2, 2025.

Syarifa Luthfatus; Kunarsih Mely; Rifqi Nadya Fatikhul; Gladi Pawestri Utami. "Representasi Gejala Overthinking dalam Iklan GoFood Kajian Semiotika Visual Roland Barthes." Jurnal Riset Rumpun Seni, Desain dan Media, vol. 3, no. 2, 2025.

Syarifa Luthfatus; Kunarsih Mely; Rifqi Nadya Fatikhul; Gladi Pawestri Utami. "Representasi Gejala Overthinking dalam Iklan GoFood Kajian Semiotika Visual Roland Barthes." Jurnal Riset Rumpun Seni, Desain dan Media 3, no. 2 (2025).

Syarifa Luthfatus, et al. (2025) 'Representasi Gejala Overthinking dalam Iklan GoFood Kajian Semiotika Visual Roland Barthes', Jurnal Riset Rumpun Seni, Desain dan Media, 3(2). doi: 10.55606/jurrsendem.v3i2.5963.

Syarifa Luthfatus; Kunarsih Mely; Rifqi Nadya Fatikhul; Gladi Pawestri Utami. Representasi Gejala Overthinking dalam Iklan GoFood Kajian Semiotika Visual Roland Barthes. Jurnal Riset Rumpun Seni, Desain dan Media. 2025;3(2).

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