Makna Pesan Iklan Bank BCA Versi Don’t Know? Kasih No! di Youtube : (Analisis Semiotika Ferdinand De Saussure)

Muhammad Eksa Ajikusuma ; Aminah Swarnawati
Harmoni: Jurnal Ilmu Komunikasi dan Sosial 📅 2025 Vol 3, No 2 🔗 DOI: 10.59581/harmoni-widyakarya.v3i2.5130
Abstract
The rapid development of the digital era has led to a significant increase in cases of online fraud. BCA, as a trusted bank, acknowledges its concern regarding the increasing issue of fraud which threatens customer security and comfort. Therefore, through the advertising campaign “Don't Know? Kasih No! On YouTube” which contains the dangers and threats of online fraud. The aim of this research is to reveal the meaning of messages and understand the construction of social reality using Ferdinand De Saussure's semiotics. The theory used in this research is the theory of social reality construction, advertising, signs and meaning, visual communication, YouTube as an advertising medium, semiotics, and Ferdinand De Saussure's semiotics. This research uses descriptive qualitative methods. Data collection techniques use text analysis. The results of this research reveal the importance of digital literacy and caution in interacting in the digital world, so that society can be protected from increasingly complex and diverse threats. The understanding that we want to build in this advertisement is that BCA Bank is a bank that prioritizes customer security. By showing fishing symbolism to show how phishing can deceive its victims in a seemingly harmless way.
Keywords
Advertising; BCA Bank; Semiotics Ferdinand De Saussure; Social Reality Construction
How to Cite

Muhammad Eksa Ajikusuma & Aminah Swarnawati (2025). Makna Pesan Iklan Bank BCA Versi Don’t Know? Kasih No! di Youtube : (Analisis Semiotika Ferdinand De Saussure). Harmoni: Jurnal Ilmu Komunikasi dan Sosial, 3(2). https://doi.org/10.59581/harmoni-widyakarya.v3i2.5130

Muhammad Eksa Ajikusuma; Aminah Swarnawati, "Makna Pesan Iklan Bank BCA Versi Don’t Know? Kasih No! di Youtube : (Analisis Semiotika Ferdinand De Saussure)," Harmoni: Jurnal Ilmu Komunikasi dan Sosial, vol. 3, no. 2, 2025.

Muhammad Eksa Ajikusuma; Aminah Swarnawati. "Makna Pesan Iklan Bank BCA Versi Don’t Know? Kasih No! di Youtube : (Analisis Semiotika Ferdinand De Saussure)." Harmoni: Jurnal Ilmu Komunikasi dan Sosial, vol. 3, no. 2, 2025.

Muhammad Eksa Ajikusuma; Aminah Swarnawati. "Makna Pesan Iklan Bank BCA Versi Don’t Know? Kasih No! di Youtube : (Analisis Semiotika Ferdinand De Saussure)." Harmoni: Jurnal Ilmu Komunikasi dan Sosial 3, no. 2 (2025).

Muhammad Eksa Ajikusuma & Aminah Swarnawati (2025) 'Makna Pesan Iklan Bank BCA Versi Don’t Know? Kasih No! di Youtube : (Analisis Semiotika Ferdinand De Saussure)', Harmoni: Jurnal Ilmu Komunikasi dan Sosial, 3(2). doi: 10.59581/harmoni-widyakarya.v3i2.5130.

Muhammad Eksa Ajikusuma; Aminah Swarnawati. Makna Pesan Iklan Bank BCA Versi Don’t Know? Kasih No! di Youtube : (Analisis Semiotika Ferdinand De Saussure). Harmoni: Jurnal Ilmu Komunikasi dan Sosial. 2025;3(2).

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