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Leo, Melita
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A SEMIOTIC ANALYSIS ON THE PERCEIVED MEANINGS OF COCA COLA “ANTHEM” VIDEO COMMERCIAL Leo, Melita; Kuntjara, Esther H
Kata Kita Vol 5, No 1 (2017)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (457.277 KB) | DOI: 10.9744/katakita.5.1.8-14

Abstract

This study observes the perceived meanings produced by young adult (18 to 30 years old) and older (50 to 65 years old) respondents as respondents from different age group can produce different perceived meanings from each other. The writer?s finding is that in perceiving, young adult respondents tend to emphasize on Coca Cola?s emotional roles. On the other hand, the older respondents emphasize on Coca Cola?s physical roles.