The Role of Visual Communication in Representing Green Mobility in Electric Car Marketing Advertisements through Semiotic Analysis

Authors

  • Raden Muhammad Luthfi Ferrari Universitas Informatika dan Bisnis Indonesia
  • Yanuar Ilham Universitas Pendidikan Indonesia
  • Muhammad Agung Bachrul Ulum Unversitas Informatika dan Bisnis Indonesia

DOI:

https://doi.org/10.58258/jisip.v10i1.9859

Keywords:

Semiotics, Visual Communication, Advertisement, Green Mobility, Electric Car

Abstract

This research explores the representation of green mobility in electric vehicle advertisements from Wuling and Hyundai in Indonesia, utilizing a semiotic analysis based on Roland Barthes' theory. The study examines how denotative, connotative, and mythological elements in the advertisements contribute to shaping public perceptions of electric vehicles as symbols of sustainability and modern lifestyle. By analyzing visual and verbal signs, such as the use of green colors, futuristic designs, and slogans like “Drive for a Green Life” and “Power Up the Future,” the study reveals how electric vehicles are portrayed not only as eco-friendly alternatives but also as lifestyle choices for the urban class. The findings suggest that these advertisements construct electric vehicles as part of a broader narrative about social transformation and environmental consciousness. This research contributes to the understanding of how semiotic theory can be applied to product advertising, offering insights into the role of visual communication in promoting sustainable lifestyles.

Downloads

Published

2026-01-01

Issue

Vol. 10 No. 1 (2026): JISIP (Jurnal Ilmu Sosial dan Pendidikan) (Januari)

Section

Articles

License

Copyright Notice
Authors who publish with JISIP (Jurnal Ilmu Sosial dan Pendidikan) agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal. 
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.

How to Cite

The Role of Visual Communication in Representing Green Mobility in Electric Car Marketing Advertisements through Semiotic Analysis. (2026). JISIP (Jurnal Ilmu Sosial Dan Pendidikan), 10(1), 204-215. https://doi.org/10.58258/jisip.v10i1.9859