Makna Denotasi dan Konotasi Foto pada Selegram Endorse @nasariastri

Abstract

In advertising products, celebrity endorsers present themselves with the product or display the product itself with some of its distinctive styles along with unique and interesting descriptions or captions that arouse the interest of their followers which can be seen from the large number of likes and comments on the influencer's posts. This is what creates a magnetic or persuasive power to the followers of celebrities on Instagram. This study will analyze social semiotics using the semiotic theory of Roland Barthes, with the subject to be studied is the Instagram account @nasariastri.
As a result, using Roland Barthes semiotic theory, researchers have interpreted several photos of @nasariastri, almost all of @nasariastri's posts give high persuasive power to their followers. Astri's character in spreading a positive aura has a fairly high persuasive power. This is a persuasive communication strategy in persuading the audience/reader to join in wearing the clothes he endorses. It is proven by postings that are flooded with complimenting comments and the curiosity of their followers for the products that Astri wears.