Makna Emotional Branding dalam Lagu ‘Selalu Ada di Nadimu’ pada Film Animasi JUMBO 2025 (Analisis Semiotika Roland Barthes)

Jatra, Rio Aquila (2026) Makna Emotional Branding dalam Lagu ‘Selalu Ada di Nadimu’ pada Film Animasi JUMBO 2025 (Analisis Semiotika Roland Barthes). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The animated film JUMBO develops its narrative not only through visual storytelling but also through its theme song, “Selalu Ada di Nadimu,” which functions as an integral emotional element within the film. This study examines how the song constructs emotional branding and strengthens the audience’s emotional connection to the film. Using a qualitative approach, the research applies Roland Barthes’ semiotic framework, analyzing three levels of meaning: denotation, connotation, and myth. The findings reveal that at the denotative level, the song conveys messages of presence and support; at the connotative level, the lyrics and melody create feelings of warmth, security, and emotional closeness; and at the mythological level, it represents parental love as a collectively accepted emotional truth. These results demonstrate that the song significantly contributes to shaping emotional branding and reinforcing the audience’s emotional attachment to JUMBO.

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: animated film, emotional branding, film soundtrack, JUMBO, Roland Barthes’ semiotics
Subjects: Communication Science
Communication Science > Marketing Communications
Thesis > Thesis (S1)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Rio Aquila Jatra
Date Deposited: 26 Feb 2026 01:46
Last Modified: 26 Feb 2026 01:46
URI: https://repository.bakrie.ac.id/id/eprint/13207

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