Analisis Meaning Transfer pada Kampanye “Lushlife” Glad2Glow

Siregar, Belvina Rheasita (2026) Analisis Meaning Transfer pada Kampanye “Lushlife” Glad2Glow. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Glad2Glow's "Lushlife" campaign on TikTok presents an interesting phenomenon in multiple celebrity endorsement practice, the brand enlisted three cast members of the Asmara Gen Z series to promote its products. However, instead of discussing the products, audiences predominantly discussed the endorsers and their on-screen relationships in the comment section, indicating that the meaning-making process of this campaign is multi-interpretive. This study explores the process of meaning transfer in the campaign through multiple celebrity endorsement, adopting a constructivist paradigm, a qualitative approach, and a case study method. This study examines how the meaning of "Lushlife" is embedded in the endorsers' images, transferred through the campaign's content strategy, and interpreted by Generation Z audiences with varying levels of proximity to the endorsers. Data were collected through observation, interviews with five informants (Glad2Glow's internal team, three Generation Z audience members with varying proximity to the endorsers, and one expert triangulator in digital communication), and documentation. The findings indicate that the meanings associated with the endorsers are formed through a combination of diverse individual images and collective chemistry derived from the same series, which are then transferred through a consistent yet flexible content strategy. However, meaning reception among audiences is not uniform: for those closely connected to the endorsers, meaning extends to product awareness; for others, it remains at the level of personal relationship with the endorsers; while among more distant audiences, meaning tends to terminate earlier, leaving only a sense of brand familiarity. These findings affirm that the meaning transfer process in digital campaigns employing multiple celebrity endorsement is dynamic and strongly influenced by audience proximity to the endorsers.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	meaning transfer, celebrity endorsement, TikTok, Generation Z, Glad2Glow
Subjects:	Communication Science > Visual communication (Komunikasi visual) Communication Science > Digital media (Media digital) Communication Science > Public Relations (Hubungan masyarakat / Humas) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Belvina Rheasita Siregar
Date Deposited:	09 Sep 2026 06:34
Last Modified:	09 Sep 2026 06:34
URI:	https://repository.bakrie.ac.id/id/eprint/14410

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