Pergeseran Makna Merek Dalam Slogan Iklan Aqua “Ada Aqua?” : Analisis Semantik

Abstract

This study aims to analyze the shift in brand meaning found in AQUA’s advertising slogan “Ada AQUA?” through a semantic approach. The focus of this research is the change in the use of the word “AQUA” from a specific brand name into a general term used by society to refer to bottled drinking water. This research employs a descriptive qualitative method with data collection techniques including observation, documentation, and literature study. The data were obtained from the use of the word “AQUA” in daily communication, official advertising slogans, and references related to semantics and advertising language. The results show that the word “AQUA” has experienced a semantic shift in the form of meaning expansion (generalization), changing from a specific brand meaning into a broader general meaning referring to bottled mineral water. This shift is influenced by the strength of a simple and memorable advertising slogan, AQUA’s dominance in the market, and society’s language habits. The slogan “Ada AQUA?” functions not only as a marketing strategy but also as a social communication pattern that shapes public language behavior. This study proves that advertising language plays an important role in semantic development and can significantly influence broader linguistic habits in society.