Semiotic Analysis On Apple IPad Pro’s YouTube Ad Titled “Crush! | iPad Pro | Apple!”

Shinta Hartini Putri, Achwan Noorlistyo Adi (), Mada Ramadan and Salman Misbah Ibrahim
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Shinta Hartini Putri: Universitas Informatika dan Bisnis Indonesia, Communication Science Study Program, Faculty of Communication and Design
Achwan Noorlistyo Adi: Universitas Informatika dan Bisnis Indonesia, Communication Science Study Program, Faculty of Communication and Design
Mada Ramadan: Universitas Informatika dan Bisnis Indonesia, Communication Science Study Program, Faculty of Communication and Design
Salman Misbah Ibrahim: Universitas Informatika dan Bisnis Indonesia, Communication Science Study Program, Faculty of Communication and Design

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 222-227 from Springer

Abstract: Abstract Technology companies continue to innovate and present new products that can meet people’s needs and lifestyles. This is Apple’s goal to innovate regarding its newest product, namely the iPad. To disseminate the latest information, Apple communicates to the public through advertising. This research analyzes the Apple iPad Pro YouTube advertisement entitled “Crush! | iPad Pro | Apple”. The advertisement became controversial because it showed a scene where all the artistic instruments were destroyed and replaced with an iPad, which triggered a negative response from the audience. Therefore, Roland Barthes’s semiotic analysis was used in this qualitative research to determine whether the meaning of the message in the advertisement was appropriate or not. The purpose of this research is to find out the true meaning of the information conveyed by Apple in the advertisement. The research results show that the denotative meaning of each scene in the advertisement is the destruction of conventional art tools, while the connotative meaning of the advertisement is the digitization of conventional art tools and Apple is trying to position the iPad Pro as a revolutionary tool that can replace traditional art tools and simplify the creative process. However, this interpretation was received negatively by audiences, who felt that the advertisement downplayed the value and importance of conventional artistic instruments.

Keywords: Semiotic; Advertising; Apple; iPad Pro; Crush (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-817-2_28

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