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"[ ABSTRAK Tulisan ini membahas tentang makna dari tanda yang muncul dalam Iklan pariwisata Korea di Youtube?Imagine Your Korea-The Movie?. Iklan ini adalah bagian dari kampanye global Korea Tourism Organizationyang bertujuan untuk meningkatkan kesadaran target khalayak akan daya tarik pariwisata Korea sehingga dapatmeningkatkan jumlah wisatawan mancanegara. Menggunakan pendekatan Semiotika sebagai metode analisisoleh Charles Sanders Peirce, makna di balik tanda yang meliputi ikon, indeks, dan simbol diinterpretasi secaramendalam melalui penjabaran tanda, objek, dan interpretan. Hasil penelitian menunjukkan bahwa setiap tandayang muncul dalam iklan tersebut memiliki makna yang berkaitan dengan target khalayak industri pariwisataKorea, karakteristik warga Korea, ciri khas negara Korea, dan fenomena Korean Wave sebagai daya tarikpariwisata Korea.

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ABSTRACT This paper discusses about the meaning of signs that appear in South Korea?s tourism advertisement on

Youtube ?Imagine Your Korea-The Movie?. This ads is a part of Korea Tourism Organization?s global

campaign which objectives are to increase target audience?s awareness about the attractions of Korea?s tourism

and to increase the numbers of foreign visitors. Using Semiotics approach by Charles Sanders Peirce as the

analythical method, the meaning behind signs including icons, index, and symbol are deeply interpreted through

the elaboration of signs, objects, and interpretants. The result of the research showed that every signs that

appeared in the ads have meanings that are related to the target audience of Korea?s tourism, the

characteristics of Koreans, the nation characteristics of Korea, and the Korean Wave phenomenon as the

attraction of Korea?s tourism., This paper discusses about the meaning of signs that appear in South Korea’s tourism advertisement on

Youtube “Imagine Your Korea-The Movie”. This ads is a part of Korea Tourism Organization’s global

campaign which objectives are to increase target audience’s awareness about the attractions of Korea’s tourism

and to increase the numbers of foreign visitors. Using Semiotics approach by Charles Sanders Peirce as the

analythical method, the meaning behind signs including icons, index, and symbol are deeply interpreted through

the elaboration of signs, objects, and interpretants. The result of the research showed that every signs that

appeared in the ads have meanings that are related to the target audience of Korea’s tourism, the

characteristics of Koreans, the nation characteristics of Korea, and the Korean Wave phenomenon as the

attraction of Korea’s tourism.]"