Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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

Authors
Shinta Hartini Putri1, Achwan Noorlistyo Adi1, *, Mada Ramadan1, Salman Misbah Ibrahim1
1Communication Science Study Program, Faculty of Communication and Design, Universitas Informatika dan Bisnis Indonesia, Bandung, West Java, Indonesia
*Corresponding author. Email: achwannoorlistyo@unibi.ac.id
Corresponding Author
Achwan Noorlistyo Adi
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_28How to use a DOI?
Keywords
Semiotic; Advertising; Apple; iPad Pro; Crush
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_28How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shinta Hartini Putri
AU  - Achwan Noorlistyo Adi
AU  - Mada Ramadan
AU  - Salman Misbah Ibrahim
PY  - 2025
DA  - 2025/09/12
TI  - Semiotic Analysis On Apple IPad Pro’s YouTube Ad Titled “Crush! | iPad Pro | Apple!”
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 222
EP  - 227
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_28
DO  - 10.2991/978-94-6463-817-2_28
ID  - Putri2025
ER  -