Semiotic Meaning in the Hyundai IONIQ 5 “Power Up the Future” Advertisement Video from an Audio-Visual Perspective

Sustainable energy and eco-friendly innovation ensure continuous technological development and the provision of energy for current as well as future generations. There are two main pillars of sustainable energy: efficiency and renewable energy. Energy sources that are included in the sustainable group include the development of electric-powered vehicles. Hyundai recently released its newest electric car, the IONIQ 5. The Hyundai IONIQ 5 is the first environmentally friendly electric car made in Indonesia to be sold for the Southeast Asian market. Hyundai introduced the IONIQ 5 to the public through an advertisement video on YouTube. In this Indonesian version of the video advertisement, the launch of IONIQ 5 is shown through audio-visual elements with a futuristic theme and accompanied by the slogan “power up the future with Hyundai”, which slogan is not found in other countries versions of the video. This research is questioning how the Hyundai IONIQ 5 advertising uses audio and visual elements to send a message about the future. The research method is qualitative with a semiotic approach to analyze the IONIQ 5 advertisement video from an audio-visual perspective. In this study, data collection was carried out using visual observation of the IONIQ 5 advertisement video on YouTube. The result is that the Hyundai IONIQ 5 depicts the future with visual symbols of IONIQ 5 as sophisticated vehicles from the future that is available now. From the visual point of view, IONIQ 5 futuristic impression is shown by its advanced features alongside nature and space with the narrative about the hopes of a family in the future. From the audio point of view, this video ad uses a long tone, and a calming yet mysterious chord as a sound to represent the future.