REPRESENTASI PENTINGNYA PERNIKAHAN DAN PENDIDIKAN DALAM IKLAN AUDIO VISUAL (Analisis Semiotik tentang Representasi Pentingnya Pernikahan dan Pendidikan dalam Iklan Audio Visual Fair & Lovely Edisi Nikah atau S2)

A, Linuwih Suci (2016) REPRESENTASI PENTINGNYA PERNIKAHAN DAN PENDIDIKAN DALAM IKLAN AUDIO VISUAL (Analisis Semiotik tentang Representasi Pentingnya Pernikahan dan Pendidikan dalam Iklan Audio Visual Fair & Lovely Edisi Nikah atau S2). Other thesis, Universitas Sebelas Maret.

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    Abstract

    This research departed from the writer’s interestedness in advertisement shown in electronic mass media, particularly audio visual ad of Fair & Lovely Edition Marriage or Postgraduate Study. The creativity of advertisement media in delivering the message and offering product is integrated into one package. It can be seen from the audio visual ad of Fair & Lovely Edition Marriage or Postgraduate Study in which the company want to offer its product related to the social phenomenon existing among the society, the theme around marriage and education. The objective of research was to find out the meaning of message containing in audio visual ad of Fair & Lovely Edition Marriage or Postgraduate Study in representing the importance of marriage and education. This study employed qualitative approach. The type of data used in this research was qualitative one (the one without numbers). The research method employed in this research was semiotic analysis one. Semiotic analysis was the way or method to analyze and to interpret the symbols existing in a package of message or text symbols. The data sources used in this research were primary data source: the data obtained from audio visual ad recording of Fair & Lovely Edition Marriage or Postgraduate Study, and secondary data: the one obtained from library study, mass media information relevant to the object of research. The data analysis in this research was carried out using Roland Barthes’ semiotic analysis. The object of research in this research was audio visual ad of Fair & Lovely Edition Marriage or Postgraduate Study in which communication symbols and cinematographic aspect would be analyzed from each shot and scene supporting the establishment of advertisement’s meaning, so that denotative, connotative, and mythic meanings could be obtained from the relationship between those three meanings. Considering the result of research, it could be found that the audio visual ad of Fair & Lovely Edition Marriage or Postgraduate Study attempted to deliver a message that marriage and education are two equally important things. In addition, this audio visual advertisement also attempted to feature a woman wearing Fair & Lovely product as the inspiring, smart, self-confident and beautiful woman, both inside and outside. Keywords: Advertisement, Roland Barthes’ Semiotic, Marriage and Education

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HE Transportation and Communications
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik
    Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: Zulfahmirda Matondang
    Date Deposited: 18 Nov 2016 09:38
    Last Modified: 18 Nov 2016 09:38
    URI: https://eprints.uns.ac.id/id/eprint/29203

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