A Semiotic Analysis of Youth Representation in SilverQueen Television Advertisements

Mayasari, Novia (2015) A Semiotic Analysis of Youth Representation in SilverQueen Television Advertisements. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

This qualitative study aims to analyze the youth representation in five versions of SilverQueen television advertisements and reveal the ideologies reflected in such representation. The data are five versions of SilverQueen television advertisements which are broadcasted in Indonesia from 2002 until 2012. The theories used in this study are Barthes’ orders of signification (1957) and the theory of visual elements proposed by Dyer (1996). The findings of the study show that youth is represented in five versions of SilverQueen television advertisements (2002-2012) through similar ways. Youth is represented in SilverQueen television advertisements through three visual elements (actor, setting, and property): (1) the attractive young people as actors and actresses of the advertisements who are estimated to be about 18-25 years old. They wear casual clothes which represent informality and some accessories which make their appearances look more attractive; (2) the choices of setting which mostly take place outdoors represent the youth’s interest for spending their free time outdoors and enjoying nature; and (3) the choices of property reflect that young people love to relax, hang out with their friends, and have interest for exploration and visiting places. In terms of ideologies, this study found two ideologies behind such representation, namely freedom and hedonism. ---------- Abstrak: Penelitian yang bersifat kualitatif ini bertujuan untuk menganalisis representasi anak muda dalam lima versi iklan televisi SilverQueen dan mengungkap ideologi di balik representasi tersebut. Data penelitian ini terdiri dari lima versi iklan televisi SilverQueen yang disiarkan dari tahun 2002 sampai dengan 2012 di Indonesia. Teori yang digunakan di penelitian ini adalah teori urutan pemaknaan (orders of signification) yang dikemukakan oleh Barthes (1957) dan teori elemen visual yang dikemukakan oleh Dyer (1996). Temuan penelitian ini menunjukkan bahwa dalam lima versi iklan SilverQueen (2002-2012), anak muda direpresentasikan dengan cara yang sama. Anak muda direpresentasikan dalam lima iklan tersebut melalui tiga elemen visual (aktor, setting, dan properti): (1) pemilihan anak-anak muda yang berpenampilan menarik dan diperkirakan berumur sekitar 18-25 tahun sebagai aktor dan aktris. Mereka mengenakan pakaian santai yang merepresentasikan ketidakformalan dan beberapa aksesoris yang membuat penampilan mereka terlihat lebih menarik; (2) pemilihan setting yang kebanyakan berlokasi di luar ruangan merepresentasikan ketertarikan anak muda untuk menghabiskan waktu luangnya di luar ruangan dan menikmati alam, dan (3) pemilihan properti yang merefleksikan bahwa anak muda suka bersantai, bergaul dengan teman-temannya, dan memiliki ketertarikan akan eksplorasi tempat. Dalam hal ideologi, studi ini menemukan bahwa ada dua ideologi dibalik representasi anak muda di iklan televisi SilverQueen, yaitu kebebasan dan hedonisme.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil: S ING MAY a-2015; Pembimbing: I. Didi Sukyadi, II. Ruswan Dallyono
Uncontrolled Keywords: youth, representation, television advertisement, ideology
Subjects: P Language and Literature > PE English
P Language and Literature > PN Literature (General)
Divisions: Fakultas Pendidikan Bahasa dan Seni > Jurusan Pendidikan Bahasa Inggris > Program Studi Pendidikan Bahasa Inggris
Depositing User: Mr. Tri Agung
Date Deposited: 01 Aug 2016 06:42
Last Modified: 01 Aug 2016 06:42
URI: http://repository.upi.edu/id/eprint/20969

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