THEREPRESENTATION OF YOUTH INPOCARI SWEAT TELEVISION ADVERTISEMENTS

Hasanah, Hasah (2013) THEREPRESENTATION OF YOUTH INPOCARI SWEAT TELEVISION ADVERTISEMENTS. S1 thesis, Universitas Pendidikan Indonesia.

[img]
Preview
Text
S_ING_0908078_TITLE.pdf

Download (719kB) | Preview
[img]
Preview
Text
S_ING_0908078_ABSTRACT.pdf

Download (175kB) | Preview
[img]
Preview
Text
S_ING_0908078_TABLE OF CONTENT.pdf

Download (304kB) | Preview
[img]
Preview
Text
S_ING_0908078_CHAPTER1.pdf

Download (292kB) | Preview
[img] Text
S_ING_0908078_CHAPTER2.pdf
Restricted to Staf Perpustakaan

Download (588kB)
[img]
Preview
Text
S_ING_0908078_CHAPTER3.pdf

Download (902kB) | Preview
[img] Text
S_ING_0908078_CHAPTER4.pdf
Restricted to Staf Perpustakaan

Download (2MB)
[img]
Preview
Text
S_ING_0908078_CHAPTER5.pdf

Download (302kB) | Preview
[img]
Preview
Text
S_ING_0908078_BIBLIOGRAPHY.pdf

Download (328kB) | Preview

Abstract

This study entitled The Representation of Youth in Pocari Sweat Television Advertisements. This study aims to reveal the representation of youth in Pocari Sweat television advertisements and the ideologies behind that representation. This study used a qualitative descriptive method. The theory used in this study is the orders of signification proposed by Barthes (1957). The findings of this study show that youth is represented through the use of the visual elements of television advertisement (actors or actresses, settings, properties, frame sizes, camera angle, color saturation, and video editing) which show the positive characteristics of youth. In terms of ideologies, this study found three ideologies behind the representation of youth in Pocari Sweat television advertisements: feminism, nationalism, and commercialism. From those three ideologies, commercialism is the dominant ideology found in that representation. Keywords: Representation, Youth, Advertisements, and Ideologies. Penelitian ini berjudul The Representation of Youth in Pocari Sweat Television Advertisements. Penelitian ini bertujuan untuk mengungkap representasi kaum muda dalam iklan televisi Pocari Sweat dan ideologi dibalik representasi itu. Penelitian ini menggunakan sebuah metode kualitatif deskriptif. Teori yang digunakan adalah teori tentang tingkatan signifikansi yang diusulkan oleh Barthes (1957). Penemuan penelitian ini menunjukkan bahwa kaum muda direpresentasikan melalui elemen-elemen visual iklan televisi yang menunjukkan karakteristik positif kaum muda. Berkaitan dengan ideologi, penelitian ini menemukan tiga ideologi dibalik representasi kaum muda dalam iklan Pocari Sweat: feminisme, nasionalisme, dan komersialisme. Dari ketiga ideologi tersebut, komersialisme adalah ideologi dominan yang ditemukan dalam representasi itu. Kata Kunci: Representasi, Kaum Muda, Iklan, dan Ideologi

Item Type: Thesis (S1)
Subjects: Universitas Pendidikan Indonesia > Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris > Program Studi Pendidikan Bahasa Inggris
Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris > Program Studi Pendidikan Bahasa Inggris
Depositing User: DAM STAF Editor
Date Deposited: 31 Oct 2013 04:37
Last Modified: 31 Oct 2013 04:37
URI: http://repository.upi.edu/id/eprint/2762

Actions (login required)

View Item View Item