REPRESENTASI ANAK DALAM IKLAN TELEVISI SUSU FORMULA DI INDONESIA

Iskandar, Mochamad Edwin (2016) REPRESENTASI ANAK DALAM IKLAN TELEVISI SUSU FORMULA DI INDONESIA. S2 thesis, Universitas Pendidikan Indonesia.

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

Abstract

Penelitian ini mengkaji representasi anak dalam iklan susu formula pada televisi di Indonesia. Tujuan utama dari penelitian ini adalah mengeksplorasi representasi anak secara multimodal-ideasional dalam iklan susu formula dan mengungkap ideologi yang terkandung dalam representasi tersebut. Penelitian ini menggunakan metode kualitatif-deskriptif. Data yang digunakan berupa 15 iklan dari dua produsen susu formula di Indonesia, yaitu Nestle dan Sari Husada. Berdasarkan hasil analisis data, teridentifikasi tujuh jenis proses visual dan tujuh jenis proses lingual. Hubungan intermodal yang teridentifikasi adalah hubungan elaborasi yang berbentuk spesifikasi dan hubungan ekstensi yang berbentuk komplemen. Secara multimodal, terdapat lima representasi utama anak dalam iklan susu formula tersebut, yaitu anak yang aktif dan peduli terhadap orang lain; anak yang ceria dan ramah; anak yang memiliki perhatian dan cerdas; anak yang pandai bercerita, responsif, dan santun; serta anak yang sehat dan ideal. Dalam representasi ini terkandung ideologi konsumerisme dan patriakisme.;--- This paper examines the representation of children in baby formula advertisements in Indonesian television. The aims of this paper are to explore the multimodal-ideational representations of children in the advertisements and to reveal the ideologies underlying the representations. This paper employs a descriptive-qualitative method. The data include 15 advertisements from two baby formula manufactures in Indonesia, i.e. Nestle and Sari Husada. The analysis reveals the occurrences of seven kinds of visual processes and seven kinds of lingual processes. The identified intermodal relations are elaboration-specification relation and extension-complement relation. There are five main representations of children in the advertisements, i.e. active and caring children; cheerful and friendly children; observant and intelligent children; talkative, responsive, and polite children; and healthy and ideal children. The study also reveals that the ideologies underlying the representations include consumerism and patriarchy.

Item Type: Skripsi,Tesis,Disertasi (S2)
Additional Information: No.panggil : T LIN ISK r-2016; Pembimbing : I.Iwa Lukmana.
Uncontrolled Keywords: representasi, anak, susu formula, iklan televisi Indonesia, analisis wacana multimodal, metafungsi ideasiona, representation, children, baby formula, Indonesia television advertisements, multimodal discourse analysis, ideational metafunction.
Subjects: P Language and Literature > P Philology. Linguistics
Divisions: Sekolah Pasca Sarjana > Linguistik S-2
Depositing User: Mr mhsinf 2017
Date Deposited: 10 Jan 2018 07:16
Last Modified: 10 Jan 2018 07:16
URI: http://repository.upi.edu/id/eprint/28433

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