SEMIOTIKA MAKNA TANDA KRITIK DALAM IKLAN ROKOK A-MILD VERSI "BUKAN MAIN"

Rizky Muhamad Ridwan, - (2022) SEMIOTIKA MAKNA TANDA KRITIK DALAM IKLAN ROKOK A-MILD VERSI "BUKAN MAIN". S1 thesis, Universitas Pendidikan Indonesia.

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

Abstract

Dalam penelitian “Semiotika Makna Tanda dalam Iklan Rokok A-Mild Versi “Bukan Main”, muncul permasalahan iklan rokok yang mampu memengaruhi konsumen dari tayangan iklan. Tujuan dari penelitian ini menghasilkan analisis penggunaan teori Roland Barthes dalam Iklan Rokok A MILD Versi “Bukan Main”. Teori Barthes digunakan untuk mengaitkan unsur tanda, penanda, petanda, makna denotatif dan konotatif, serta mitos yang kemudian mengaitkan elemen-elemen verbal berupa teks, audio, dan visual. Metode deskriptif kualitatif digunakan untuk memotret fenomena yang terjadi dalam iklan rokok A MILD Versi “Bukan Main” sebagai kritik dan realitas sosial terhadap masyarakat. Berdasarkan hasil analisis penelitian, didapatkan temuan berupa (1) Makna denotasi dalam iklan, (2) Makna konotasi dalam iklan, (3) Makna mitos dan (4) Lirik lagu sebagai bentuk kritik sosial. Dalam penelitian ini dapat disimpulkan bahwa iklan digunakan sebagai sarana memengaruhi audiens melalui adegan dalam iklan. Lirik lagu yang ditampilkan merupakan representasi kritik sosial melalui media iklan dalam menarik perhatian masyarakat. Kata kunci: semiotika, iklan, kritik sosial ABSTRACT In the research "Semiotics of Signs in A-Mild Cigarette Advertisements "Bukan Main" Version, cigarette advertising problems arise that can influence consumers from advertising impressions. The purpose of this study is to produce an analysis of the use of Roland Barthes' theory in the "Not Playing" Version of A MILD Cigarette Advertisement. Barthes theory is used to link elements of signs, markers, signifieds, denotative and connotative meanings, and myths which then link verbal elements in the form of text, audio, and visual. Qualitative descriptive method is used to photograph the phenomenon that occurs in the "Not Main" version of A MILD cigarette advertisement as a criticism and social reality towards society. Based on the results of the research analysis, the findings are (1) the meaning of denotation in advertisements, (2) the meaning of connotations in advertisements, (3) the meaning of myths and (4) song lyrics as a form of social criticism. In this study it can be concluded that advertising is used as a means of influencing the audience through scenes in the advertisement. The song lyrics displayed are a representation of social criticism through advertising media in attracting public attention. Keywords: semiotics, advertising, social criticism

Item Type: Thesis (S1)
Uncontrolled Keywords: Semiotika, Iklan, Kritik Sosial
Subjects: L Education > L Education (General)
P Language and Literature > P Philology. Linguistics
Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa dan Sastra Indonesia > Program Studi Bahasa dan Sastra Indonesia (nonpendidikan)
Depositing User: Rizky Muhamad Ridwan
Date Deposited: 30 Sep 2022 03:49
Last Modified: 30 Sep 2022 03:49
URI: http://repository.upi.edu/id/eprint/83314

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