GAYA HIDUP KAUM URBAN DALAM IKLAN 3 (THREE) (Analisis Semiotika Roland Barthes terhadap Iklan Operator Selluler 3 (Three) Versi Indie+ “Jadi Orang Gede Menyenangkan, Tapi Susah Dijalani”)
| Main Author: | Resti, Septriana Putri |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | ind |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/3163/1/GAYA%20HIDUP%20KAUM%20URBAN%20DALAM%20IKLAN%203.pdf https://eprints.untirta.ac.id/3163/ https://fisip.untirta.ac.id |
Daftar Isi:
- Currently, there are so many advertising grow as creative industries and not only selling-product oriented. Television advertising not only about a persuasive message, but also a form of mass communication contains a lot of signs that show a certain social reality, in which audience can interpret the meaning that contained in the ad. The following signs are verbal signs (titles, jargon, ad copy) and nonverbal signs (visualization, illustration, cinematic). 3 (Three) commercial ads Indie+ version is one of the television commercials which its signs and its meaning reflects a social reality, specifically the social reality of urban lifestyle. The main objective of this research is to discover and reveal about: (1) The meaning of denotation and connotation contained in advertisements Indie + 3 version, (2) Myths are built through the system of signs in 3 (Three) commercial ads Indie+ version. The approach in this study is qualitative method of Roland Barthes semiotics. Through the method of semiotics, verbal and nonverbal signs in advertisements can be analyzed through a combination of signifier, and analyzed by denotative and connotative level, so that researchers can discover the hidden meaning and the following myths in the message. The subject of research taking a television commercial ads of provider 3 (Three) Indie+ version which is aired in 2011. The results showed that 3 (Three) commercial ads Indie+ version represents myths and ideologies that exist in the urban lifestyle. Where the urban society opinion that profession, language, and material can elevate status, class, and someone prestige. More, urban society behavior always follow the modern lifestyle that leads to consumerism, materialism, and hedonism which is measured as the joy of life. All that thing is ended in one goal, where urban society want the existence of a whole modern society. On the other side, urban lifestyle is a dilemma that struck a particular social class, like the lower middle class urban society. Because not only the elite who can become a part of the urban lifestyle, considering the lifestyle is no longer a cross-class, but a human rights of freedom, even the lower middle class. That's what happens now in modern society who are the victims of western collonialiation and capitalist industry to the third world countries. Keyword: Urban Lifesyle, Advertising, 3 (Three), Semiotics