MASKULINITAS MODERN DALAM IKLAN OBAT ANAK TEMPRA DAN TEH SARIWANGI DI TELEVISI (ANALISIS SEMIOTIKA PADA IKLAN TEMPRA SYRUP VERSI INGAT MAMA, INGAT TEMPRA (2019) DAN TEH SARIWANGI VERSI BERANI BICARA KELUARGA MONA)
| Main Author: | Pratiwi, Andryanti |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/58729/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/58729/2/BAB%20I.pdf http://eprints.umm.ac.id/58729/3/BAB%20II.pdf http://eprints.umm.ac.id/58729/4/BAB%20III.pdf http://eprints.umm.ac.id/58729/5/BAB%20IV.pdf http://eprints.umm.ac.id/58729/6/BAB%20V.pdf http://eprints.umm.ac.id/58729/7/BAB%20VI.pdf http://eprints.umm.ac.id/58729/ |
Daftar Isi:
- In this modernist era, there are still many advertisements that use the concept of conventional gender (masculinity of men and femininity of women). But, ads that display the concept of gender are not as they should be, such as modern masculinity (masculinity with an element of femininity) are still rarely raised. It is background of researches to conduct research, with the aim to find out how modern masculinity is shown through the signs in advertisement. Roland Barthes semiotics with two stages of significance, namely denotation and connotation and then associated with myths are used as a basis in this study. The approach used in this research is qualitative with interpretative research type. The scope of the study used in this study was 15 seconds and 30 seconds, with analysis units of 3 shots and 2 shots. While the analysis technique used is the Roland Barthes analysis table with data in the form of documentation. According to the analysis of semiotics Barthes, the male figure featured in these two advertisements is called early modern masculinity because the majority of the signs only show the male weaknesses through sensitive, sympathetic and empathic, not comparable to the normative side of men in generally.