Wardhani, Ratih Kusuma (2009) MAKNA SIMBOLIK IKLAN HARIAN KOMPAS DI TELEVISI (Analisis Semiotika Iklan Harian Kompas Versi Gendang). Other thesis, University of Muhammadiyah Malang.
Download (78Kb) | Preview
Keywords: Advertising Television, semiotics, meaning, symbols, drums In its development at this time, television advertising becomes a mass communication medium that displays human life and the environment into the form of symbols. But now, the symbols used in the ad does not guarantee whether it is a picture of social reality or not. The presence of advertising as a platform game mark, making the ads have complex meanings, either meaning implicit or explicit meaning. Kompas daily advertising drum version for example, which displays many signs and make the drums as a central position in the ad. In the contextual ads that traditional culture, the communicator makes musical instruments drums as symbols to convey his message. On this basis, researchers interested in conducting research on the meanings in the Kompas daily advertising drum version on television. The study was conducted to understand the symbolic meaning drum version of the Kompas daily advertising on television. Because in this case symbolized the meaning of the ad through the drum, the researchers focused the analysis on the drum to get the meaning of the ad. Making of television ads are not just describe the plot contained in a series of ads, but it must be done using appropriate research methods, so that in can be the meaning as it has been formulated. Therefore, in this study the researcher used the research methods in particular semiotic semiotics of Roland Barthes. Because the researchers wanted to dismantle the deeper meanings of symbolic meaning, the theory of Barthes that are considered capable of developing two levels of meaning of the sign, and look deeper meaning but it is more conventional, namely the meanings associated with the myth. In Roland Barthes' semiotic method, researchers should pay attention to the signs contained in the audio or visual elements contained in the ad. Then interpreted in two pertandaan level, namely the level of denotation and connotation level. The other used a qualitative descriptive approach type to get the full picture, comprehensive, objective, and systematic. The scope of this study is the entirety of the Kompas newspaper ads in the television version of the drum which lasts 24.47 seconds with 3 scenes and 24 shots. While the unit of analysis in this study is the overall mark, whether audio or visual element, which can reveal the symbolic meaning of a musical instrument drum contained in the Kompas newspaper ads drum version on television. The results of this study indicate that in addition to meaningful straightforward, drum also the symbolic significance of a controller, a leader, a simple musical instruments, sacred, originality, order and harmony. In the art of traditional culture of Indonesian society, the drum is one type of gamelan instruments used to accompany sacred or ceremonial dances. Musical instrument drum is very influential for other musical instruments, because the strains of the drum is a musical note or the leader of the commencement of the strains of gamelan music. In addition, the drum as a type of music determines the rhythm, intonation, and movement in music or dance. Symbolic meaning drum removed from the myth of the existence of a drum that can be "life" in the gamelan. Meaning indicated above from hearing the music of gamelan music instead of drums. Also, these things can also be seen from the manufacture of drum grooves from beginning to end which is supported by setting the simple, natural ingredients drum, and the viewing of people who are adept at playing drums. Drum in the ad Compass image is a representation that want to build Compass as one of the newspapers in Indonesia. Drum symbolic meaning in these ads point is, Kompas want to be central, and central determinant of the spread of news in the world of journalism. In addition, the existence of an opening rhythm of the drum as gamelan music represents Compass determination to become a world leader in print media journalism As a suggestion for other researchers interested in the study of ad text, in order to try to develop similar research, for example, if interested in studying the same object but with a different knife analysis, by contrast when using a knife analysis examine a different but similar object.
|Item Type:||Thesis (Other)|
|Subjects:||H Social Sciences > H Social Sciences (General)|
|Divisions:||Faculty of Social and Political Science > Department of Communication Sience|
|Depositing User:||Anggit Aldila|
|Date Deposited:||09 Jul 2012 04:26|
|Last Modified:||09 Jul 2012 04:26|
Actions (login required)