GIRI GITANTI, RINNA (2010) CITRA PRIA DALAM IKLAN AXE DI TELEVISI(Analisis Semiotik pada Iklan Axe Vice Versi Bikin Cewek Jadi Gokil). Other thesis, University of Muhammadiyah Malang.
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Abstract
Television has been part of people’s daily life which hard to be erased, especially in downtown society. Television broadcast was also increased. There listed 11 television broadcast in Indonesia. There could be imagine how many commercials enter freely in people’s home. One commercial which used gender value with man commercial model was Axe vice at ‘turn girl firtatious’ version. The writer choose ‘turn girl firtatious’ as research object since Axe Vice commercial used ordinary man’s model with skinny body, ordinary fashion, and many weakness. Axe didn’t show the model alone, but presented with woman commercial model then the relation showed by sexual relationship. According above background, the writer would like to discuss about man’s image interpretation in Axe Vice ‘turn girl firtatious’ version. The research aimed to interpret the man’s image showed by Axe Vice commercial ‘turn girl virtatious’ version. This research used qualitative approach. To discuss the signs existed in Axe Vice commercial ‘turn girl firtatious’ version, the writer used semiotic analysis method which based on Roland Barthes theory which used denotation, conotation and myth criteria. This research showed that Axe Vice Commercial model described as ‘conservative ordinary man’ whose all his weakness became his strength by Axe’s touch. Man’s image which showed in Axe Vice commercial ‘turn girl firtatious’ version was man with charm, sex appeal. Man in Axe Vice commercial ‘turn girl firtatious’ version also had negative masculinity since he used his power only to make his wish came true. Man in Axe Vice commercial ‘turn girl firtatious’ version wanted to show his manliness or just like mature man’s category who blessed with quality and manliness. The research showed that olfactory (aroma’s language) was an important non verbal language. Axe Vice commercial ‘turn girl firtatious’ version showed that with aroma, Axe Vice aroma, could make ordinary man turn girl into firtatious. Man’s image in Axe Vice commercial ‘turn girl firtatious’ version showed from several shot which made woman as sexual object. The writer suggested that, since Axe Vice commercial ‘turn girl firtatious’ version couldn’t presented in every time because of the market potential was mature man, and also since the commercial had sexuality contain, there would be good if the commercial didn’t present at children hour. Television broadcast stationshould pay attention to the negative impact of program, eventhough only commercial and not only business oriented.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | N Fine Arts > NX Arts in general |
| Divisions: | Faculty of Social and Political Science > Department of Communication Science (70201) |
| Depositing User: | Rayi Tegar Pamungkas |
| Date Deposited: | 16 Apr 2012 02:09 |
| Last Modified: | 16 Apr 2012 02:09 |
| URI : | http://eprints.umm.ac.id/id/eprint/2244 |
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