Fridawati, Rika Dina (2009) DEKONSTRUKSI KONSEP – KONSEP KREATIF DALAM IKLAN SHAMPO ( KAJIAN SEMIOTIKA PADA IKLAN SUNSILK VERSI BELANJA DI SUPERMARKET YANG DITAYANGKAN DI TELEVISI ). Other thesis, University of Muhammadiyah Malang.
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Keywords: deconstruction, creative concept, television advertising, semiotic analysis The more widespread television advertising, creative advertising push to create a creative advertising concept that is more unique, hit targets and be able to increase sales, attract a variety of display ads that are served as part to persuade the public. One of them is body care ads incessantly exploits women as models, particularly for shampoo ads that always brought the concept of a beautiful woman with long hair and shiny as a model. But on the other hand not all the shampoo ad package their products by utilizing the woman with her beautiful hair category, one of which version of Sunsilk shampoo ad spending in the Supermarket. These ads featuring everyday a veiled Muslim women with all their activities. Attraction researchers raised this ad as an object of study because these ads do not show the beauty of the hair shampoo ad but generally focus more on the benefits of the shampoo itself. With the concept of Clean Fresh Riding Hood contained such profound meaning more than mere physical beauty. The formulation of the problem in this research is how the signs in a Sunsilk shampoo ad spending in the supermarket version that is used to construct and deconstruct the creative concepts. to reveal the meaning of the sign contained in the television ad text, the researcher uses semiotic studies referring to the model of Roland Barthes, Charles Sanders Peirce, and Levi's Strauss, and Jacques Derrida. Through Barthes meaning of a sign made with two levels of denotation and connotation, Barthes also look at other aspects of tagging is a growing perluasaan of connotations, so it appears the meaning of creative concepts that ad. While through Peirce's model of data grouped according to the type of sign whether including into icons, indices, or symbols, which is representamen which will lead to the interpretation of the ad. Meanwhile, with Levi's Strauss's paradigmatic analysis will be conducted comparing the patterns of pairs of hidden opposition and generate new meanings that can be compared to that in the end will be known deconstruction of the creative concepts in advertising expenditures in the Supermarket Sunsilk version which according to Derrida's deconstruction. This research method is descriptive qualitative fact-finding meaning with the proper interpretation in order to make the description, depiction of a systematic, factual and accurate information on the facts, the properties and the relationship between the phenomena being investigated. Using a semiotic analysis that focuses on the sign and the text as a study. While the unit of analysis is the technique of shooting (shot), angle, facial expression, language act and dress style which appears in this Sunsilk Shampoo ad. Pengumpulalan data is done by seeing and reading and doing recording footage of the shooting technique (shot), angle, facial expression, language act and dress style. The data then analyzed textually. For simplicity made the research table with a view to find hidden codes, in the language of images that later will be known depiction of the meaning of Sunsilk Shampoo advertising in accordance with the formulation of the problem that exists to achieve the purposes of research. From the results of this study concluded that in a Sunsilk ad Supermarket shopping in this version, creative concepts commonly used ad creators have striking ideas by using the slice model, in which the beautiful-haired model is no longer a barometer in this ad and positive personality traits than Physical appearance becomes the main priority even though in essence this ad still sell the widest in the community. To further recommended that researchers better understand and explore references associated with the methodology of research and study so that the use of semiotic theory is used more significantly with the ad you want researched. From the research that has been done, it is expected to become inputs for the ad creators to produce an ad that is more creative, with new concepts are different for conventional unimpressed that tend to be conservative. And for the people expected to be more sensitive and able to broaden the perspective in appreciating the concepts of advertising messages that appear on television screens, as well as in advertisements under study that this ad does not contain a social mission, such as raising the degree of veiled women, but merely for the sake of expanding market share and capital development.
|Item Type:||Thesis (Other)|
|Subjects:||J Political Science > JA Political science (General)|
|Divisions:||Faculty of Social and Political Science > Department of Communication Sience|
|Depositing User:||Anwar Jasin|
|Date Deposited:||21 Apr 2012 04:35|
|Last Modified:||21 Apr 2012 04:35|
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