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REPRESENTASI PERAN SOSIAL Vs KEINGINAN INDIVIDU(Analisis Wacana Pada Iklan Rokok Sampoerna A Mild GO A HEAD Versi Bayangan di Televisi)

Kerinci, Julianti (2010) REPRESENTASI PERAN SOSIAL Vs KEINGINAN INDIVIDU(Analisis Wacana Pada Iklan Rokok Sampoerna A Mild GO A HEAD Versi Bayangan di Televisi). Other thesis, University of Muhammadiyah Malang.


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This research based on Indonesia advertisement phenomenon especially the cigarette advertisement in Indonesia. In 1990 the cigarette advertisement was very extreme to show the cigarette product was offered, then in 1997 there is a rule Indonesia advertisement. The rule was containing about prohibition order to show the cigarette advertisement as directly. From this rule the creative advertisement of the cigarette has been appeared. One of the creative advertisement of the cigarette an contain some social messages is Sampoerna A Mild. Since long ago Sampoerna A Mild was known as cigarette producer to campaigning social messages. The campaign or potitioning statement newest is GO A HEAD. Inside the GO A HEAD campaign shadow version of advertisement there is some social messages and hidden desire of person. So, this research interested to learn how Representation of Social Rule Vs Individual Desire was submitted by Sampoerna campaign. Representation is one of important practice to produce the culture. The other word representation could be said part of delegation, general imagine about a concept. The concept of representation could be changed. There is always new meaning in the process of representation before, because the meaning is never fixing, it’s always in the process of negotiation and suited with new situation. Advertisement often said as representation from social reality of the society. The life of somebody has two sides, one of the sides as part from the society and doing the rule as member of the society with other word is doing their social rule and rule as individual having different desire. To find the Representation of Social Rule Vs Individual Desire, the researcher using book evaluation as guidance in the research in order to no mistake in book evaluation. In the evaluation book there are some understanding like advertisement and social reality, advertisement and society of city, discourse analysis, and the other thing support can be easy the researcher to do that research. In these research, the researcher using qualitative descriptive research, so from the data gotten the analyzed using discourse analysis. The discourse analysis is analysis of qualitative contain more majoring the interpretation of researcher. It’s different with the quantitative analysis is majoring objectivities to summed the frequency of action or news. The discourse of analysis also could be found the information and the hidden data from the text. The result from advertisement of Sampoerna A Mild Go A Head shadow version show some imagines about life of person in their society at the same time to facing hidden desire of their self. Imagine how person are trying to reach their desire and expression inside the social rule in their society. So it’s concluded that advertisement of Sampoerna A Mild Go A Head shadow version as campaign for society especially young generation more brave to take big way to express the desire and brave to realize the dream are wanted with using the way more brave to actualization their self. From that result, it can be recommended to advertiser that is veryimportant to make the advertisement are containing the social messages to build the society to make progress.

Item Type: Thesis (Other)
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Faculty of Social and Political Science > Department of Communication Science
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 02 May 2012 02:53
Last Modified: 02 May 2012 02:53

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