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KOMODIFIKASI HALAL DALAM IKLAN DOMESTIK (Analisis Wacana Kritis Teun A Van Dijk Pada Tayangan Iklan Produk Kosmetik Wardah, HiLo Soleha, dan Deterjen Total Almeera)

Santoso,, Rahmania (2018) KOMODIFIKASI HALAL DALAM IKLAN DOMESTIK (Analisis Wacana Kritis Teun A Van Dijk Pada Tayangan Iklan Produk Kosmetik Wardah, HiLo Soleha, dan Deterjen Total Almeera). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This research aimed to explore or determine halal texts that appear on domestic advertisement products such as “Kosmetik Wardah versi Kisah dibalik Cantik episode Awal Mimpi”, “HiLo Soleha versi Sunshine”, and “Total Almeera Detergent” This research aimed to explore or determine halal texts that appear on domestic advertisement products such as “Kosmetik Wardah versi Kisah dibalik Cantik episode Awal Mimpi”, “HiLo Soleha versi Sunshine”, and “Total Almeera Detergent”. The data collection was done in the form of documentation and literature study. The data in this research were analyzed by using the Teun A Van Dijk research model instrument which showed the Macro Structure, Superstructure and Micro Structure in each advertisement The results of this research showed that the halal text that appears in the product advertisement show is explicit and implicit. The text on the advertisement wants to explain that Wardah is a halal cosmetic and suitable for every woman. However, unlike the Wardah advertisement, the halal text contained in HiLo Soleha ads is implicitly portrayed, selling the images of holiness by emphasizing the word "Soleha". Indirectly the company is also wanting to convey that the product is halal. Finally, in the Total Almeera Detergent ad, the halal text is explicitly displayed with the use of #Halalituharustotal hashtags. These advertisements give a rise to ambiguous meaning which means first it is really an urge to choose halal products or the obligation to choose detergent for Total (wordplay from "total" as same as the total in the product name) Almeera which is guaranteed its halal.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410040311230
Keywords: Commodification, Commodification of Halal, Halal in Advertising.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 15 Jan 2019 01:18
Last Modified: 15 Jan 2019 01:18
URI : http://eprints.umm.ac.id/id/eprint/43268

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