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PRODUK SGM SEBAGAI REPRESENTASI ANAK BERKARAKTER (Analisis Semiotika pada Iklan Susu Formula SGM 3 versi “Pohon Strawberry”, SGM Eksplor Presinutri+ versi “Berangkat Sekolah”, dan SGM Eksplor Presinutri+ versi “Berdua Jadi Hebat”)

Andewi, Muslicha Tri (2019) PRODUK SGM SEBAGAI REPRESENTASI ANAK BERKARAKTER (Analisis Semiotika pada Iklan Susu Formula SGM 3 versi “Pohon Strawberry”, SGM Eksplor Presinutri+ versi “Berangkat Sekolah”, dan SGM Eksplor Presinutri+ versi “Berdua Jadi Hebat”). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This research started from researcher’s interested about ads which presented on television, especially formula milk ads called Sarihusada Generasi Mahardika (SGM). SGM is superior products than others, it refers to SGM was ranked as top three in formula milk competition on television and became the highest product in advertising spending. This research used semiotic analysis Roland Barthes and researcher used approach with production message theory by Littlejhon. Using qualitative research methods with interpretative types, the object of this research is milk formula ads SGM will be discussed about sign and aspects of cinematography on every scene which supports the formed of the meaning of advertisement, so that denotation and connotation will be obtained. The conclusion of this research is the myth that SGM products want to build through play and learning activities which are the most effective activities in the child's growth process which will shape the character of children. If children are creative, confident, brave, empathetic and responsive, children are responsible, be able to cooperate and take the initiative, then the child will be a person who has superior quality compared to the others, so that the child is able to compete in any case.

Item Type: Thesis (Bachelors Degree (S1))
Additional Information: 201410040311034
Uncontrolled Keywords: Representation, Characters of Children, Television Advertising, Formula Milk, Semiotic
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
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 19 Mar 2019 01:38
Last Modified: 19 Mar 2019 01:38
URI : http://eprints.umm.ac.id/id/eprint/45319

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