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PENCITRAAN KORPORAT MELALUI IKLAN (Analisis Semiotik Iklan Bank Mandiri Versi Elemen)

INDAH SARI, AMALIA (2008) PENCITRAAN KORPORAT MELALUI IKLAN (Analisis Semiotik Iklan Bank Mandiri Versi Elemen). Other thesis, University of Muhammadiyah Malang.


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New corporate image altogether with Mandiri Bank logo transformation and tagline included into Public Relation work area, where the effort which was done was communicate the change which happened through commercial media whether printed media or electronic like television. Bank Mandiri commercial launching in Element verion in Television in the beginning of 2008 was the first step for Mandiri Bank to change the image in public mind, corporate banking segment. With Element version commercial, there hoped that image of Bank for all kinds side could be built, beside, logo and tagline transformation was hoped to show Bank Mandiri brand as the best Bank chosen by Indonesian people. Method used in this research was text analysis by interpretative approach. Analysis technique in this research used semiotic approach Barthes model, with research object Mandiri Bank commercial element version which broadcasted in television in January to March. Analysis unit in this research consisted of appearance (expression and acting), camera angle character language, audio which was focused on narrator voice and composition language (visual) with printed text, color and symbols represented new commitment related with logo and tagline transformation. Those analytical unit interpreted into two meaning levels, they were denotative and connotative. By interpreted meaning through two levels, the research able to find out and describe the new commitment of Mandiri Bank related with logo and tagline transformation in its efforts to build new image through element version commercial broadcasted by the television. The result concluded: first, this commercial was able to represented the organization’s new image by showed the public that Mandiri Bank was owed by all parties, not segmented to certain parties. The second, the research found a focused in one culture, by using Chinese philosophy to describe Mandiri Bank new commitment. The third, the writer found hidden ideology inside the commercial, that was Chinesecentered substance in banking Indonesia by describing original Indonesian face which was done many activities, but the narration adopting Chinese culture (feng shui). The writer thought that the hidden meaning showed that Chinese ethnic got the central position by controlling economic, including banking in Indonesia. The origin people showed in the commercial just workers who work to the Chinese.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Anggit Aldila
Date Deposited: 08 May 2012 04:28
Last Modified: 08 May 2012 04:28

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