MAKNA TANDA IKLAN DALAM MEMBENTUK BRAND IMAGE Analisis Semiotik Iklan LUX Versi "Kecantikanmu adalah Kekuatanmu" di Televisi

MARTIKASARI, ARUM (2008) MAKNA TANDA IKLAN DALAM MEMBENTUK BRAND IMAGE Analisis Semiotik Iklan LUX Versi "Kecantikanmu adalah Kekuatanmu" di Televisi. Other thesis, University of Muhammadiyah Malang.

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Abstract

Building and maintenance image as “PR area” are the important things and very close with the main goal of the company. Building the image not only for the company, but brand image also become very important because it can influence the corporate image too. Nowadays, print and audio visual advertising become the most favorite alternative in building the image. The marketers and PRO are starting to competed to build the brand image through “above the line” strategy to make the innovative one. LUX as brand which is handling the Indonesian market, realize about that and launch the four innovative short movies advertisement campaign in two famous television channels. Those become LUX expedient to strenghten it self as a leader of brand image and also ro communicate the new LUX brand image “Your beauty is your power” in to public. The main goal of this research is to know what kind of brand image that LUX are building through those short movies as the advertisement campaign in television. The method that will use in this research is qualitative­interpretative method with constructivism perspective. This method and perspective used to interpreted how the message or sign constructed the LUX brand image from the short movies advertisement campaign in television. This research using the Roland Barthes semiotic method with MAYA RAYA DAYA, MATCHMAKER, BIG DAY, and BUKAN KESEMPATAN YANG TERTUNDA as the research object. The observer will analyze some analysis unit including expressions, acting, composition language (visual), the character of camera angle and audio (focus on the actress and actor dialog). All that analysis unit will be interpreted in to two level meaning, denotative and connotative. With this two level meaning interpretation, the interpreter will be able to know and descript what kind of brand image that LUX want to build through those short movies. After the analysis process, the interpreter make the conclusion based on the result. The result is: LUX was hope to change “The Star’s Soap” image. With the new brand image, LUX hoping that the brand will become inspiration for people especially woman to be brave using their special ability and change it become a power to reach the happily ever after live. Beside that, the interpreter has found another images in those analysis unit on that four short movies. That images are: LUX is a brand that seems take said in ideal physically beauty standardization nowadays, Arian tribe, and the hedonism life style. Finally, those images are cone to the LUX said of “Barbie Culture” the interpreter believe that the truth is beside the new LUX brand image as the inspiration for woman to be brave using their special ability and change it become a power to reach the happily ever after live, those short movies indirectly try to make the woman dream and hope become a Barbie (which represented by Luna Maya, Mariana Renata, Tamara Blezensky, and Dian Sastro) growing and live like a Barbie in her “Barbie Culture”.

Item Type: Thesis (Other)
Subjects: N Fine Arts > NX Arts in general
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anggit Aldila
Date Deposited: 15 May 2012 06:05
Last Modified: 15 May 2012 06:05
URI: http://eprints.umm.ac.id/id/eprint/5331

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