CITRA PEREMPUAN DALAM IKLAN OLAY TOTAL WHITE CREAM Analisis Semiotik pada Iklan Televisi Olay Total White Cream Versi Audi

Eko Pramudito, Agung (2007) CITRA PEREMPUAN DALAM IKLAN OLAY TOTAL WHITE CREAM Analisis Semiotik pada Iklan Televisi Olay Total White Cream Versi Audi. Other thesis, University of Muhammadiyah Malang.

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Abstract

Applications advertising through mass media is considered as a way of marketing the products most effective in conveying pesanpesan about the usefulness and features of products which will be marketed. The delivery of messages through the communication media are also more interesting because the message can be engineered sedimikian a way with color illustration affixed, sound, and pictures. The use of women as a model or an ad star phenomenon that it is common knowledge to be able to win over consumers. Although target consumer is not the opposite sex than women (the men) but the women themselves. The use of female figure here regardless of how women as a figure puller boys hearts but as the reality of women's ideal of public expenses. This ad is select the object research because Naturalife Greenworld some significance to some similar product ads television media. In recent ads featuring many female figures in accordance with permpuan beautiful beauty where myth is that white women, healthy skin, beautiful straight hair berpustur proportional body. While the ad is Olay Total White Cream use of Audi as a talent is to be a strange thing by the author. Audi indeed beautiful but far from the stereotypes that can be shaped by society, other than that use of multiple shooting technique is considered the author is not monotonous varied. While many ad made varied in terms of color and technical shooting and setting more space. The image of women as mentioned in iklan-iklan embedded in society, then not surprising that advertising agencies are always followed the image of society and rely himself on the commodification of women's bodies. Because in advertising, commercial terms a The main consideration. In making the interpretation of the phenomenon of the problems above theories used among other things: Ads in view of Cultural Studies (Barker, 2005; 259) and (Strinati, 2003; 269). Ad as part of marketing (Kasali, 1994; 10). Female beauty myth (Wolf: 2004:23) in which women as a devotee of beauty, Images of Women (Bungin, 2003:103) is the concept of female imagery in the print media. Who's the concept of semiotic used is the concept of semiotics Charles Sanders Peirce, using the method from pierce researchers can better specify the sign into three signs according to the nature Basically, the Icon, Index, and Symbol. Making of television advertising should be done with a special method that carefully in order to find meaning and interpret it properly. This research method is chosen qualitative methodology with semiotic methods with interpretive analysis of data contributing terhadapa obtained in the ad Olay Total White Cream version of Audi, with a focus on Angle shooting, color, gesture, music, text and voice over and keseluruhab meaning sign contained in the ad. After the interpretation terhadapa ad, obtained by interpretation of the image of women Overall representation of women or women's representation in this advertisement does not far from reality, basically Audi (reality) is an energetic female figures, friendly and cheerful. In addition, the representation of women in advertising is Olay Total White Cream refers to the imaging of women as a subject, as a Ordinan, where they are no longer portrayed as an object of the boys. Women also skillfully portrayed in this ad. And also a beautiful woman stereotype version obviously slim ignored in this ad. At least in meeting the economic needs of daily activities they have been able to independent. Imagery of women in advertising in one side open wider picture where women should be permitted freedom in exploration to further explore their potential.

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: Zainul Afandi
Date Deposited: 28 May 2012 03:51
Last Modified: 28 May 2012 03:51
URI: http://eprints.umm.ac.id/id/eprint/6015

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