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CITRA PEREMPUAN DALAM BRANDING IKLAN PRODUK DI TELEVISI(Analisis Semiotik pada Iklan Shampo Pantene Versi”Berkilaulah”)

JANUARTI, IKA (2009) CITRA PEREMPUAN DALAM BRANDING IKLAN PRODUK DI TELEVISI(Analisis Semiotik pada Iklan Shampo Pantene Versi”Berkilaulah”). Other thesis, University of Muhammadiyah Malang.


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Keywords: female image, commercial Competition in every company nowadays is a positive thing to show who is the best and the superior. Each company showed their product superiority. There also in consumer or public interest in product market, they couldn’t go far from promotion in commercial form. Advertising existing product through television media is common, television is an effective media in advertising since television entered the target directly, general public. Various companies competed to show interesting commercial and stuck in public memory. In advertising their product, every company, especially public relations should also careful in choosing the commercial look, since it would risk the product image or company image, since from the commercial, an image could be built. Brand image of a product, in direct way building the image of the company itself. Statement of problems: “How the meaning of female image sign in branding commercial product of Pantene Shampoo “Shine On” version in television?”. Data source in the research found through: primary data, also with library source whether books, magazines, internet articles or written sources related with the existing source to support the data completion. Data collection then described as Barthes semiotic concept used as analysis technique in this research. According analysis result stated previously, there could be concluded that female image in Pantene commercial “Shine On” version in television from semiotic analysis perspective had focused into female image explanation. Female showed that female figure imaged by Pantene Shampoo product was a female as inspiration to progress and achieve, female as softness and beauty, and female as active personality in career and family. From the commercial there also sign that female who could become people attention was female who had image, it could be seen from various shampoo product commercial in television who used hair beautiness as the object. Basically, beautiful hair became every women’s demand. It was targeted by the commercial producer, that beauty for a woman not only from beautiful hair, but also should owed female character who became inspiration, model, in career and also family. Wish could become true if there was an effort to reach, as one exact effort to reach female image.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HQ The family. Marriage. Woman
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Anwar Jasin
Date Deposited: 08 Jun 2012 04:12
Last Modified: 08 Jun 2012 04:12

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