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PENCITRAAN PARIWISATA INDONESIA DALAM IKLAN VISITINDONESIA( Analisis Semiotik Dalam Iklan Visit Indonesia New Commercial 2008/2009Versi “Butterfly” )

KURNIAWAN, MUHAMMAD FIRMAN (2009) PENCITRAAN PARIWISATA INDONESIA DALAM IKLAN VISITINDONESIA( Analisis Semiotik Dalam Iklan Visit Indonesia New Commercial 2008/2009Versi “Butterfly” ). Other thesis, University of Muhammadiyah Malang.


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Image making as “Public Relation work area” is an important thing in its influence to personal impression, company, even country. Image making could be done with various way, one of them was television product which was effective, through audio visual commercial. Not only Company Public Relations, Government Public Relations or related institution like Culture and Tourism Department wanted to create a good image for Indonesia tourism whether in Indonesia society’s view or international view through commercial. Visit Indonesia Year 2008 porgram had launhed one of the marketing product, formed in television commercial or audio visual commercial published in several private foreign television station. The commercial strategy was hoped to create a good image about Indonesia’s tourism condition which had unique view and various culture fit with Visit Indoensia program tagline: “Ultimate in Diversity”. The research purposes was to find out about image making of Indonesia Tourism in the television commercial. Method used in the research was qualitative-interpretative using constructivism approach. Method and approach was used to see and interpret the sign showed Indonesia’s tourism image through Indonesia’s tourism commercial. Analysis used in the research was semiotic method model from Roland Barthes and Levi Strauss, with resarch object: VISIT INDONESIA New Commercial 2008-2009 “Butterfly” version commercial viewed in several foreign private television station. The researcher analyzed several analytical unit including performance language (expression and acting), composition language (visual), camera angle character and audio focused on voice over. Various analytical unit interpreted into two meaning level, they were denotation and conotation and meaning from binary oposition. With the interpretation, the researcher would find and describe the tourism image showed by the commercial. According to analytical result and analytical units in the commercial, the writer found conclusion. The conclusion was Indonesia tourism image showed in the commercial was still ambiguous between traditional and modern description. Beside, the writer also found another image showed that Indonesia tourism had lack of confidence since presented traditional culture symbols forced to be combined with modernization and westernization influence and also focused on Bali tourism domination. The impression showed that Indonesia tourism was on identity crisis.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HV Social pathology. Social and public welfare
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Anwar Jasin
Date Deposited: 16 Jun 2012 04:21
Last Modified: 16 Jun 2012 04:21

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