FARHANING, INAS (2018) MAKNA KOMITMEN DALAM SIMBOL IKLAN JD ID VERSI DIJAMIN ORI DI MEDIA TELEVISI (Analisis Semiotika Charles Sanders Peirce). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research entitled The Meaning of Commitment in the advertising symbol of JD ID version of the "Guaranteed Ori" Semiotic analysis of Charles Sanders Peirce regarding the commitment to the scene pieces in the ad. The purpose of this study was to determine the meaning of commitment in the ad symbol JD ID version of "Guaranteed Ori" on television media. The researcher is qualitative and uses constructivist paradigm and Charles Sanders Peirce's Semiotics method, because the writer wants to study the meaning contained in the JD ID version "Guaranteed Ori" in a semiotic pragmatic way pioneered by Charles Sanders Peirce's thinking, based on representament, object, and interpretant the one who works together in the triadic model. Data was obtained through direct observation and content analysis, and was supplemented by collection through literature studies. The results of this study indicate that the meaning of commitment in the ad symbol JD ID "Guaranteed Ori" version that the loyalty formed by both partners to build a happy family must be based on a commitment. And the meaning of this commitment is correlated with loyalty that even has a far different meaning, namely the meaning of commitment is actually a form of dedication or obligation that binds a person to others, and people commit because they love what they do. Keywords: Meaning of Commitment, Charles Sanders Peirce's Semiotics, JD ID Ad Penelitian ini berjudul Makna Komitmen dalam simbol iklan JD ID versi “Dijamin Ori” analisis Semiotika Charles Sanders Peirce mengenai komitmen dengan potongan – potongan adegan dalam iklan tersebut. Tujuan dalam penelitian ini adalah untuk mengetahui makna komitmen dalam simbol iklan JD ID versi “Dijamin Ori” di media televisi. Peneliti bersifat kualitatif serta menggunakan paradigm konstruktivis dan metode Semiotika Charles Sanders Peirce, karena penulis ingin mengkaji makna yang terkandung dalam iklan JD ID versi “Dijamin Ori” dengan cara semiotik pragmatis yang dipelopori oleh pemikiran Charles Sanders Peirce, berdasarkan representament, object, dan interpretant-nya yang bekerja sama dalam model triadic. Data diperoleh melalui pengamatan langsung dan content analiysis, serta ditambah dengan pengumpulan melalui studi kepustakaan. Hasil penelitian ini menunjukkan bahwa makna komitmen dalam simbol iklan JD ID versi “Dijamin Ori” bahwa kesetiaan yang dibentuk oleh kedua pasangan untuk membangun keluarga yang bahagia harus dilandasi dengan sebuah komitmen. Dan makna komitmen ini dioresentasikan dengan kesetiaan yang bahkan memiliki makna yang jauh berbeda, yaitu makna komitmen sesungguhnya adalah bentuk dedikasi atau kewajiban yang mengikat seseorang kepada orang lain, dan orang melakukan komitmen karena mereka mencintai apa yang mereka lakukan. Kata kunci: Makna Komitmen, Semiotika Charles Sanders Peirce, Iklan JD ID
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