MITOLOGI KEIBUAN DALAM SOSOK AYAH PADA IKLAN RAMAYANA(Analisis Semiotik Roland Barthes pada Iklan Warna Kebahagiaan-Tulusnya Cinta)

SURYANINGDYAH, WINA SEKAR AMBARWATI (2020) MITOLOGI KEIBUAN DALAM SOSOK AYAH PADA IKLAN RAMAYANA(Analisis Semiotik Roland Barthes pada Iklan Warna Kebahagiaan-Tulusnya Cinta). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Advertising is one of the most common tools companies use to direct persuasive communication to targeted buyers and public. Type of advertising also growing and changing through time to time. One of them is web-series. Through web-series, brand can inform their product or benefit in a soft sell way. Researcher interested to analysis Ramayana Department Store advertisement. Ramayana approach is now more into digital and they produce web-series when they launch their campaign. One of their campaign is #TulusnyaCinta and the story is about father and daughter. The father has to replace mother’s role because she passed away. Researcher analysis from the linguistic, verbal and non-verbal message. Researcher conclude that love from parents can comes from both and father has to join to take care of children since very beggining. Keywords: Marketing Communications, Maternal Mythology, Love Mythology, Roland Barthes's Semiotic Analysis on The Color of Happiness Advertisement Periklanan merupakan salah satu alat yang paling umum digunakan perusahaan untuk mengarahkan komunikasi persuasif pada pembeli sasaran dan masyarakat. Bentuk-bentuk iklan pun semakin banyak dan berkembang dari waktu ke waktu. Salah satunya adalah melalui web-series. Melalui web-series, brand dapat menginformasikan produk dan keunggulannya melalui cara yang soft-sell. Peneliti tertarik untuk menganalisis iklan Ramayana Department Store. Pendekatan iklan Ramayana sekarang lebih digital dan mereka memproduksi webseries untuk memperkenalkan campaign-campaignya. Salah satu campaignnya adalah #TulusnyaCinta dan ceritanya adalah mengenai ayah dan anak perempuannya. Sang ayah harus menggantikan peran Ibu karena Ibu telah tiada. Peneliti meneliti dari pesan linguistik, verbal dan non-verbal. Peneliti menyimpulkan bahwa cinta orang tua itu datang dari keduanya dan ayah harus turut serta dalam pengasuhan anak sejak awal. Kata kunci: Marketing Communications, Mitologi Keibuan, Mitologi Cinta, Analisis Semiotik Roland Barthes pada Iklan Warna Kebahagiaan – Tulusnya Cinta

Item Type: Thesis (S1-Sarjana)
Call Number: SK/43/19/043
NIM: 44316120069
Uncontrolled Keywords: Marketing Communications, Mitologi Keibuan, Mitologi Cinta, Analisis Semiotik Roland Barthes pada Iklan Warna Kebahagiaan – Tulusnya Cinta
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast > 070.195 Television/Televisi
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) > 302.234 Motion Pictures, Radio, Television/Gambar Bergerak, Radio, Televisi
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 778 Specific Fields of Photography/Bidang-bidang Khusus Seni Fotografi > 778.5 Cinematography, Video Production, Related Activities/Sinematografi, Produksi Video, dan Kegiatan Terkait
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 791 Public Performances/Pertunjukan Umum > 791.4 Motion Pictures, Radio, Television/Gambar Gerak, Radio, Televisi > 791.45 Television/Televisi
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 03 Feb 2020 02:16
Last Modified: 03 Feb 2020 02:16
URI: http://repository.mercubuana.ac.id/id/eprint/54082

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