TANDA DAN MAKNA PADA IKLAN INDOSAT “LIBURAN KE AUSSIE LEBIH MUDAH DIBANDING KE BEKASI” DI MEDIA SOSIAL TWITTER @INDOSATMANIA

DERMAGA, DERMAGA (2018) TANDA DAN MAKNA PADA IKLAN INDOSAT “LIBURAN KE AUSSIE LEBIH MUDAH DIBANDING KE BEKASI” DI MEDIA SOSIAL TWITTER @INDOSATMANIA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The Sign in an advert cause many interpretations. This study aims to find out the meaning and signs contained in the "Aussie" version of Indosat advertising. Researchers used a qualitative research approach with research methods, namely analysis of Charles Shanders Pierce semiotics. This Indosat ad has several ad elements, namely headlines, subheadlines, bodycopy, taglines and visuals. The results of the analysis generally found 1 headline, 1 subheadline, 1 bodycopy, 1 tagline, 3 visuals. From the results of the triadic analysis found 6 qualisign, 5 sinsign, 5 legisigns, 7 icons, 7 indexes, 1 symbol, 7 rhemes, 7 dicents, 7 arguments. Triadic analysis found 1 headline, 1 subheadline, 1 bodycopy, 1 tagline. Overall this Indosat advertising was analyzed using Pierce semiotics which has 3 principles, namely general, triadic and pragmatic. In general, Indosat advertising is intended to attract the attention of audiences. In Triadik, sounds that end in "si" in the words aussie and Bekasi are found. Pragmatically, Indosat advertising is intended to promote roaming packages. Keywords: Indosat, Aussie, Bekasi, semiotics, headlines, subheadlines, bodycopy, tagline, visual, Tanda dalam sebuah iklan menimbulkan banyak interpretasi. Penelitian ini bertujuan untuk mengetahui Makna dan Tanda yang terkandung dalam iklan Indosat versi “aussie”. Peneliti menggunakan pendekatan penelitian kualitatif dengan metode penelitian yaitu analisis semiotika Charles Shanders Pierces. Iklan indosat ini memiliki beberapa unsur iklan yaitu headline, subheadline, bodycopy, tagline dan visual. Dari hasil analisa secara umum ditemukan 1 headline, 1 subheadline, 1 bodycopy, 1 tagline, 3 visual. Dari hasil analisa secara triadik ditemukan 6 qualisign, 5 sinsign, 5 legisign, 7 ikon, 7 indeks, 1 simbol, 7 rheme, 7 dicent, 7 argument. Dari analisa secara triadik ditemukan 1 headline, 1 subheadline, 1 bodycopy, 1 tagline. Secara keseluruhan iklan indosat ini dianalisis menggunakan semiotika pierce yang memiliki 3 prinsip yaitu umum, triadik dan pragmatik. Secara umum iklan indosat ditujukan untuk menarik perhatian khalayak, Secara Triadik ditemukan bunyi yang berakhiran “si” pada kata aussie dan Bekasi, secara pragmatik iklan indosat ditujukan untuk mempromosikan paket roaming. Kata kunci: indosat, aussie, Bekasi, semiotika, headline, subheadline, bodycopy, tagline, visual

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