AHMAD, JATNIKA NAFIS (2020) MAKNA RAMBUT CANTIK DALAM IKLAN TV Analisis Semiotika Charles Sander Peirce Pada Iklan Sampo Dove Rambut Aku Kata Aku. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
1. Halaman Judul.pdf Download (77kB) | Preview |
|
|
Text (ABSTRAK)
2. Abstrak.pdf Download (88kB) | Preview |
|
|
Text (LEMBAR PERNYATAAN)
Surat Pernyataan.pdf Download (521kB) | Preview |
|
|
Text (LEMBAR PENGESAHAN)
Lembar Pengesahan.pdf Download (91kB) | Preview |
|
|
Text (DAFTAR ISI)
6. Daftar Isi.pdf Download (256kB) | Preview |
|
|
Text (DAFTAR TABEL)
7. Daftar Tabel.pdf Download (242kB) | Preview |
|
|
Text (DAFTAR GAMBAR)
8. Daftar Gambar.pdf Download (62kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
10. Bab 1.pdf Restricted to Registered users only Download (105kB) |
|
|
Text (BAB II)
11. Bab 2.pdf Restricted to Registered users only Download (197kB) |
|
|
Text (BAB III)
12. Bab 3.pdf Restricted to Registered users only Download (88kB) |
|
|
Text (BAB IV)
13. Bab 4.pdf Restricted to Registered users only Download (439kB) |
|
|
Text (BAB V)
14. BAB 5.pdf Restricted to Registered users only Download (75kB) |
|
|
Text (DAFTAR PUSTAKA)
16. Daftar Pustaka.pdf Restricted to Registered users only Download (87kB) |
Abstract
This thesis discusses ‘The Meaning of Beautiful Hair in TV Commercials in the Dove Shampoo Ad, ‘My Hair, My Word’.’ This study uses a qualitative approach with the semiotic method of Charles Sanders Peirce model. The type of study used is descriptive study type. The subject in this study is the producer of Dove shampoo, then the object of the study is the Dove shampoo ad that contains images, narratives, messages made for the audience. Hair models are displayed in various ways in this ad such as short, curly, colored hairstyles, even hijab-covered models. These hair models do not match the meaning of beautiful hair models that exist in the minds of the public. In which, beauty is seen from long, black, and straight hair. In addition to short hair, curly hair does not match the concept of beauty in society because having curly hair will look messy and seem less tidy. Women, who have curly and frizzy hair, feel the need to increase their hair care so it does not seem stiff and difficult to manage, doing treatments such as using conditioner and shampooing routinely. Hair that has a certain color other than black also has a varied meaning or view in society so that each hair color has its own meaning. For example, the blonde color is associated with the nature of not being trusted. The color that is quite prominent in the ad is purple which is a dramatic and provocative color. However, in this ad, Dove is trying to change the meaning of beautiful hair that has been in the community. This can be seen from the verbal and non-verbal signs expressed by talents that have the meaning of being happy, confident, appearing just the way they are and free to express themselves with their hair, this is reinforced by the phrase My Hair My Word contained in the ad. Key Words: Meaning, Ad, Beautiful Hair, Peirce Semiotics
Actions (login required)
 |
View Item |
