MAKNA RAMBUT SEHAT PADA IKLAN MIRACLES HAIR SUPPLEMENT PANTENE: BYE #RAMBUTCAPEK HELLO #RAMBUTKECHARGE YANG DIPERANKAN OLEH KEANU (Analisis Semiotika Charles Sanders Pierce)

KHAIRUNNISA, KHANSA (2023) MAKNA RAMBUT SEHAT PADA IKLAN MIRACLES HAIR SUPPLEMENT PANTENE: BYE #RAMBUTCAPEK HELLO #RAMBUTKECHARGE YANG DIPERANKAN OLEH KEANU (Analisis Semiotika Charles Sanders Pierce). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Advertising is not only always related to continuous product promotion. But in an advertisement that is made there will always be meaning and construction hidden in the advertisement. Having healthy hair is very important for someone, especially women. Hair is a crown for women, but no less important for a man. The purpose of this study was to find out the meaning of Healthy Hair in the New Miracles Hair Supplement Television Advertisement! – Bye #RambutCapek Hello #RambutKeCharged. This study uses the concept of verbal and non-verbal communication which is then examined using Charles Sanders Pierce's semiotic analysis which is classified based on object, representament, interpretant. This study uses a constructivist paradigm. The approach to this study is a qualitative approach using Charles Sanders Pierce's semiotic analysis method. The unit of analysis in this study was Pantene's Miracles Hair Supplement advertisement: Bye #RambutCapek Hello #RambutKeCharge. Data collection techniques were obtained through observation and literature study. The data analysis technique in this study is based on Pierce's semiotic theory. The result of this research is Pantene's Miracles Hair Supplement advertisement: Bye #RambutCapek Hello #RambutKeCharged raises the meaning of healthy hair which is shown by hair that is shiny, soft, and easy to manage. Healthy hair is very important for a person in addition to looking beautiful as well as improving one's mood and emotional stability. Keyword : Healthy Hair Meaning, Semiotics, Advertisement Iklan bukan hanya selalu berkaitan dengan promosi produk terus menerus. Namun pada sebuah iklan yang dibuat akan selalu ada makna dan konstruksi yang tersembunyi dalam iklan tersebut. Memiliki rambut yang sehat sangat penting bagi seseorang terutama perempuan. Rambut adalah mahkota bagi perempuan, namun tidak kalah penting juga bagi seorang lelaki. Tujuan penelitian ini yaitu untuk mengetahui makna Rambut Sehat pada iklan televisi Miracles Hair Supplement Baru! – Bye #RambutCapek Hello #RambutKeCharged. Penelitian ini menggunakan konsep komunikasi verbal dan non-verbal yang kemudian diteliti menggunakan analisa semiotika Charles Sanders Pierce yang diklasifikasikan berdasarkan object, representament, interpretant. Penelitian ini menggunakan paradigma konstruktivis. Pendekatan pada penelitian ini adalah pendekatan kualitatif dengan metode analisis semiotika Charles Sanders Pierce. Unit analisis pada penelitian ini adalah iklan Miracles Hair Supplement Pantene : Bye #RambutCapek Hello #RambutKeCharge. Teknik pengumpulan data diperoleh melalui observasi dan studi literatur. Teknik analisis data pada penelitian ini berdasarkan pada teori semiotika pierce. Hasil Penelitian ini adalah iklan Miracles Hair Supplement Pantene : Bye #RambutCapek Hello #RambutKeCharged memunculkan makna rambut sehat yang ditunjukkan dengan rambut yang bersinar, lembut, dan mudah diatur. Rambut sehat sangat penting bagi seseorang selain untuk tampak indah juga sebagai peningkatan suasana hati dan kestabilan emosional seseorang. Kata Kunci : Makna Rambut Sehat, Semiotika, Iklan

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 23 050
Call Number: SK/43/23/034
NIM/NIDN Creators: 44319110073
Uncontrolled Keywords: Makna Rambut Sehat, Semiotika, Iklan
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal
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 > 302.22 Kinds of Communication/Jenis-jenis 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 > 302.24 Content/Isi Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 26 Oct 2023 04:01
Last Modified: 26 Oct 2023 04:01
URI: http://repository.mercubuana.ac.id/id/eprint/82023

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