CARWAYU, MARIA LUSIA JEANETTE (2024) MAKNA HUMOR PADA IKLAN HEAD AND SHOULDERS DI TELEVISI (ANALISIS SEMIOTIKA JOHN FISKE PADA VERSI JOE TASLIM X FADIL JAIDI). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (653kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (246kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (264kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (177kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (718kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (143kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (152kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (201kB) |
Abstract
In the business world, advertising has become an aspect of life in a company. Through advertising, consumers are able to form a view which can then influence consumer attitudes towards the advertised brand. The advertising approach through the appeal of humor itself has been widely followed and carried out by advertisers or brands. In making this preparation, the researcher used 6 previous studies which were used as references for the current research. Researchers took several previous studies with the aim and purpose of being a reference for researchers to obtain supporting references. The theoretical studies in Chapter 2 include television as an advertising medium, humor as communication, humor as the meaning of messages in advertising, techniques for taking cinematic videos/images, Jhon Fiske's semiotics, and verbal and non-verbal communication. This research was conducted using qualitative research methods with a critical paradigm. The data we obtained went through various stages, namely by making direct and comprehensive observations of the research objects that we studied. Researchers took secondary data through previous research which also examined using semiotic analysis methods. Researchers will carry out data analysis techniques using John Fiske's semiotic model by looking at the messages contained in the advertisement. The result of this study is that researchers can find out the meaning of humor in the "Head & Shoulders" advertisement. Overall, the scenes in the "Head & Shoulders" advertisement contain verbal and non-verbal elements that are poured into a humorous atmosphere in each scene which is the ideology of materialism and capitalism. Keywords: Advertising, Humor, Verbal, Non-Verbal, Semiotics Di dunia bisnis, iklan ini menjadi suatu aspek kehidupan dalam suatu perusahaan. Melalui iklan, konsumen mampu membentuk suatu pandangan yang kemudian dapat memengaruhi sikap konsumen terhadap merek yang diiklankan. Pendekatan iklan melalui daya tarik humor sendiri sudah banyak diikuti serta dilakukan oleh pengiklan atau merek. Dalam membuat penyusunan ini, peneliti menggunakan 6 penelitian terdahulu yang dijadikan sebagai refrensi bagi penelitian saat ini. Beberapa penelitian terdahulu ini peneliti ambil dengan maksud dan tujuan sebagai acuan bagi peneliti agar mendapat rujukan yang mendukung. Kajian teoritis dalam Bab 2 ini meliputi Televisi sebagai media iklan, Humor sebagai komunikasi, Humor sebagai makna pesan dalam iklan, Teknik pengambilan video/ gambar sinematik, Semiotika Jhon Fiske, dan Komunikasi verbal dan NonVerbal. Penelitian ini dilakukan dengan menggunakan metode Penelitian kualitatif dengan paradigma kritis. Data yang kami peroleh ialah melalui berbagai tahapan yaitu dengan melakukan observasi atau pengamatan secara langsung dan menyeluruh terhadap objek penelitian yang sedang kami teliti. Peneliti mengambil data sekunder melalui penelitian terdahulu yang juga meneliti dengan metode analisis semiotika. Peneliti akan melakukan tekhnik analisis data menggunakan model semiotika John Fiske dengan melihat berdasarkan pesan yang terkandung dalam iklan tersebut. Hasil penelitian ini ialah peneliti dapat mengetahui bagaimana makna humor dari iklan “Head & Shoulders” ini. Secara keseluruhan scene dalam iklan “Head & Shoulders” ini mengandung unsur-unsur verbal dan non-verbal yang dituangkan dalam suasana humor disetiap scene nya yang merupakan ideology materialisme dan kapitalisme Kata Kunci: Iklan, Humor, Verbal, Non-Verbal, Semiotika.
Actions (login required)
 |
View Item |
