HALIMATUSYA’DIAH, HALIMATUSYA’DIAH (2025) MITOS PEDANG DALAM IKLAN KREDIVO “BISA LIHAT PERSAMAANNYA” #ANDAIANDAPANDAI. S1 thesis, Universitas Mercu Buana-Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (COVER)
44322120024-Halimatusya'diah-01 Cover - Halimatusya'diah.pdf Download (622kB) |
|
Text (BAB I)
44322120024-Halimatusya'diah-02 Bab 1 - Halimatusya'diah.pdf Restricted to Registered users only Download (103kB) |
|
Text (BAB II)
44322120024-Halimatusya'diah-03 Bab 2 - Halimatusya'diah.pdf Restricted to Registered users only Download (197kB) |
|
Text (BAB III)
44322120024-Halimatusya'diah-04 Bab 3 - Halimatusya'diah.pdf Restricted to Registered users only Download (474kB) |
|
Text (BAB IV)
44322120024-Halimatusya'diah-05 Bab 4 - Halimatusya'diah.pdf Restricted to Registered users only Download (1MB) |
|
Text (BAB V)
44322120024-Halimatusya'diah-06 Bab 5 - Halimatusya'diah.pdf Restricted to Registered users only Download (90kB) |
|
Text (DAFTAR PUSTAKA)
44322120024-Halimatusya'diah-08 Daftar Pustaka - Halimatusya'diah.pdf Restricted to Registered users only Download (215kB) |
|
Text (LAMPIRAN)
44322120024-Halimatusya'diah-09 Lampiran - Halimatusya'diah.pdf Restricted to Registered users only Download (171kB) |
Abstract
Iklan merupakan bentuk komunikasi yang bertujuan menyampaikan pesan, membentuk makna, dan memengaruhi audiens. Kredivo, sebagai perusahaan fintech, memanfaatkan iklan sebagai sarana edukasi finansial, salah satunya melalui iklan berjudul Andai Anda Pandai. Penelitian ini menganalisis iklan tersebut menggunakan teori semiotika Roland Barthes, yang mencakup tiga elemen utama: denotatif, konotatif, dan mitos. Penelitian bertujuan untuk mengidentifikasi penanda, petanda, mitos dan ideologi yang terkandung dalam iklan tersebut guna memahami bagaimana Kredivo membingkai pesan finansialnya. Penelitian ini didukung oleh kajian teoritis yang mencakup lima penelitian terdahulu tentang semiotika dalam iklan, serta konsep komunikasi sebagai pertukaran makna, iklan, platform YouTube, emosi, dan semiotika. Dengan paradigma kritis dan pendekatan kualitatif, penelitian ini menerapkan metode analisis semiotika Roland Barthes. Unit analisis meliputi aspek verbal dan nonverbal, dengan data dikumpulkan melalui metode primer (observasi iklan) dan sekunder (literatur terkait). Analisis data berfokus pada tiga aspek: pesan linguistik, pesan ikonik terkodekan, dan pesan ikonik tak terkodekan. Hasil penelitian menunjukkan bahwa iklan Kredivo menggunakan metafora pedang bermata dua untuk menggambarkan kebijaksanaan dalam pengelolaan keuangan. Pedang dalam iklan ini bukan hanya etintas netral, tetapi juga merepresentasikan potensi manfaat dan risiko. Melalui metafora ini, Kredivo memposisikan diri sebagai alat kapitalis yang mendukung gaya hidup konsumtif. Advertising is a form of communication that aims to convey messages, shape meanings, and influence audiences. Kredivo, a fintech company, uses advertising to educate consumers about financial matters, exemplified by their advertisement titled "If You Were Smart." This study analyzes the advertisement through the lens of Roland Barthes's semiotic theory, which includes three main elements: denotation, connotation, and myth. The goal of the study is to identify the signifiers, signifieds, myths, and ideologies present in the advertisement to understand how Kredivo conveys its financial message. The research includes a theoretical review of five previous studies on semiotics in advertising, alongside concepts related to communication as an exchange of meaning, advertising, the YouTube platform, emotions, and semiotics. Employing a critical paradigm and a qualitative approach, this study utilizes Barthes's semiotic analysis method. The units of analysis encompass both verbal and nonverbal elements, with data collected through primary methods (advertisement observation) and secondary methods (related literature). The analysis focuses on three aspects: linguistic messages, encoded iconic messages, and uncoded iconic messages. The findings reveal that the Kredivo advertisement employs the metaphor of a double-edged sword to illustrate wisdom in financial management. In this context, the sword is not merely a neutral object, but also symbolizes both potential benefits and risks. Through this metaphor, Kredivo positions itself as a capitalist tool that supports a consumerist lifestyle.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44322120024 |
| Uncontrolled Keywords: | Konstruksi Pedang, Kredivo, Literasi Finansial, Pedang, Semiotika Roland Barthes Financial Literacy, Kredivo, Roland Barthes’ Semiotics, Sword, Sword Construction. |
| Subjects: | 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: | ZAIRA ELVISIA |
| Date Deposited: | 19 Aug 2025 08:16 |
| Last Modified: | 19 Aug 2025 08:16 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/96880 |
Actions (login required)
 |
View Item |
