ANALISIS MAKNA PESAN VERBAL DAN NONVERBAL DALAM IKLAN ICHI OCHA VERSI ‘INSTAGRAM BOYFRIEND’ DI YOUTUBE (Analisis Semiotika Peirce)

ANDALUSIA, SHAMIRA (2021) ANALISIS MAKNA PESAN VERBAL DAN NONVERBAL DALAM IKLAN ICHI OCHA VERSI ‘INSTAGRAM BOYFRIEND’ DI YOUTUBE (Analisis Semiotika Peirce). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Advertisement is used to deliver product messages which can be seen through verbal and nonverbal signs. In the advertisement, there is hidden message which can be interpreted based on its verbal and nonverbal signs. One of those signs is in regards to gender that is socially constructed. This research aims to analysing the meaning of verbal and nonverbal message on Ichi Ocha ‘Instagram Boyfriend’ advertisement in YouTube. This research applied constructivism paradigm with qualitative approach. Peirce’s Semiotic is employed as method in this research, focused on logic and reasoning in analysing both verbal and nonverbal signs in the advertisement. Data collection was gathered by conducting observation technique towards each scene on Ichi Ocha ‘Instagram Boyfriend’ advertisement according to the determined unit of analysis. The results of this research show that verbally, the ‘Instagram Boyfriend’ is forced to take a photo of his girlfriend and he, in that sense, does not accept his new role as an ‘Instagram Boyfriend’. In nonverbal message, his girlfriend willingly asks to be photographed by him in order to increase likes and followers on her Instagram content. Meanwhile, her boyfriend is seen suffering during taking photos of her. The conclusion of this research is verbally the boyfriend feels that his masculinity is ruined by the role he perceived as an ‘Instagram Boyfriend’ and for nonverbal message, the boyfriend is actually does not want to take his girlfriend’s pictures however he cannot refuse the command. Keywords: Semiotics, Meaning, Verbal, Nonverbal, ‘Instagram Boyfriend’ Iklan digunakan untuk menyampaikan pesan mengenai informasi produk yang dapat dilihat dari tanda verbal dan nonverbal. Di dalam iklan terdapat pesan yang tersembunyi dan dapat dimaknai berdasarkan tanda verbal dan nonverbal. Salah satunya, konteks gender yang merupakan konstruksi sosial yang dibangun oleh masyarakat. Penelitian ini bertujuan untuk menganalisis makna pesan verbal dan nonverbal dalam iklan Ichi Ocha versi ‘Instagram Boyfriend’ di YouTube. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif. Penelitian ini menggunakan metode semiotika Peirce yang berfokus pada logika dan penalaran dalam menganalisis tanda verbal dan nonverbal di dalam sebuah iklan. Pengumpulan data dilakukan melalui observasi pada setiap scene iklan Ichi Ocha versi ‘Instagram Boyfriend’ sesuai dengan unit analisis yang telah ditentukan. Hasil penelitian ini menunjukkan bahwa secara pesan verbal, pacar ‘Instagram Boyfriend’ terpaksa untuk memfoto pacar perempuannya dan tidak terima dengan peran baru yang didapat sebagai ‘Instagram Boyfriend’. Untuk pesan nonverbal, pacar perempuan dengan sesuka hati meminta difoto agar dapat meningkatkan likes dan followers pada konten Instagram-nya sedangkan pacar lelaki menderita selama memfoto pacar perempuannya. Kesimpulan dari penelitian ini, secara pesan verbal pacar lelaki merasa maskulinitas yang dimiliki ternodai dengan peran baru sebagai ‘Instagram Boyfriend’ dan untuk pesan nonverbal pacar lelaki sebenarnya tidak mau memfoto pacarnya namun ia tidak bisa menolak permintaan pacarnya tersebut. Kata Kunci: Semiotika, Makna, Verbal, Nonverbal, ‘Instagram Boyfriend’

Item Type: Thesis (S1)
NIM/NIDN Creators: 44318120023
Uncontrolled Keywords: Semiotika, Makna, Verbal, Nonverbal, ‘Instagram Boyfriend’
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 22 Mar 2022 02:56
Last Modified: 22 Mar 2022 02:56
URI: http://repository.mercubuana.ac.id/id/eprint/58512

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