Z, LAODE M. INSAN. (2010) REPRESENTASI ETIKA DALAM IKLAN TELEVISI (Studi Analisis Semiotik Pierce Pada Iklan XL Versi Kera dan Kambing). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Advertising is very important in the process of marketing of product or service, especially in today's business competition. One of them is through television advertising. The use of television advertisement is considered quite effective because it has advantages in terms of audio and visual display of interest, as well as the ability to reach target of audience widely, and also because television has great effects for the consumer. But there are things that should not be ignored in a television advertisement, it is called the 'ethics'. Especially in the social structure of Indonesian culture, ethics is upheld. So that television advertising should not intersect with the cultural values of his audience, because the influence of television commercials is fairly strong. The object of this study is the XL’s advertisement version of the Monkey and Goat. This qualitative research aims to find out how the semiotic significance on XL advertisement, and how the representation of ethics in this advertisement. The theory used is the representation theory of Stuart Hall and analyzed with the techniques of semiotics Charles Sanders Pierce, who analyzed the meaning of signs and symbols. The paradigm used in this research paradigm is critical, because in order to examine more deeply associated with the meaning behind the signs and symbols that exist in this ad, and analyzed from the social aspect of Indonesian culture, where this ad is aired. The results indicate several findings. From the formulation of the problem of how the semiotic meaning and how is the representation of ethics in this ad, this ad shows that ethics are not well represented, among others the humiliation of human dignity, the behavior and the words said are not good manners, dignity to humiliation and ethnic Tionghoa, Muslims, and the existence of capitalist ideology behind this ad, which emphasizes business benefits alone. Television ads should display good ethics, because television has a strong influence to the audience. Therefore, people must be critical in scrutinizing television commercials, to be followed up on an advertisement that displays bad ethics. Keywords: advertising, representations, advertising ethics, semiotics.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-10-004 |
| NIM/NIDN Creators: | 55208110018 |
| Uncontrolled Keywords: | advertising, representations, advertising ethics, semiotics, CORCOM, Korporate Komunikasi dan Komunikasi Pemasaran |
| Subjects: | 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 |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 19 Apr 2022 07:26 |
| Last Modified: | 21 Jul 2022 04:08 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60139 |
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