CITRA CANTIK DAN KESEMPURNAAN PEREMPUAN DALAM IKLAN PRODUK DOVE PADA MEDIA SOSIAL INSTAGRAM (Analisis Semiotika Model Charles Sanders Pierce Dalam Iklan Dove Pada Media Sosial Instagram)

MADINA, TARA (2021) CITRA CANTIK DAN KESEMPURNAAN PEREMPUAN DALAM IKLAN PRODUK DOVE PADA MEDIA SOSIAL INSTAGRAM (Analisis Semiotika Model Charles Sanders Pierce Dalam Iklan Dove Pada Media Sosial Instagram). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Dove adalah brand kecantikan untuk perempuan yang percaya keindahan datang dalam berbagai bentuk, ukuran dan usia. Menurut Dove kecantikan seharusnya menjadi sumber kepercayaan diri, bukan kekhawatiran. Dalam menyampaikan pesannya melalui iklan, Dove telah berkomitmen dengan selalu menampilkan wanita biasa, bukan model. Model mencerminkan kecantikan dari sudut pandang sempit. Analisis yang akan meliputi tentang Citra Cantik dan Kesempurnaan Perempuan Dalam Iklan Produk Dove Pada Media Sosial Instagram melalui unggahan foto Iklan Dove #ShowUs di media sosial Instagram dengan menggunakan metode analisis semiotika dan menggunakan teori Charles Sanders Pierce. Dalam penelitian ini, peneliti menggunakan penelitian kualitatif dengan metode analisis semiotika teori Charles Sanders Pierce untuk menguraikan makna visual yang ada pada foto unggahan Dove dengan penjelasan triangle meanings dalam analisis semiotika menurut Charles Sanders Pierce. Berdasarkan hasil penelitian yang dilakukan pada analisis foto iklan Dove #ShowUs peneliti bertujuan memberikan masukan dan kontribusi, secara praktis, akademis dan sosial. Selain itu peneliti ingin agar tampilan visual yang memberikan kesan kepedulian bisa lebih di pahami karena membantu semata mata tidak hanya mengincar meningkatkan citra tetapi menyampaikan pesan seperti inilah kecantikan “sempurna” tanpa memanipulasi hasil foto, sehingga menginspirasi jutaan perempuan yang dapat melihat kecantikannya sendiri. Kata Kunci: Semiotika Charles Sanders Pierce, Analisis Iklan, Iklan Dove, Public Relations. Dove is a brand of beauty for women who believe in beauty comes in all shapes, sizes and ages. According to dove beauty should be a source of confidence, not anxiety. In presenting his message through the ads, dove has committed to always featuring the ordinary woman, not the model. A model reflects a beauty from a small point of view. The analysis that will include beauty image and female perfection in the ads for Dove's social media on instagram through the ads of Dove #ShowUs on social media by using a semiotical method of analysis and the theory of Charles Sanders Pierce In the study, researchers used qualitative research with a method of semiotical analysis of Charles Sanders Pierce's theory to describe the visual significance of the Dove photograph with the explanation of the triangle characteristics in a semiotical analysis according to Charles Sanders Pierce. Based on the research done on the ad photo analysis Dove #ShowUs researchers aim to offer both input and contribution, practically, academically and socially. In addition, researchers would like to understand visual displays that give the impression of caring so much that helping alone would not only seek to enhance image but transmit a message like this "perfect" beauty without manipulating the image, inspiring millions of women who could see her beauty. Key words: semiotics Charles sanders Pierce, Ad analysis, ads dove, public relations

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