MITOLOGI KEIBUAN DALAM SOSOK AYAH PADA IKLAN RAMAYANA(Analisis Semiotik Roland Barthes pada Iklan Warna Kebahagiaan ? Tulusnya Cinta)

SURYANINGDYAH, WINA SEKAR AMBARWATI (2019) MITOLOGI KEIBUAN DALAM SOSOK AYAH PADA IKLAN RAMAYANA(Analisis Semiotik Roland Barthes pada Iklan Warna Kebahagiaan ? Tulusnya Cinta). S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) [01] HALAMAN JUDUL.pdf Download (88kB) | Preview
Preview	Text (ABSTRAK) [04] ABSTRAK.pdf Download (90kB) | Preview
Preview	Text (LEMBAR PERNYATAAN) [03] LEMBAR PERNYATAAN.pdf Download (317kB) | Preview
Preview	Text (LEMBAR PENGESAHAN) [02] LEMBAR PENGESAHAN.pdf Download (256kB) | Preview
Preview	Text (KATA PENGANTAR) [05] KATA PENGANTAR.pdf Download (84kB) | Preview
Preview	Text (DAFTAR ISI) [06] DAFTAR ISI.pdf Download (86kB) | Preview
Preview	Text (DAFTAR TABEL) [07] DAFTAR TABEL.pdf Download (80kB) | Preview
Preview	Text (DAFTAR LAMPIRAN) [08] DAFTAR LAMPIRAN.pdf Download (78kB) | Preview
	Text (BAB I) [09] BAB I.pdf Restricted to Registered users only Download (101kB)
	Text (BAB II) [10] BAB II.pdf Restricted to Registered users only Download (183kB)
	Text (BAB III) [11] BAB III.pdf Restricted to Registered users only Download (106kB)
	Text (BAB IV) [12] BAB IV.pdf Restricted to Registered users only Download (258kB)
	Text (BAB V) [13] BAB V.pdf Restricted to Registered users only Download (87kB)
	Text (DAFTAR PUSTAKA) [14] DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (87kB)
	Text (LAMPIRAN) [15] LAMPIRAN.pdf Restricted to Registered users only Download (100kB)

Abstract

Advertising is one of the most common tools companies use to direct persuasive communication to targeted buyers and public. Type of advertising also growing and changing through time to time. One of them is web-series. Through web-series, brand can inform their product or benefit in a soft sell way. Researcher interested to analysis Ramayana Department Store advertisement. Ramayana approach is now more into digital and they produce web-series when they launch their campaign. One of their campaign is #TulusnyaCinta and the story is about father and daughter. The father has to replace mother’s role because she passed away. Researcher analysis from the linguistic, verbal and non-verbal message. Researcher conclude that love from parents can comes from both and father has to join to take care of children since very beggining. Keywords: Marketing Communications, Maternal Mythology, Love Mythology, Roland Barthes's Semiotic Analysis on The Color of Happiness Advertisement Periklanan merupakan salah satu alat yang paling umum digunakan perusahaan untuk mengarahkan komunikasi persuasif pada pembeli sasaran dan masyarakat. Bentuk-bentuk iklan pun semakin banyak dan berkembang dari waktu ke waktu. Salah satunya adalah melalui web-series. Melalui web-series, brand dapat menginformasikan produk dan keunggulannya melalui cara yang soft-sell. Peneliti tertarik untuk menganalisis iklan Ramayana Department Store. Pendekatan iklan Ramayana sekarang lebih digital dan mereka memproduksi web- series untuk memperkenalkan campaign-campaignya. Salah satu campaignnya adalah #TulusnyaCinta dan ceritanya adalah mengenai ayah dan anak perempuannya. Sang ayah harus menggantikan peran Ibu karena Ibu telah tiada. Peneliti meneliti dari pesan linguistik, verbal dan non-verbal. Peneliti menyimpulkan bahwa cinta orang tua itu datang dari keduanya dan ayah harus turut serta dalam pengasuhan anak sejak awal. Kata kunci: Marketing Communications, Mitologi Keibuan, Mitologi Cinta, Analisis Semiotik Roland Barthes pada Iklan Warna Kebahagiaan – Tulusnya Cinta

Actions (login required)

View Item