Message Conveyed in Dove Love Your Curls Advertisement through Ferdinand De Saussure Approach

Hana, Kristabela (2018) Message Conveyed in Dove Love Your Curls Advertisement through Ferdinand De Saussure Approach. Other thesis, Universitas Darma Persada.

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Official URL: http://repository.unsada.ac.id/cgi/oai2

Abstract

This term paper discusses about semiotics in advertisement.Creative media advertising presents messages and products all in one package. This is evident in the Dove Love Your Curls advertisement where the company wants to offer its products with themes that fit to the crisis in the community at that time which is self confidence.The research in the term paper aims to find out the signifier and signified on the advertisement. It also finds out the messages. In other words, the signs are used in theterm paper is related to the study about sign, Semiotics, the theory of Ferdinand De Saussure.His theory uses the signified and signifier to find out the meaning. In here, every scene of the advertisement has the hidden messages. Keywords: Semiotics, Signs, Signifier, and Signified. Makalah ini membahas tentang semiotika dalam iklan. Iklan media kreatif menyajikan pesan dan produk semua dalam satu paket. Hal ini terbukti dalam iklan Dove “Love Your Curls” di mana perusahaan ingin menawarkan produknya dengan tema yang sesuai dengan krisis di masyarakat pada waktu itu yaitu percayadiri. Penelitian dalam makalah ini bertujuan untuk mengetahui penandadan petanda pada iklan.Iklan ini juga menemu kanpesan di balik iklan. Dengan kata lain, tanda-tanda yang digunakan dalam makalah ini berkaitan dengan studi tentangtanda (Sign). Lebih spesifik lagi adalah Semiotika menggunakan teori Ferdinand De Saussure. Teorinya menggunakan penanda (Signifier) dan petanda (Signified) untuk menemukan arti dari setiap adegan. Di sini, setiap adegan iklan memiliki pesan tersembunyi. Kata kunci: Semiotik, Tanda, Penanda, dan Petanda.

Item Type: Thesis (Other)
Uncontrolled Keywords: Semiotics, Signs, Signifier, and Signified.
Subjects: 400 Language/Bahasa > 401.41 Semiotics
Divisions: Fakultas Bahasa Dan Budaya > Bahasa dan Kebudayaan Inggris
Depositing User: Fachry Al-Tolah Perpustakaan
Date Deposited: 11 Dec 2018 07:32
Last Modified: 11 Dec 2018 07:32
URI: http://repository.unsada.ac.id/id/eprint/519

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