The Underlying Meaning in Toyota Prius “The Longest Chase” Advertisement: A Study of Semiotics

Ika Raisa, Kamal (2018) The Underlying Meaning in Toyota Prius “The Longest Chase” Advertisement: A Study of Semiotics. Other thesis, Universitas Darma Persada.

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Abstract

Advertisements nowadays contain messages that need to be interpreted, the purpose is not only promoting a product but also giving hidden message about the brand. This research discusses about the underlying meaning in Toyota Prius “The Longest Chase” advertisement. Using the theory of Semiotician Roland Barthes about sign, the aim of this research is to find out the concealed message in this advertisement. This research uses qualitative method by the virtue of Roland Barthes’ denotation, the literal meaning, and connotation, the real meaning behind of the something that can be seen as denotation. Each scene has its own denotative and connotative meanings which arouse images about the product and lead the advertisement to reveal the hidden message. Keywords : Advertisement, Semiotics, Denotation, Connotation, Message. Iklan saat ini mengandung pesan yang perlu ditafsirkan, tujuannya tidak hanya untuk mempromosikan produk tetapi juga untuk memberikan pesan tersembunyi tentang merek tersebut. Penelitian ini membahas tentang makna yang mendasari iklan Toyota Prius “The Longest Chase”. Menggunakan teori Semiotikian Roland Barthes tentang tanda, tujuan dari penelitian ini adalah untuk mengetahui pesan tersembunyi dalam iklan ini. Penelitian ini menggunakan metode kualitatif dengan berdasarkan denotasi, makna literal, dan konotasi, makna sebenarnya di balik sesuatu yang dapat dilihat, dari teori Roland Barthes. Setiap adegan memiliki makna denotatif dan konotatifnya sendiri yang menimbulkan citra tentang produk dan mengungkap pesan tersembunyi di dalam iklan. Kata Kunci: Iklan, Semiotika, Denotasi, Konotasi, Pesan.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Advertisement, Semiotics, Denotation, Connotation, Message.
Subjects:	400 Language/Bahasa > 401.41 Semiotics
Divisions:	Fakultas Bahasa Dan Budaya > Bahasa dan Kebudayaan Inggris
Depositing User:	Fachry Al-Tolah Perpustakaan
Date Deposited:	04 Dec 2018 14:32
Last Modified:	04 Dec 2018 14:32
URI:	http://repository.unsada.ac.id/id/eprint/504

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