ARIESTA PUTRI, ARTAMEVIA (2023) REPRESENTASI PENCEMARAN LAUT DALAM IKLAN MARJAN EDISI RAMADHAN 2023. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Advertising is a way or tool that is usually commonly used to persuade communicants or prospective buyers. Increasingly high competition between advertisements today makes advertisers have to be more creative in attracting the attention of the public. Advertising is often used as a campaign event to raise issues that occur. Like the case of marine pollution that occurred in Indonesia. Marjan's advertisement for Ramadhan 2023 edition, campaigns for the issue of sea pollution which is rife in Indonesia. In this study, the paradigm used is the Interpretivism paradigm. The Interpretivism Paradigm is defined as how individuals view themselves and their environment, which will later influence how they think, behave and relate. This study uses a qualitative approach with an exploratory nature. The method used in this research is semiotic analysis method. The theory used in this study is the semiotic theory popularized by Roland Barthes. The results of the study show that Marjan's advertisement for the Ramadhan 2023 edition features scenes, dialogues, and storylines that represent sea pollution. The meaning of the denotation in Marjan's advertisement is the sea which is full of garbage and the people who throw garbage into the sea. The connotative meanings include the culture of throwing garbage into the sea, disasters that occur, and countermeasures for these disasters. With myths that develop in society such as, environmental damage is from the guardian of the sea, and about animal instincts predicting a disaster.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Iklan merupakan salah satu cara atau alat yang biasanya umum digunakan untuk mempersuasif komunikan atau calon pembeli. Semakin tingginya persaingan antar iklan saat ini, membuat para pembuat iklan harus lebih kreatif dalam menarik atensi masyarakat. Iklan kerap digunakan sebagai ajang kampanye untuk mengangkat isu yang terjadi. Seperti halnya pencemaran laut yang terjadi di Indonesia. Iklan Marjan Edisi Ramadhan 2023, mengkampanyekan isu pencemaran laut yang marak tarjadi di Indonesia. Dalam Penelitian ini, paradigma yang digunakan adalah paradigma Interpretivisme. Paradigma Interpretivisme diartikan bagaimana individu memandang terhadap dirinya, dan lingkungannya, yang nantinya akan berpengaruh kepada bagaimana caranya berpikir, berperilaku dan bersikap. Penelitian ini menggunakan pendekatan kualitatif dengan sifat exploratory. Metode yang digunakan dalam penelitian ini adalah metode analisis semiotika. Teori yang digunakan dalam penelitian ini adalah teori Semiotika yang dipopulerkan Roland Barthes. Hasil penelitian menunjukkan, bahwa iklan Marjan Edisi Ramadhan 2023, menampilkan adegan, dialog, maupun jalan cerita yang merepresentasikan mengenai pencemaran laut. Makna denotasi dalam Iklan Marjan adalah laut yang dipenuhi sampah dan masyarakat yang membuang sampah ke laut. Makna konotasi diantaranya budaya membuang sampah ke laut, bencana yang terjadi, serta penanggulanganbencana tersebut. Dengan mitos yang berkembang di masyarakat seperti, kerusakan lingkungan merupakan dari penunggu laut, dan mengenai insting hewan yang memprediksi suatu bencana. | |||||||||
| Uncontrolled Keywords: | Iklan, Marjan, Semiotika, Pencemaran Laut Advertising, Marine Pollution, Marjan, Semiotic | |||||||||
| Subjects: | Communication > Public Relations Science | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Artamevia Ariesta | |||||||||
| Date Deposited: | 10 Aug 2023 11:01 | |||||||||
| Last Modified: | 16 Aug 2023 10:03 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27952 |
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