DAMAYANTI, LELY (2024) ANALISIS PESAN LINGUISTIK DAN PESAN IKONIK PADA IKLAN WARDAH VERSI BEAUTY MOVES YOU DAN KESESUAINNYA DENGAN BAHAN AJAR BAHASA INDONESIA BAGI SISWA SMP KELAS VIII. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to identify the messages contained in the Wardah advertisement version Beauty Moves You using Roland Barthes' semiotic method, focusing on linguistic messages and iconic messages, as well as their relevance to Indonesian language learning materials for Grade VIII Junior High School students. The method used is qualitative interpretive research. The data sources include expressions, words, sentences, and images found in the Wardah Beauty Moves You advertisement. Data collection was carried out using the observation method. The data analysis technique used is content analysis. The results show that the linguistic message in this advertisement strengthens the narrative of beauty, not only in physical terms but also touching upon emotional and social aspects. The encoded iconic message reflects values of diversity, progressiveness, and women's empowerment through supporting visual elements. Meanwhile, the unencoded iconic message provides an immediate understanding of the advertisement's storyline, which emphasizes inspiration and real actions. This study also finds that the Wardah advertisement can be used as teaching material in advertising text lessons for Grade VIII Junior High School students, particularly to develop students' critical analysis skills regarding media messages.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menemukan pesan yang terkandung dalam iklan Wardah versi Beauty Moves You menggunkan metode semiotika Roland Barthes yaitu berdasarkan pesan linguistik dan pesan ikonik serta kesesuainnya dengan bahan ajar Bahasa Indonesia kelas VIII SMP. Metode yang digunakan yaitu kualitatif interpretatif. Sumber data yang digunakan yaitu ungkapan, kata-kata, kalimat serta gambar yang terdapat dalam iklan Wardah versi Beauty Moves You. Pengumpulan data dalam penelitian ini dilakukan dengan metode simak. Proses analisis data yang digunakan yaitu teknik analis isi (content analysi). Hasil penelitian menunjukkan bahwa pesan linguistik dalam iklan ini memperkuat narasi tentang kecantikan yang tidak hanya bersifat fisik, tetapi juga menyentuh aspek emosional dan sosial. Pesan ikonik terkodekan mencerminkan nilai keberagaman, progresivitas, dan pemberdayaan perempuan melalui elemen visual yang mendukung. Sementara itu, pesan ikonik tak terkodekan memberikan pemahaman langsung tentang alur cerita iklan yang mengedepankan inspirasi dan aksi nyata. Penelitian ini juga menemukan bahwa iklan Wardah dapat digunakan sebagai bahan ajar dalam pembelajaran teks iklan di kelas VIII SMP, khususnya untuk mengembangkan kemampuan analisis kritis siswa terhadap pesan media. | |||||||||
| Uncontrolled Keywords: | Advertisement, Semiotics, Roland Barthes, Wardah, Teaching Materia Iklan, Semiotika, Roland Barthes, Wardah, Bahan Ajar | |||||||||
| Subjects: | P Language and Literature > P Philology. Linguistics | |||||||||
| Divisions: | 02-Fakultas Keguruan dan Ilmu Pendidikan 02-Fakultas Keguruan dan Ilmu Pendidikan > 88201-Jurusan Pendidikan Bahasa Indonesia |
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| Depositing User: | Lely Damanti . | |||||||||
| Date Deposited: | 17 Mar 2025 04:24 | |||||||||
| Last Modified: | 17 Mar 2025 04:24 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/46142 |
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