Rachmawati, Adhitiya Yunita and , Yudha Wirawanda, S.I.Kom., M.A (2023) Representasi Peran Ayah Dalam Keluarga Pada Iklan (Analisis Semiotika John Fiske Pada Iklan Biskuit). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The role of the father in the family is basically the main breadwinner. However, some advertisements show that the role of a father is not only to fulfill the needs of the family, but also in the domestic sphere, especially taking care of children. This study aims to analyze the representation of the father's role in the family as reflected in biscuit advertisements in Indonesia using John Fiske's semiotic analysis. The research method used is qualitative research method with descriptive research type. While the type of data used is primary data in the form of 10 biscuit advertisements in Indonesia, including Oreo biscuit advertisements in the #OreoBantuAyah version, Biskuat Wonderfuls advertisements, 2021 edition Biskuat advertisements, Serena biscuit advertisements in the Serenaland version, Roma Coconut advertisements in the 2021 edition, Good Time advertisements in the Warmth of Good Time's Deliciousness version, Serena Rodeo biscuit advertisements, Superco Khong Guan biscuit advertisements, Roma Malkist Chocolate advertisements, Roma Coconut Dipper 2019 advertisements. The results of this study indicate that fathers are not only the backbone of the family and the main breadwinner, but also a provider of children's needs, as an encourager of children so that children can become someone who achieves, fathers are responsible for providing affection to children, and fathers also act as a conversation partner for children.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | advertising, fatherhood, representation, semiotics |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | ADHITIYA YUNITA RACHMAWATI |
| Date Deposited: | 14 Aug 2023 02:02 |
| Last Modified: | 14 Aug 2023 02:02 |
| URI: | http://eprints.ums.ac.id/id/eprint/115328 |
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