Analisis Resepsi dalam Memaknai Pesan Iklan MS Glow X Keanu "Cakep Itu Nasib, Good Looking Itu Pilihan!"

Pratiwi, Anisha Nur and , Dr. Fajar Junaedi, S.Sos., M.Si. (2024) Analisis Resepsi dalam Memaknai Pesan Iklan MS Glow X Keanu "Cakep Itu Nasib, Good Looking Itu Pilihan!". Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

MS Glow as one of the beauty product brands, tries to attract the attention of the audience through an advertisement entitled "Cakep itu Nasib, Good Looking itu Pilihan!" by carrying out an advertising concept that provides an image that relates to phenomena that often occur among Gen Z. This advertisement represents the meaning of good looking, where good looking itself is a term that is now widely used as a beauty standard. The advertisement also provides an overview of how appearance can affect acceptance from others and a person's popularity. Based on what was shown in the advertisement, researchers were interested in conducting research on audiences to find out how audiences interpreted the message in the ad of MS Glow X Keanu "Cakep itu Nasib, Good Looking itu Pilihan!". Using qualitative methods and Stuart Hall's reception analysis theory, this study was conducted by interviewing six informants. The results of this study show that informants have different meanings, it is influenced by experience, social environment, background, and media exposure. Of the six informants selected, four were in the Dominant-Hegemonic position, one informant was in the Negotiated position, while one other informant was in the Oppositional position.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	reception analysis, good looking, advertisement, looks
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	ANISHA NUR PRATIWI
Date Deposited:	13 Jan 2024 06:28
Last Modified:	13 Jan 2024 06:28
URI:	http://eprints.ums.ac.id/id/eprint/119522

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