Analisis semiotika Peirce dalam representasi kecantikan perempuan Indonesia pada iklan pantene perfect on di situs web youtube

Safura, Sania Mada and -, Yudha Wirawanda, M.A (2021) Analisis semiotika Peirce dalam representasi kecantikan perempuan Indonesia pada iklan pantene perfect on di situs web youtube. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Advertising is a non-personal communication that functions to convey messages to audiences through the mass media, is persuasive, paid, and requires sponsorship. Picture or visualization in advertisement becomes an important element of an advertisement, especially beauty product advertisement. Advertisements for beauty products mostly use female models because they can attract audiences and contain elements of sensuality. The ad maker presents a beautiful female model so that the public thinks that beauty is what the ad shows. This study aims to determine how the representation of women's beauty in the Perfect On version of the Pantene advertisement. This study uses Charles Sanders Peirce's semiotic analysis to determine the meaning of the signs displayed in this advertisement. The data used were obtained from a population of 158 videos of Pantene advertisements. The sample chosen in this study is to use a non-probability sample, that is, the sample is not selected randomly so that all members of the population will be selected according to the considerations determined by the researcher. The sampling technique used in this research is purposive sampling technique, in which the sample is selected according to the criteria that the researcher has made. The results of this study found that the representation of women's beauty in the Pantene Perfect On advertisement was more directed towards the standardization of women's beauty on a Pan-Asian bias, namely a mixture of Asia and Europe and featuring active women.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Advertising, Representation, Woman, Beauty
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	SANIA MADA SAFURA
Date Deposited:	04 Jan 2021 15:45
Last Modified:	04 Jan 2021 15:45
URI:	http://eprints.ums.ac.id/id/eprint/88251

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