REPRESENTASI KEBUDAYAAN INDONESIA DALAM IKLAN ROKOK GUDANG GARAM

Adhirahma, Latif (2021) REPRESENTASI KEBUDAYAAN INDONESIA DALAM IKLAN ROKOK GUDANG GARAM. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The role of advertising is very big for a company, especially a cigarette company. The strict regulation of cigarette advertising makes companies need to think about the concept of advertising that is used to be effective in attracting public interest. Advertising with a cultural theme is an option for cigarette manufacturers to advertise their products. The cultural representation in advertisements is easier for the public to accept because it suits with the conditions of the society . The purpose of this study is to find a form of representation of Indonesian culture in the Independence edition of Gudang Garam advertisement. This study uses a qualitative descriptive method with the semiotic theory approach of Roland Barthes which uses two stage significance, wich is denotation and connotation and myths in the shot of the scene in advertisements, this process will be described by categorization of Indonesian culture, wich is traditional clothing, livelihood systems, language, and art. The results of this study indicate that there is a representation of Indonesian culture in the form of these four cultural categorizations.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Representasi, Kebudayaan, Iklan, Gudang Garam, Semiotika
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	LATIF ADHIRAHMA
Date Deposited:	14 Aug 2021 02:55
Last Modified:	14 Aug 2021 02:55
URI:	http://eprints.ums.ac.id/id/eprint/93246

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