Representasi Hedonisme Dalam Iklan Televisi Iklan Shopee 7.7 Shopee Mall Mega Sale 100% Ori Versi Bobby Saputra

Siden, Bagus Ahmad Rifai and , Dr. Fajar Junaedi, S.Sos, M.Si (2025) Representasi Hedonisme Dalam Iklan Televisi Iklan Shopee 7.7 Shopee Mall Mega Sale 100% Ori Versi Bobby Saputra. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research examines the representation of hedonism in the Shopee 7.7 Shopee Mall Mega Sale advertisement featuring Bobby Saputra. The advertisement was chosen because it portrays a glamorous and consumptive lifestyle through strong visual symbols such as luxury cars, excessive watches, exclusive gyms, and exaggerated scenes of eating and shopping. These portrayals indicate that advertisements do not merely promote products, but also construct particular images of what is considered an ideal lifestyle. This study employs a descriptive qualitative method with Roland Barthes’ semiotic approach. The analysis is carried out through three stages of meaning denotation, connotation, and myth across six main scenes in the advertisement. Primary data were obtained from the official Shopee Indonesia YouTube channel, while secondary data were derived from academic literature on semiotics, media representation, and hedonism. The findings reveal three main forms of representation. First, class identity is represented through symbols of luxury that signify social status. Second, a glamorous lifestyle is shown through daily activities wrapped in extravagance. Third, consumer culture is represented through shopping, which functions not only to fulfill needs but also as entertainment and self-expression. Thus, the advertisement emphasizes that happiness and social recognition are often associated with excessive consumption.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Representation, Hedonism, Advertising, Shopee, Roland Barthes Semiotics
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User:	BAGUS AHMAD RIFAI SIDEN
Date Deposited:	20 Nov 2025 04:09
Last Modified:	20 Nov 2025 04:09
URI:	http://eprints.ums.ac.id/id/eprint/139750

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