The meaning and myth of denotative and connotative sign in shampoo online advertisement

Khoirunnisa, Ica (2020) The meaning and myth of denotative and connotative sign in shampoo online advertisement. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

Preview	Text (COVER) 1_Cover.pdf Download (43kB) | Preview
Preview	Text (ABSTRAK) 2_Abstrak.pdf Download (215kB) | Preview
Preview	Text (DAFTAR ISI) 3_daftarisi.pdf Download (734kB) | Preview
Preview	Text (BAB I) 4_bab1.pdf Download (621kB) | Preview
	Text (BAB II) 5_bab2.pdf Restricted to Registered users only Download (575kB) | Request a copy
	Text (BAB III) 6_bab3.pdf Restricted to Registered users only Download (680kB) | Request a copy
	Text (BAB IV) 7_bab4.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text (BAB V) 8_bab5.pdf Restricted to Registered users only Download (332kB) | Request a copy
	Text (DAFTAR PUSTAKA) 9_daftarpustaka.pdf Restricted to Registered users only Download (419kB) | Request a copy

Abstract

In this modern era, it is very easy for people to get information from the mass media, one of which is through advertising. Advertising is a medium to promote a product so that product is known by the wider community. Advertising tries to show information about characteristics, especially the advantages of product being offered. The advertisement itself is contained in several types of media including television, social media, magazines, and online sites. Advertisements that will be analyzed by researchers are in form of shampoo advertisements in online sites, including sunsilk, clear, and dove. This thesis discusses the meaning and myths of denotative and connotative signs contained in online shampoo advertisements through semiotic theory. Semiotic theory is a theory in linguistics that studies the meaning of signs. Semiotic theory is a theory in linguistics that studies the meaning of sign. Semiotic is a research model that pays attention to signs. In its development, there are several experts who study semiotics in their studies and make semiotic theories, including Ferdinand de Saussure, Chandler Pierce, and Roland Barthes. In In this study, the researcher made an analysis of shampoo advertisements on online sites using Rolland Barthes' semiotic theory regarding the meaning and denotative and connotative signs as well as the myths contained in the shampoo advertisement. Therefore this study has two problem formulations, namely: (1) what are denotative and connotative signs and meanings in shampoo online advertisements? And (2) what are myths in shampoo online advertisement? To find answers to these two questions, this study uses descriptive qualitative research methods. The data used are images of shampoo advertisements found on online sites. The data analysis technique used in this study uses data analysis techniques proposed by Bogdan and Bicklen, including: identifying data from shampoo advertisements, grouping data based on problems, describing and interpreting data to answer problems. The result of data analysis, the researcher concluded the relationship between verbal signs and nonverbal signs in 7 shampoo advertisements has a strong relationship, namely promoting shampoo products, by displaying invitation text and visualization of beauty from several models of shampoo products. In this case, the beauty a of hair is a myth, as a value held by the people of

Actions (login required)

View Item