Rosadi, Risma Arliana (2023) Representation of masculinity in all new Honda HR-V advertisement. Sarjana thesis, UIN Sunan Gunung Djati Bandung.
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Abstract
Semiotics is the science of signs. Advertising can be analyzed through semiotic studies, namely denotative and connotative meaning. Denotative meaning is the actual meaning or meaning that is in accordance with the meaning contained in a word or its literal meaning. Connotative meaning is a meaning that is not the actual meaning or has another meaning behind it. This research aims to discover the semiotic phenomena that exist in a Honda brand advertisement through the denotative and connotative meaning of the linguistics signs and find out the visual elements to analyze which reflect masculinity. The method used in this research is a qualitative method and the main theory used is Roland Barthes’s theory. Based on the data analysis, there is one advertisement analyzed in this research taken from the Hondaisme YouTube channel entitled “[OFFICIAL VIDEO PRODUCT] All New Honda HR-V”. Research findings from this advertisement reveal several characteristics of masculinity based on the denotative and connotative meaning of linguistics signs, and visual elements are further represented through actor, setting, property, frame size, camera angle, and color saturation. Masculinity is described as a man who has a muscular body, short hair and a mustache, and has characteristics that are ambitious, brave, aggressive, self-confident, independent, strong and impressive.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Uncontrolled Keywords: | Roland Barthes’s semiotics; denotative; connotative; masculinity; advertisements |
| Subjects: | English |
| Divisions: | Fakultas Adab dan Humaniora > Program Studi Sastra Inggris |
| Depositing User: | Risma Arliana Rosadi |
| Date Deposited: | 03 Nov 2023 07:21 |
| Last Modified: | 03 Nov 2023 07:21 |
| URI: | https://digilib.uinsgd.ac.id/id/eprint/81500 |
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