Salsabilla, Nadifa Aprilia (2023) Representasi Percaya Diri Terhadap Penampilan Dalam Iklan Dove Versi "Rambutku Mahkotaku". Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The phenomenon of beauty standards that are still thick in Indonesia is being constructed in the media, one of which is through advertisements. The researcher will analyze the advertisement using John Fiske's semiotic study and the five (5) aspects of self-confidence according to Anthony. The advertisement to be studied is the Dove shampoo advertisement version of “Rambutku Mahkotaku”. To achieve the research objectives, researchers use a constructivist paradigm, with a qualitative approach and John Fiske's semiotic analysis based on the level of reality that explains the appearance of the model, the level of representation can be referred to as shooting techniques, lighting and music, and the ideological level of conflict and storyline contained in the advertising video. Based on the theory used by John Fiske, it proves that semiotic studies are able to show several fragments in a video clip scene that best emphasize the meaning in accordance with semiotic theory. The results show the confidence of appearance shown by the women appearing as they are with their hairstyles and high self – confidence.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HQ The family. Marriage. Woman |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Nadifa Aprilia Salsabilla | ||||||||
| Date Deposited: | 21 Sep 2023 08:20 | ||||||||
| Last Modified: | 21 Sep 2023 08:20 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/17908 |
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