PRATAMA, FAISAL AFIF (2020) PROBLEMATIKA MASYARAKAT URBAN DALAM IKLAN (Analisis Tekstual Pada Iklan GoJek Mempersembahkan: Cerdikiawan Di YouTube). Other thesis, UPN"VETERAN" JATIM.
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Abstract
Advertising is a promotional medium that conveys messages both explicitly and implicitly. There is advertisement that “Gojek Mempersembahkan: Cerdikiawan” ad which was released on July 22, 2019 on the GO-JEK Indonesia Youtube channel. The researcher are interested in conducting research because this ad is alleged to contain messages of criticism implicitly related to the social reality of Indonesian society today, especially in urban society. Researchers analyzed the advertising messages in each scene based on the concept of social problems by colliding with the concept of the problematic problems of urban society in Indonesia. The reasearcher used Alan McKee’s textual analysis method. This advertisement consists of twelve scenes that discuss about Young Generation in Modern Society, Population, Environment and Bureaucracy. However, the researher found the concept of other social problems in this ad, namely the problem of the mindset and culture of modern society. That is because in this ad, it is shown the lifestyle of urban people in Indonesia who represent consumptive behavior. Researcher conclude that this ad has a message of social criticism of the problems of urban society in Indonesia regarding consumptive culture that is not suitable to be applied to Indonesian people, by offering the choice of being an "Cerdikiawan" or “Smart People” to address all needs. Key Words: Textual Analysis, Cerdikiawan, Advertisement, Urban
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Mujari Mujari | ||||||||
| Date Deposited: | 25 May 2021 04:39 | ||||||||
| Last Modified: | 25 May 2021 04:39 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1498 |
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