SETIAWAN, EZRA DWI (2020) REPRESENTASI KEBUDAYAAN JAWA DALAM IKLAN (Studi Semiotik Tentang Representasi Kebudayaan Jawa Dalam Iklan Shopee “2.2 Men Sale” Versi Didi Kempot). Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
This study aims to identify and reveal the representation of Javanese culture contained in Didi Kempot's version of Shopee's "2.2 Men Sale" advertisement. Javanese cultural elements are the main focus in this study, which are displayed through audio and visual signs in advertisements. This study uses a descriptive method with a qualitative approach. Sources of data in this study include primary and secondary data sources. Primary data sources were obtained through observations on signs contained in Didi Kempot's version of Shopee's "2.2 Men Sale" advertisement, while secondary data sources were obtained through literature studies. In data analysis, the researcher used John Fiske's semiotic analysis technique, which interpreted each sign through three structures, namely the level of reality, the level of representation, and the level of ideology. The results of this study can be concluded that, Javanese culture is displayed through the way the Javanese dress in advertisements, the use of Javanese language in advertisements, the character and behavior of Javanese people in advertisements, and Javanese customs and rituals in advertisements. Researchers also interpreted that Shopee wanted to provide educational advertisements and provide insights into traditional Javanese culture but packaged in a more modern way to the audience, especially the younger generation. This is shown through the Campursari song, the use of smartphones, and the choice of costume colors. Keywords : Representation, Javanese Culture, Advertisement, Semiotic Analysis, Shopee
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Sri Nur Azizah | ||||||||
| Date Deposited: | 09 Feb 2022 08:23 | ||||||||
| Last Modified: | 09 Feb 2022 08:23 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5185 |
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