Arif Wijayanto (2015) Mitos Bapak Pada Iklan SOS Pembersih Lantai Dan Pepsodent. Skripsi thesis, UNIVERSITAS AIRLANGGA.
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Abstract
Fokus penelitian ini ialah menganalisis mitos Bapak yang digambarkan pada Iklan SOS pembersih lantai dan Pepsodent. Tujuan penelitian ini adalah mengeksplorasi peran Bapak digambarkan dan dikonstruksi pada iklan. Menjadi menarik ketika, adanya penggambaran peran Bapak pada iklan yang berbeda dengan realitas sosial yang dikonstruksi oleh budaya. Sehingga menciptakan konsep identitas Bapak melalui media. Untuk mendapatkan hasil yang lebih dalam dan tajam, peneliti menggunakan metode analisis semiotik Roland Barthes untuk mengupas pesan ideologi dan mitos yang tersembunyi di dalam teks berupa iklan. Metode ini dianalisis menggunakan tahap pertama level denotasi (first order signification) dengan melihat secara apa adanya dari teks kemudian di lanjutkan tahap kedua level konotasi (second order signification) guna untuk melihat pesan mitos yang hadir di dalam teks. Dari hasil analisis semiotik, hasil temuan berkaitan dengan identitas, iklan, maskulinitas, keluarga, bapak, dan kelas sosial. Dari hasil analisis berdasarkan rumusan masalah, ditemukan penggambaran peran bapak di keluarga pada iklan menampilkan pesan bahwa peran bapak digambarkan mendominasi dalam kegiatan domestik pada kegiatan mengasuh anak. Domestik merupakan wilayah peran Ibu. Penggambaran identitas kelas sosial mempengaruhi peran gender Bapak pada keluarga dengan merujuk pada simbol dan tanda terhadap gaya hidup, gaya berpakaian, pekerjaan dan tempat tinggal keluarga. Translation: The focus of this study is to analyze the myth about father which is depicted in the SOS Floor Cleaner and Pesodent advertisements. The purpose of this study is to explore the role of the father which is depicted and constructed in the advertisements. This became attractive when there is an image of father’s roles in the advertisement which is different form the social-reality and constructed by the culture. Which is creating the concept of father’s identity through the media. In order to gain deeper and sharper results, the researcher use the Roland Barthes’s semiotic analysis to gain its ideology and myth message in the form of advertisements. This method was analyzed by using the first level of denotation ( first order signification ) by observing the text as it is which is continued towards the second level of connotation ( second order signification ) in order to observe the message of the myth which exist inside of the text. From the result of the semiotic analysis method, can be obtained the result which is related to identity, advertisements, masculinity, family, father, and social class. From the result of the analysis based on the statement of the problems, can be obtained the image of the father’s roles inside the family in the advertisements shows the message that the father’s roles depicted as dominating in the domestic activity in child care activity. Domestic is mother’s roles area. The depiction of the social class identity affecting father’s gender role inside the family by reffering to the symbols and signs of the lifestyle, fashion style, jobs, and the residence of the family.
| Item Type: | Thesis (Skripsi) | ||||||
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| Additional Information: | KKB KK-2 Fis K 56/15 Wij m | ||||||
| Uncontrolled Keywords: | ADVERTISING; MEN IN ADVERTISING | ||||||
| Subjects: | H Social Sciences > HF Commerce > HF5801-6182 Advertising | ||||||
| Divisions: | 07. Fakultas Ilmu Sosial dan Ilmu Politik > Komunikasi | ||||||
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| Depositing User: | Tn Yusuf Jailani | ||||||
| Date Deposited: | 22 Sep 2015 12:00 | ||||||
| Last Modified: | 21 May 2020 04:15 | ||||||
| URI: | http://repository.unair.ac.id/id/eprint/17723 | ||||||
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