REPRESENTASI PERJUANGAN AYAH SINGLE PARENT PADA IKLAN ASURANSI METLIFE VERSI "MY DAD'S STORY: DREAM FOR MY CHILD"

NAZHIFA, FIRDA NAURAH and Mahriani, Retna and Murti, Krisna (2023) REPRESENTASI PERJUANGAN AYAH SINGLE PARENT PADA IKLAN ASURANSI METLIFE VERSI "MY DAD'S STORY: DREAM FOR MY CHILD". Undergraduate thesis, Sriwijaya University.

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Abstract

Advertising functions as a message mediator for the audience, its strong appeal makes advertising one of the mass media that is often used. Currently, many unique advertisements are created by companies, one of which is the MetLife insurance advertisement, which presents viewers with a unique advertisement that is different from other advertisements. The form of insurance advertising in this study is presented and packaged as a short story which obscures the fact that it is an insurance advertisement. The purpose of this research is to find out how the struggle of single parent fathers is represented in the Metlife insurance advertisement version "My Dad's Story: Dream For My Child". This research uses descriptive research methods with a qualitative approach. The data in this research uses observation, documentation and literature study techniques. Next, it will be analyzed using Roland Barthes' semiotic theory with three points, namely denotation, connotation and myth. From the research results, there are 9 scenes that are considered to represent a father's struggle. This can be seen from the scene which displays various efforts, hard work and an attitude of never giving up and is full of difficulties and dangers. Keywords: Advertising, Roland Barthes Semiotics, Qualitative Descriptive Analysis.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Firda Naurah Nazhifa
Date Deposited:	22 May 2024 01:19
Last Modified:	22 May 2024 01:19
URI:	http://repository.unsri.ac.id/id/eprint/132291

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