REPRESENTASI WACANA MASKULINITAS PRIA DALAM IKLAN ROKOK L.A BOLD

NINGTIAS, FRANSISKA DINI CHRISNA and Alfitri, Alfitri and Mahriani, Retna (2020) REPRESENTASI WACANA MASKULINITAS PRIA DALAM IKLAN ROKOK L.A BOLD. Undergraduate thesis, Sriwijaya University.

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Abstract

Judul karya ilmiah ini adalah Representasi Wacana Maskulinitas Pria Dalam Iklan Rokok LAB. Rokok LAB adalah salah satu produk rokok milik produsen rokok terbesar di Indonesia yaitu PT Djarum Tbk. Tujuan dari penelitian ini adalah untuk menjelaskan representasi maskulinitas pria yang terkandung dalam iklan LAB berdasarkan tanda dan pertanda yang terkandung dalam iklan rokok LAB. Penelitian ini menggunakan metode deskriptif kualitatif dengan analisis semiotik. Teori yang digunakan ialah teori representasi maskulinitas milik David dan Brenon, yang mimilik empat unsur maskulinitas yaitu No Sissy Stuff (tidak menggunakan barang-barang perempuan), Be A Big Wheel (menjadi tokoh atau seseorang yang penting), Be A Strudy Oak (menjadi seseoraang yang memiliki kekuatan), dan Give’em Hell (menunjukan keberanian). Untuk melihat tanda dan pertanda nya menggunakan semiotika komunikasi Roland Barthes. Hasil analisis menunjukkan bahwa representasi dari maskulinitas pria yang ada dalam iklan LAB meliputi atribut yang digunkan, penampilan fisik laki-laki, kehadiran seorang wanita, warna yang digunakan dalam iklan LAB dan jenis olahraga yang dilakukan. Kata Kunci : Iklan Rokok LAB, Maskulinitas Pria, Semiotika Komunikasi The title of this scientific paper is Discourse Representation of Male Masculinity in LAB's Cigarette Advertisement. LAB cigarettes are one of the cigarette products owned by the largest cigarette producer in Indonesia, namely PT Djarum Tbk. The purpose of this research is to explain the representation of male masculinity contained in LAB advertisements based on signs and signs contained in LAB cigarette advertisements. This study used a qualitative descriptive method with semiotic analysis. The theory used is the theory of representation of masculinity owned by David and Brenon, which has four elements of masculinity, namely No Sissy Stuff (not using female items), Be A Big Wheel (being an important character or person), Be A Strudy Oak (being someone who has strength), and Give'em Hell (shows courage). To see signs and signs using communication semiotics Roland Barthes. The results of the analysis show that the representation of male masculinity in the LAB advertisement includes the attributes used, the physical appearance of men, the presence of a woman, the colors used in LAB’s advertisements and the types of sports performed. Key Words : Cigarette Advertisment LAB, Male Masculinity, Semiotic Of Communication

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Iklan Rokok LAB, Maskulinitas Pria, Semiotika Komunikasi
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform > HN1-995 Social history and conditions. Social problems. Social reform
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 11156 not found.
Date Deposited:	29 Jul 2021 04:48
Last Modified:	29 Jul 2021 04:48
URI:	http://repository.unsri.ac.id/id/eprint/50926

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