REPRESENTASI PRIA METROSEKSUAL DALAM IKLAN (ANALISIS SEMIOTIKA PADA IKLAN ‘AXE MEN’S GROOMING’ VERSI JEFRI NICHOL)

HANIFAH, MUTIARA and Mahriani, Retna and Bafadhal, Oemar Madri (2021) REPRESENTASI PRIA METROSEKSUAL DALAM IKLAN (ANALISIS SEMIOTIKA PADA IKLAN ‘AXE MEN’S GROOMING’ VERSI JEFRI NICHOL). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini dilatarbelakangi oleh maraknya penjualan produk perawatan tubuh khusus untuk pria. Tujuan dilakukan penelitian ini untuk mengetahui represent representasi pria metroseksual pada iklan “AXE Men’s Grooming” versi Jefri Nichol. Metode penelitian yang digunakan dalam penelitian ini ialah metode kualitatif dengan menggunakan analisis semiotika Charles Sanders Peirce. Data pada penelitian ini didukung oleh dokumentasi berupa potongan gambar yang terkait dengan pria metroseksual dalam iklan “AXE Men’s Grooming” versi Jefri Nichol. Makna dibalik potongan gambar tersebut kemudian dianalisis melalui tanda (sign), object, dan interpretant yang menghasilkan beberapa penemuan, yakni iklan AXE Men’s Grooming menggambarkan bahwa pria yang peduli dengan penampilannya menyisihkan uang untuk membeli rangkaian produk perawatan tubuh mulai dari face wash, body wash, body spray, dan pomade. Selain itu, pria yang menggunakan produk perawatan tubuh membuatnya tampil menarik dan terlihat percaya diri dengan penampilan yang klimis, wangi, dan rapi layaknya pria metroseksual.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Representasi, Metroseksual, Iklan, Semiotika Peirce
Subjects: P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media
P Language and Literature > P Philology. Linguistics > P99-99.4 Semiotics. Signs and symbols
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Mutiara Hanifah
Date Deposited: 07 Dec 2021 02:30
Last Modified: 07 Dec 2021 02:30
URI: http://repository.unsri.ac.id/id/eprint/58589

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