Skripsi

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

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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.

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Detail Information

Series Title

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Call Number

T1322912023

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2023

Collation

xv, 93 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.234 307

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

semiotika
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

KA

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