ANALISIS SEMIOTIKA ROLAND BARTHES MAKNA PADA IKLAN SPRITE EDISI KENYATAAN PDF
Preview ANALISIS SEMIOTIKA ROLAND BARTHES MAKNA PADA IKLAN SPRITE EDISI KENYATAAN
ANALISIS SEMIOTIKA ROLAND BARTHES MAKNA PADA IKLAN SPRITE EDISI KENYATAAN GAK SEBOMBASTIS FILM AKSI SKRIPSI Diajukan kepada Universitas Islam Negeri Sunan Ampel Surabaya Guna Memenuhi Salah Satu Persyaratan Memperoleh Gelar Sarjana Ilmu Komunikasi (S.I.Kom.) Dalam Bidang Ilmu Komunikasi Oleh: ROBI M UBAROK NIM. B76213084 UNIVERSITAS ISLAM NEGERI SUNAN AMPEL SURABAYA FAKULTAS DAKWAH DAN KOMUNIKASI JURUSAN KOMUNIKASI PROGRAM STUDI ILMU KOMUNIKASI 2018 ABSTRAK Robi Mubarok, B76213084, 2018. Analisis Semiotika Model Roland Barthes Makna Pada Iklan Sprite Edisi “Kenyataan Gak Sebombastis Film Aksi” Kata Kunci: Analisis Semiotika, Makna, Minuman Sprite Skripsi ini berjudul Analisis Semiotika Model Roland Barthes Makna Pada Iklan Sprite Edisi “Kenyataan Gak Sebombastis Film Aksi”. Tujuan dari penelitian adalah untuk mengetahui makna dan pesan dalam iklan sprite edisi “kenyataan gak sebombastis film aksi”. Penelitian ini menggunakan metologi penelitian deskriftif kualitatif. Jenis penelitian deskriftif kualitatif ini memberi ruang kepada penulis untuk memusatkan pada satu fenomena dan mendeskripsikan suatu fenomena secara lebih rinci dan terfokus. Teknik pengumpulan data dengan menggunakan pengamatan dan observasi. Pada pembahasanya menggunakan teknik analisa semiotika milik Roland Barthes. Hal ini dibuktikan pada pembahasan secara terperinci. Dalam penelitian ini, teori yang digunakan adalah teori Semiotika Roland Barthes yang menjelaskan makna dari tiga jenis yaitu Denotasi, Konotasi, dan Mitos. Metodologi penelitian yang digunakan dalam penelitian ini adalah analisis semiotik. Kesimpulan dari penelitian ini adalah Iklan Sprite edisi “Kenyataan Gak Sebombastis Film Aksi” bermakna adalah dengan berpikir akan membentuk suatu pengertian, pendapat, keputusan, dan kesimpulan yang pada akhirnya akan membentuk karakter seseorang. Penelitian ini mendapatkan bahwa Iklan Sprite edisi “Kenyataan Gak Sebombastis Film Aksi” di televisi pada bulan November 2017. Ditinjau dari Denotasi, Konotasi dan Mitos pesan yang ingin disampaikan peneliti mendapatkan hasil bahwa iklan Sprite edisi “Kenyataan Gak Sebombasti Film Aksi” yang diartikan penulis bahwa dengan meminum Sprite sebagai pemuda jaman sekarang bisa berpikir jernih. Dan juga mitos yang terjadi jika tidak berpikir jernih akan merusak diri seseorang salah satunya karena mengimplementasikan yang terdapat dalam film kedalam dunia nyata. v digilib.uinsby.ac.id digilib.uinsby.ac.id digilib.uinsby.ac.id digilib.uinsby.ac.id digilib.uinsby.ac.id digilib.uinsby.ac.id digilib.uinsby.ac.id DAFTAR ISI JUDUL PENELITIAN ........................................................................................ i PENYATAAN KEASLIAN KARYA ................................................................ ii PERSETUJUAN PEMBIMBING ....................................................................... iii PENGESAHAN TIM PENGUJI ........................................................................ iv MOTTO DAN PERSEMBAHAN ...................................................................... v KATA PENGANTAR ........................................................................................ vi ABSTRAK ..........................................................................................................viii DAFTAR ISI ....................................................................................................... ix DAFTAR TABEL ............................................................................................... xi DAFTAR GAMBAR .......................................................................................... xii BAB I : PENDAHULUAN .............................................................................. 1 A. Latar Belakang ............................................................................... 1 B. Rumusan Masalah .......................................................................... 7 C. Tujuan Penelitian ........................................................................... 7 D. Manfaat Hasil Penelitian................................................................ 7 E. Penelitian Terdahulu ..................................................................... 8 F. Definisi Konsep Penelitian ............................................................ 9 G. Kerangka Pikir Penelitian .............................................................. 12 H. Metode Penelitian .......................................................................... 14 1. Pendekatan dan Jenis Penelitian ................................................ 14 2. Unit Analisis Data ...................................................................... 16 3. Jenis dan Sumber Data ............................................................... 17 4. Tahap-Tahap Penelitian ............................................................. 17 5. Teknik Pengumpulan Data ......................................................... 18 6. Teknik Analisa Data .................................................................. 19 I. Sistematika Pembahasan ................................................................ 20 BAB II : KAJIAN TEORITIS ........................................................................... 22 A. Kajian Pustaka ............................................................................... 22 1. Iklan ........................................................................................... 22 2. Semiotika ................................................................................... 32 3. Semiotika Roland Barthes ......................................................... 35 4. Berpikir ...................................................................................... 42 BAB III : PENYAJIAN DATA .......................................................................... 54 A. Deskripsi Subyek Penelitian .......................................................... 54 1. Subyek Penelitian ...................................................................... 54 2. Obyek Penelitian ........................................................................ 59 3. Wilayah Penelitian ..................................................................... 61 B. Deskripsi Subyek Penelitian .......................................................... 62 1. Analisis Scene Pilihan 1 ............................................................ 64 vi ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd 2. Analisis Scene Pilihan 2 ............................................................ 65 3. Analisis Scene Pilihan 3 ............................................................ 67 4. Analisis Scene Pilihan 4 ............................................................ 68 5. Analisis Scene Pilihan 5 ............................................................ 70 6. Analisis Scene Pilihan 6 ............................................................ 72 7. Analisis Scene Pilihan 7 ............................................................ 73 8. Analisis Scene Pilihan 8 ............................................................ 75 9. Analisis Scene Pilihan 9 ............................................................ 76 10. Analisis Scene Pilihan 10 ........................................................ 78 BAB IV : ANALISIS DATA .............................................................................. 80 A. Temuan Penelitian ......................................................................... 80 B. Konfirmasi Temuan Dengan Teori ................................................ 87 BAB V : PENUTUP .......................................................................................... 90 A. Simpulan ........................................................................................ 90 B. Rekomendasi .................................................................................. 91 Daftar Pustaka Biodata Penulis Lampiran-Lampiran vii ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd DAFTAR TABEL Halaman 1.1 Tabel Alur Kerangka Pikir Penelitian ....................................................... 12 2.1 Peta Semiotika Roland Barthes .................................................................. 37 3.1 Analisis Scene Pilihan 1 ............................................................................. 64 3.2 Analisis Scene Pilihan 2 ............................................................................. 66 3.3 Analisis Scene Pilihan 3 ............................................................................. 67 3.4 Analisis Scene Pilihan 4 ............................................................................. 69 3.5 Analisis Scene Pilihan 5 ............................................................................. 70 3.6 Analisis Scene Pilihan 6 ............................................................................. 72 3.7 Analisis Scene Pilihan 7 ............................................................................. 74 3.8 Analisis Scene Pilihan 8 ............................................................................. 75 3.9 Analisis Scene Pilihan 9 ............................................................................. 77 3.10 Analisis Scene Pilihan 10 ......................................................................... 78 viii ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd DAFTAR GAMBAR Halaman 3.1 Logo Sprite ................................................................................................ 57 3.2 Peta Semiotika Barthes .............................................................................. 62 3.3 Analisis Scene Pilihan 1 ............................................................................. 64 3.4 Analisis Scene Pilihan 2 ............................................................................. 65 3.5 Analisis Scene Pilihan 3 ............................................................................. 67 3.6 Analisis Scene Pilihan 4 ............................................................................. 68 3.7 Analisis Scene Pilihan 5 ............................................................................. 70 3.8 Analisis Scene Pilihan 6 ............................................................................. 72 3.9 Analisis Scene Pilihan 7 ............................................................................. 73 3.10 Analisis Scene Pilihan 8 ........................................................................... 75 3.11 Analisis Scene Pilihan 9 ........................................................................... 76 3.12 Analisis Scene Pilihan 10 ......................................................................... 78 4.1 Konsep Semiotika Roland Barthes ............................................................ 87 ix ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd ddddddiiiiiiggggggiiiiiilllllliiiiiibbbbbb......uuuuuuiiiiiinnnnnnssssssbbbbbbyyyyyy......aaaaaacccccc......iiiiiidddddd
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