Alya Kamila, . (2024) REPRESENTASI KEPERCAYAAN DIRI PEREMPUAN DALAM IKLAN SHAMPOO DOVE “RAMBUTKU MAHKOTAKU”. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to discuss the self-confidence of women depicted in the Dove "Rambutku Mahkotaku" (My Hair, My Crown) advertisement. The Dove "Rambutku Mahkotaku" ad is a campaign that addresses women's issues related to the beauty standards of hair in society. The purpose of this study is to understand the meaning of women's self-confidence in the Dove "Rambutku Mahkotaku" ad using Roland Barthes' semiotic analysis, employing the concept of two significant stages. This is achieved through selected scenes that symbolize the representation of women's self-confidence in the Dove "Rambutku Mahkotaku" ad. The research methodology employed is qualitative, utilizing Roland Barthes' semiotic analysis of denotation, connotation, and myth. The data collection technique used in this study is observation. The research findings indicate the presence of representations of women's self-confidence in the Dove "Rambutku Mahkotaku" ad. The study results in 8 tables representing women's self-confidence in the ad, along with myths surrounding it as critiques and criticisms. Additionally, the research highlights the use of sarcastic language regarding women's beauty standards as a means of evaluating a woman's beauty. Keywords: Advertisement, Self-Confidence, Roland Barthes Semiotic
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910411130] [Pembimbing: Puri Bestari Mardani] [Penguji 1: Maria Febiana Christanti] [Penguji 2: Lusia Handayani] |
| Uncontrolled Keywords: | Advertisement, Self-Confidence, Roland Barthes Semiotic |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Alya Kamila |
| Date Deposited: | 13 Mar 2024 01:16 |
| Last Modified: | 13 Mar 2024 01:16 |
| URI: | http://repository.upnvj.ac.id/id/eprint/29384 |
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