REPRESENTASI MELAWAN CITRA NEGATIF MENGENAI RAMBUT PEREMPUAN DALAM IKLAN DOVE “RAMBUTKU MAHKOTAKU” (ANALISIS SEMIOTIKA ROLAND BARTHES)

Tania Kesza, . (2025) REPRESENTASI MELAWAN CITRA NEGATIF MENGENAI RAMBUT PEREMPUAN DALAM IKLAN DOVE “RAMBUTKU MAHKOTAKU” (ANALISIS SEMIOTIKA ROLAND BARTHES). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to discuss women's self-confidence contained in the Dove advert ‘My Hair My Crown’. The advert is an advertisement that tells women's problems related to hair beauty standards created in society. This research aims to find out the representation against the negative image of women's hair by using Roland Barthes' semiotic analysis using the idea of two levels, namely denotation and connotation. Through selected scenes that symbolise the representation against the negative image of women's hair in the Dove advertisement My Hair My Crown. The method used in this research is a qualitative method using Roland Barthes' semiotic analysis of denotation, connotation and myth. In this research, the data collection techniques that will be used are observation and documentation techniques. The results showed that there is a representation against the negative image of women's hair in the Dove advertisement My Hair My Crown. The research produced 6 tables of scene footage in the advertisement that represented fighting the negative image of hair manifested by self-confidence and courage in expressing themselves.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411043] [Pembimbing: Gustiana Sabarina] [Penguji 1: Windhi Tia Saputra] [Penguji 2: Anindita Lintangdesi A.]
Uncontrolled Keywords: Advertisement, Negative Image, Representation, Roland Barthes Semiotics.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: TANIA KESZA
Date Deposited: 12 Feb 2025 05:20
Last Modified: 12 Feb 2025 05:20
URI: http://repository.upnvj.ac.id/id/eprint/35755

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