REPRESENTASI KONSEP LOVEMARK DALAM IKLAN YOUTUBE BANK CENTRAL ASIA (BCA) DON’T KNOW? KASIH NO! (ANALISIS SEMIOTIKA ROLAND BARTHES)

Achmad Fauzi Prasetyo, . (2025) REPRESENTASI KONSEP LOVEMARK DALAM IKLAN YOUTUBE BANK CENTRAL ASIA (BCA) DON’T KNOW? KASIH NO! (ANALISIS SEMIOTIKA ROLAND BARTHES). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to find out and analyze Kevin Roberts’s lovemark concept using Roland Barthes’s semiotic study. This study focused on 3 elements that constitute lovemark; mystery, sensuality, and intimacy. The study was conducted by selecting scenes from the advertisement to be analyzed using the denotative, connotative, and myth meanings in Roland Barthes's semiotic study, which were then used to determine the lovemark elements represented. This study uses a qualitative method with Roland Barthes's two-stage signification semiotics approach. Data were collected in this study through observation. The results of this study identified the denotative, connotative, and myth meanings in six scenes from the BCA Don’t Know? Kasih No! advertisement, as well as the lovemark elements depicted. The identified lovemark elements are mystery, both identified on the advertisement as a whole and also on first and second scene, and intimacy element on third until sixth scene.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910411144] [Pembimbing: Puri Bestari Mardani] [Penguji 1: Ahmad Zakki Abdullah] [Penguji 2: Azwar]
Uncontrolled Keywords: Advertisement, Lovemark, Online fraud, Roland Barthes’s Semiotic Study
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: ACHMAD FAUZI PRASETYO
Date Deposited: 19 Feb 2025 04:11
Last Modified: 19 Feb 2025 04:11
URI: http://repository.upnvj.ac.id/id/eprint/36201

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