Syifa Laila Syabina, . (2025) NILAI MASKULINITAS DALAM TVC ROKOK TERKINI: ANALISIS SEMIOTIKA CHARLES SANDERS PEIRCE PADA VIDEO IKLAN ROKOK JANUARI – MARET 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the representation of masculinity values in five cigarette television commercials (TVCs) aired from January to March 2024. Using a descriptive qualitative method and Charles Sanders Peirce's semiotic approach, this research examines how visual and narrative signs in the advertisements for Djie Samsoe Magnum Kretek, Magnum Filter, Camel SPM Series, Gudang Garam Filter International, and Djarum Super construct the meaning of masculinity. The analysis reveals an implicit central argument: ideal masculinity is consistently associated with the ability and courage to realize one's desires, whether through achievement, creativity, or adventure. Although characteristics such as being male, authoritative, and dynamic are consistently portrayed, other traits tend to vary and do not always align with traditional stereotypes. In conclusion, modern cigarette advertisements not only reinforce traditional images of masculinity but also create space for more adaptive representations, indicating a shift in meaning within the commercial advertising space
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 211411102] [Pembimbing: Ahmad Zakki Abdullah] [Penguji 1: Windhiadi Yoga Sembada] [Penguji 2: Dewanto Samodro |
| Uncontrolled Keywords: | Cigarette TVC; Gender Representation; Masculinity; Peirce's 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: | SYIFA LAILA SYABINA |
| Date Deposited: | 20 Aug 2025 02:33 |
| Last Modified: | 20 Aug 2025 02:33 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39460 |
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