REPRESENTASI KEPERCAYAAN DIRI PEREMPUAN GENERASI Z DALAM KAMPANYE IKLAN SUNSILK FT TIARA ANDINI #MYKILAUTIME (Analisis Semiotika Charles Sanders Peirce)

Oktavia Adirra Putri, . (2025) REPRESENTASI KEPERCAYAAN DIRI PEREMPUAN GENERASI Z DALAM KAMPANYE IKLAN SUNSILK FT TIARA ANDINI #MYKILAUTIME (Analisis Semiotika Charles Sanders Peirce). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The decline in self-confidence among Generation Z women has become a significant issue in the development of their self-competence and potential, support system such as mass media essential to encourage and strengthen their confidence so they remain motivated to grow. This research aims to analyze the representation of self-confidence in Generation Z women in the Sunsilk ft Tiara Andini #MyKilauTime advertising campaign using Charles Sanders Peirce’s semiotic approach. The research employs a descriptive qualitative method with non-participant observation and documentation techniques. The findings reveal that five key scenes in the advertisement contain symbolic meanings representing Gen Z women’s self-confidence through narrative, body movements, visual expressions, and other sign elements. The analysis applies Peirce’s semiotic triangle (sign, object, interpretant) along with’ five elements of self-confidence: motivation, traits, self-image, social roles, and skills. The results indicate that this campaign reflects the spirit of Generation Z women in building self-confidence amid social demands and the evolving times.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110411012] [Pembimbing: Chairun Nisa Zempi] [Penguji 1: Firdaus Noor] [Penguji 2: Maria Febiana Christanti]
Uncontrolled Keywords: Semiotics, Charles Sanders Peirce, advertising campaign, Sunsilk, #MyKilauTime, self-confidence, Generation Z.
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: OKTAVIA ADIRRA PUTRI
Date Deposited: 20 Aug 2025 01:39
Last Modified: 20 Aug 2025 01:39
URI: http://repository.upnvj.ac.id/id/eprint/39749

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