THE MEANING OF TELEVISION MEDIA ADVERTISING OF A MILD CIGARETTE "NANTI JUGA LO PAHAM"
A Mild television media ad "Nanti Juga Lo Paham" in the execution of its advertisements using unusual audio visual, displaying a figure that is considered unique. This shows that the ad uses signs in moving its products into the ad, where behind the signs there is meaning. Likewise, when t...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/42155 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | A Mild television media ad "Nanti Juga Lo Paham" in the execution of its advertisements using unusual audio visual, displaying a figure that is considered unique. This shows that the ad uses signs in moving its products into the ad, where behind the signs there is meaning. Likewise, when the target segment of this ad is that millennials see the same ad and at the same time, they will have different experiences in interpreting the ad. Seeing the phenomena that have occurred, this research intends to learn about meaning, where meaning is broader than just the language that represents it. Studying how the signs contained in A Mild television media advertisements "Nanti Juga LoPaham" so that the meaning obtained in each scene and its function. And learn the forms of experience from the perspective of the person who experienced it and see the ad directly. This study uses a qualitative paradigm with data collection techniques through literature studies and field studies in the form of documentation and in-depth interviews. Then the data obtained will be analyzed using Roland Barthes's semiotic theory, perspective theory and cultural perception, and other supporting theories. From this analysis, it was found that A Mild's television media ad "Nanti Juga Lo Paham" not only conveys freedom of expression, but the ad also has the meaning of resistance to stereotypes that develop in society. Millennials interpret the advertisement only to an understanding of freedom of expression and not to the meaning of resistance. In addition to interpreting these advertisements they departed from different perspectives. |
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