AN ANALYSIS OF PHOTOGRAPHY LANGUACE STRUCTURE OF BANK NEGARA INDONESIA (BNI) ADVERTISEMENT

• Main Author: Iskandar , Andang
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5716
• Institution: Institut Teknologi Bandung

The large gap between fixed deposite interest level and savings interest has caused BNI to make marketing activity. One of marketing activity at BNI for balancing proportion off alocation interest is make RDR advertisement. BNI Taplus RDR advertisement is the only BNI advertisement that used certain community idiom. The purpose of this research is to understanding photo sign, sign relation and sign system of RDR advertisement. This research use semiotics structural approach with text analysis. Semiotics structural is a knowledge or anylisis method to review sign. The smmary of this research is advertisement photograph formation and form of RDR advertisement photo sign. Visual sign durian berbuah uang is artificial sign. This first level signal was was create customer group difference. Durian Runtuh myth and idiom has been used by BNI for certain importance that is economic purpose. It is also found difference relation wichh got from relation between sign system that is causal relationship, magnoliopside class similarity and association relation.