“REPRESENTASI AMBISI DALAM IKLAN A MILD” (Studi Semiotik Tentang Representasi Ambisi Pada Iklan A Mild Versi “Go A Head Cari Muka” di media billboard)
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Institusion

Universitas Pembangunan Nasional Veteran Jawa Timur

Author

RATIH ARDILLA , KUSUMAHSARI

Subject

P99 Semiotics. Signs and symbols 

Datestamp

2012-08-14 00:58:10 

Abstract :
The purpose of this research was to determine the representation of ambition in an advertising of A Mild has a positive meaning. It wants to show that the consumer can expressing positive ambition. Theory used in this study is printed advertising, billboard as the media, denotative and conotative meaning, ambition, representation, the meaning of colors and Charles S. Pierce?s semiotic models. The method that used in this research is a qualitative descriptive method by using semiotic analysis. Data analysis in this research is descriptive method and contains words and picture. The data is analyzed by using sign concept and divided by three categories as icon, index, and symbol with triangle meaning concept. From the results of the meaning can be make a conclusion that icon, index and symbol has a relation. There is a representation of ambition from the conclusion such as facial expression to expressing the exsistence from an ambition and strenghten by ?Trying to look good? on the top right of the picture.  

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