BARTHES’ SEMIOTIC ANALYSIS ON ADIDAS
“BREAK FREE†VERSION ADVERTISEMENT
TERM PAPER
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Institusion
Universitas Darma Persada
Author
Ayu Yohana, Setyaningrum
Subject
401.41 Semiotics
Datestamp
2023-11-17 05:15:29
Abstract :
This thesis is entitled ?Barthes? Semiotic Analysis On Adidas ?Break Free? Version Advertisement? which aims to reveal the meaning of the advertisement ?ADIDAS ? Break Free?. This study focusses on answering two problem formulations : 1) The meaning of the signifiers, signified, denotative, connotative, and myth in the advertisement ?ADIDAS ? Break Free? and 2) Revealing the moral message contained in the advertisement ?ADIDAS ? Break Free?. This study uses a qualitative approach with qualitative descriptive methods. The result of this study are as follows, there are 28 tables with a total of 56 signifier and signified from all scene. In the advertisement ?ADIDAS ? Break Free? talks a lot about the old man. The old man have a signifieir that is a man who is being kept in a retirement home but is craving for freedom. The old man have a signified that the old man symbolizes the Adidas in his life journey facing various challenges to succeed. The old man have a myth that Adidas is the best brand because is made to provide comfort and happiness for its users. The conclusion of this study is the sign has a hidden meaning from this video advertisement has both positive and negative sides. On the posistive side, this advertisement shows how the old man struggles to get the freedom, he never gives up and keeps trying until he succeeds. On the negative side, this video advertisement shows the story is told by the appearance of a short silent scene.
This thesis is entitled ?Barthes? Semiotic Analysis On Adidas ?Break Free? Version Advertisement? which aims to reveal the meaning of the advertisement ?ADIDAS ? Break Free?. This study focusses on answering two problem formulations : 1) The meaning of the signifiers, signified, denotative, connotative, and myth in the advertisement ?ADIDAS ? Break Free? and 2) Revealing the moral message contained in the advertisement ?ADIDAS ? Break Free?. This study uses a qualitative approach with qualitative descriptive methods. The result of this study are as follows, there are 28 tables with a total of 56 signifier and signified from all scene. In the advertisement ?ADIDAS ? Break Free? talks a lot about the old man. The old man have a signifieir that is a man who is being kept in a retirement home but is craving for freedom. The old man have a signified that the old man symbolizes the Adidas in his life journey facing various challenges to succeed. The old man have a myth that Adidas is the best brand because is made to provide comfort and happiness for its users. The conclusion of this study is the sign has a hidden meaning from this video advertisement has both positive and negative sides. On the posistive side, this advertisement shows how the old man struggles to get the freedom, he never gives up and keeps trying until he succeeds. On the negative side, this video advertisement shows the story is told by the appearance of a short silent scene.
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