Nilai Nasionalisme Dalam Sebuah Iklan (Analisis Semiotika Ferdinand Des Saussure Pada Iklan Aqua Versi "Temukan Indonesiamu" di Televisi)

Nauyan, Marditya (2020) Nilai Nasionalisme Dalam Sebuah Iklan (Analisis Semiotika Ferdinand Des Saussure Pada Iklan Aqua Versi "Temukan Indonesiamu" di Televisi). Other thesis, Universitas Islam Riau.

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Abstract

This research aimed to know the value of nationalism in the “Temukan Indonesiamu” version of Aqua advertisement. There are three key aspects that a subject can assume having a value of nationalism on it. The three key aspects is culture aspect, social-economic aspect, and political aspect. For the determine the three of key aspects in the “Temukan Indonesiamu” version of Aqua advertisement, it needed an approach or theory of semiotics. The theory of semiotics can be used is Ferdinand de Saussure’s theory, which is this theory use a meaning model of language. This theory is more compatible for making an analyze that have script and dialog on it. The subject of this research is “Temukan Indonesiamu” version of Aqua advertisement that broadcasting on television, while the object are the symbols and the scenes that having a value of nationalism on it. The data collection technique are using observation and documentation technique. If the collected data is deficient, then it will use data validity techniques. The result of this research are representing the culture aspect, social-economic aspect, and political aspect in every scene. Culture aspect we can find on the first scene are religious rituals, art, and tourist attraction, on the third scene is art, and on the fourth scene is the personality of the nation. There is social-economic aspect on the scond scene, which is the alternative occupation. And the political aspect on the fifth scene, which is the effort for find the meaning of Indonesia.

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