Representasi Nilai Empati Dalam Persahabatan Pada Iklan Tokopedia Versi sepasang Sepatu Bola Untuk Berdua (Analisis Semiotika Charles Sanders Peirce)

Azura, Syarifah (2019) Representasi Nilai Empati Dalam Persahabatan Pada Iklan Tokopedia Versi sepasang Sepatu Bola Untuk Berdua (Analisis Semiotika Charles Sanders Peirce). Other thesis, Universitas Islam Riau.

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Abstract

Semiotic analysis is a science or method for examining signs. In advertisements many signs appear and produce different meanings or representations in each ad. As for this research, the title of friendship empathy in the Tokopedia advertisement version "A Pair of Football Shoes for Two" is carried out. The purpose of this study is to analyze the empathy of friendship contained in the version of tokopedia advertisement "a pair of soccer shoes for both". The theory used is the theory of Charles Sanders Peirce with the concept of meaning triangle theory, which consists of: (1) signs, (2) objects, and (3) interpretants. The method used in this study is a qualitative approach. Data collection techniques in this study used documentation and literature studies, as well as references relating to research. The subject of this study is the tokopedia advertisement version of "A Pair of Football Shoes for Two". The results of the study of friendship empathy on the tokopedia advertisement version of "A Pair of Football Shoes for Two" which there are two figures of small children who establish a high empathy friendship which runs its activities every day using a pair of soccer shoes for both. Empathy that is highlighted in tokopedia ads illustrates mutual care for each other, love each other, compact each other, and always together every time they do, especially in playing football by wearing a pair of soccer shoes for both.

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