" REPRESENTASI KEBERANIAN DALAM IKLAN SUSU BONEETO" ( Study Semiotika Representasi Keberanian pada Iklan susu Boneeto di Media Televisi)

ARIDAH , SUPRIYATIN EFFENDI and Juwito, - (2012) " REPRESENTASI KEBERANIAN DALAM IKLAN SUSU BONEETO" ( Study Semiotika Representasi Keberanian pada Iklan susu Boneeto di Media Televisi). Jurnal Ilmu Komunikasi, 4 (1). ISSN 127164-9644

Abstract

The purpose of this study was to determine the representation for bravery in Boneeto milk advertising. Data analysis in this study is based on the sign / mark system that looks at the scene that showed the courage that appears on Boneto milk advertising. Then be analyzed using a model of semiotics put forward by John Fiske, by cutting the image of each scene that has relevance to the scene that showed the courage that appear in milk ads Boneto. The analysis is divided into levels of reality, and the level of representation. From the analysis we can conclude these ads will be full of courage on the charge of self representation model that can be seen from the activities that are challenging and full of risks undertaken as a plaything hanging on in the garden, pulled up to a high place, and tied the hands and feet and drawn on both. Models shown in advertisements of children who actively play or scene activity that triggers the adrenaline inside.

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