Skripsi

REPRESENTASI HOROR PADA IKLAN “GO-JEK VERSI KUNTILANAK DAN IKLAN DJARUM 76 VERSI JIN ONLINE”

---

Penilaian

---

This research discusses the representation of horror in two YouTube advertisements in Indonesia, namely the kuntilanak version of the Gojek advertisement and the online genie version of the Djarum 76 advertisement. Both of these advertisements use horror elements, which usually cause fear, to create a horror effect as well as humor and appeal to the audience. In the Gojek advertisement, the figure of Kuntilanak is shown as a user of online transportation services, depicting the scary and comic side of the character with a touch of modernity. Meanwhile, the Djarum 76 advertisement presents Jin Online, a mystical figure who usually has supernatural powers, this study uses a semiotic approach to analyze how horror symbols are presented in a pop culture context and repackaged as an effective advertising communication tool. The results of the analysis show that the use of horror elements in advertising is able to create a unique appeal by utilizing a combination of horror, local myth and modernity, which is relevant to the local Indonesian audience. This research also highlights how mass media adapt local culture to market products creatively. And the horror representations found in this analysis were 6 scans of the Kuntilanak version of the Gojek advertisement and 3 scans of the Jin online version of the Djarum 76 advertisement.

---

Availability

Inventory Code	Barcode	Call Number	Location	Status
2507000552	T165776	T1657762024	Central Library (REFERENCES)	Available but not for loan - Not for Loan

Detail Information

Series Title

-

Call Number

T1657762024

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2024

Collation

xv, 90 hlm.: ilus., tab.; 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

302.207

Content Type

-

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Komunikasi
Prodi Ilmu Komunikasi

Specific Detail Info

-

Statement of Responsibility

TUTI

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment