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REPRESENTASI PERJUANGAN AYAH SINGLE PARENT PADA IKLAN ASURANSI METLIFE VERSI "MY DAD'S STORY: DREAM FOR MY CHILD"

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Advertising functions as a message mediator for the audience, its strong appeal makes advertising one of the mass media that is often used. Currently, many unique advertisements are created by companies, one of which is the MetLife insurance advertisement, which presents viewers with a unique advertisement that is different from other advertisements. The form of insurance advertising in this study is presented and packaged as a short story which obscures the fact that it is an insurance advertisement. The purpose of this research is to find out how the struggle of single parent fathers is represented in the Metlife insurance advertisement version "My Dad's Story: Dream For My Child". This research uses descriptive research methods with a qualitative approach. The data in this research uses observation, documentation and literature study techniques. Next, it will be analyzed using Roland Barthes' semiotic theory with three points, namely denotation, connotation and myth. From the research results, there are 9 scenes that are considered to represent a father's struggle. This can be seen from the scene which displays various efforts, hard work and an attitude of never giving up and is full of difficulties and dangers. Keywords: Advertising, Roland Barthes Semiotics, Qualitative Descriptive Analysis.

Availability
Inventory Code Barcode Call Number Location Status
2407003212T132291T1322912023Central Library (Reference)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1322912023
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,
Collation
xv, 93 hlm.; ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
302.234 307
Content Type
Text
Media Type
unmediated
Carrier Type
-
Edition
-
Subject(s)
semiotika
Prodi Ilmu Komunikasi
Specific Detail Info
-
Statement of Responsibility
Other version/related
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