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All Journal Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora Jurnal Kawistara
Rulli Nasrullah
Fakultas Ilmu Dakwah dan Ilmu Komunikasi UIN Syarif Hidayatullah Jakarta
Humanities Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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SEMIOTIKA NARATIF GREIMASIAN DALAM IKLAN BUSANA MUSLIM Rulli Nasrullah
Jurnal Kawistara Vol 3, No 3 (2013)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (300.508 KB) | DOI: 10.22146/kawistara.5219

Abstract

Muslim Fashion has transformed to be cultural industry profitable financially. The flourish of Muslimfashion producers certainly needs business strategy to promote the products. Advertisement becomesone of promotional tools that can communicate product excellence. Moreover advertisement in massmedia gives space for producer to visualize image of product wanted especially when the advertisementis promoted in Muslim mass media. In semiotic tradition, advertisement does not only communicateproduct for sale but it has ideology constructed by both advertiser and advertising company in order toestablish in consumers’ thought including Muslim fashion that is no longer clothes for covering body inaccordance with Islamic syariah. Narrative semiotics can be understood as effort of recounting or rereada subject from overall text or message to view narrative or plot from signs in this case, it is advertisement.Advertisement basically is assumed as a narrative that tells certain meanings therefore advertisement iscreated also published through media in order to influence readers. In Greimas’ opinion, advertisementis considered as text that has actant that becomes model or subject organizing plot in a text as destinator/sender, receiver, subject, object and also adjuvant even traitor/resistor. By using Greimasian semiotic,this research reveals latent meaning inside Muslim fashion advertisement that shows Muslim fashionproduced by Muslim house especially ZeaTM Zenura brand basically not only just communicating Muslimfashion advertisement but also constructing myths that the fashion is Muslim fashion for family and verysuitable to wear in special events such as Muslim celebration day, Idul Fitri 1433 H
SEMIOTIKA NARATIF GREIMASIAN DALAM IKLAN BUSANA MUSLIM Rulli Nasrullah
Jurnal Kawistara Vol 3, No 3 (2013)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/kawistara.5219

Abstract

Muslim Fashion has transformed to be cultural industry profitable financially. The flourish of Muslimfashion producers certainly needs business strategy to promote the products. Advertisement becomesone of promotional tools that can communicate product excellence. Moreover advertisement in massmedia gives space for producer to visualize image of product wanted especially when the advertisementis promoted in Muslim mass media. In semiotic tradition, advertisement does not only communicateproduct for sale but it has ideology constructed by both advertiser and advertising company in order toestablish in consumers’ thought including Muslim fashion that is no longer clothes for covering body inaccordance with Islamic syariah. Narrative semiotics can be understood as effort of recounting or rereada subject from overall text or message to view narrative or plot from signs in this case, it is advertisement.Advertisement basically is assumed as a narrative that tells certain meanings therefore advertisement iscreated also published through media in order to influence readers. In Greimas’ opinion, advertisementis considered as text that has actant that becomes model or subject organizing plot in a text as destinator/sender, receiver, subject, object and also adjuvant even traitor/resistor. By using Greimasian semiotic,this research reveals latent meaning inside Muslim fashion advertisement that shows Muslim fashionproduced by Muslim house especially ZeaTM Zenura brand basically not only just communicating Muslimfashion advertisement but also constructing myths that the fashion is Muslim fashion for family and verysuitable to wear in special events such as Muslim celebration day, Idul Fitri 1433 H
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