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All Journal Jurnal Komunikasi dan Budaya
Darwadi M Suwarno
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Languange, Linguistic, Communication & Media Social Sciences

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Sensualitas Perempuan Dalam Iklan Televisi (Analisis Semiotika Roland Barthes Pada Iklan Kispray Versi Gold For Moment) Larasari Dwi Putri; Dian Novitasari; Darwadi M Suwarno
Jurnal Komunikasi dan Budaya Vol 1 No 1 (2020): Jurnal Komunikasi dan Budaya
Publisher : Universitas Baturaja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54895/jkb.v1i1.303

Abstract

Advertising turns out not only to function as a promotional medium but also to contain ideologies that are capable of influencing people's mindsets. At present there are many advertisements that use the symbol of a woman as it is known that a woman's body is now defined as having a body that contains sensuality that can cause lust for men. This study aims to analyze ad impressions that contain elements of female sensuality by using the semiotic theory of Roland Barthes, to find a meaning that is hidden behind a sign from the markers and markers contained in the advertisement. This study uses a qualitative approach and in this study uses a type of critical paradigm. The results of this study can be found that there is an element of sensuality in the Kispray advertisement version of the gold for moment starts from excessive image taking on a woman's body and there is a myth in the Kispray advertisement version of the gold for moment that women are able to flirt with a sexy look. Facial expressions, body gestures and female voice tones can provoke male sexual imagination and the fragrance of Kispray gold is equivalent to the perfume of luxury perfume.
PERGESERAN CITRA PADA IKLAN SABUN KECANTIKAN Puji Muryati; Yunizir Djakfar; Darwadi M Suwarno
Jurnal Komunikasi dan Budaya Vol 2 No 1 (2021): Jurnal Komunikasi dan Budaya
Publisher : Universitas Baturaja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54895/jkb.v2i1.857

Abstract

The Lux Botanicals 2020 ad, starring MaudyAyunda as the brand ambassador. Previously, Lux exposed her model body more as an attraction that convinced consumers that Lux is a beauty soap product that can support women's beauty. In the advertisement for Lux Botanicals 99% Kill bacteria, MaudyAyunda's version presents a narrative that Lux is a beauty soap capable of killing bacteria. This research uses Charles Sanders Peirce's semiotic analysis. Peirce's triadic model (representamen / sign + object + interpretant = sign) shows the big role of the subject in the process of language transformation. Based on the research results of the 99% Lux Botanicals advertisement Kills the bacteria of MaudyAyunda's version, the conclusions are as follows: (1) The meaning in the 99% Lux Botanicals advertisement Kills bacteria is actually Unilever's effort as a producer of Lux Botanicals to maintain its existence among Indonesians. (2) There are two shifting images in the advertisement of Lux Botanicals 99% Kill bacteria MaudyAyunda Version. The first is Lux's image, which was previously a luxurious beauty soap as a brand image, shifted to Lux Botanicals, a natural beauty soap. The second is the image of Lux which has shifted into Beauty soap which can kill bacteria where previously it was only beauty soap. (3) Ads for Lux Botanicals 99% Kill the bacteria of MaudyAyunda's version, the germs in question are bacteria. Aureus. Keywords : Shifting, Brand image, Advertising
Co-Authors Dian Novitasari Larasari Dwi Putri Puji Muryati Yunizir Djakfar