REPRESENTASI MASKULINITAS DALAM IKLAN YAMAHA CBU DAN YAMAHA YZF R15 (Studi Analisa Semiotika Roland Barthes)

  • Velda Ardia
https://doi.org/10.30656/lontar.v3i2.400
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Abstract

Penelitian ini mencoba menggali tanda-tanda yang ada dalam sebuah iklan. Salah satu diantaranya adalah iklan di Indonesia yang mengangkat konsep laki-laki maskulin adalah iklan otomotif. Yamaha sebagai salah satu produsen otomotif roda dua yang kerap menyuguhkan iklan-iklan yang bertemakan maskulinitas atau kegagahan seorang lelaki. Iklan yang peneliti gunakan adalah ‘Yamaha CBU Mark of Origin’ dan Yamaha YZF R15. Rumusan masalah pada penelitian ini yaitu bagaimana representasi dan pemaknaan maskulinitas yang ditampilkan pada Iklan Motor Yamaha CBU dan Yamaha YZF R15.
 Penelitian ini mengunakan paradigma konstruktivisme, pendekatan kualitatif, dan bersifat deskriptif. Dalam penelitian ini data dikumpulkan melalui pengamatan secara menyeluruh pada objek penelitian Sebagai pisau analisis peneliti menggunakan pendekatan semiotika Roland Barthes, yaitu analisis tentang hubungan tanda. Hasil penelitian ini menunjukan bahwa representasi maskulinitas pada kedua iklan itu memilki perbedaan, untuk Yamaha CBU yang lebih merepresentasikan sifat metroseksual, sedangkan pada iklan Yamaha YZF R15 lebih merepresentasikan sifat maskulinitas macho perbedaan tersebut karena ada perbedaan untuk segmentasi targetnya.

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Published
2017-10-31
Issue
Vol. 3 No. 2 (2015): LONTAR JURNAL ILMU KOMUNIKASI
Section
Articles

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