RINDANG, PUTRI DELI (2023) ANALISIS SEMIOTIKA PESAN STOP HAIR-BULLYING PADA IKLAN SHAMPO DOVE VERSI RAMBUTKU MAHKOTAKU (2022). S1 thesis, Universitas Malikussaleh.

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Abstract

ABSTRAC This study examines messages from the "Rambutku Mahkotaku” shampoo advertisement in 2022 which features different advertisements from shampoo advertisements in general. The effect of advertising on social reality causes the formation of stereotypes that arise in society due to the giran of opinions formed in order to achieve the goals of an ad. The purpose of this study was to find out messages related to hair-bullying due to stereotypes formed in the community about the ideal women's hair contained in the "Rambutku Mahkotaku" version of the Dove shampoo television advertisement in 2022. In this study, researchers used a qualitative research approach with data analysis techniques and using Semiotic analysis by Roland Barthes is looking for the meaning of the connotation and denotation from the Dove Shampoo advertisement version "Rambutku Mahkotaku" in 2022. The results of this study show that the "Rambutku Mahkotaku" shampoo advertisement in 2022 is different from the general shampoo advertisements that usually focus on the superiority of the shampoo products offered or display the ideal hair shape that has been constructed in the shampoo ad Which has beautiful hair in black, long, and also straight. But this version of the "Rambutku Mahkotaku" dove shampoo advertisement features some women whose hair is different from the stereotype of the ideal hair shape that has been embedded in the community and has a message that women have the right to choose the hairstyle they want without having to listen and follow the stereotypes that are formed in the community. Keywords: Semiotics Roland Barthes, Hair-Bullying, Dove Shampoo Ads version “Rambutku Mahkotaku”

Item Type:	Thesis (S1)
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > 70201 - Jurusan Ilmu Komunikasi
Depositing User:	Khairiati Khairiati
Date Deposited:	28 Apr 2025 08:41
Last Modified:	28 Apr 2025 08:41
URI:	https://rama.unimal.ac.id/id/eprint/11292

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