Nur, Ayu Anggraini (2020) HIJAB COMMODIFICATION IN REJOICE HIJAB SHAMPOO TELEVISION ADS BASED ON JOHN FISKE’S SEMIOTIC ANALYSIS. Skripsi thesis, IAIN Purwokerto.
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NUR AYU ANGGRAINI_HIJAB COMMOFIDICATION IN REJOICE HIJAB SHAMPOO TELEVISION ADS BASED ON JOHN FIS.pdf Download (1MB) | Preview |
Abstract
This study aims to determine how the semiotic meaning of veiled women in the shampoo advertisement of Rejoice Hijab #Hijabisa by Fatin Shidqia Lubis. Author using John Fiske's semiotics analysis to identify and describe meaning on its ads. John Fiske's semiotics theory consist of three main area, namely: the sign itself, the code or system that operates the mark, and the midwifery where the code and the sign work. John Fiske's semiotics analysis also have three levels, namely: the level of reality, the level of representation, and the level of ideology. But the author only use one group, that is the level of reality which includes several codes, such as display codes, dress codes, gesture codes, and expression codes. This research using descriptive-qualitative approach, while the research method used is John Fiske's semiotic analysis. The results of this study that Rejoice Hijab shampoo ad version of Fatin Shidqia Lubis is a commercial ad, the ad depicts the self-image of the veiled woman displayed in a trendy, fashionable, stylish and contemporary style by changing the veiled culture according to religion. Although shown with a very active and energetic role, but this message carries a religious symbol starting from the display code, where the gestures displayed do not comply with Islamic religious norms. The use of Fatin Shidqia Lubis as a veiled woman is a brand ambassador to convince audiences that the #Hijabisa tagline can indeed be proven by this singer even though she wears the hijab. Three benefits of 1 product are offered through a song by Fatin with a demonstration of 3 hair treatments. The use of women wearing hijab shows to attract the attention of consumers, where current hijab trends have developed so that producers are interested in creating the latest shampoo products by incorporating symbols from Islam.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | John Fiske’s Semiotic Analysis, Commodification, Rejoice Hijab Shampoo #Hijabisa |
| Subjects: | 600 Technology (Applied sciences) > 650 Management and auxiliary services > 659 Advertising and public relations |
| Divisions: | Fakultas Dakwah > Komunikasi dan Penyiaran Islam |
| Depositing User: | ISNAENI PUTRANTI sdri |
| Date Deposited: | 27 Oct 2021 02:43 |
| Last Modified: | 27 Oct 2021 02:43 |
| URI: | http://repository.uinsaizu.ac.id/id/eprint/11838 |
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