ANALISIS SEMIOTIKA: ROLAND BARTHES DALAM IKLAN K-NATURAL WHITE BRIGHTENING BODY WASH VERSI AGATHA CHELSEA

Authors

DOI:

https://doi.org/10.30872/jbssb.v7i2.10732

Keywords:

Semiotika, Denotasi, Konotasi, Mitos, Iklan

Abstract

K- Natural White merupakan produk yang berasal dari bahan Korea, yang berinovasi memberikan standar kecantikan ideal Korea bagi wanita Indonesia. Penelitian ini membahas tentang makna tanda semiotika dalam iklan produk kecantikan K-Natural White. Tujuan penelitian mendeskripsikan makna tanda denotasi, konotasi, dan mitos yang membentuk pemaknaan kecantikan wanita Indonesia berdasarkan standar ideal Korea. Pendekatan penelitian adalah pendekatan kualitatif deskriptif dan termasuk jenis penelitian kepustakaan. Teknik pengumpulan data berupa teknik simak dan teknik catat. Teknik analisis data berupa teknik dasar metode agih dan padan. Data penelitian berupa kata, frase, klausa, dan kalimat iklan.Sumber data tiga jenis iklan K-Natural White yakni (1) Cotton Flower; (2) Magnolia Berkilau; dan (3) Lidah Buaya. Hasil penelitian secara umum, yakni (1) Denotasi iklan K-natural white yaitu kecantikan menjadi persoalan wanita yang digambarkan dengan kulit lembut, wangi, dan segar. (2) Konotasi berupa makna kecantikankwang skin (kulit cerah Korea) yang dijadikan standar kecantikan wanita Indonesia sebagai kecantikan luar diri. (3) Mitos kecantikan iklan K-Natural White, yaitu menghadirkan tanda yang membentuk kesadaran palsu berupa keyakinan bahwa bahan alami Korea dapat mencerahkan kulit wanita Indonesia.


Kata Kunci: Semiotika, denotasi, konotasi, mitos, dan iklan

Author Biography

  • Nur Nurfitriani, Mulawarman University
    Mahasiswa Universitas Mulawarman, Fakultas Ilmu Budaya, Program Studi Sastra Indonesia

References

Ilmu bahasa; Literatur; Studi Bahasa; Semiotika; Iklan

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Published

2023-04-28

Issue

Vol. 7 No. 2 (2023): Vol 7, No 2 (2023): April 2023

Section

Articles

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