Culture behind Commercials: Semiotic Analysis

Sullia, Wayan Mela (2018) Culture behind Commercials: Semiotic Analysis. Other thesis, Universitas Teknokrat Indonesia.

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Abstract

Advertising commonly used by companies in order to introduce new products or services. The form of advertisings are quite various, it can be in the form of billboard, banner or even commercials that broadcast on TV. Here, the writer finds out that there are some commercials indirectly showing cultures that are exist in a country, in this case, the culture in America. The term culture itself can be various, start from what kind of food that mostly people eat, their suits, drink or even the big holiday or big event that annually happens. Thus, in order to find out the culture behind these commercials, this research is using semiotic approach to reveal some symbols or signs that symbolize cultures. After that, the writer is using secondary data which are trustful information about the meaning of the symbols. The results of the study showed that from the total of the commercials, there are some cultures found in the form of big day event, such as Christmas, Halloween, Valentine, Thanksgiving and President's Day. Meanwhile, other commercials showing habit and sport that exist in America, they are drinking alcohol beverages and playing rugby (American Football). In the end, the writer concludes that commercial is one of the tools of marketing to show new products or services in society through media. However, in making the commercials sometimes the creator put some cultures that is allowed based on the law terms and conditions each of country.

Item Type: Thesis (Other)
Uncontrolled Keywords: advertising, commercials, culture, semiotic
Subjects: SASTRA INGGRIS > Languages and literature > Culture
Divisions: Fakultas Sastra dan Ilmu Pendidikan > S1 Sastra Inggris
Depositing User: Rahmat Iqbal M.IP
Date Deposited: 12 Nov 2018 04:16
Last Modified: 20 May 2020 02:34
URI: http://repository.teknokrat.ac.id/id/eprint/461

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