@phdthesis{digilib54574,
           month = {May},
           title = {KRITIK BUDAYA KONSUMEN PADA NILAI TANDA  DALAM IKLAN KOMERSIL  (ANALISIS SEMIOTIK PADA MOBIL, KAMERA DSLR, DAN SEPEDA FIXIE DALAM IKLAN TELEVISI MIZONE VERSI UR FLAVA)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 09730035 Wendy Lesmana},
            year = {2013},
            note = {Pembimbing: Dra. Marfuah Sri Saniyastuti, M. Si.},
        keywords = {Signs, Consumer Culture, Image, Television Commercials},
             url = {https://digilib.uin-suka.ac.id/id/eprint/54574/},
        abstract = {This study raised the title of Consumer Culture Criticism In Commercial
Ad, through a qualitative approach.Objects in this study is a television
commercial Mizone Ur Flava version that aired on private television Indonesia in
2011.
The theory used in this study, using the framework of semiotic theories of
Roland Barthes.The signs were there in television advertising Mizone Ur Flava
version analyzed into denotative and connotative meanings.Furthermore, from an
existing meaning, both denotative and connotative, look for whether there is a
meaning that contains criticism of consumer culture in it.In addition, this study
also to capturing the meaning of advertising Mizone Ur Flava version.
Result of this research found that, in television advertisement of Mizone
version there are meaning of denotative and of conotative. Mean denotative more
to function of beverage product of Mizone Ur Flava. Through sign of verbal and
non verbal, there are meaning of denotative that Mizone is functioning beverage
health to return body energi, mind and spirit of becoming fresh return, after all
day long actifities. While meanings of conotative that Mizone is beverage which
distinguishing social status of middle-weight of, fuction have education,
youngster which associate with in submitting implicitly, passing marking of
verbal and also non verbal in television advertisement of Mizone version of Ur
Flava.
In addition, television advertisingMizoneUrFlavaversioncontainsacritique
ofconsumerculture. Criticalis packagedthroughthe use ofnon-verbal signs,
whichareinsomeexistingscenein its advertising. Criticalwas aimed at
theconsumersignsavailable in the car, dslrcamera, andfixiebikes. Thecriticalhave
purpose atrestoringconsumer awarenessin orderto be moreconcerned withthe
valueofthe sign valuecontained inanitemthatis consumed, especially toyoung
peoplewhoare stuckin the officer lifestyle}
}