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NILAI NILAI SARKASME TERHADAP PEREMPUAN PADA IKLAN RABBANI DI YOUTUBE DAN REKLAME
As a Moslem biggest brand of hjab in Indonesia, Rabbani always choose to advertise their brand by by showing the beauty of their hijabs and womens clothes, also using Islamic values to gain awereness and interest from Indonesian Moslem communities. In this research, there are some of their ads contain sarcastic messages. One of them is based on detikcom reupload video advertisement on Youtube from Rabbani Instagram in late December 2022, there area sarcastic words to victims of sexual harassment such as“Women who use open clothes are dumb”. Which led into a question“how to interpret sarcasm values in rabbani’s advertisements? ”. This descriptive qualitative approach using Ferdinand De Saussure’s Semiotic method to examine sign, define signifier and signified from this Rabbani video advertisement and the two others from billoboard ads. The purpose of this research are finding what it meant and their relevance with sarcasm values based on sarcasm definition from Poerwadinanta, one of linguisist and dictionary expert in Indonesia. And define its form of sarcasm with Elizabeth Camp theory, who is a Professor of philosopy at Rutgers University. Subject research are Rabbani advertisements. Such as Rabbani video ad, Rabbani “skirt hijab” billboard ad and Rabbani “goat wear hijab” billboard ad the data that are used from documenting and analyzing the scene from the video ad and contents inside billboard ads. The result of this research is sarcasm values to women can be in many form, such as sarcastic words to open clothes women, sarcastic image on how women dress, and sarcastic images to hijabi women with goat in hijab. But sarcasm values in these ads stated that it needed for reminding all women to wearing polite dress and hijab.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 19107030041 Reynaldy Yusuf Satya Nugraha
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302.231 Media Komunikasi, Media Massa, Media Sosial