ANALISIS SEMIOTIKA KOMODIFIKASI NILAI KEMANUSIAAN PADA IKLAN TELEVISI MARJAN VERSI “TIMUN MAS”

Mutia Rithma, NIM. 16730108 (2021) ANALISIS SEMIOTIKA KOMODIFIKASI NILAI KEMANUSIAAN PADA IKLAN TELEVISI MARJAN VERSI “TIMUN MAS”. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Marjan’s advertisements display human values that are visualized by displaying scenes such as acts of sharing and helping, where these actions seem very normal to be displayed in Marjans’s advertisements, given that these actions should be done wholeheartedly and not for sale. This becomes negative, because the human values that was previously a positive content is misused in the interest of the capitalists. This study was aimed to identify and analyze the meaning behind the signs and symbols displayed in the "Timun Mas" version of Marjan's advertisement which lead to the practice of commodifying human values. This research was a qualitative research, using Vincent Mosco's commodification theory. The subject of this research was the snippets or visuals in the "Timun Mas" version of the Marjan's advertisement. Meanwhile, the object of this research was the commodification of human value contained in the "Timun Mas" version of Marjan's advertisement. The data in this study were obtained by observation, documentation, and literary study. The method in this study used Roland Barthes' semiotic analysis to determine the meaning of denotation, connotation, and myths in Marjan's advertisement. The results of this study found the existence of the practice of commodification and how the practice of commodification of human values occurs in the "Timun Mas" version of Marjan's advertisement.

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