KOMODIFIKASI NILAI AMANAH PADA IKLAN DI YOUTUBE (ANALISIS SEMIOTIKA IKLAN GOJEK VERSI “PARA PENJAGA AMANAH”)

Qonita Rahmayanti, NIM.: 16730114 (2022) KOMODIFIKASI NILAI AMANAH PADA IKLAN DI YOUTUBE (ANALISIS SEMIOTIKA IKLAN GOJEK VERSI “PARA PENJAGA AMANAH”). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study discussed how trust value was commodified in youtube advertising. Youtube advertising was one of media communication which is made to attract the audiences with a purpose to make a profit. In the other hand, youtube advertising can be said to be one of the commodities in mass media. In this study, the researcher analyzed Gojek advertisement of “Para Penjaga Amanah” version. This study was aimed to comprehend the meaning of the commodification signs of the trustworthy value in Gojek advertisement of “Para Penjaga Amanah” version. This study used Charles Sanders Pierce semiotic analysis with a qualitative approach. The data gathering technique used in this study were documentation. The result shows that the interest of the advertiser showed out through the visual used of the signs of the trustworthy value. The trustworthy value that has been com

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