PESAN DAKWAH IKLAN RAMAYANA DEPARTMENT STORE “BAHAGIANYA ADALAH BAHAGIAKU” (ANALISIS SEMIOTIKA ROLAND BARTHES)

Rahayu Astuti, NIM.: 17102010013 (2022) PESAN DAKWAH IKLAN RAMAYANA DEPARTMENT STORE “BAHAGIANYA ADALAH BAHAGIAKU” (ANALISIS SEMIOTIKA ROLAND BARTHES). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The advertisement for Ramayana Happy Is My Happiness depicts a family and a child's struggle to serve his mother who has a history of Alzheimer's disease (memory loss). This advertisement is special for the audience because there are many da'wah messages that we can apply in our daily lives. This ad can create its own power to influence society so that it can change the attitude and mindset of each individual. This study uses a descriptive qualitative approach. The purpose of this research is to reveal the message of da'wah through the signs contained in the Ramayana Department Store advertisement "Her Happiness Is My Happiness". This study uses a descriptive qualitative method with Roland Barthes's semiotic analysis with the theory of the two orders of signification (two-stage significance), namely the first stage is denotation and the second stage is connotation. Then the second stage of the denotation sign. This research produces the meaning of birrul walidain which is contained in the Ramayana Department Store advertisement "Her Happiness Is My Happiness". The results of this study are the message of preaching aqidah, morals and sharia in the Ramayana Departemnet Store advertisement "Her Happiness Is My Happiness", which shows a denotative and connotative meaning in examining a sign from a language point of view and interpreting each scene in a complex manner.

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