MAKNA KECERDASAN EMOSIONAL DALAM IKLAN POCARI SWEAT EDISI BINTANG SMA

Anas Aprianto, NIM.: 17107030069 (2024) MAKNA KECERDASAN EMOSIONAL DALAM IKLAN POCARI SWEAT EDISI BINTANG SMA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Advertising is a tool to promote goods, services or activities. Advertising is very important because it is a medium for conveying information to the audience. Bintang SMA is an advertisement for the Pocari Sweat product which was released in 2019. This advertisement aims to campaign for an activity entitled Bintang SMA with the target activity being high school students. Emotional intelligence is one of the important personal abilities in terms of managing various kinds of emotions. However, emotional intelligence is still considered a trivial matter which means it is not given much attention in everyday life. This research aims to find out the meaning of emotional intelligence in Bintang SMA advertisements based on Ferdinand de Saussure's semiotic theory. Saussure's semiotic theory has two parts, namely signifier and signified. The subject of this research is the entire Bintang SMA advertisement such as characters, surrounding settings, additional objects, narration and songs. The results of this research are that the meaning of emotional intelligence which is represented by self-awareness, self-regulation, motivation, empathy and social skills is depicted through Ayu's attitude of choosing to reflect and try to understand herself and hold back various feelings. Ayu also showed how she postponed pleasure in order to remain positive in social relations with Reza. Apart from that, the meaning of emotional intelligence is also depicted through signs such as canang sari, Dwarapala statue, and frangipani flowers.

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