ANALISIS SEMIOTIKA IMPERIALISME BUDAYA DALAM IKLAN POCARI SWEAT EDISI “SWEAT FOR YOUR DREAM”

Widhartono, Rahmad Wasdani Julian (2022) ANALISIS SEMIOTIKA IMPERIALISME BUDAYA DALAM IKLAN POCARI SWEAT EDISI “SWEAT FOR YOUR DREAM”. Other thesis, UPN "Veteran" Yogyakarta.

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Abstract

ABSTRAK
Sebagai sebuah disiplin komunikasi iklan bekerja bedasarkan prinsip-prinsip komunikasi
yang efektif. Penelitian ini bertujuan memperoleh gambaran mengenai Imperialisme budaya
Jepang dalam iklan Pocari Sweat terkhusus pada edisi “Sweat For Your Dream”. Semiotika Roland
Barthes membagi makna teks yang dari makna denotatif, konotatif, dan mitos. Peneitian ini
membagi video iklan Pocari Sweat kedalam 3 Scene. Makna denotasi dalam scene 1 menjelaskan
mengenai seragam seifuku, dalam scene 2 menjelaskan mengenai sarana transportasi sepeda yang
popular di Jepang. Dalam scene 3 menjelaskan mengenai genre musik idol group yang popular di
Jepang. Selain itu penelitian ini juga melihat teks kedalam makna konotasi dan mitos. Untuk scene
1 menjelaskan mengenai suasana keakraban dan kecerian. Sedangkan untuk scene 2 menjelaskan
mengenai makna bersepeda sebagai kegiatan yang sarat akan persahabatan. Scene 3 menjelaskan
mengenai makna kegiatan menari sebagai kegiatan yang menyenangkan dan menghibur. Makna
mitos dalam scene 1 menjelaskan mengenai seragam ala Jepang membuat siswi SMA menjadi
lebih anggun dan percaya diri. Sendangkan dalam scene 2 menjelaskan mengenai sepeda sebagai
sarana transportasi yang berdampak positif pada lingkungan. Sedangkan dalam scene 3
menjelaskan mengenai eksistensi idol group jepang yang mampu bersaing dengan genre musik
dari negara lain.
Kata kunci: analisis semiotika, imperialisme budaya jepang, iklan pocari sweat.ABSTRACT
As a communication discipline, advertising works based on the principles of effective
communication. This study aims to obtain an overview of Japanese cultural imperialism in Pocari
Sweat advertisements, especially in the "Sweat For Your Dream" edition. Roland Barthes'
semiotics divides the meaning of the text from denotative, connotative, and mythical meanings.
This research divides the Pocari Sweat ad video into 3 scenes. The meaning of denotation in scene
1 explains about the seifuku uniform, in scene 2 describes the bicycle transportation which is
popular in Japan. In scene 3 explains the genre of idol group music that is popular in Japan. In
addition, this study also looks at the text into the meaning of connotations and myths. For scene 1,
it describes the atmosphere of intimacy and joy. Meanwhile, scene 2 explains the meaning of
cycling as an activity full of friendship. Scene 3 explains the meaning of dancing as a fun and
entertaining activity. The meaning of the myth in scene 1 explains that Japanese-style uniforms
make high school students more graceful and confident. Meanwhile, scene 2 explains about
bicycles as a means of transportation that has a positive impact on the environment. Meanwhile,
scene 3 explains the existence of Japanese idol groups who are able to compete with music genres
from other countries.
Keywords: semiotic analysis, Japanese cultural imperialism, pocari sweat advertisement.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	analisis semiotika, imperialisme budaya jepang, iklan pocari sweat.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Eko Yuli
Date Deposited:	19 May 2022 04:22
Last Modified:	30 Sep 2022 07:39
URI:	http://eprints.upnyk.ac.id/id/eprint/28049

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