Abstract
ABSTRACT Movie posters are an essential aspect of a film, serving as promotional tools that represent the content of the film to attract potential viewers. The film "Jaws," directed by Steven Spielberg and released on June 20, 1975, boasts a particularly captivating poster. Featuring an image of a shark poised to devour a woman swimming alone in the sea, coupled with a minimalist overall design, the poster successfully captured the attention of audiences when the film was screened in theaters. Therefore, in this study, the researcher analyzes the elements within the "Jaws" movie poster using Roland Barthes' semiotic theory to uncover the meaning behind it. According to Roland Barthes' semiotic theory, meaning can be elucidated by understanding signs through the systems of denotation, connotation, and myth. The research method employed is a descriptive qualitative approach. The findings of this study reveal that several objects within the poster represent the eerie and suspenseful atmosphere of the film. Keywords: Roland Barthes' Semiotics, Film Posters, Jaws ABSTRAK Poster film merupakan salah satu hal yang penting bagi sebuah film, poster dapat digunakan sebagai media promosi yang merepresentasikan isi dari film tersebut untuk menarik calon penonton. Film Jaws yang di sutradarai oleh Steven Spielberg dan diterbitkan pada 20 Juni 1975, memiliki poster yang sangat menarik. Gambar ikan hiu yang ingin memakan Wanita yang sedang berenang sendirian di laut dengan tampilan keseluruhan poster yang minimalis berhasil menarik perhatian penonton pada saat film ditayangkan di bioskop. Oleh karena itu dalam penelitian ini peneliti menganalisis objek-objek dalam poster film Jaws menggunakan teori semiotika Roland Barthes yang bertujuan untuk mengetahui makna dibalik poster film Jaws. Dalam teori semiotika Roland Barthes makna dapat diketahui dengan mengetahui tanda-tanda menggunakan sistem denotasi, konotasi dan mitos. Metode penelitian yang digunakan adalah pendekatan kualitatif yang bersifat deskriptif. Hasil dari penelitian ini dapat diketahui bahwa terdapat beberapa objek yang merepresentasikan suasana seram dan mencekam yang ada pada film. Kata Kunci: Semiotika Roland Barthes, Poster Film, Jaws
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