Abstract
This study aims to determine the meaning of the use of hijab to the beauty of women’s hair contained in Sunsilk Clean And Fresh product ads on television using Charles Sanders Peirce’s semiotic analysis model. This research uses qualitative approach with descriptive method of analysis, and constructivist paradigm. Data collection techniques used were observations by observing Sunsilk Clean And Fresh advertisements, interviews with related informants, and documentation. The results of this study found that ad in Shampo Sunsilk Clean and Fresh products describes the comfort and freshness of a woman’s hair that uses hijab throughout the day by performing a dense activity. The meaning contained in this ad corresponds to Charles Sanders Peirce’s semiotic model. Then, the use of veils from advertising ultimately leads to controversy in a person, society and social environment. The meaning of hijab as a Muslim identity is utilized in advertising as a commercial medium that obscures the purpose of the hijab user themselves.
Highlights
PENDAHULUAN Media massa sudah menjadi bagian tak terpisahkan dari komunikasi manusia
This study aims to determine the meaning of the use of hijab to the beauty of women’s hair contained in Sunsilk Clean And Fresh product ads on television using Charles Sanders Peirce’s semiotic analysis model
The results of this study found that ad in Shampo Sunsilk Clean and Fresh products describes the comfort and freshness of a woman’s hair that uses hijab throughout the day by performing a dense activity
Summary
Penelitian ini bertujuan untuk mengetahui makna pemanfaatan hijab terhadap keindahan rambut wanita yang terdapat dalam iklan produk Sunsilk Clean And Fresh di televisi, dengan menggunakan model analisis semiotika Charles Sanders Peirce. Hasil dari penelitian ini menemukan bahwa iklan dalam produk Shampo Sunsilk Clean And Fresh menggambarkan kenyamanan dan kesegaran rambut seorang wanita yang menggunakan hijab sepanjang hari dengan melakukan aktivitas yang padat. Makna yang terkandung dalam iklan ini sesuai dengan model semiotika Charles Sanders Peirce. Kata kunci: televisi, wanita, iklan produk Sunsilk Clean and Fresh, semiotika Charles Sanders Peirce, makna pemanfaatan, hijab. Abstract : This study aims to determine the meaning of the use of hijab to the beauty of women’s hair contained in Sunsilk Clean And Fresh product ads on television using Charles Sanders Peirce’s semiotic analysis model.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have