Semiotic Analysis on Language of Persuasion Used Formulated Milk Packaging (Semiotic Study)

Wibawa, Nabilah Azzah Putri (2018) Semiotic Analysis on Language of Persuasion Used Formulated Milk Packaging (Semiotic Study). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menemukan bahasa persuasi yang digunakan untuk mempromosikan susu formula. Alasan mengapa peneliti memilih susu formula secara spesifik untuk dianalisa adalah orang awam mungkin merasa asing dengan susu formula ketika produk tersebut debut di pasar karena selama ini para ibu mengandalkan ASI dan susu sapi untuk memberi makan bayi mereka.. Setelah bertahun-tahun lewat, banyak susu formula sekarang dijual di toko grosir lokal. Melakukan penelitian ini akan memberikan wawasan tentang bagaimana bahasa persuasi bekerja efektif untuk meningkatkan penjualan susu formula. Penelitian ini menggunakan pendekatan kualitatif, analisa struktur, ikonografi dan oposisi sebagai pendekatan karena tujuan penelitian ini adalah menemukan bahasa persuasi yang digunakan sebanyak-banyaknya dalam penjualan susu formula, sebagai bukti keefektifannya. Representasi digolongkan menjadi Informatif, Instruktif, Persuasif, dan Deskriptif sesuai dengan objek dan interpretasinya. Setelah itu, Tanda Persuasif ditafsirkan lebih lanjut untuk menemukan Bahasa Persuasi yang digunakan. Secara total, peneliti memiliki 23 susu formula sebagai sumber data, total 1097 penanda dengan 401 penanda visual dan 696 penanda verbal. Karena fokus utama dari penelitian ini adalah bahasa persuasi, peneliti hanya menganalisis Penanda Persuasif. Setelah mengurangi data yang berulang-ulang, peneliti memiliki 143 Penanda Persuasif Simbolis dan 36 Penanda Persuasif Ikonik. Dari 179 Penanda Persuasif, 21 jenis Bahasa Persuasi telah ditemukan. Berdasarkan analisis data, peneliti mampu menarik kesimpulan bahwa perusahaan memang menggunakan banyak teknik persuasif untuk mempromosikan susu formula di pasar, target utama adalah orang tua dan teknik persuasif berkisar dua ide utama yakni, untuk menarik perhatian orang tua (empati, logika, dan keuangan) dan sebagai ajang kebanggaan. Penelitian masa depan juga bisa menggunakan iklan susu formula di samping media cetak. Entah di media yang berbeda mereka menggunakan pendekatan yang sama atau melengkapi media cetak dengan beberapa pendekatan lagi.

English Abstract

This study aims to find the language of persuasion used to promote formulated milk. The reason why the researcher chose formulated milk, unlike traditional milk, people may not be familiar with formulated milk when it first debut on the market as all this time mothers have relied on breastmilk and whole milk to feed their infants. Many years since, many formulated milk are now sold on local grocery stores. Doing this research will give insight on how the language of persuasion is effective to promote the sales of product. This study uses qualitative, structural analysis, iconography, and oppositional reading as approach because it is the aim for this study to find as many language of persuasion used to promote formulated milk, proving the effectiveness of it. The representamens are classified into Informative, Instructive, Persuasive and Descriptive according to the object and interpretant. After which, the Persuasive Signs were furtherly interpreted to extract the Language of Persuasion used. In total, the researcher has 23 formulated milk as data sources, a total of 1097 signs with 401 being visual signs and 696 verbal signs. Because the main focus of this research is the language of persuasion, the researcher only analyze Persuasive Signs. After cutting down the repetitive signs, the researcher is left with 143 Symbolic Persuasive Signs and 36 Iconic Persuasive Signs. Out of 179 Persuasive Signs, 21 types of Language of Persuasions were found. Based on the analysis of the data, the researcher was able to draw the conclusion that companies do use many persuasive techniques to promote formulated milk on the market, the main target for formulated milk are parents and the persuasive techniques revolved around two main ideas, to appeal to parents (empathy, logic, and finance) and as display of vanity. Future research could also include advertising of formulated milk from other media beside printed media. Whether in different media they use the same approach or complement the printed media with some more approaches.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FBS/2018/443/051812182
Uncontrolled Keywords:	Semiotika, Iklan, Makna Denotatif, Makna Konotatif, Bahasa Persuasi, Susu Formula.-Semiotic, Advertising, Denotative Meaning, Connotative Meaning, Language of Persuasion, Formulated Milk.
Subjects:	600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising
Divisions:	Fakultas Ilmu Budaya > Bahasa dan Sastra Inggris
Depositing User:	soegeng sugeng
Date Deposited:	23 Oct 2019 01:38
Last Modified:	18 May 2022 02:32
URI:	http://repository.ub.ac.id/id/eprint/166385

Text Nabilah Azzah Putri Wibawa.pdf Download (6MB)

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