S IKOM 1202932 Table of content
DAFTAR ISI
LEMBAR PENGESAHAN........................................................................... i
LEMBAR PERNYATAAN..........................................................................
ii
LEMBAR HAK CIPTA...............................................................................
iii
ABSTRAK.....................................................................................................
iv
ABSTRACT....................................................................................................
v
KATA PENGANTAR..................................................................................
vi
UCAPAN TERIMA KASIH........................................................................
vii
DAFTAR ISI.................................................................................................
ix
DAFTAR TABEL.........................................................................................
x
DAFTAR GAMBAR....................................................................................
xi
BAB I PENDAHULUAN.............................................................................
1
A. Latar Belakang Penelitian................................................................
1
B. Rumusan Masalah............................................................................ 10
C. Tujuan Penelitian.............................................................................
10
D. Manfaat Penelitian...........................................................................
11
E. Struktur Organisasi..........................................................................
11
BAB II KERANGKA TEORI...................................................................... 13
A. Representasi.....................................................................................
13
B. Budaya.............................................................................................
16
a. Komunikasi Antar Budaya......................................................... 18
b. Budaya Korea Selatan................................................................ 21
c. Budaya Korea Selatan sebagai Budaya Populer........................
26
C. Iklan Televisi...................................................................................
29
a. Jenis Iklan Televisi....................................................................
31
b. Fungsi Iklan Televisi.................................................................
32
c. Makna dalam Iklan Televisi......................................................
34
d. Unsur-unsur dalam Iklan Televisi.............................................. 36
D. Kajian terhadap Penelitian Terdahulu.............................................
38
BAB III METODOLOGI PENELITIAN...................................................
44
Laura Shintyana, 2016
REPRESENTASI BUDAYA KOREA DALAM IKLAN TELEVISI
Universitas Pendidikan Indonesia| repository.upi.edu | perpustakaan.upi.edu
ix
A. Desain Penelitian.............................................................................
44
B. Metode Penelitian............................................................................
46
C. Tempat dan Waktu Penelitian.......................................................... 55
D. Instrumen Penelitian........................................................................
55
E. Sumber Data....................................................................................
56
F. Teknik Pengumpulan Data............................................................... 57
G. Teknik Analisis Data.......................................................................
58
H. Uji Validitas Data............................................................................
62
BAB IV TEMUAN DAN PEMBAHASAN.................................................
64
A. Deskripsi Umum Iklan..................................................................... 64
B. Analisis Iklan Terkait Teori.............................................................
65
C. Hasil Interpretasi Iklan..................................................................... 97
BAB V PENUTUP........................................................................................
103
A. Simpulan..........................................................................................
103
B. Implikasi..........................................................................................
105
C. Rekomendasi.................................................................................... 105
DAFTAR PUSTAKA...................................................................................
107
INDEKS.........................................................................................................
110
LAMPIRAN
Laura Shintyana, 2016
REPRESENTASI BUDAYA KOREA DALAM IKLAN TELEVISI
Universitas Pendidikan Indonesia| repository.upi.edu | perpustakaan.upi.edu
x
DAFTAR TABEL
Tabel 2.1 Elemen-elemen Gambar menurut Selby dan Cordery....................
37
Tabel 3.1 Peta Konsep Semiotika Roland Barthes.........................................
52
Laura Shintyana, 2016
REPRESENTASI BUDAYA KOREA DALAM IKLAN TELEVISI
Universitas Pendidikan Indonesia| repository.upi.edu | perpustakaan.upi.edu
xi
DAFTAR GAMBAR
Gambar 4.1 Scene 1 Pemandangan Kota Seoul pada pagi dan malam hari....
65
Gambar 4.2 Scene 2 Lee Min Ho bangun tidur..............................................
67
Gambar 4.3 Scene 3 Lee Min Ho membuka gordyn jendela..........................
71
Gambar 4.4 Scene 4 Lee Min Ho menyeduh Luwak White Koffie.................
73
Gambar 4.5 Scene 5 Lee Min Ho meminum Luwak White Koffie di balkon
apartemennya..................................................................................................
75
Gambar 4.6 Scene 6 Lee Min Ho memasukkan termos yang berisi Luwak
White Koffie ke dalam tasnya..........................................................................
78
Gambar 4.7 Scene 7 Lee Min Ho bersepeda...................................................
79
Gambar 4.8 Scene 8 Lee Min Ho bersepeda di Namsan Park........................
81
Gambar 4.9 Scene 9 Lee Min Ho meminum Luwak White Koffie di
Namsan Park...................................................................................................
83
Gambar 4.10 Scene 10 Lee Min Ho bersepeda di atas Hangang Bridge........
84
Gambar 4.11 Scene 11 Lee Min Ho meminum Luwak White Koffie di atas
Hangang Bridge..............................................................................................
86
Gambar 4.12 Scene 12 Tampilan proses penyeduhan Luwak White Koffie....
88
Gambar 4.13 Scene 13 Lee Min Ho bersepeda di Hanok Bukchon Village..
89
Gambar 4.14 Scene 14 Lee Min Ho meminum Luwak White Koffie di
Hanok Bukchon Village..................................................................................
92
Gambar 4.15 Scene 15 Lee Min Ho berkata bahwa ia menyukai Luwak
White Koffie....................................................................................................
93
Gambar 4.16 Scene 16 Tampilan produk dan logo Luwak White Koffie........
95
Laura Shintyana, 2016
REPRESENTASI BUDAYA KOREA DALAM IKLAN TELEVISI
Universitas Pendidikan Indonesia| repository.upi.edu | perpustakaan.upi.edu
xii
LEMBAR PENGESAHAN........................................................................... i
LEMBAR PERNYATAAN..........................................................................
ii
LEMBAR HAK CIPTA...............................................................................
iii
ABSTRAK.....................................................................................................
iv
ABSTRACT....................................................................................................
v
KATA PENGANTAR..................................................................................
vi
UCAPAN TERIMA KASIH........................................................................
vii
DAFTAR ISI.................................................................................................
ix
DAFTAR TABEL.........................................................................................
x
DAFTAR GAMBAR....................................................................................
xi
BAB I PENDAHULUAN.............................................................................
1
A. Latar Belakang Penelitian................................................................
1
B. Rumusan Masalah............................................................................ 10
C. Tujuan Penelitian.............................................................................
10
D. Manfaat Penelitian...........................................................................
11
E. Struktur Organisasi..........................................................................
11
BAB II KERANGKA TEORI...................................................................... 13
A. Representasi.....................................................................................
13
B. Budaya.............................................................................................
16
a. Komunikasi Antar Budaya......................................................... 18
b. Budaya Korea Selatan................................................................ 21
c. Budaya Korea Selatan sebagai Budaya Populer........................
26
C. Iklan Televisi...................................................................................
29
a. Jenis Iklan Televisi....................................................................
31
b. Fungsi Iklan Televisi.................................................................
32
c. Makna dalam Iklan Televisi......................................................
34
d. Unsur-unsur dalam Iklan Televisi.............................................. 36
D. Kajian terhadap Penelitian Terdahulu.............................................
38
BAB III METODOLOGI PENELITIAN...................................................
44
Laura Shintyana, 2016
REPRESENTASI BUDAYA KOREA DALAM IKLAN TELEVISI
Universitas Pendidikan Indonesia| repository.upi.edu | perpustakaan.upi.edu
ix
A. Desain Penelitian.............................................................................
44
B. Metode Penelitian............................................................................
46
C. Tempat dan Waktu Penelitian.......................................................... 55
D. Instrumen Penelitian........................................................................
55
E. Sumber Data....................................................................................
56
F. Teknik Pengumpulan Data............................................................... 57
G. Teknik Analisis Data.......................................................................
58
H. Uji Validitas Data............................................................................
62
BAB IV TEMUAN DAN PEMBAHASAN.................................................
64
A. Deskripsi Umum Iklan..................................................................... 64
B. Analisis Iklan Terkait Teori.............................................................
65
C. Hasil Interpretasi Iklan..................................................................... 97
BAB V PENUTUP........................................................................................
103
A. Simpulan..........................................................................................
103
B. Implikasi..........................................................................................
105
C. Rekomendasi.................................................................................... 105
DAFTAR PUSTAKA...................................................................................
107
INDEKS.........................................................................................................
110
LAMPIRAN
Laura Shintyana, 2016
REPRESENTASI BUDAYA KOREA DALAM IKLAN TELEVISI
Universitas Pendidikan Indonesia| repository.upi.edu | perpustakaan.upi.edu
x
DAFTAR TABEL
Tabel 2.1 Elemen-elemen Gambar menurut Selby dan Cordery....................
37
Tabel 3.1 Peta Konsep Semiotika Roland Barthes.........................................
52
Laura Shintyana, 2016
REPRESENTASI BUDAYA KOREA DALAM IKLAN TELEVISI
Universitas Pendidikan Indonesia| repository.upi.edu | perpustakaan.upi.edu
xi
DAFTAR GAMBAR
Gambar 4.1 Scene 1 Pemandangan Kota Seoul pada pagi dan malam hari....
65
Gambar 4.2 Scene 2 Lee Min Ho bangun tidur..............................................
67
Gambar 4.3 Scene 3 Lee Min Ho membuka gordyn jendela..........................
71
Gambar 4.4 Scene 4 Lee Min Ho menyeduh Luwak White Koffie.................
73
Gambar 4.5 Scene 5 Lee Min Ho meminum Luwak White Koffie di balkon
apartemennya..................................................................................................
75
Gambar 4.6 Scene 6 Lee Min Ho memasukkan termos yang berisi Luwak
White Koffie ke dalam tasnya..........................................................................
78
Gambar 4.7 Scene 7 Lee Min Ho bersepeda...................................................
79
Gambar 4.8 Scene 8 Lee Min Ho bersepeda di Namsan Park........................
81
Gambar 4.9 Scene 9 Lee Min Ho meminum Luwak White Koffie di
Namsan Park...................................................................................................
83
Gambar 4.10 Scene 10 Lee Min Ho bersepeda di atas Hangang Bridge........
84
Gambar 4.11 Scene 11 Lee Min Ho meminum Luwak White Koffie di atas
Hangang Bridge..............................................................................................
86
Gambar 4.12 Scene 12 Tampilan proses penyeduhan Luwak White Koffie....
88
Gambar 4.13 Scene 13 Lee Min Ho bersepeda di Hanok Bukchon Village..
89
Gambar 4.14 Scene 14 Lee Min Ho meminum Luwak White Koffie di
Hanok Bukchon Village..................................................................................
92
Gambar 4.15 Scene 15 Lee Min Ho berkata bahwa ia menyukai Luwak
White Koffie....................................................................................................
93
Gambar 4.16 Scene 16 Tampilan produk dan logo Luwak White Koffie........
95
Laura Shintyana, 2016
REPRESENTASI BUDAYA KOREA DALAM IKLAN TELEVISI
Universitas Pendidikan Indonesia| repository.upi.edu | perpustakaan.upi.edu
xii