S ING 0902546 Table of content
TABLE OF CONTENTS
STATEMENT OF AUTHORIZATION ................................................................... i
PREFACE .................................................................................................................. ii
ACKNOWLEDGMENT .......................................................................................... iii
ABSTRACT ................................................................................................................ v
TABLE OF CONTENTS ......................................................................................... vi
LIST OF FIGURES ................................................................................................... x
LIST OF TABLES .................................................................................................... xi
CHAPTER I INTRODUCTION .............................................................................. 1
1.1 Background of the Study ....................................................................................... 1
1.2 Reason for choosing the topic ................................................................................ 5
1.3 Scope of the study .................................................................................................. 6
1.4 Research question………....................................................................................... 6
1.5 Aims of the study ....................................................................................................6
1.6 Research Methodology .................................... ......................................................6
1.6.1 Design…………………………………………………………………………….8
1.6.2 Data Collection... ................................................................................................ 9
1.6.3 Data Analysis... ................................................................................................... 9
1.7 The Organization of Paper... .................................................................................. 9
1.8 Clarification of Key Terms… .................................................................................9
CHAPTER II THEORETICAL FOUNDATION ................................................. 10
2.1 Masculinity ...........................................................................................................10
2.2 Representation………………... ...........................................................................11
2.2.1 Masculinity vs Femininity..................................................................................1
2.3 Sign…… ...............................................................................................................15
2.3.1 Ferdinand De Sausurre’s model of sign .............................................................15
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Iis Ismawati, 2015
The Representation of Masculinity in D jarum Super Television Advertisements
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu
2.3.2 Peirce’s triangle model of sign……………………...............................................16
2.4 Semiotics................................................................................................................18
2.5 Barthes model of sign….. .................................................................................... 19
2.6 Myth………………………………..…………………………………………….21
2.7 Advertisements………………………………..…………………………………21
2.7.1 Types of advertisements………………….……………………………………22
2.7.2 The Visual Elements of Television Advertisements …................................... .24
2.7.3 The Role of Color in Advertisement ................................................................ 29
2.7.4 Cigarettes television Advertisement ..................................................................31
2.8 Previous Studies ....................................................................................................33
CHAPTER III RESEARCH METHODOLOGY..................................................35
3.1 Statement of Problems ..........................................................................................35
3.2 Research Method ................................................................................................. 35
3.3 Research Procedures ............................................................................................ 36
3.3.1 Data Collection.................................................................................................. 36
a. Data Resource............................................................................................. 36
b. Selected scenes in Djarum Super television advertisement........................ 37
3.3.2 Data Analysis .................................................................................................... 46
3.3.3 Data Presentation .............................................................................................. 47
CHAPTER IV FINDINGS AND DISCUSSION ................................................... 52
4.1 The Representation of Masculinity in Djarum Super Television
Advertisements...................................................................................................57
4.1.1 The representation of masculinity in Djarum Super television
advertisement “Clouds” version....................................................................... 52
4.1.2 The representation of masculinity in Djarum Super television
advertisement “My Great adventure Indonesia” version................................ 69
4.1.3 The representation of masculinity in Djarum Super television
vii
Iis Ismawati, 2015
The Representation of Masculinity in D jarum Super Television Advertisements
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu
advertisement “My Great adventure Indonesia continuous” version ............. 87
4.1.4 The representation of masculinity in Djarum Super television
advertisement “Ice Berg” version.................................................................. 105
4.1.5 The representation of masculinity in Djarum Super television
advertisement “Race” version ........................................................................ 123
4.2 Finding and discussion from the representation of masculinity in Djarum
super television advertisement ....................................................................... 140
4.2.1 The differences between how is masculinity represented in Djarum Super
television advertisement and how is masculinity represented nowadays .......143
.
CHAPTER V CONCLUSIONS AND SUGGESTIONS .................................... 145
5.1 Conclusions......................................................................................................... 145
5.2 Suggestions......................................................................................................... 147
REFERENCES....................................................................................................... 149
APPENDICES........................................................................................................ 155
viii
Iis Ismawati, 2015
The Representation of Masculinity in D jarum Super Television Advertisements
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu
STATEMENT OF AUTHORIZATION ................................................................... i
PREFACE .................................................................................................................. ii
ACKNOWLEDGMENT .......................................................................................... iii
ABSTRACT ................................................................................................................ v
TABLE OF CONTENTS ......................................................................................... vi
LIST OF FIGURES ................................................................................................... x
LIST OF TABLES .................................................................................................... xi
CHAPTER I INTRODUCTION .............................................................................. 1
1.1 Background of the Study ....................................................................................... 1
1.2 Reason for choosing the topic ................................................................................ 5
1.3 Scope of the study .................................................................................................. 6
1.4 Research question………....................................................................................... 6
1.5 Aims of the study ....................................................................................................6
1.6 Research Methodology .................................... ......................................................6
1.6.1 Design…………………………………………………………………………….8
1.6.2 Data Collection... ................................................................................................ 9
1.6.3 Data Analysis... ................................................................................................... 9
1.7 The Organization of Paper... .................................................................................. 9
1.8 Clarification of Key Terms… .................................................................................9
CHAPTER II THEORETICAL FOUNDATION ................................................. 10
2.1 Masculinity ...........................................................................................................10
2.2 Representation………………... ...........................................................................11
2.2.1 Masculinity vs Femininity..................................................................................1
2.3 Sign…… ...............................................................................................................15
2.3.1 Ferdinand De Sausurre’s model of sign .............................................................15
vi
Iis Ismawati, 2015
The Representation of Masculinity in D jarum Super Television Advertisements
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu
2.3.2 Peirce’s triangle model of sign……………………...............................................16
2.4 Semiotics................................................................................................................18
2.5 Barthes model of sign….. .................................................................................... 19
2.6 Myth………………………………..…………………………………………….21
2.7 Advertisements………………………………..…………………………………21
2.7.1 Types of advertisements………………….……………………………………22
2.7.2 The Visual Elements of Television Advertisements …................................... .24
2.7.3 The Role of Color in Advertisement ................................................................ 29
2.7.4 Cigarettes television Advertisement ..................................................................31
2.8 Previous Studies ....................................................................................................33
CHAPTER III RESEARCH METHODOLOGY..................................................35
3.1 Statement of Problems ..........................................................................................35
3.2 Research Method ................................................................................................. 35
3.3 Research Procedures ............................................................................................ 36
3.3.1 Data Collection.................................................................................................. 36
a. Data Resource............................................................................................. 36
b. Selected scenes in Djarum Super television advertisement........................ 37
3.3.2 Data Analysis .................................................................................................... 46
3.3.3 Data Presentation .............................................................................................. 47
CHAPTER IV FINDINGS AND DISCUSSION ................................................... 52
4.1 The Representation of Masculinity in Djarum Super Television
Advertisements...................................................................................................57
4.1.1 The representation of masculinity in Djarum Super television
advertisement “Clouds” version....................................................................... 52
4.1.2 The representation of masculinity in Djarum Super television
advertisement “My Great adventure Indonesia” version................................ 69
4.1.3 The representation of masculinity in Djarum Super television
vii
Iis Ismawati, 2015
The Representation of Masculinity in D jarum Super Television Advertisements
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu
advertisement “My Great adventure Indonesia continuous” version ............. 87
4.1.4 The representation of masculinity in Djarum Super television
advertisement “Ice Berg” version.................................................................. 105
4.1.5 The representation of masculinity in Djarum Super television
advertisement “Race” version ........................................................................ 123
4.2 Finding and discussion from the representation of masculinity in Djarum
super television advertisement ....................................................................... 140
4.2.1 The differences between how is masculinity represented in Djarum Super
television advertisement and how is masculinity represented nowadays .......143
.
CHAPTER V CONCLUSIONS AND SUGGESTIONS .................................... 145
5.1 Conclusions......................................................................................................... 145
5.2 Suggestions......................................................................................................... 147
REFERENCES....................................................................................................... 149
APPENDICES........................................................................................................ 155
viii
Iis Ismawati, 2015
The Representation of Masculinity in D jarum Super Television Advertisements
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu