S ING 1002743 Table of Content
TABLE OF CONTENTS
STATEMENT OF AUTHORIZATION ............................Error! Bookmark not defined.
PREFACE ..........................................................................Error! Bookmark not defined.
ACKNOWLEDGEMENT .................................................Error! Bookmark not defined.
ABSTRACT.......................................................................Error! Bookmark not defined.
TABLE OF CONTENTS .................................................................................................... 1
LIST OF TABLES .............................................................................................................. 4
LIST OF FIGURES ............................................................................................................ 5
CHAPTER I .......................................................................Error! Bookmark not defined.
INTRODUCTION .............................................................Error! Bookmark not defined.
1.1 Background of the Study .........................................Error! Bookmark not defined.
1.2 Research Questions ..................................................Error! Bookmark not defined.
1.3 Aims of the Study ....................................................Error! Bookmark not defined.
1.4 Scope of the Study ...................................................Error! Bookmark not defined.
1.5 Significance of the Study .........................................Error! Bookmark not defined.
1.6 Clarification of Key Terms ......................................Error! Bookmark not defined.
1.7 Organization of the Paper ........................................Error! Bookmark not defined.
CHAPTER II......................................................................Error! Bookmark not defined.
THEORETICAL FRAMEWORK .....................................Error! Bookmark not defined.
2.1 Semiotics ..................................................................Error! Bookmark not defined.
2.1.1 The Saussure’s Model of Sign ..........................Error! Bookmark not defined.
2.1.2 The Peirce’s Model of Sign ..............................Error! Bookmark not defined.
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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2.1.3 Barthes’s Orders of Signification ......................Error! Bookmark not defined.
2.2 Advertisement ..........................................................Error! Bookmark not defined.
2.2.1 Television Advertisement .................................Error! Bookmark not defined.
2.2.2 Types of Television Advertisements .................Error! Bookmark not defined.
2.2.3 Advertisement and Ideology .............................Error! Bookmark not defined.
2.3 Representation..........................................................Error! Bookmark not defined.
2.4 The Visual Elements of Television Advertisement .Error! Bookmark not defined.
2.5 Youth .......................................................................Error! Bookmark not defined.
2.6 About SilverQueen...................................................Error! Bookmark not defined.
2.7 Previous Studies .......................................................Error! Bookmark not defined.
CHAPTER III ....................................................................Error! Bookmark not defined.
RESEARCH METHODOLOGY .......................................Error! Bookmark not defined.
3.1 Research Design.......................................................Error! Bookmark not defined.
3.2 Data Collection ........................................................Error! Bookmark not defined.
3.3 Data Analysis ...........................................................Error! Bookmark not defined.
CHAPTER IV ....................................................................Error! Bookmark not defined.
FINDINGS AND DISCUSSION .......................................Error! Bookmark not defined.
4.1 FINDINGS ...............................................................Error! Bookmark not defined.
4.1.1 The Youth Representation in SilverQueen Television Advertisement ‘Road Trip’
Version (2002) ...........................................................Error! Bookmark not defined.
4.1.2 The Youth Representation in SilverQueen Television Advertisement ‘Ocean’
Version (2004) ...........................................................Error! Bookmark not defined.
4.1.3 The Youth Representation in SilverQueen Television Advertisement ‘Balloon’
Version (2007) ...........................................................Error! Bookmark not defined.
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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4.1.4 The Youth Representation in SilverQueen Television Advertisement ‘Moveable
Feast’ Version (2009) ................................................Error! Bookmark not defined.
4.1.5 The Youth Representation in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012) ............................................Error! Bookmark not defined.
4.2 DISCUSSION ..........................................................Error! Bookmark not defined.
4.2.1 Youth Representation in SilverQueen Television Advertisements ........... Error!
Bookmark not defined.
4.2.2 The Ideologies Reflected in Youth Representation in SilverQueen Television
Advertisements ..........................................................Error! Bookmark not defined.
CHAPTER V .....................................................................Error! Bookmark not defined.
CONCLUSION AND SUGGESTIONS ............................Error! Bookmark not defined.
5.1 Conclusion ...............................................................Error! Bookmark not defined.
5.2 Suggestions ..............................................................Error! Bookmark not defined.
REFERENCES ..................................................................Error! Bookmark not defined.
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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LIST OF TABLES
Table 2.1 Connotation in Color …..................….………………………………..18
Table 3.1 Selected Scenes of SilverQueen television advertisement ‘Road Trip’
Version ………………….......................................................................................23
Table 3.2 Selected Scenes of SilverQueen television advertisement ‘Ocean’ Version
………………..………………………....…………………………………...……25
Table 3.3 Selected Scenes of SilverQueen television advertisement ‘Balloon’ Version
…………………………………………...………………………………………. 26
Table 3.4 Selected Scenes of SilverQueen television advertisement ‘Moveable Feast’
Version ….. ............................................................................................................27
Table 3.5 Selected Scenes of SilverQueen television advertisement ‘Beautiful
Journey’ Version …................................................…………..……………. .........29
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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LIST OF FIGURES
Figure 2.1 Saussure’s Model of Sign ………..………............................................8
Figure 2.2 Peirce’s Model of Sign ……………………………………………......9
Figure 4.1 Main Actors and Actresses in SilverQueen Television Advertisement
‘Road Trip’ Version (2002)………….………………………………...................32
Figure 4.2 Additional Actors and Actresses in SilverQueen Television Advertisement
‘Road Trip’ Version (2002)………………………….……………………...........40
Figure 4.3 The First Setting in SilverQueen Television Advertisement ‘Road Trip’
Version (2002) ……………………………………………..…….........................43
Figure 4.4 The Second Setting in SilverQueen Television Advertisement ‘Road Trip’
Version (2002) …………………………………………..................................….44
Figure 4.5 The Third Setting in SilverQueen Television Advertisement ‘Road Trip’
Version (2002) ……………………………………………...................................45
Figure 4.6 Property in SilverQueen Television Advertisement ‘Road Trip’ Version
(2002) ……………………………………………................................................47
Figure 4.7 Actors and Actresses in SilverQueen Television Advertisement ‘Ocean’
Version (2004)……………………………………………...................................49
Figure 4.8 The First Setting in SilverQueen Television Advertisement ‘Ocean’
Version (2004) ……………………………………………..................................56
Figure 4.9 The Second Setting in SilverQueen Television Advertisement ‘Ocean’
Version (2004)………...…………………………................................................57
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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Figure 4.10 The Third Setting in SilverQueen Television Advertisement ‘Ocean’
Version (2004) …………………………………………….................................58
Figure 4.11 Property in SilverQueen Television Advertisement ‘Ocean’ Version
(2004) ……………………………………………................................................60
Figure 4.12 Actors and Actresses in SilverQueen Television Advertisement ‘Balloon’
Version (2007)…………………………………………..................…………….61
Figure 4.13 The First Setting in SilverQueen Television Advertisement ‘Balloon’
Version (2007) ……………………………………………..................................69
Figure 4.14 The Second Setting in SilverQueen Television Advertisement ‘Balloon’
Version (2007) ……………………………………………..................................70
Figure 4.15 Property in SilverQueen Television Advertisement ‘Balloon’ Version
(2007) ……………………………………………................................................72
Figure 4.16 Actors and Actresses in SilverQueen Television Advertisement
‘Moveable Feast’ Version (2009)……………………………………………......73
Figure 4.17 The First Setting in SilverQueen Television Advertisement ‘Moveable
Feast’ Version (2009)……………………………………………........................82
Figure 4.18 The Second Setting in SilverQueen Television Advertisement ‘Moveable
Feast’ Version (2009)……………………………………………........................83
Figure 4.19 Property in SilverQueen Television Advertisement ‘Moveable Feast’
Version (2009)……………………………………………...................................84
Figure 4.20 Actors and Actresses in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012)………………………………………………………....86
Figure 4.21 The First Setting in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012)………………………………………………………....94
Figure 4.22 The Second Setting in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012)………………………………………………………....95
Figure 4.23 Property in SilverQueen Television Advertisement ‘Beautiful Journey’
Version (2012)…………………………………………..….................................96
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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STATEMENT OF AUTHORIZATION ............................Error! Bookmark not defined.
PREFACE ..........................................................................Error! Bookmark not defined.
ACKNOWLEDGEMENT .................................................Error! Bookmark not defined.
ABSTRACT.......................................................................Error! Bookmark not defined.
TABLE OF CONTENTS .................................................................................................... 1
LIST OF TABLES .............................................................................................................. 4
LIST OF FIGURES ............................................................................................................ 5
CHAPTER I .......................................................................Error! Bookmark not defined.
INTRODUCTION .............................................................Error! Bookmark not defined.
1.1 Background of the Study .........................................Error! Bookmark not defined.
1.2 Research Questions ..................................................Error! Bookmark not defined.
1.3 Aims of the Study ....................................................Error! Bookmark not defined.
1.4 Scope of the Study ...................................................Error! Bookmark not defined.
1.5 Significance of the Study .........................................Error! Bookmark not defined.
1.6 Clarification of Key Terms ......................................Error! Bookmark not defined.
1.7 Organization of the Paper ........................................Error! Bookmark not defined.
CHAPTER II......................................................................Error! Bookmark not defined.
THEORETICAL FRAMEWORK .....................................Error! Bookmark not defined.
2.1 Semiotics ..................................................................Error! Bookmark not defined.
2.1.1 The Saussure’s Model of Sign ..........................Error! Bookmark not defined.
2.1.2 The Peirce’s Model of Sign ..............................Error! Bookmark not defined.
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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2.1.3 Barthes’s Orders of Signification ......................Error! Bookmark not defined.
2.2 Advertisement ..........................................................Error! Bookmark not defined.
2.2.1 Television Advertisement .................................Error! Bookmark not defined.
2.2.2 Types of Television Advertisements .................Error! Bookmark not defined.
2.2.3 Advertisement and Ideology .............................Error! Bookmark not defined.
2.3 Representation..........................................................Error! Bookmark not defined.
2.4 The Visual Elements of Television Advertisement .Error! Bookmark not defined.
2.5 Youth .......................................................................Error! Bookmark not defined.
2.6 About SilverQueen...................................................Error! Bookmark not defined.
2.7 Previous Studies .......................................................Error! Bookmark not defined.
CHAPTER III ....................................................................Error! Bookmark not defined.
RESEARCH METHODOLOGY .......................................Error! Bookmark not defined.
3.1 Research Design.......................................................Error! Bookmark not defined.
3.2 Data Collection ........................................................Error! Bookmark not defined.
3.3 Data Analysis ...........................................................Error! Bookmark not defined.
CHAPTER IV ....................................................................Error! Bookmark not defined.
FINDINGS AND DISCUSSION .......................................Error! Bookmark not defined.
4.1 FINDINGS ...............................................................Error! Bookmark not defined.
4.1.1 The Youth Representation in SilverQueen Television Advertisement ‘Road Trip’
Version (2002) ...........................................................Error! Bookmark not defined.
4.1.2 The Youth Representation in SilverQueen Television Advertisement ‘Ocean’
Version (2004) ...........................................................Error! Bookmark not defined.
4.1.3 The Youth Representation in SilverQueen Television Advertisement ‘Balloon’
Version (2007) ...........................................................Error! Bookmark not defined.
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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4.1.4 The Youth Representation in SilverQueen Television Advertisement ‘Moveable
Feast’ Version (2009) ................................................Error! Bookmark not defined.
4.1.5 The Youth Representation in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012) ............................................Error! Bookmark not defined.
4.2 DISCUSSION ..........................................................Error! Bookmark not defined.
4.2.1 Youth Representation in SilverQueen Television Advertisements ........... Error!
Bookmark not defined.
4.2.2 The Ideologies Reflected in Youth Representation in SilverQueen Television
Advertisements ..........................................................Error! Bookmark not defined.
CHAPTER V .....................................................................Error! Bookmark not defined.
CONCLUSION AND SUGGESTIONS ............................Error! Bookmark not defined.
5.1 Conclusion ...............................................................Error! Bookmark not defined.
5.2 Suggestions ..............................................................Error! Bookmark not defined.
REFERENCES ..................................................................Error! Bookmark not defined.
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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LIST OF TABLES
Table 2.1 Connotation in Color …..................….………………………………..18
Table 3.1 Selected Scenes of SilverQueen television advertisement ‘Road Trip’
Version ………………….......................................................................................23
Table 3.2 Selected Scenes of SilverQueen television advertisement ‘Ocean’ Version
………………..………………………....…………………………………...……25
Table 3.3 Selected Scenes of SilverQueen television advertisement ‘Balloon’ Version
…………………………………………...………………………………………. 26
Table 3.4 Selected Scenes of SilverQueen television advertisement ‘Moveable Feast’
Version ….. ............................................................................................................27
Table 3.5 Selected Scenes of SilverQueen television advertisement ‘Beautiful
Journey’ Version …................................................…………..……………. .........29
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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LIST OF FIGURES
Figure 2.1 Saussure’s Model of Sign ………..………............................................8
Figure 2.2 Peirce’s Model of Sign ……………………………………………......9
Figure 4.1 Main Actors and Actresses in SilverQueen Television Advertisement
‘Road Trip’ Version (2002)………….………………………………...................32
Figure 4.2 Additional Actors and Actresses in SilverQueen Television Advertisement
‘Road Trip’ Version (2002)………………………….……………………...........40
Figure 4.3 The First Setting in SilverQueen Television Advertisement ‘Road Trip’
Version (2002) ……………………………………………..…….........................43
Figure 4.4 The Second Setting in SilverQueen Television Advertisement ‘Road Trip’
Version (2002) …………………………………………..................................….44
Figure 4.5 The Third Setting in SilverQueen Television Advertisement ‘Road Trip’
Version (2002) ……………………………………………...................................45
Figure 4.6 Property in SilverQueen Television Advertisement ‘Road Trip’ Version
(2002) ……………………………………………................................................47
Figure 4.7 Actors and Actresses in SilverQueen Television Advertisement ‘Ocean’
Version (2004)……………………………………………...................................49
Figure 4.8 The First Setting in SilverQueen Television Advertisement ‘Ocean’
Version (2004) ……………………………………………..................................56
Figure 4.9 The Second Setting in SilverQueen Television Advertisement ‘Ocean’
Version (2004)………...…………………………................................................57
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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Figure 4.10 The Third Setting in SilverQueen Television Advertisement ‘Ocean’
Version (2004) …………………………………………….................................58
Figure 4.11 Property in SilverQueen Television Advertisement ‘Ocean’ Version
(2004) ……………………………………………................................................60
Figure 4.12 Actors and Actresses in SilverQueen Television Advertisement ‘Balloon’
Version (2007)…………………………………………..................…………….61
Figure 4.13 The First Setting in SilverQueen Television Advertisement ‘Balloon’
Version (2007) ……………………………………………..................................69
Figure 4.14 The Second Setting in SilverQueen Television Advertisement ‘Balloon’
Version (2007) ……………………………………………..................................70
Figure 4.15 Property in SilverQueen Television Advertisement ‘Balloon’ Version
(2007) ……………………………………………................................................72
Figure 4.16 Actors and Actresses in SilverQueen Television Advertisement
‘Moveable Feast’ Version (2009)……………………………………………......73
Figure 4.17 The First Setting in SilverQueen Television Advertisement ‘Moveable
Feast’ Version (2009)……………………………………………........................82
Figure 4.18 The Second Setting in SilverQueen Television Advertisement ‘Moveable
Feast’ Version (2009)……………………………………………........................83
Figure 4.19 Property in SilverQueen Television Advertisement ‘Moveable Feast’
Version (2009)……………………………………………...................................84
Figure 4.20 Actors and Actresses in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012)………………………………………………………....86
Figure 4.21 The First Setting in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012)………………………………………………………....94
Figure 4.22 The Second Setting in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012)………………………………………………………....95
Figure 4.23 Property in SilverQueen Television Advertisement ‘Beautiful Journey’
Version (2012)…………………………………………..….................................96
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
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Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION
ADVERTISEMENTS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu