Recommendations of Ads Text (Writing and Visual) that Can Break the Myth: A Lot of Luck of Having Many Children in Indonesia: The Combination Between Semiotic and Sociological Analysis
Humanities and Social Sciences
Volume 3, Issue 2, March 2015, Pages: 64-74
Received: Jan. 4, 2015; Accepted: Jan. 29, 2015; Published: Feb. 13, 2015
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Author
Muhamad Gibraltar M.Si, Department of Communication, School of Communication, International Relations, and Law, President University, Bekasi, Indonesia
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Abstract
The Purpose of this study was to design the advertisement consists of the counter myth: A lot of Luck of having only two children (Hanya Mempunyai Dua Anak, Banyak Rejeki) that able to break the “Myth”: A lot of luck of having many children (Banyak anak, banyak rejeki) in Indonesia. Moreover, this ads must contain the counter myth: A lot of luck of having two children (Dua Anak, Banyak Rejeki). Afterwards, the myth was transformed into writing and view text using the concept of new poetry, and figure of speech (comparison, and confirmation). Also, the myth was treated into the visual text using the semiotic theory of Roland Barthes, combined with other theoretical frameworks such as The Concreteness of Signifier and Signified, Camera Movement (Arthur Asa Berger), Barker (Color Theories), Darmaprawira and Mas Dian (Local Color Theories), and Mark L. Knapp (Nonverbal Communication). Moreover, There are two kinds of findings at this applied research: the first finding is about the new poetry for the writing ad text, composed by the several figure of speeches, such as: Hyperbole, Anthropomorphism, Personification, Metonymy, and Repetition, and the thought from C. Wright Mills of The Sociological Imagination. Then, the poetry will be equipped with the sixteen scenes (including the recommended duration of time) of visual texts, equipped with the semiotic theory of Roland Barthes, and (again) the Sociological Imagination of C. Wright Mills.
Keywords
Myth, Counter Myth, Semiotic, Sociological Imagination
To cite this article
Muhamad Gibraltar M.Si, Recommendations of Ads Text (Writing and Visual) that Can Break the Myth: A Lot of Luck of Having Many Children in Indonesia: The Combination Between Semiotic and Sociological Analysis, Humanities and Social Sciences. Vol. 3, No. 2, 2015, pp. 64-74. doi: 10.11648/j.hss.20150302.11
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