DOI: https://doi.org/10.9744/scriptura.2.1.38-47

REPRESENTASI NASIONALISME DALAM IKLAN KORPORAT PT. GUDANG GARAM TBK

Ria Angelia Wibisono

Abstract


Representation of Nationalism in Corporate Advertising of PT. Gudang Garam Tbk. Nationalism is a psychological condition in which somebody surrenders his loyalty to nation state in the name of a nation. While representation is something refers to message, by which reality is encoded in communication; by words, sound, image, or their combination. This thesis explains about how nationalism is represented in the corporate advertising of PT.Gudang Garam Tbk. version “Rumahku Indonesiaku” and “Rumahku Indonesiaku: Cahaya Asa”. This is a qualitative research using semiotics method, based on the codes of television theory by John Fiske, syntagm-paradigm concept by Saussure, and the grammar of film and television. The nationalism represented in the advertising consists of self-determination, solidarity, patriotism, social justice, and national identity. Although the advertising is a Corporate Social Responsibility campaign, it still contains particular symbol refers to usual symbol that represents Gudang Garam cigarette product.

Keywords


representation, nationalism, corporate advertising, Television semiotics

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DOI: https://doi.org/10.9744/scriptura.2.1.38-47



The Journal is published by The Institute of Research & Community Outreach - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of National Education - Republic of Indonesia.

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