Representasi Liburan pada Masa Pandemi Covid-19 dalam Iklan Coklat Ritter Sport Edisi ,,Fernweh"

MARSELY PUTRI RISTANTI, . (2022) Representasi Liburan pada Masa Pandemi Covid-19 dalam Iklan Coklat Ritter Sport Edisi ,,Fernweh". Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mendeskripsikan representasi liburan pada masa pandemi Covid-19 dalam iklan coklat Ritter Sport edisi ,,Fernweh”. Iklan di analisis menggunakan semiotika Charles Sanders Peirce segitiga makna yaitu representamen, objek dan interpretan. Penelitian ini menggunakan penelitian kualitatif deskriptif dengan data berupa tiga iklan coklat Ritter Sport edisi ,,Fernweh” yaitu iklan coklat Hula Hula, Buenos Dίas, dan Marhaba. Dari hasil analisis ketiga iklan coklat dapat diinterpretasikan bahwa iklan-iklan tersebut merepresentasikan suasana berlibur ke negara-negara beriklim tropis seperti pergi berlibur ke pantai tropis Hawaii, margasatwa Kosta Rika dan gurun pasir Maroko yang dihadirkan di rumah karena dalam suasana pandemi Covid-19. Hasil analisis juga dapat diinterpretasikan bahwa masyarakat Jerman biasanya mengisi liburan musim panas dengan pergi berlibur ke negara-negara tropis. Tetapi hal tersebut tidak dapat dilakukan di masa pandemi untuk mencegah penyebaran virus. Oleh karena itu editor iklan Ritter Sport menghadirkan suasana di rumah seakan-akan sedang berlibur ke negara-negara beriklim tropis yang dikemas melalui tanda-tanda semiotik pada iklan edisi khusus Ritter Sport yang diluncurkan di musim panas tahun 2021 saat pandemi Covid-19. Berdasarkan hasil analisis ketiga data, dapat disimpulkan bahwa melalui visualisasi iklan dan varian coklat edisi khusus ,,Fernweh”, pembaca iklan atau konsumen dapat merasakan liburan seakan-akan sedang berlibur ke negara tropis. Hal tersebut karena pada saat peluncuran iklan ini bertepatan dengan liburan musim panas pada masa pandemi Covid-19. This study aims to describe the representation of holidays during Covid-19 pandemic in the chocolate advertisement of Ritter Sport ,,Fernweh” edition. Advertisements are analyzed using the semiotics of Charles Sanders Peirce's triangle of meaning, namely representamen, object and interpretant. This study uses descriptive qualitative research with data in the form of three advertisements for chocolate Ritter Sport edition ,,Fernweh”, namely Hula Hula, Buenos Dίas, and Marhaba chocolate advertisements. From the results of the analysis of the three chocolate advertisements, it can be interpreted that these advertisements represent the atmosphere of vacationing in tropical countries such as going on vacation to the tropical beaches of Hawaii, Costa Rica wildlife and the Moroccan desert that are presented at home due to the Covid-19 pandemic. The results of the analysis can also be interpreted that German people usually spend their summer holidays by going on vacation to tropical countries. But this cannot be done during a pandemic to prevent the spread of the virus. Therefore, the advertising editor of Ritter Sport presents an atmosphere at home as if on vacation to tropical countries which are packaged through semiotic signs in the advertisement for the special edition of Ritter Sport which was launched in the summer of 2021 during the Covid-19 pandemic. Based on the results of the analysis of the three data, it can be concluded that through the visualization of advertisements and special edition chocolate variants ,,Fernweh”, readers or consumers can feel a vacation as if they were on vacation in a tropical country. This is because at the time of the launch of this ad it coincided with the summer vacation during the Covid-19 pandemic.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Erna Triswantini, M.Pd. 2). M. Nur Ashar Asnur, M.Hum.
Subjects:	Bahasa dan Kesusastraan > Bahasa Jerman
Divisions:	FBS > S1 Pendidikan Bahasa Jerman
Depositing User:	Users 14034 not found.
Date Deposited:	09 Mar 2022 01:48
Last Modified:	09 Mar 2022 01:48
URI:	http://repository.unj.ac.id/id/eprint/23809

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