CD-ROM

Pemaknaan Khalayak tentang Iklan Gojek versi Cerdikiawan (Analisis Resepsi pada Mahasiswa UNMER Malang) (CD + Cetak)

---

The clever version of Gojek's advertisement is one of the advertisements that is viral in 2019 and is widely discussed in many places, and in the same year in 2019 the Gojek advertisement received an award from the imagery of the creative advertisement category with a duration of sixty seconds, then the researcher wants to find out the meaning- the meaning contained in the clever version of the Gojek advertisement whose data and information are obtained from the public.

The research objective to be achieved is to find out the meanings in the intellectual version of Gojek's advertisement using qualitative research methods using the theory of reception analysis. Where a single role is held by the audience and not the sender of the message. In the analysis of the meaningful reception obtained from the audience, there are three types of consumption, namely dominant consumption which means that there is no difference in interpretation between the sender of the message and the recipient of the message, the second is the meaning of negotiation, which means that the recipient of the message tends to reject the intent and purpose or is different from that other, and the last one is the eating of opposition, the last meaning is that the meaning of the opposition will have a contrasting or different view from the sender of the message based on his background ideology.

The research method used by the researcher is a qualitative research method with a reception analysis theory approach. The reason for choosing qualitative research methods is because the result to be achieved or obtained is a written description or argument from the informants.

The results of the research in looking for the meanings in intellectual advertising according to the reception analysis, there are two meanings, namely the dominant meaning and the negotiation meaning, the dominant meaning in this study emphasizes the results of the creative meaning in the intellectual advertisement, while the negotiation meaning shows that this ad only shows a scene. style versus work.

Keywords : Meanings, Audience, Reception analysis.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

034 KOM2020 KUS p

Penerbit

Malang : Program Studi Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik UNMER Malang., 2020

Deskripsi Fisik

PDF, 2.826 KB

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

034 KOM 2020

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

RECEPTION ANALYSIS
MEANING
AUDIENCE

Info Detail Spesifik

-

Pernyataan Tanggungjawab

-

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar