{"id":7617,"date":"2020-02-22T10:43:40","date_gmt":"2020-02-22T03:43:40","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=7617"},"modified":"2020-07-28T12:01:07","modified_gmt":"2020-07-28T05:01:07","slug":"semiotika-iklan","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2020\/02\/semiotika-iklan\/","title":{"rendered":"Semiotika Iklan"},"content":{"rendered":"<p style=\"text-align: justify\">Semiotika adalah suatu ilmu atau metode analisis untuk mengkaji tanda. Hal itu dapat berupa pengalaman, pikiran, gagasan atau perasaan. Jika sesuatu, misalnya A adalah asap hitam yang mengepul di kejauhan, maka dapat mewakili B, yaitu misalnya sebuah kebakaran (pengalaman). Tanda semacam itu dapat disebut sebagai indeks; yakni antara A dan B ada keterkaitan (<em>contiguity<\/em>). Sebuah foto atau gambar adalah tanda yang disebut ikon. Foto mewakili suatu kenyataan tertentu atas dasar kemiripan atau <em>similarity<\/em> (foto mantan presiden Suharto, mewakili orang yang bersangkutan, jadi merupakan suatu pengalaman). Tanda juga bisa berupa lambang, jika hubungan antara tanda itu dengan yang diwakilinya didasarkan pada perjanjian (<em>convention<\/em>), misalnya lampu merah yang mewakili \u201clarangan (gagasan)\u201d berdasarkan perjanjian yang ada dalam masyarakat. Burung Dara sudah diyakini sebagai tanda atau lambang perdamaian; burung Dara tidak begitu saja bisa diganti dengan burung atau hewan yang lain.<\/p>\n<p style=\"text-align: justify\">Tanda adalah sesuatu yang mewakili sesuatu, apabila \u201csesuatu\u201d disampaikan melalui tanda dari pengirim kepada penerima, maka sesuatu tersebut bisa disebut sebagai \u201cpesan\u201d. Iklan dalam konteks semiotika dapat diamati sebagai suatu upaya menyampaikan pesan dengan menggunakan seperangkat tanda dalam suatu sistim. Dalam semiotika, iklan dapat diamati dan dibuat berdasarkan suatu hubungan antara <em>signifier <\/em>(<em>signifiant<\/em>) atau penanda dan <em>signified <\/em>(<em>signifie<\/em>) atau petanda, seperti halnya tanda pada umumnya, yang merupakan kesatuan yang tidak bisa dilepaskan antara penanda dan petanda.<\/p>\n<p style=\"text-align: justify\">Iklan tidak sekedar menyampaikan informasi tentang suatu produk (ide,jasa dan barang) tetapi iklan sekaligus memiliki sifat \u201cmendorong\u201d dan \u201cmembujuk\u201d agar orang menyukai, memilih kemudian membeli (Hoed 1992). Bentuk primitif iklan adalah antara lain teriakan penjual yang berkeliling menjajakan dagangannya dari rumah ke rumah. Dalam perkembangan terakhir iklan sudah sampai pada pemanfaatan kecanggihan teknologi komunikasi dan informasi melalui media interaktif dan <em>cyber <\/em>yaitu melalui internet dalam berbagai bentuknya.<\/p>\n<p style=\"text-align: justify\">Konteks budaya menjadi satu acuan yang tidak bisa dilepaskan begitu saja dalam kaitannya atas keberhasilan komunikasi suatu iklan. Pria berkuda yang memiliki konotasi kejantanan, kegagahan belum tentu sesuai dengan konteks budaya suatu kelompok masyarakat tertentu. Pria berkuda bisa memiliki makna berbeda, seperti keberadaan kaum bawah yang selalu identik dengan berkuda. Penanda (<em>signifier<\/em>) pria berkuda bisa memiliki petanda (<em>signified<\/em>) \u201corang rendahan\u201d. Tanda memang tidak dapat dilepaskan dengan konteksnya, sebagai contoh tanda lalu-lintas (lampu lalu-lintas) berguna pada saat dia dipasang di jalan raya. Tanda itu tidak akan ada gunanya apabila dipasang di ladang tebu di pedalaman suku terasing.<\/p>\n<p style=\"text-align: justify\"><em><strong>Daftar Pustaka<\/strong><\/em><\/p>\n<p style=\"text-align: justify\"><em><strong>\u00a0<\/strong>Sudjiman, Panuti dan Aart Van Zoest, \u201cSerba-serbi Semiotika\u201d, PT Gramedia Pustaka<\/em><\/p>\n<p style=\"text-align: justify\"><em>Noth,Winfried, \u201cHandbook of Semiotica\u201d Indiana University Press, Bloomington and Indianapolis, 1992.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Semiotika adalah suatu ilmu atau metode analisis untuk mengkaji tanda. Hal itu dapat berupa pengalaman, pikiran, gagasan atau perasaan. Jika sesuatu, misalnya A adalah asap hitam yang mengepul di kejauhan, maka dapat mewakili B, yaitu misalnya sebuah kebakaran (pengalaman). Tanda semacam itu dapat disebut sebagai indeks; yakni antara A dan B ada keterkaitan (contiguity). Sebuah [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":7620,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[125],"tags":[],"class_list":["post-7617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-visual-communication-design"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Semiotika Iklan | BINUS UNIVERSITY MALANG | Pilihan Universitas Terbaik di Malang<\/title>\n<meta name=\"description\" content=\"BINUS University Malang Merupakan Universitas Terbaik di Malang dengan Program Computer Science, Entrepreneurship Bussiness Creation, Computer Science, Interior Design, Communication, Public Relations, Visual Communication Design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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