iii ABSTRAK
Anisa Nurfitria, 210110090196, 2013. Skripsi ini berjudul Brand Personality Kratingdaeng Dalam Advergames Mission RealPossible: Studi Analisis Semiotika Roland Barthes Terhadap Brand Personality Kratingdaeng Dalam Advergames Mission RealPossible. Pembimbing Utama Uud Wahyudin, S.Sos.,M.Si. dan pembimbing pendamping Nindi Aristi, S.Sos.,M.Comm. Jurusan Manajemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Jatinangor.
Penelitian bertujuan memaparkan makna denotasi, konotasi, serta mitos yang dihasilkan oleh teks-teks yang terdapat di dalam advergames Mission RealPossible berdasarkan teori semiotika Roland Barthes . Analisis teks dilakukan meliputi penampilan visual dari advergames Mission RealPossible, gameplay yang dimiliki, serta media advergames itu sendiri. Skripsi ini menggunakan teknik pengumpulan data secara kualitatif dengan cara analisis teks, observasi, wawancara mendalam, serta studi kepustakaan.
Hasil penelitian menunjukkan bahwa advergames Mission RealPossible mengandung unsur brand personality dari merek Kratingdaeng, yaitu ‘muda’, ‘energik’, ‘open-minded’, dan ‘modern’. Dari makna denotasi dan konotasi yang ada, mitos-mitos yang teridentifikasi adalah sebagai berikut; ‘Kratingdaeng adalah minuman supir Pantura’, ‘Kratingdaeng tidak boleh diminum wanita’, ‘Minuman energi sebenarnya tidak menambah energi’, ‘Kratingdaeng dapat menambah kekuatan khusus laki-laki’, ‘Pendapat diri sendiri selalu benar’, ‘Sesuatu yang baru hanya bersifat negatif’, ‘Minuman energi selalu menampilkan citra kampungan di dalam iklannya’, dan ‘Sesuatu yang modern pasti mahal’.
ABSTRACT
Anisa Nurfitria. 210110090196. 2013. The title of this undergraduate thesis is The Brand Personality of Kratingdaeng in Advergames Mission RealPossible: A Semiotic Analysis of Roland Barthes to the Brand Personality of Kratingdaeng in
Advergames Mission RealPossible. The supervisors are Uud Wahyudin, S.Sos.,M.Si and Nindi Aristi, S.Sos.,M.Comm.
The aim of the research is to explain both the denotation and connotation meaning and also to explain the myth generated by the text on advergames Mission RealPossible according to Roland Barthes’s theory of semiotic.
This undergraduate thesis uses Roland Barthes’s theory of semiotic and qualitative data collection techniques is used in the research. The results generated from this research shows that advergames Mission RealPossible does contain elements of brand personalities in every aspect of the advergames. The brand personalities contained in the advergames are ‘young’, ‘energetic’, open -minded’, and ’modern’.
From the connotation and denotation meanings that exist, the myth that is identified are ‘Kratingdaeng is the Pantura driver’s drink’, ‘No women can drink Kratingdaeng’, ‘Energy drink actually do not increases energy’, ‘Kratingdaeng can increase the men’s strength’, ‘Self opinion is always right’, ‘Something new is always negative’, ‘energy drinks’s commercial always shown in a traditional way’, and ‘Modernity means expensive’.
