BARTHES’ MYTH INTERPRETATION IN NIKE “What Will They
Say About You?” ADVERTISEMENT
TERM PAPER
By
IZNIATIH
2014130073
STRATA ONE (S-1) OF ENGLISH DEPARTMENT
FACULTY OF LETTERS
UNIVERSITY OF DARMA PERSADA
JAKARTA
2018
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Analyzing Nike's Empowering Ad: Breaking Barriers at U. of Darma Persada, Exercises of Semiotics
An analysis of Nike's 2017 advertisement aimed at inspiring women in sports, focusing on the scenes that challenge societal norms and the denotation and connotation of specific phrases. The document also discusses the importance of this advertisement in encouraging women to pursue their passions despite barriers and limited access to sports in certain regions.
What you will learn
- How does the advertisement challenge societal norms and expectations for women in sports?
- What messages does Nike's advertisement convey to women about their abilities in sports?
Typology: Exercises
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BARTHES’ MYTH INTERPRETATION IN NIKE “What Will They Say About You?” ADVERTISEMENT
TERM PAPER
By IZNIATIH 2014130073
STRATA ONE (S-1) OF ENGLISH DEPARTMENT
FACULTY OF LETTERS
UNIVERSITY OF DARMA PERSADA
JAKARTA
University of Darma Persada | ii
BARTHES’ MYTH INTERPRETATION IN NIKE “What Will They Say About You?” ADVERTISEMENT
TERM PAPER
submitted in part-fulfilling for obtaining Strata One (S-1) degree
By IZNIATIH 2014130073
STRATA ONE (S-1) OF ENGLISH DEPARTMENT
FACULTY OF LETTERS
UNIVERSITY OF DARMA PERSADA
JAKARTA
University of Darma Persada | iv
University of Darma Persada | v
University of Darma Persada | vii
ACKNOWLEDGEMENT
Praise be to the Almighty Allah SWT, who always gives me His guidance, ways, mercy, strength and power to complete this term paper entitled Barthes’ Myth Interpretation in Nike “What Will They Say About You” Advertisement. This term-paper is submitted in part-fulfilling for obtaining Strata One (S-1) degree in English Department, Darma Persada University. I am so grateful to all my lecturers in English Department who have taught and guided me thoroughly since my first semester. Especially, in finishing this term-paper, I would like to pay special thankfulness, warmth, and apprecation to the persons below who made my term-paper successful and assisted me at every point to cherish my goal:
- Dra. Irna Nirwani Dj., M.Hum as the first advisor in writing term paper who has given her time to guide and correct the things that she knows it is wrong in this term paper related to its contents.
- Kurnia Idawati M.Si., as the reader who has wonderfully supported and taught me about conducting a term paper from the beginning. Thank you for not only being my reader but also my advisor. Thank you for your comments and suggestions which are very valuable as this term paper progressed.
- Tommy Andrian SS, M.Hum., as the most unpredictable and kindest chairperson during the examination. You are inspiring by giving the advice, corrections and, new knowledge.
- Dra. Widiastuti as the most lovely Academic Advisor.
- All lecturers in English Department who have taught me from the beginning till the end. I’m very thankful for all the valuable knowledges.
- My Mom, Dad and Sister, family members and friends, without whom I was nothing: they not only assisted me financially but also extended their support morally and emotionally.
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- All of my great bestfriends, especially for the ‘Classy Class’, the people who always give me a gift on every special birthday, and support me in doing this beloved term-paper, Shofura, Arti, Ika, Ratu, Anggi, Sirly, and Naomi. They are kind-hearted and most smartest friends that I am acquainted with, because each of them has a special uniqueness. Specifically, we can complete each other. Overall, I could not ask it for more. I am so lucky to have them, and may God always bless our friendship into Jannah, Ameen.
- My beloved Musketeers, Uha, Arti, Yuliana, Widya , Icha. I would like to say a big thanks to you, all. You are really persistent guys. I could not ask it for more, I am so grateful to have the friends like you. You guys help and strengthen each other.
- From the bottom of my heart, I would like to say thank you so much to all of the my gorgeous friends, Pita, Novita, Yendi, Maya, Dita, Susi, Eny, and Petra, who are always supporting and advising each other in doing this term-paper. I am so grateful and lucky to have you all. May God bless our friendship into Jannah, Ameen
- Rifqi Fauzan Saori who has inspired and motivated me in every side of this writing term paper. Thank you for your supports and prayers. It would be memorable in my life.
- All of my seniors who are always supporting me until the end, and some of them have sent their term-paper to me. I would say thank you very much for the supports to Fajar Triana, Sylvia Purimas, Inez Nur Irawan, Syarif Hidayatullah, Zuhriahtika, Nur Fatimah, and Shintia. Thank you very much for your support. This term-paper is far from perfection. Suggestions and constructive criticism are welcome to improve this term-paper. Jakarta, January 19, 2019 The Writer
Izniatih
University of Darma Persada | x
ABSTRAK
Iklan dapat dikatakan salah satu bagian paling penting dari sebuah perusahaan untuk melakukan sebuah promosi, karena pada dasarnya iklan merupakan pesan yang mudah untuk dilihat oleh pelanggan dan biasanya iklan mewakili merek itu sendiri. Penelitian ini bertujuan untuk menemukan penanda (Signifier) dan petanda (Signified) yang ada di dalam iklan. Selanjutnya, penelitian ini dimaksudkan untuk menemukan arti yang terkandung. Dengan kata lain, untuk mendapatkan pesan yang ada di balik iklan Nike “What Will They Say About You?”. Teori yang digunakan dalam penelitian ini adalah teori yang berhubungan dengan kajian tentang tanda (Sign). Lebih spesifik adalah teori Roland Barthes. Teorinya menggunakan denotasi (denotation) dan konotasi (connotation) sebagai penanda dan petandanya untuk menemukan mitos. Di setiap adegan, pasti ada pesan yang tersembunyi.
Kata kunci : Semiotik, Tanda, Denotasi, Konotasi, dan Mitos.
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TABLE OF CONTENTS
PAGE OF TITLE
INTELLECTUAL PROPERTY STATEMENT PAGE ............................. iii TEST FEASIBILITY APPROVAL PAGE ................................................ iv APPROVAL PAGE ...................................................................................... v ACKNOWLEDGEMENT ............................................................................ vi ABSTRACT ................................................................................................... xi ABSTRAK ....................................................................................................... x TABLE OF CONTENTS .............................................................................. xi
CHAPTER 1: INTRODUCTION ................................................................ 1 1.1. Background of the Problem ............................................................... 1 1.2. Identification of the Problem ............................................................. 4 1.3. Limitation of the Problem .................................................................. 4 1.4. Formulation of the Problem ............................................................... 4 1.5. Objective of the Research .................................................................. 5 1.6. Method of the Research ..................................................................... 5 1.8. Systematic Organization of the Research .......................................... 5
CHAPTER 2: FRAMEWORK OF THEORIES ........................................ 7 2.1. Barthes’ Theory .................................................................................. 9 2.1.1. Denotation ................................................................................. 9 2.1.2. Connotation ............................................................................... 10 2.1.3. Myth .......................................................................................... 12 2.2. Theory of Colour ................................................................................ 17 2.2.1. The Representation in communicating of Adv .......................... 19
- ADVERTISEMENT “What Will They Say About You?”
- 3.1.The Analyses of Scene 1 to
- 3.1.1. Denotation from scene 1 to
- 3.1.2. Connotation from scene 1 to
- 3.1.3. The Message from scene 1 to
- 3.2.The Analyses of Scene 8 to
- 3.2.1. Denotation from scene 8 to
- 3.2.2. Connotation from scene 8 to
- 3.2.3. The Phrase from scene 8 to
- 3.2.4. The Message from scene 8 to
- 3.3.The Analyses of Scene 12 to
- 3.3.1. Denotation from scene 12 to
- 3.3.2. Connotation from scene 12 to
- 3.3.3. The Phrase from scene 12 to
- 3.3.4. The Message from scene 12 to
- 3.4.The Analyses of Scene 15 to
- 3.4.1. Denotation from scene 15 to
- 3.4.2. Connotation from scene 15 to
- 3.4.3. The Phrase from scene 15 to
- 3.4.4. The Message from scene 15 to
- 3.5 The Analyses of Scene 18 to
- 3.5.1. Denotation from scene 18 to
- 3.5.2. Connotation from scene 18 to
- 3.5.3. The Phrase from scene 18 to
- 3.5.4. The Message from scene 18 to
- 3.6 The Analyses of Scene 20 to
- 3.6.1. Denotation from scene 20 to
- 3.6.2. Connotation from scene 20 to University of Darma Persada | xiii
- 3.6.3. The Phrase from scene 20 to
- 3.6.4. The Message from scene 20 to
- 3.7 The Analyses of Scene 22 to
- 3.7.1. Denotation from scene 22 to
- 3.7.2. Connotation scenes from 22 to
- 3.7.3. The Phrase from 22 to
- 3.7.4. The Message from scene 22 to
- 3.8 The Analyses of Scene 25 to
- 3.8.1. Denotation from 25 to
- 3.8.2. Connotation from 25 to
- 3.8.3. The Phrase from 25 to
- 3.8.4. The Message from 25 to
- 3.9 The Analyses of Scene 29 to
- 3.9.1. Denotation from 29 to
- 3.9.2. Connotation from 29 to
- 3.9.3. The Phrase from 29 to
- 3.9.4. The Message from 29 to
- 3.10 The Analyses of Scene 32 to
- 3.10.1. Denotation from 32 to
- 3.10.2. Connotation from 32 to
- 3.10.3. The Phrase from 32 to
- 3.10.4. The Message from 32 to 34............................................................
- 3.11 The Analyses of Scene 35 to
- 3.11.1. Denotation from 35 to
- 3.11.2. Connotation from 35 to
- 3.11.3. The Phrase from 35 to
- 3.11.4. The Message from 35 to 36............................................................
- 3.12 The Analyses of Scene 37 to University of Darma Persada | xiv - 3.12.1. Denotation from 37 to - 3.12.2. Connotation from 37 to - 3.12.3. The Phrase from 37 to - 3.12.4. The Message from 37 to 39...........................................................
- 3.13 The Analyses of Scene 40 to
- 3.13.1. Denotation from 40 to
- 3.13.2. Connotation from 40 to
- 3.13.3. The Phrase from 40 to
- 3.13.4. The Message from 40 to 44............................................................
- 3.14 The Analyses of Scene 45 to
- 3.14.1. Denotation from 45 to
- 3.14.2. Connotation from 45 to
- 3.14.3. The Phrase from 45 to
- 3.14.4. The Myth from 45 to
- CHAPTER 4: CONCLUSION
- REFERENCES
- SCHEME OF THE RESEARCH
- CURRICULUM VITAE
- POSTER OF THE RESEARCH
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information that told, a meaning, and a how the advertising can influence the perception, understanding and people behave. Advertisement ads seek to generate increased consumption of their products or services through "branding" which associates a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Semiotic advertisement is defined as a process to provide information about something, generally the company's products, to the general public by using certain media and certain costs. Today a lot of media used to do advertising like television, radio, magazines, newspapers, internet, websites, blogs, and more. Of course, there are a variety of functions and objectives of an advertisement that aired in various media. But in general, it can be identified that it knows the advertisement as a promotion company for its products to the public. (https://semiotics.analysis/of/indian/television.pdf) Through advertisement, we can know that new products are released. Advertising is a form of marketing communication used to promote or sell something, usually a business's product or service. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. Advertising is one excellent tool to introduce company’s products to consumers, either in the form of printed advertisements as well as advertisements that we usually see on television. In advertisement there are usually two types of sign, the first is verbal sign such as language, conveyed through speech or in text form. The second is non-verbal sign such as pictures, color and gesture which resides in the advertisement. Each signs in advertisement has a function to describe something, a concept or information about the product.
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Advertising is a form of marketing communication used to promote or sell something, usually a business's product or service. Advertising by a government in favor of its own policies is often called propaganda. In Latin, ad vertere means "to turn toward". The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. Every sign has a meaning to represent the message, an advertising message must have a strategy that is represented through images and text so that the message can be received and understood by the public. Signs can be analyzed by Roland Barthes theory called primary system and secondary system. The first step is the primary system; the meaning can be interpreted to be denotative meaning. The second step is secondary system which is an expansion of primary system which has the meaning that can be interpreted as a connotative meaning. In this research, I choose advertisement NIKE “What Will They Say About You?” Advertisement. Nike advertisement is one of the most effective emotional branding examples in the marketing world today. This advertisement is showing the women can do anything what they want in sports. In “What Will They Say About You?” is a question many young females are challenged with at home. Women are met with this phrase drom family and friends when they endeavor to try something unexpected or to push boundaries beyond social norms. This advertisement launches with a new film highlighting five remarkable women who have achieved personal success through competitive and amateur sport. Despite concerns or criticism, these women hope that the world will say they are pioneers, role models, and strong voices for their region. Until now, I have not seen the advertisement that is focusing on women’s power. But, through Nike In “What Will They Say Abou You? Commercial”, It is proved that women also have a great power to do anything they want especially in sports. It also gives many positive effects for the women. For example, Zahra
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1.5 Objective of the Research In order to be able to reach the purpose of the research, the analyses steps are conducted in the following ways: 1.5.1 To find out about the meaning of the connotations which appear in the advertisement. 1.5.2 To find out the message that is built on every picture/scene in the advertisement. 1.5.3 To find out the myth that is created in the advertisement.
1.6 Methods of the Research The research is conducted through a qualitative approach with a simple analysis of the advertisement. The analysis itself contains about the explanation from the compositions that are used in the advertisement such as sign, symbol, and tag-line and the relations between each elements to know what kind of myth that is conveyed in the advertisement. The steps that I take for the investigation of the research are 1.) I choose the important scenes and put the scenes into the paper, 2.) To find out the connotative meanings, I anaylse the denotation then I make a table for taking the second order signification. In the part of connotative, I deliver the analyses into the words. 3.) I write down the message that is created on every scenes. I intentionally create a messsage on every scenes then in the last, It will be the data for the myth. 4.) The last step is to find out the myth, I finish all the denotative and connoatative analyses the message and I get the myth.
1.7 Systematic Organization of the Research This writing of term paper uses paper organization. I organize it into four sections that consist of four chapters, as follows: Chapter 1: Introduction In this chapter, I explain about the background, identification of the problems, limitation of the problems, formulation of the problems, objective of the research, methods of the research,
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about the analysis of Barthes’ myth interpretation in Nike “What Will They Say About You?” Advertisement. Chapter 2: Review of the Literature This chapter consists of the theories of Roland Barthes about denotation, connotation, and myth. There is also the theory of the colour according to Brewster. It summarizes the state of the current literature that is relevant in my topic. Chapter 3: Myth Interpretation in Nike Advertisement. In this chapter, I examine and analyse the data in order to answer the research questions. I discover the denotation, connotation, message and myth of the scenes from Nike Advertisement. Chapter 4: Conclusion This chapter consists of the conclusion on the analyses of the complete study.