SEMIOTICS ANALYSIS OF MUSLIM FASHION ADVERTISEMENTS @BUTTONSCARVES

Wardani, Aira Dina Setya (2024) SEMIOTICS ANALYSIS OF MUSLIM FASHION ADVERTISEMENTS @BUTTONSCARVES. Other thesis, IAIN SALATIGA.

	Text Aira Dina Setya Wardani 23030200056.pdf Download (1MB)
	Text Aira Dina Setya Wardani 23030200056.pdf Download (1MB)
	Text Aira Dina Setya Wardani 23030200056.pdf Download (1MB)

Abstract

Wardani, Aira Dina Setya. 2024. Semiotics Analysis of Muslim Fashion Advertisements @Buttonscarves. A Graduating Paper. English Education Department. Teacher Training and Education Faculty. State Islamic University (UIN) Salatiga. Counselor: Dr.Win Listyaningrum Arifin, M.A., M.Pd. This research explores the denotation, connotation, and myth in Buttonscarves' Muslim fashion advertisements on Instagram, specifically focusing on the "Farra series" (Eid al-Fitr series) posted on March 15, 2024, and how these meanings can impact the audience. The study employs a qualitative descriptive method, using Roland Barthes' semiotics analysis to reveal the denotative, connotative, and mythical meanings that emerge and to understand readers' interpretations. The results indicate that the denotative meaning of the advertisement is a story about two Muslim women who are sisters and have not seen each other for a long time; they plan to reunite during the Eid al-Fitr. The connotative meaning portrays the close fraternal relationship between the two actors, which reflects the philosophy of the Eid al-Fitr, closely associated with family ties, thereby adding emotional depth to influence the audience's reaction. The mythological meaning suggests that the product being advertised is highly suitable for use during the holy Eid al-Fitr celebration, a time full of happiness and strong bonds of friendship. Additionally, the advertisement reinforces ideologies that influence perceptions, particularly among young Muslim women, who may view Buttonscarves products as symbols of higher social status and are thus more likely to purchase them. Keywords: Semiotics, Advertisements, Buttonscarves

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