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Konstruksi Budaya dalam Iklan Sari Ayu Beauty Lotion Tinjauan Semiotik

  Penelitian ini mengambil objek wanita karena memang dalam konstruksi tubuh wanita, waitalah yang menjadi pangsa  pasar. Citra yang dibentuk  tentang kecantikan adalah yang memiliki kulit halus, lembut, segar, dan bercahaya. Untuk mencapai target pemasaran, pendekatan yang paling dekat untuk menganalisis “Sari Ayu Beauty Lotion” sebagai iklan kecantikan wanita dalam konteks globalisasi sekarang ini, tubuh perempuan dikomoditaskan. Analisis ini menggunakan pendekatan semiotika untuk mengungkap makna iklan yang disampaikan untuk kepentingan penjualan, pembelian, dan konsumsi produk sebagai proses komunikasi.  Semiotik iklan merupakan proses pertukaran pesan. Teks yang dapat dipahami di dunia ini begitu banyak. Salah satunya membaca iklan. Iklan  “Sari Ayu Beauty Lotion”  ini menggali tradisi dan mitos  kecantikan tempo doeloe. Segala sesuatu yang berhubungan dengan masa lampau, memiliki nilai yang tinggi. Tradisi  membuat lulur dan melulurkannya ke seluruh badan ini mengandung nilai-nilai budaya yang tinggi, adiluhung, dan sangat dihormati. Dengan produk ini, Sari Ayu Cosmetics mengangkat nilai-nilai budaya Jawa dalam iklannya. Perempuan Jawa harus bisa ngadi Sarira dan ngadi busana, yakni 3M (macak, manak, dan masak).
Journal article

What's in a Bill Gates

The case of proper name is unique. In one hand, a proper name canonly refer to a specific entity, in the other hand, it also subject tofigurative use. Bill Gates, the name of the Microsoft founder is oneexample of how proper noun are used not to refer to a singleindividual, but is extended to refer to specific properties whichpossesses by Bill Gates.. This research aims to identify the transferredproperties embedded in the use of proper names i.e, Bill Gatesfiguratively and the objective of using the name as metonymy. Theresearch is qualitative; the data are taken from Corpus ofContemporary American English (COCA), in order to achieve thirtydata, the amount of 422 data from COCA is examined. The resultshows, that from 30 metonymic use of Bill Gates, there are tenassociative properties assigned to the metonymic use of Bill Gates,which are a very famous person, the richest person, a very successfulentrepreneur (In Computer Technology), a successful drop-out college,philanthropist, a pioneer of particular field, a computer geek, anindividual with a brilliant ideas at the first stage of business, multipleproperties assigned, and a very successful person in his field. Key Words: Bill Gates, Metonymy, Proper Name, Corpus Linguistics,  
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Shadow as Trigger Factor of Morality Change in Utopian Society in From the New World Novel

This research aims to analyze the role of shadow towards the morality change in a utopian society in the novel From the New World by Yusuke Kishi. The focus is to identify the factors of shadow within the novel and to find how shadow triggers morality change in utopian society within the novel. The theory used in this research is psychoanalysis by Carl Jung, specifically shadow and morality. Shadow was used to examine the atrocities conducted within the novel and Carl Jung's approach of morality was used to examine the morality change phenomenon in utopian society within the novel. The method used in this research is qualitative in a descriptive way. The researcher found the factors of shadow as ego, personal unconscious, and dark aspects of personality. Each of these factors is integral in how shadow triggers morality change in utopian society and the resulting changes found are within social, sexual, and intuitive morality. The research shows that shadow is the primary cause of morality changes happening within the novel and this research aims to prove whether shadow could be repressed in order to achieve perfect morality.  
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