Mufarida, Retno Ayu (2023) Pesan Moral dalam Iklan Ramadhan Ramayana "Bahagianya Adalah Bahagiaku" (Analisis Naratif Tzvetan Todorov). (Moral Message in Advertising Ramadhan Ramayana "His Happiness is My Happiness" (Tzvetan Todorov's Narrative Analysis)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study examines the meaning of the moral message contained in the Ramayana Department Store YouTube video entitled "Her Happiness is My Happiness". The theory used is Tzvetan Todorov's narrative analysis. According to Todorov, a narrative has three plots, namely the initial plot, the middle plot, and the final plot. The narrative begins with a balance that is disturbed by an evil force. The narrative ends with an attempt to stop the disturbance of balance (equilibrium) from being created again. The data used in this study are in the form of scenes that contain elements of a moral message in the Ramadan Ramayana YouTube content "Her Happiness is My Happiness". Data collection techniques are carried out by means of documentation and observation. The data source used in this study is primary data from the Ramadhan Ramayana Youtube video "Happiness is My Happiness". Research using qualitative methods. The results of the research are aimed at the beginning of the video, namely the grandmother waiting for her family to carry out the sahur prayer together. In the middle of the story, chaos begins to occur because the grandmother thinks her child is planning bad things for her. At the end of the storyline, the chaos that had previously occurred was attempted to be repaired by giving an explanation to the grandmother. After examining Todorov's narrative analysis which contains a beginning, middle, and ending plot, three messages were found, namely: (1) carrying out the obligation of worship in the month of Ramadan, (2) respecting and respecting parents, and (3) closing disgrace and problems in the family . Keywords: moral message, todorov narrative analysis, youtube, advertisement.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Pesan moral, analisis naratif todorov, youtube, iklan. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151800229 RETNO AYU MUFARIDA |
| Date Deposited: | 15 Aug 2023 04:45 |
| Last Modified: | 15 Aug 2023 05:22 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/24791 |
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