udThe rapid development of technology to improve the flow of information udand telecommunications as well as increased knowledge and level of public udawareness of the importance of an information enables people affected by a udvariety of information at any time. As effective communication, effective udadvertising should be able to build a perception of the consumer society as wanted udsetup and advertisers. The purpose of this study was to determine the udrepresentation for bravery in Boneeto milk advertising udData analysis in this study is based on the sign / mark system that looks at udthe scene that showed the courage that appears on Boneto milk advertising. Then udbe analyzed using a model of semiotics put forward by John Fiske, by cutting the udimage of each scene that has relevance to the scene that showed the courage that udappear in milk ads Boneto. The analysis is divided into levels of reality, and the udlevel of representation. udFrom the analysis we can conclude these ads will be full of courage on the udcharge of self representation model that can be seen from the activities that are udchallenging and full of risks undertaken as a plaything hanging on in the garden, udpulled up to a high place, and tied the hands and feet and drawn on both. Models udshown in advertisements of children who actively play or scene activity that udtriggers the adrenaline inside.
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