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All Journal Brikolase : Jurnal Kajian Teori, Praktik dan Wacana Seni Budaya Rupa Capture : Jurnal Seni Media Rekam
SP Gustami
Dosen Sekolah Pascasarjana UGM Yogyakarta
Arts Humanities

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METAFORA DAN IDEOLOGI FILM IKLAN MANDIRI SECURITAS H., Handriyotopo; GR Lono Lastoro; SP Gustami
Brikolase : Jurnal Kajian Teori, Praktik dan Wacana Seni Budaya Rupa Vol 10, No 2 (2018)
Publisher : Institut Seni Indoensia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (528.152 KB) | DOI: 10.33153/bri.v10i2.2332

Abstract

The Mandiri Securitas advertisement film is a corporate advertisement that contains a persuasive message to increase brand image as a leader in investment in the Stock Exchange or trusted banking investment in Indonesia. The metaphor in the Mandiri Securitas advertisement contains cinematographic images that borrow keris culture to be sided with banking culture. This qualitative descriptive study uses a semiotic approach to appropriate verbal and visual messages from the system of rhetorical marks "Minus One". The content of visual rhetoric and verbal rhetoric on the Mandiri Securitas advertisement was reviewed by Roland Barthes's semiotic theory, because it was considered capable of uncovering the relationship of the sign meaning behind the denotative marker system and connotative markers from the ideology of Mandiri Securitas advertisements with the  theme of empu keris (keris maker). The results of this study prove that the application of the "Minus-One" method is very helpful to find and recognize the roles played by the constituent elements of a film construction. The Mandiri Securitas advertisement film is an example of the appropriation of the tradition world for the benefit of the modern world. The tradition world is not displayed in its entirety as it is, but is displayed partially and determined based on the image of the modern world wants to construct as an imagery form of advertising. Keywords: Metaphor, rhetoric, Semiotics, and ideology 
APROPRIATION OF METAFORA IN FILM ADVERTISING “MANDIRI SECURITAS” Handriyotopo Handriyotopo; GR Lono Lastoro; SP Gustami
Capture : Jurnal Seni Media Rekam Vol 10, No 1 (2018)
Publisher : Jurusan Seni Media Rekam, Fakultas Seni Rupa dan Desain, Institut Seni Indonesia (ISI) Sur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33153/capture.v10i1.2181

Abstract

  Mandiri Securitas Advertising Film is an advertising film using the rhetoric strategy of visual communication of the kris masters as a creative approach. The theme as a basic idea for the creation of the Mandiri Securitas advertisement film seeks to understand the effort of working hard to produce details from the master's work to produce a keris blade, created with metaphorical rhetoric to represent the image of Mandiri Securitas in serving its customers whether they can work well or not by looking at each the role of the political rhetoric domain and banking rhetoric in both. The purpose of this study was to critically identify the two domain metaphorical rhetoric by looking at each role of the constituent elements of the Mandiri Securitas  advertising film. This research method uses descriptive qualitative deconstruction by "appropriation minus one" technique through the dismantling of the banking domain and the domain of perkerisan to see the position of the filmmatic metaphorical rhetoric of the Mandiri Securitas  advertisement. Advertising films contain constituent elements such as visual, audio, animated effects and voice over that support the formation of advertising metaphors. Through appropriation "minus one" can be found the position of visual rhetoric of the keris domain is able to deliver messages from products desired by Mandiri Securitas , but if "animated text" and "voice over" are removed, there is no rhetorical relationship in both.  
Co-Authors GR Lono Lastoro Handriyotopo Handriyotopo