ANALISIS KOMUNIKASI VISUAL BUDAYA HIPPIES DALAM IKLAN SURFER GIRL ‘’SUMMER HOLIDAY @GRAND CITY SURABAYA’’

EDY CHANDRA

Abstract


Surfer girl merupakan salah satu merek produk pakaian wanita muda yang diwujudkan dalam
pencitraan kehidupan sosial tiga wanita muda muda yang gemar beraktivitas di pantai Kuta Bali.
Dalam proses branding Surfer girl melakukan publikasi iklan, salah satunya iklan pakaian
surfer girl "Summer Holiday @Grand Kota Surabaya". Iklan tersebut di duga menampilkan
nilai-nilai budaya kaum hippies dalam tampilan komunikasi visualnya. Tujuan menelaah unsur
nilai-nilai budaya dalam iklan akan ditelaah dengan pendekatan semiotika visual yang
interpretatif, melalui proses metode image board/mood board dalam penggalian data informasi.
Harapan terhadap hasil penelaahan iklan pakaian surfer girl "Summer Holiday @Grand Kota
Surabaya" dapat mengungkap sisi positif dan negatif nilai-nilai budaya pada kaum Hippies
terhadap pencitraan kawula muda di Indonesia.

Keywords


Iklan Surfer Girl, Hippies, Komunikasi Visual

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DOI: http://dx.doi.org/10.36080/comm.v7i1.79

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