REPRESENTASI KEPERCAYAAN DIRI DALAM IKLAN YOUTUBE REXONA INDONESIA VERSI #GERAKLAMPAUIBATAS

Abstract

The purpose of this research is to analyze the representation of self-confidence in the Rexona Indonesia Youtube advertisement version of #GerakLampauiBatas. The research method used is qualitative. The theory used in this research is Hypodermic Needle Theory. This research uses Roland Barthes’ semiotic analysis which consists of three concepts of meaning: denotation, connotation, and myth. Rexona advertisement version #GerakLampauiBatas has a duration of 1 minute and 1 second.. There are 5 scenes that are the object of research to be analyzed that shows a representation of self-confidence. Based on the result of the research, the representation of self-confidence depicted in Rexona Indonesia Youtube ads version #GerakLampauiBatas are (1) belief in one’s own ability, depicted through action and voice-over, (2) optimism, depicted through color, property, voice-over, and action, (3) objective, depicted through voice-over, (4) responsible, depicted through voice-over and action, and (5) rational and realistic, depicted through voice-over.