REPRESENTASI BUDAYA DALAM IKLAN

(Analisa Semiotika Iklan Marjan Versi Tari Betawi dan Sepatu Roda)

Abstract

The purpose of this research is to understand the culture representation and the meaning of
Betawi dance and roller skate's version of Marjan advertising. This research used some theories,
they are:Mass Communication, Advertising, Cultural Imagery, Semiotics, Culture Study, Semiology
by Roland Barthes. This research was analysed by Roland Barthles as denotation and connotation
meaning. This research showed that Marjan advertisement represented two cultures, they are
traditional culture through mask dance and modern culture trough roller skate's show. This
advertisement was successful to represent Betawi and modern culture through the show of
Ondel-ondel who played the roller skates.