PESAN ANTIPERUNDUNGAN DALAM IKLAN KOMERSIAL: Kasus iklan Burger King versi “Bullying Jr.”

Abstract

This study describes the identification of anti-bullying message and the construction of social reality in Burger King ad version “Bullying Jr.” through semiotics analysis on signs. Semiotics theory used in this study is focusing on Roland Barthes perspective. The analysis shows that majority of society tends to be antipathy towards bullying that happens around them. The message included in this advertisement is for the society to be braver to fight bullying around them.

Keywords

• bullying
• social reality construction
• burger king
• semiotics
• roland barthes