TY - JOUR
T1 - LGBTQ MEANING CONSTRUCTION ON THE #FREETOLOVE CAMPAIGN IN CLOSE UP ADVERTISEMENT
AU - Pandin, Moses
N1 - Publisher Copyright:
© 2021 UNIVERSIDADE FEEVALE. All Rights Reserved.
PY - 2021
Y1 - 2021
N2 - The purpose of this study was to investigate the meaning construction of the signs contained in the #FreetoLove campaign in the Close Up advertisement that constructs LGBTQ. This study applied Ferdinand De Saussure's Semiotic Analysis Method in analysing the data. The analysis deeply discussed the concept of #FreetoLove campaign from Close Up advertisement and the appearance of signs in it which was considered to construct the Lesbian, Gay, Bisexual, Transgender, and Queer (LGBTQ) meaning in Indonesian version of Close Up advertisement. The advertisement was created in two versions to which one was commercialised globally and the other was for countries whose culture went against LGBTQ. By applying De Saussure analysis, the result showed that non-LGBTQ advertisement of Close up # freetolove adopted LGBTQ signs into the setting of the advertisement. The signs being used were bright colors resembling LGBTQ community, stripe-pattern, and green carnation as the old symbol of gay people.
AB - The purpose of this study was to investigate the meaning construction of the signs contained in the #FreetoLove campaign in the Close Up advertisement that constructs LGBTQ. This study applied Ferdinand De Saussure's Semiotic Analysis Method in analysing the data. The analysis deeply discussed the concept of #FreetoLove campaign from Close Up advertisement and the appearance of signs in it which was considered to construct the Lesbian, Gay, Bisexual, Transgender, and Queer (LGBTQ) meaning in Indonesian version of Close Up advertisement. The advertisement was created in two versions to which one was commercialised globally and the other was for countries whose culture went against LGBTQ. By applying De Saussure analysis, the result showed that non-LGBTQ advertisement of Close up # freetolove adopted LGBTQ signs into the setting of the advertisement. The signs being used were bright colors resembling LGBTQ community, stripe-pattern, and green carnation as the old symbol of gay people.
KW - #FreetoLove campaign
KW - Advertisement
KW - LGBTQ signs
KW - Semiotic analysis
UR - http://www.scopus.com/inward/record.url?scp=85122625933&partnerID=8YFLogxK
U2 - 10.25112/RPR.V1.2724
DO - 10.25112/RPR.V1.2724
M3 - Article
AN - SCOPUS:85122625933
SN - 2448-1939
VL - 1
SP - 154
EP - 166
JO - Praksis
JF - Praksis
ER -