ANALISIS SEMIOTIKA DEGRADASI MORAL MASYARAKAT DALAM IKLAN AIR MINERAL VIT VERSI “UDA ADA OTAK NGGAK”

Abstract

The rapid changes and developments of the times are beginning to soften the culture of manners, tolerance, and behavior that does not follow conscience, such behavior is described in the media. The study aimed to look at how moral degradation is described in the "uda no brain" version of the mineral water ad. The study sought to debunk representations of moral degradation in the mineral water ad vit version of "uda no brain" using Charles Sanders Pierce's semiotic theory which focused his study on signs using triangle meaning according to Pierce the sign formed in three sides, namely representement or the sign itself,The object of something is referred to by a sign, and will produce an interpretant, interpretant sign absorbed by the human mind.The type of research used in this study is descriptive qualitative then the paradigm used in this research is the constructivism paradigm. The result achieved in this study is the concept of moral degradation represented in the mineral water ad vit version of "uda no brain" is the first Attitude of tolerance is the ability of a person to treat others differently. This attitude of tolerance refers to the attitude to mutual respect, respect for people of different religions, races, languages, tribes and cultures. The second norm of decency is behavior that reflects about habits, The propriety and propriety of a human being towards his neighbor, in this norm departs from the customs, values of society and habits of a person, and thirdly the norm of decency derived from human conscience, this norm of decency encourages humans to always be able to do good and avoid bad deeds. Of the three concepts of moral degradation represented the lack of tolerance depicted in vit advertising shows in scene 1, scene 2, scene 3, scene 4, scene 5 and scene 10, the lack of norms of politeness is illustrated in the ad in scene 1, scene 2, scene 4, and scene 9. and the lack of norms of decency is depicted in the ad scene in scene 4.