Representasi Pakaian sebagai Identitas Anak Muda (Analisis Semiotika pada merek Dreambirds Artwear)
Putra, M. Alhafis Wijaya
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Apparel, clothing, product or fashion has become an essential part to support the appearance that cannot be released from the style and appearance of a person's everyday. For example t-shirts, shirts, pants, shoes, or accessories that can boost the appearance of the user, of course is also a communication tool that aims to show one's personal identity. The purpose of this research is to know the clothes representation as the teenagers identity, in particular through brand Dreambirds Artwear by using six advertising. In this study, the author uses the analysis of semiotics Roland Barthes, known as a postrukturalis and semiotics. The sixth advertising researched text is about fashion. Like a t-shirt, hat, bag, jacket, logo concepts and the others. The six ads that examined have some sign that has been discussed and revealed the myth of each ads. Result of this research, Dreambirds Artwear own myth describes of teenagers who want to appear different, charismatic, thoughtful who not only perform with fashion that looks great. Dreambirds Artwear lifting values about the desire of teenagers, so that young people interested the concept. Like the production that will not be produced again so the pride for its users because it felt special. Phenomenal owl logo symbolize simplicity, wisdom and more. Dreambirds Artwear tagline is Dream, Create, Future. Significance of life beginning from a dream to strive for reaching for the future. Teenagers are very enthusiastic about the dream of wanting to learn. Teenagers had to dream to keep the spirit and strive hard in living the life. Dreambirds Artwear wants young continued in his youth always dreamed to achieve what in aspire and not just dreaming but do with work, do something, trying to get the future according to what the ideal. Young people could not regardless of fashion brought about by globalization makes us was forced to become a follower. Especially young people still have a soul and try to have a sense of wanting to know is very high. Young people have a variety of ways to hunt searching for identity, recognition, identity, creating a self-image and also express their self, no doubt if that is part of the efforts seeking a lifestyle for their self.
- Communication