REPRESENTASI AYAH TUNGGAL PADA IKLAN SASA EDISI JENDELA DUNIA – HARI BAPAK BERSAMA SASA

Abstract

The case of divorce is increasing every year and presenting a number of fathers as a single parent, and it changes his role in household. This study was conducted to find out how the representation of fathers as single parents built by the advertisements of Sasa. The method of this research used qualitative descriptive method. The subject of this research is Sasa advertisement. Collecting data is through the documentation study techniques by sorting scenes based on signs that related to Charles Sanders Peirce's semiotic analysis. The results indicates that a single father has a character that is difficult to carry out household roles. Nevertheless, the findings in this study are related to the representation of a single father as a figure of a person who is responsible, firm, independent, tough, patient, motivating, empathetic and willing to sacrifice. In this case, Sasa describes a single father as a person who always wants to provide a sense of security and comfort for his family members, namely his son. So the Indonesian people also need to give a sense of attention to single fathers as well.