SEMIOTIKA BARONGSAI DALAM PERAYAAN IMLEK SERTA PENERAPANNYA PADA IKLAN DI INDONESIA
Chinese Lion Dance (Barongsai) is identical with the Lunar New Year celebration which is the culture and tradition of Chinese society. The art of lion dance has
grown rapidly in Indonesia since it was issued Keppres No.6 2000, so it can be enjoyed by people in various public places and appears in various media, including
advertisement. In semiotic, the lion dance with the story behind has become a symbol in Indonesian society. Lion dance in Chinese New Year celebration attract
many viewers from various circles so that the sign is often borrowed as one element in advertising or product promotion. Based on the study of tradition and its
development, there is a shift in the value of mark on the lion as a ritual object into a commercial object. On the other hand, lions in various forms of visual/verbal also become increasingly popular in society. The study of sign and meaning in lion dance uses structural semiotics method, so it can map the sign (signifier and
signified), syntagmatic and paradigmatic relations, mythologies and interaction of metaphor and metonymy on product ads in Indonesia. Result of the semiotic study on the Lion Dance revealed that the Lion Dance as a symbol that is easy to adapt to the culture in Indonesia because it has a strong connotation meaning in society.
Copyright (c) 2018 Kristian Oentoro
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.