HERMENEUTIKA PAUL RICOEUR: MENGGALI MAKNA PADA IKLAN MOMS DEMAND ACTION FOR GUN SENSE IN AMERICA

Abstract

The research examines three print advertisements released by the non-governmental organization from the United States, "Mom Demand Action for Gun Sense in America," using a qualitative descriptive analysis method through Paul Ricoeur's hermeneutic approach. This study reveals the complexity of the messages contained within, particularly related to the historical context that underpins the creation of these advertisements. Through an understanding of visual structure and cultural context, the research demonstrates how visual symbols such as firearms, books, balls, and toys can be used to convey a strong anti-violence message aimed at garnering public support to advocate for changes in gun policy in the United States. By delving deeper into the intended audience, researchers gain insights into the social and political impact of these advertisements. Through Ricoeur's hermeneutic approach, this study not only unpacks the implicit messages within the advertisements but also explores deeper and contextual meanings, making it a relevant study in the fields of marketing communication and social movement in society.