The Representation of Michael Jordan’s

Stardom in Air Jordan Shoes Printed

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Michael Recard
2225071503
 CHAPTER I
INTRODUCTION
1.1 Rationale

Michael Jeffery Jordan is a sport legend. Almost

all people who live on earth know Jordan,
especially those who are basketball lover.
 1.2 Research questions
How does Nike represent the
Michael Jordan’s stardom in Air
Jordan Shoes Printed
advertisement?
1.3 Scope and Limitation

1. the study concentrates on a particular 5 (five)

Air Jordan shoes printed advertisements
2. the study is limited to analyzes the stardom
of Michael Jordan in Air Jordan shoes printed
advertisements based on the text and image.
1.4 Objective

To analyze the representation of

Michael Jordan’s stardom in Air
Jordan Shoes Printed Advertisement
1.5 Significance of the study

This research will be beneficial to the

students of English Department as the
readers in analyzing the representation of
star’s stardom in advertisement using
semiotic analysiscan be used as references
for advertisements makers to learn how
making a good advertisement.
 CHAPTER II
LITERATURE REVIEW
2.1 Representation
2.2 Michael Jordan
2.2.1 Brief Biography
2.2.2 Michael Jordan’s Endorsement
2.2.3 Spike Lee
2.3 Nike
2.3.1 History of Nike
2.3.2 The Nike Company Profile
2.3.3 Air Jordan and Its History
2.3.4 List of air Jordan
2.4 Stardom
2.5 Advertising
2.5.1 Definition of advertising
2.5.2 Functions of advertising
2.5.3 Printed advertising
2.6 Semiotic
2.6.1 Theory of semiotics by Roland Barthes
2.6.2 Three models of sign
 CHAPTER III
RESEARCH METHODOLOGY
 3.1 Research Method

This is a qualitative research by using descriptive

analytical method. Qualitative research attempts
to capture and understand individual definitions,
descriptions and meanings of events (Burns
2000:388).
While descriptive analytical method is
conducted by describing facts and then followed
by analyzing the facts. This study will describe,
analyze, and then interpret data based on the
related theories.
 3.2 Source of the Data

In conducting the research, the main data

are taken from air Jordan Printed
Advertisements. The data will be analyzed
based on their text and image.
 3.3 Data Collection Procedures

1. Finding the printed advertisements in

internet
2. Selecting the printed advertisements base on
those showing Jordan’s stardom
3. Identifying the text and image
4. Identifying related theories; Barthes’ Theory
on Semiotic.
3.4 Data Analysis Technique
1. Analyzing the text based on Barthes’ Theory on
Semiotic.
2. Drawing sub conclusion based on the analysis
3. Analyzing the image based on Barthes’ Theory on
Semiotic.
4. Drawing sub conclusion based on the analysis
5. Making an interpretation of the analyzed data
showing Stardom.
6. Drawing conclusions on how Stardom represented
in Air Jordan printed advertisements. This
conclusion will become the result of this study.