REPRESENTASI KESUKSESAN DALAM IKLAN MEDIA BISNIS INDONESIA (Studi Semiotik Representasi Kesuksesan Bisnis dalam Iklan Media Bisnis Indonesia Versi Buah Durian Isi Buah Pisang di Media Billboard)

The purpose of this study is to determine how the representation of business success in business media Bisnis Indonesia version banana durian fruit in the media content into a communication system in the form of billboard signs and symbols. This study uses the theory of advertising, representation, depiction of durian fruit contains bananas, writing and tagline, color in advertising, and communication as a symbolic process. Business media advertising will be examined using semiotic study approach, the theory of semiotics by Charles S. Pierce. Based on Pierce's semiotic theory of the media advertising Bisnis Indonesia is examined based on the grouping of signs Pierce Icon, Index and Symbol. Based on the writer's observation of media advertising, Bisnis Indonesia represents an icon is a picture of the durian fruit content of bananas. Index in these ads is writing "karena bisnis tak selalu pasti" and the tagline "langkah sukses anda". And the symbol is the symbol of the durian fruit which contains banana, green background color and images Bisnis Indonesian writing. Based on observations and research on media advertising Bisnis Indonesia, it can be concluded that the ad was to convey a message to a broad audience that is if you want to succeed in business or the business world read Bisnis Indonesia, do not read other media, especially in facing the development of the business world not always certain at the present time