VISUALIZATION AND REALITY IN PACKAGED BEVARAGE ADVERTISING

Authors

DOI:

https://doi.org/10.33153/capture.v14i2.4127

Keywords:

, advertisement, audiovisual, manipulation, suggestive

Abstract

Visual and audio advertising media as information broadcast to audiences must consider advertising ethics because bombastic and manipulative visualizations and narrative sentences deceive the public by providing untruthful information. According to advertising ethics, ontology, and epistemology studies, revising the media’s presentation of product advertisements is imperative. Accordingly, this study utilizes a descriptive-quantitative method based on previous studies and direct observation of the "Adem Sari Chingku Sparkling" advertisement in 2017. Conclusions are drawn using the constructivism method. The results suggest that the presentation of "Adem Sari Chingku" advertisements in the modern era tends to be manipulative. The advertisements are presented with bombastic visuals and biased narratives to manipulate suggestions and lead the audience to develop certain assumptions about the advertisement. The suggestions made by the advertising media do not refer to the composition of the product's raw materials. The audience is led to believe that the product can relieve and cure heartburn.

Downloads

Download data is not yet available.

Author Biography

Denny Hendrifika Setyawan, Malang State University

I am a teacher in a vocational high school majoring in animation, and currently pursuing a master's degree in Master Art in Art Teaching at the Malang State University.

References

Astuti, B.; Yeni, S. (2012). Hubungan Kekuatan Iklan Frestea Green di Televisi terhadap Respon Konsumen Berdasarkan Model Hierarki Efek. Unisia, 30(65). https://doi.org/https://doi.org/10.20885/unisia.vol30.iss65.art6

Bertens. (2000). Etika. Gramedia Pustaka Utama.

Boyd, Orville C.; Walker, J.-C. L. (2000). Manajemen Pemasaran Suatu Pendekatan Strategis dengan Orientasi Global. Erlangga.

Cook, G. (1989). Discourse. Oxford University Press.

Creswell, J. (2008). Educational Research. Planning, Conducting, and Evaluating Quantitative and Qualitative Research. Pearson Prentice Hall.

Fauzi, A. (2018). Discourse Analysis of Pond’s Men’s Advertising Lelakimasakini Version of Rio Dewanto. CAPTURE: Jurnal Seni Media Rekam, 9(2), 15–27. https://doi.org/10.33153/capture.v9i2.2087

Gie, T. L. (1997). Suatu Konsepsi ke Arah Pengertian Bidang Filsafat. Karya Kencana.

Iriaji. (n.d.). Bias Estetika Iklan dalam Media Cetak Majalah Perempuan.

Kasali, R. (1993). Manajemen Periklanan: Konsep dan Aplikasinya di Indonesia (3rd ed.). PT. Temprint.

Keraf, A. S. (1993). Etika Bisnis : Membangun Citra sebagai Profesi Luhur. Kanisius.

Keraf, G. (2007). Argumentasi dan Narasi. PT Gramedia Pustaka Utama.

Patton, M. Q. (2002). Qualitative Research and Evaluation Methods (3rd ed.). Sage Pub.

Piliang, Y. A. (2003). Hipersemiotika: Tafsir Culture Studies atas Matinya Makna. JalaSutra.

Purnama, Nursya’ B.; Setyowati, R. D. (2003). Pengaruh Iklan Televisi Menggunakan Background Musik terhadap Recall Audience. Jurnal Sinergi: Kajian Bisnis Dan Manajemen, 6(1), 1–20.

Putra, A. M. (2011). Media Baru dan Fenomena Komunikasi Politik pada Pemilukada di Provinsi Banten 2011. Ultimacomm: Jurnal Ilmu Komunikasi, 3(2), 23–34. https://doi.org/https://doi.org/10.31937/ultimacomm.v3i2.203

Rani, Abdul; Arifin, B. M. (2006). Analisis Wacana Sebuah Kajian Bahasa dalam Pemakaian. Bayu Media Publishing.

Tandjung, J. W. (2004). Marketing Management Pendekatan pada Nilai-Nilai Pelanggan. Banyumedia.

Tjiptono, F. (1997). Strategi Pemasaran (2nd ed.). Andi.

Wiryomartono, B. A. (2001). Pijar-Pijar Penyingkap Rasa, Sebuah Wacana Seni dan Keindahan dari Plato sampai Derrida. Gramedia Pustaka.

Downloads

Published

2023-07-04

Issue

Vol. 14 No. 2 (2023)

Section

Articles

License

Copyright

Authors who publish with Capture: Jurnal Seni Media Rekam agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal. 
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.