VISUALIZATION AND REALITY IN PACKAGED BEVARAGE ADVERTISING

Main Article Content

Denny Hendrifika Setyawan

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.

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Articles
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.

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