Semiotic study toward the depiction of sex sells concept in Indonesian TV commercials = Studi semiotika terhadap penggambaran konsep sex sells dalam iklan TV Indonesia

Michelle, Naomi (2016) Semiotic study toward the depiction of sex sells concept in Indonesian TV commercials = Studi semiotika terhadap penggambaran konsep sex sells dalam iklan TV Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

TV commercials is one of the many promotional tools that is often used by companies in recent times. With more and more companies using this tool, advertising clutter became exist. As a result, this particular tool is no longer as effective as it was before. To overcome this issue, many companies teamed up with advertisers to employ another approach to help capture the attention of the viewers. Such approach is by utilizing the sexual elements in their commercials, known as the sex sells concept. This research will study the application of the concept of sex sells in the commercials of these Indonesian companies such as Cat Avian, Pompa Air Shimizu, Kompor Gas Quatum, and Permen Mintchoka, Suteka, and Sukoka, and how those commercials depict the concept. This research will be conducted by doing a content analysis towards each variable of sexual elements by using Peirce ’s Semiotic model. Furthermore, the findings of this research reveal that the use of sex sells concept in the TV commercials are depicted through the use of sexual entendre and off – color humour, through the lascivious women, through hyper – sexualizaiton of women, and through the pleonastic story-line./ Iklan televisi merupakan salah satu media promosi yang sangat sering digunakan oleh banyak perusahaan pada zaman sekarang ini. Dengan semakin banyaknya perusahaan yang emnggunakan alat promosi ini, maka terjadilah clutter iklan. Sebagai akibatnya, fungsi dari iklan tidak lagi seefektif pada waktu sebelumnya. Untuk mengatasi hal ini, banyak perusahaan bekerja sama dengan pihak periklanan untuk menggunakan pendekatan lain agar iklan yang mereka siarkan mampu mendapat perhatian dari para penonton. Adapun pendekatan tersebut merupakan pendekatan dengan menggunaan elemen-elemen seksual dalam iklan yang mereka tayangkan, atau yang disebut sebagai konsep sex sells. Penelitian ini akan membahas pemakaian konsep sex sells dalam iklan-iklan televisi perusahaan Indonesia seperti iklan dari Cat Avian, Pompa Air Shimizu, Kompor Gas Quatum, dan Permen Mintchoka, Suteka, dan Sukoka, dan bagaimana konsep tersebut digambarkan dalam iklan-iklan yang telah disebutkan. Penelitian ini akan dilaksanakan dengan menggunakan analisa isi dengan dasar teori Semiotika oleh Peirce. Hasil dari penelitian ini mengungkapan penggunaan konsep sex sells dalam iklan-iklan televisi yang digambarkan melalui sexual entendre dan off – color humour, melalui lascivious women, melalui hyper – sexualizaiton of women, dan melalui pleonastic story-line.

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