Konstruksi makna maskulinitas iklan televisi rokok Dunhill make it your journey

Condrosari, Yuliningtyas (2017) Konstruksi makna maskulinitas iklan televisi rokok Dunhill make it your journey. Masters thesis, Universitas Pelita Harapan.

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Abstract

Advertising as a communication tool to convey a message about the depiction of a product to be understood by the audience. So with a message that is precise and easy to understand through advertising is expected to be able to generate interest, use and loyalty to the product. Messages in cigarette advertisements can not be contained about the product depiction, due to Government Regulation number 109 of 2012. So the cigarette advertisement in packing the message aimed at the emotion of the audience. The construction of a built-in Dunhill Cigarette reality using the Make It Your Journey theme, which in conveying this theme message through four ad versions, each ad is sixty seconds long. The four versions of Dunhill Cigarette advertisement are: This version of Me, Chef version, Wheel Bike version, and Architect version. The meaning of masculinity depicted in the fourth version of Dunhill Cigarette advertisement is the courage of a man to make decisions related to his career, namely to dare to quit from a establishment to achieve the desire to have a journey of his own life. The values of masculinity contained in the ad are: the value of strength, power, fortitude, action, control, independence, selfsatisfaction, male solidarity, and work. / Iklan sebagai alat komunikasi untuk menyampaikan pesan tentang penggambaran sebuah produk untuk dapat dipahami oleh audiens. Sehingga dengan sebuah pesan yang tepat dan mudah dipahami melalui iklan diharapkan akan dapat menimbulkan minat, penggunaan dan loyalitas terhadap produk. Pesan dalam iklan rokok menjadi tidak dapat berisikan tentang penggambaran produk, dikarenakan adanya Peraturan Pemerintah nomor 109 tahun 2012. Sehingga iklan rokok dalam mengemas pesan ditujukan pada emosi audiens. Konstruksi realitas yang dibangun iklan Rokok Dunhill menggunakan tema Make It Your Journey, yang dalam menyampaikan pesan tema ini melalui empat versi iklan, masing-masing iklan berdurasi enam puluh detik. Empat versi iklan Rokok Dunhill tersebut adalah: versi Ini Aku, versi Chef, versi Roda Sepeda, dan versi Arsitek. Makna maskulinitas yang tergambarkan pada keempat versi iklan Rokok Dunhill tersebut adalah keberanian seorang laki-laki untuk mengambil keputusan yang berkaitan dengan karirnya, yaitu berani untuk berhenti dari sebuah kemapanan untuk meraih keinginan memiliki perjalanan hidup sendiri. Nilai-nilai maskulinitas yang terdapat dalam iklan adalah: nilai kekuatan, kekuasaan, ketabahan, aksi, kendali, kemandirian, kepuasan diri, kesetiakawanan laki-laki, dan kerja.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Condrosari, YuliningtyasNIM00000016718UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorEmrus, EmrusNIDN0309116102UNSPECIFIED
Additional Information: T 89-15 CON k
Uncontrolled Keywords: Make itu Your Journey ; Masculinity ; Dunhill Cigarette Ads.
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Depositing User: Users 15 not found.
Date Deposited: 04 Apr 2019 01:09
Last Modified: 18 Aug 2021 10:43
URI: http://repository.uph.edu/id/eprint/2699

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