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IKLAN TELEVISI SEBAGAI SARANA BRANDING PRODUK ROKOK(Analisis Semiotik terhadap Iklan Rokok Gudang Garam Internasional Versi Survivor)

Bagus Endro Prasetyo, Priyo (2010) IKLAN TELEVISI SEBAGAI SARANA BRANDING PRODUK ROKOK(Analisis Semiotik terhadap Iklan Rokok Gudang Garam Internasional Versi Survivor). Other thesis, University of Muhammadiyah Malang.


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Television is an audiovisual media most favored by society in general. Thus television becomes a reflection of life in social reality to the point that people feel that what television is presented is a reflection of their lives. So powerful was the influence of television on the minds of the people making the big companies such as cigarette company PT. Gudang Garam tbk. take advantage of this phenomenon become an opportunity to market their products through television advertising. In an era of television advertising over this comunicate must be presenting a concept or creative ideas in their product image. Creative ideas or concepts in imaging products can be referred to as branding. As one tool in conveying the message in the form of branding product, television advertising is very effective because it contains audio and visual elements in conveying its message. One is the advertising of cigarettes Gudang Garam International of "survivor" version who has the slogan "Men Have Appetite". The formulation of the problem in this research is how branding ads Gudang Garam International version of "Survivor" disguise the dangers of cigarettes on television. The purpose of this study to find out how advertising branding Gudang Garam International of "Survivor" version disguise the dangers of cigarettes on television. Advertising is simply defined as a message that offers a product aimed at the public via a media (Kasali, 1995:9). Today, advertising activities is recognize by many, especially industry, as something important. In the science of marketing communications, advertising is an investment to maintain a sustainable relationship between the company and its customers (Widyatama, 2007.25). In the delivery of those ads contained messages that aim to introduce the brand or product branding by the company. Basically, the brand is a trade name given to a product or service (Klimchuk, 2007.28). Branding is also responsible for creating memories to the community for these products into the minds of potential consumers. After the brand into the consumer's mind will arise awareness of the existence of a product. At the end of the branding was established patterns of thought on the potential consumers that the products are in accordance with the needs of consumers. In this study, researchers used qualitative research methods to generate descriptive data in the form of words written or oral observations of the researchers of audiovisual works in the form of an ad to be understood throughly. While analysis of this research uses semiotic analysis which refers to the theories of Charles Sanders Peirce on the understanding of the elements of meaning that is Icon, Index and Symbol. The data collection techniques used in this study is the documentation on the video ads Gudang Garam International of "survivor" version. The results of this study indicate that the branding on this ads intended to disguise the dangers of tobacco products through the jungle as a depiction of an icon, a man's activity as an index that is characterized as an adventurous young professionals, and a powerful symbol of the tiger and aneagle fly . Result of the above, can be recommended to further researchers in conducting studies relating to television advertising branding.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 04 Apr 2012 07:25
Last Modified: 04 Apr 2012 07:25

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