MAKNA IKLAN CETAK INDOVISION VERSI “MENGAPA MEMILIH INDOVISION?” DI SURATKABAR KOMPAS

  • Erna Mariana Susilowardhani Universitas Persada Indonesia YAI

Abstract

Abstract
Advertisement as a tool to convey message of a
product has been a must in the business world. The
strong competition beetwen products makes the
producer has to design special promotion strategy
carefully, especially through advertisement in the
mass media. Indovision as a TV cable provider also
pose an advertisement in mass media in the form
of messsage as a construction result of what the
producer want to communicate to the mass. This
research want to analyse the meaning of symbol of
message on the printed advertisement of the
Indovision version of “Why choose Indovision?” by
using concepts of advertising, advertising media,
semiotics and theory of reality construction by
using descriptive explorative approach. The unit of
analysis will cover all elements which is find in that
printed advertisement on Kompas, at Saturday,
October 4th, 2014. The research shows that printed
advertisement of Indovision version “Why choose
Indovision?” is using comparative interest through
picture appearance in the television screen that
Indovision is providing distinct and clearer picture
compare to other brand especially during bad
weather although the price of reguler subscription
is more expensive.
Keywords: advertisement meaning, Indovision
printed advertisement, Semiotics, Reality
Construction in the advertisement



Abstrak
Iklan sebagai sarana penyampaian pesan bagi
produk sudah menjadi keharusan dalam dunia
bisnis. Kompetisi antar produk yang ketat
membuat para produsen harus merancang strategi
promosi secara seksama, terutama melalui iklan di
media massa. Indovision, sebagai penyedia jasa
televisi berlangganan juga memuat iklan di media
massa dalam bentuk pesan sebagai hasil
konstruksi yang ingin disampaikan produsen
kepada khalayak. Penelitian ini ingin menganalisis
makna dari lambang pesan pada iklan cetak
Indovision versi “Mengapa Memilih Indovison?”
dengan menggunakan konsep periklanan, media
periklanan, semiotika dan teori konstruksi realitas
dengan pendekatan deskriptif eksploratif. Unit
analisis mencakup semua unsur yang terdapat
dalam iklan cetak tersebut yang dimuat pada
Kompas, Sabtu 4 Oktober 2014. Hasil penelitian
menunjukkan bahwa iklan cetak Indovision versi
“Mengapa Memilih Indovision?” menggunakan
daya tarik komparatif melalui tampilan gambar di
layar televisi bahwa Indovision memberikan
gambar yang lebih jelas dan jernih dibandingkan
merek lain terutama saat cuaca buruk meskipun
harga langganan lebih mahal.
Kata kunci: Makna Iklan, Iklan cetak Indovision,
Semiotika, Konstruksi Realitas dalam Iklan.

Published
Nov 7, 2017
How to Cite
SUSILOWARDHANI, Erna Mariana. MAKNA IKLAN CETAK INDOVISION VERSI “MENGAPA MEMILIH INDOVISION?” DI SURATKABAR KOMPAS. Sociae Polites, [S.l.], v. 16, n. 1, p. 33-52, nov. 2017. ISSN 1410-3745. Available at: <http://ejournal.uki.ac.id/index.php/sp/article/view/492>. Date accessed: 24 may 2018.