Citra Iklan Televisi M-150 Versi “Everybody Can Be A Hero"

Abstract

Penelitian ini bertujuan untuk menggambarkan citra khalayak terhadap iklan televisi M-150 versi “Everybody Can Be A Hero”. Selain itu peneliti juga menjelaskan proses persepsi dari elemen iklan yang terdapat pada iklan M-150 yang pada akhirnya membentuk citra. Pendekatan ini menggunakan pendekatan kulitatif. Unit amatan dalam penelitian ini adalah iklan M-150 versi “Everybody Can Be A Hero”, dan unit analisa dalam penelitian ini adalah citra iklan yang muncul dari tahapan proses persepsi (sensasi, atensi dan intepretasi) khalayak terhadap elemen iklan yang menjadi stimuli pada iklan televisi. Dari hasil penelitian, dapat diketahui bahwa elemen iklan yang merupakan stimuli pada iklan dapat dipersepsikan sampai tahap intepretasi dalam membentuk citra. Persepsi pada iklan tersebut dipengaruhi oleh pengalaman dan pengetahuan khalayak dalam membentuk citra iklan. Citra yang dihasilkan oleh khalayak terhadap iklan adalah pertama, daya tarik emosional dalam membentuk citra. Kedua, iklan menggambarkan citra maskulinitas yang responsible terhadap keluarga atau berbakti pada ibu. Ketiga citra yang muncul pada iklan adalah iklan seperti sebuah film hasil dari pendekatan story line. Keempat, Citra iklan seperti kisah nyata kehidupan masyarakat menengah kebawah atau similiarity.

Television has a great influence in shaping public perception of advertising, which it also encourages about image of advertisement. The image of advertisement also effects to the belief of someone about advertisement. To find out the answer of this problem, the researcher conducted a study on television advertising M-150 version of “ Everybody Can be a Hero” which is different concept with other competitors. This research was aimed to describe about the image of audience toward advertising on television M-150 “Everybody Can be a Hero”. Beside of that (in addition), the researcher also explained the process perception of the element from advertising on television M-150 that create an special image of advertisement. This research used qualitative approach. The subject (unit of observation)of this research is about the advertisement of M-150 version “ Everybody Can Be a hero”. The unit of analysis of this research is about the image advertisement that appears from the process of perception (sensation, attention and interpretation) audience toward the elements of advertisement that stimulate on television advertising such as video, audio, talent, prop, setting, lighting, graphics, and pacing. The result of this research, it can be concluded that the stimuli of an element advertisement can be perceived to varying step of interpretation to create image. The perceptions of the advertisement are influenced by the experience and knowledge of the audience that can create of an image of the advertisement itself. The first Image produced by the audience to advertising emotional appeals in shaping the image. The Second image produced by audience of advertisement are depicted the image of masculinity that is responsible to the family especially mother. Third, the image appeared from advertisement such as the advertisement in movie line story approach. Fourth, is about the image of advertisement such as real-life story of the medium or similarity.