Konstruksi Pesan Gaya Hidup Sehat dalam Iklan Televisi:(Analisis Isi Kualitatif Iklan terhadap Televisi Buavita 1001 Manfaat Buah ).

Putra Agung , Budhy Komarul Zaman

2015 | Skripsi | Ilmu Komunikasi

Abstract The development of technology and civilization brings changes in human lifestyle. Too much activities, work pressure, and high stress levels caused modern human becomes easier to contract non-communicable disease (NCD). Coupled with pollution and poor consumption patterns. Because deaths rate from NCDs in today's modern world became too high, the United Nations together with governments around the world start promoting NCDs prevention campaign with healthy lifestyle campaign. These efforts are also supported by a wide range of non-governmental organizations in various countries. Thanks to this campaign, modern society became aware on the importance of a healthy lifestyle. Now we become more selective with foods and beverages consumption. Increased public awareness about healthy lifestyles and the selective consumption start to threaten the food and beverage industry. Especially for foods and beverages that are considered as the main cause of NCDs. To overcome this crisis, food and beverage industries start using healthy lifestyle as marketing idea. Buavita, an Indonesian brand, also adopted healthy lifestyle as the central idea of their marketing. In 2012, Buavita start a marketing campaign called ‘1001 Manfaat Buah’. This study analyzes the semiotic signs contained in three Buavita television commercials under ‘1001 Manfaat Buah’ main theme. The results we obtained shows there were two main ideas that Buavita tried to convey. The first idea is creating a new healthy lifestyle symbols through its brand ambassador. The second idea is a new healthy lifestyle reinterpretation using regular consumption of Buavita instead of real fruits. Key words: Healthy lifestyle, television commercial, sign, symbol, brand ambassador. xii

Kata Kunci : Gaya Hidup; Iklan Televisi