Cewek Matre dalam Iklan Makanan Ringan Konstruksi Materialisme Perempuan Muda dalam Iklan:(Analisis Wacana Kritis dalam Iklan Televisi Wafer Beng-beng Unstoppable Enjoyment Versi Cool Class dan Great

Annisa Febrianasari, Budhy Komarul Zaman

2015 | Skripsi | Ilmu Komunikasi

ABSTRACTION Departing from the phenomenon of "materialistic girl" that began mushrooming in major cities and small corners in Indonesia, the authors tried to raise these phenomena through different media, namely television commercial, which is a television commercial audio-visual advertising medium that is highly capable of attracting the attention of the target audience lately so there is a bit of audience or even the public at large are inedible and hypnotized by boasting graphics and audio whisper of television commercial, both of products and any services that advertise on television. Therefore, the authors are very focused with the writing of this thesis, which is the focus of research of the writing of this thesis is the overflow saturation writer on the rise of new faces "materialistic girl" who began to be exploited through various advertising mediums with the exclusion of the positive value of character women themselves, which not all women think of the material alone but also helpful to think about any positif things else. With that introduction, the author lifting construction concepts and materialism values that contained in these women's self through two versions of Beng-Beng Wafer Unstoppable Enjoyment television commercial, namely Cool Class and Great Date, which is the focus of the women study were more to the majority of young female figures in Indonesia at this time and the status of women is when juxtaposed by the opponent, the man who was described by two different characters, which is the handsome man and the fat-bodied man. This study raised the process itself using critical discourse analysis that proposed by Foucault by involving all the instruments audio, visual, and text which is contained in both television commercials versions of Beng-Beng Wafer Unstoppable Enjoyment, so all of that components in Beng-Beng Wafer television commercial instrument, in the end, summing up the research results in this thesis, such as the characters of young women today who started mushrooming explodely, the negative side of the young materialistic woman who later formed with the support of their too-present characters, and the final art execution of the Flowr Indonesia’s concept for that two Beng-Beng Wafer Unstoppable Enjoyment versions of the ads which is deviated from the concept to be formed previously, namely misplacement major talent with both talent and the error message delivering to the audience target that led to some different interpretations of the visual and audio form that ads. Keywords: materialism, female, young female, materialistic girl, television commercials, snacks, critical discourse analysis.

Kata Kunci : Iklan Televisi