Audiens dan Iklan Layanan Masyarakat tentang Bahaya Merokok Analisis Resepsi Pelajar Perokok di Lingkungan Geng di Daerah Istimewa Yogyakarta (DIY) terhadap Pesan Iklan dalam Iklan Layanan Masyarakat

Awanis Akalili, Rahayu

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT Public service advertisement which said “Berhentilah Menikmati Rokok Sebelum Rokok Menikmati Anda” is a warning the dangers of smoking which is aired on television. Of course, this advertisement is produced by the government to make smokers realize the dangers of smoking among young people especially students. However, this aim cannot be so easily achieved because the community nowadays is not a passive spectator groups who translates the message as same as what is intended by the creator of the advertisement. By taking four informants, this study tries to answer the question of how the student smokers among gang understand the advertising messages in public service advertisement which said “Berhentilah Menikmati Rokok Sebelum Rokok Menikmati Anda” on television. A reception analysis is chosen as the research method because this method can see how the audience understands the media messages based on different environmental factors and background which is owned. Based on the results of the study, it is found that four informants are able to negotiate with the advertising message on public service ads which said “Berhentilah Menikmati Rokok Sebelum Rokok Menikmati Anda”. The four informants are able to understand the messages from that advertising by using their own point of view. The difference of meaning is affected by two things: the family environment and the existence as a gang member. Two informants receive the advertisement, while two other informants assume that the public service advertisement does not correspond to the reality. Keywords: reception analysis, gang student, smoking, public service advertisement

Kata Kunci : Iklan Layanan Masyarakat