Nasionalisme dalam Iklan Televisi:(Analisis Resepsi Audiens terhadap NAsionalisme dalam Iklan Dji Sam Soe 234 Versi Mahakarya Indonesia)

Rosyid Rizki Fauzi , Lidwina Mutia Sadasri

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT The controversy about the existence of cigarette products is getting hotly debated. Movements, both from pro and contra side towards these products getting rife. In the midst of the dissent’s hubbub about the existence of cigarette, the producer of the product releases a nationalism themed ad instead. An exclamation to be united with one another in any difference and continue to love this country. It certainly sparked a new opinion about the position of cigarettes in the public eye. Dji Sam Soe 234 is one of the products that consistent to use nationalism theme in their marketing’s channel. Mahakarya Indonesia (Masterpiece of Indonesia), Dji Sam Soe TV commercial version that is loaded with exclamation to unite, works together and continues to love Indonesia. This research will see the message contained on said TV commercial from audience point of view. With reference to the Reception Theory by Stuart Hall (2010), this research aims to determine whether the received message by the audience is in accordance with the message intended by the ad maker (Dji Sam Soe) or they have another perspective about the message. The result of this research shows that informant’s reception tend to negotiated position. Profession, peer group, activities and varied media consumption become a trigger for the difference of informant’s reception towards said ad. Furthermore, education, knowledge and experience gives a big contribution in shaping the mindset which then underlying the way they capture media’s message. Keywords: advertisement, reception, nationalism, cigarettes

Kata Kunci : Iklan Televisi