the consumers that is succeed communication. The transformation messages run well.
Based on media, advertisement has two kinds of media, Electronic and printed media. Electronic media is delivered on television, radio, film,
internet etc. Printed media is delivered on newspaper, magazine, etc. Advertisements have four general functions, there are for educational,
economical, communicable, marketable and social. Advertisements as educational are to explain or inform like how to save our head by wearing a
helmet, as an economical like achieving product request, as communicable like to inform consumers where the product is, as marketable like the
strategies by involving any media, and as social like non-commercial advertisement.
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Based on the aims of advertisement, advertising is set to support personal selling or promoting, to reach isolated places, to avoid imitation
product, to achieve product request, to repute agency or product, in which to get trust from consumers.
Basically according to the explanation above, the phenomena of an advertisement is one of applied mass communication. Bittner said that
“mass communication is messages communicated through a mass medium to a large number of people”.
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It means that there are so many mass media that could be placed by any message shared information. This seems as
single address, there is no interaction between addresser and addressee.
35
Alo Liliweri, Dasar Dasar Komunikasi Periklanan, Bandung: PT. Citra Adya Bakti, 1992, p. 47.
36
Jalaluddin Rakhmad, Psikologi Komunikasi, Bandung: Remaja Karya, 2001, p. 188.
The fast development of economic capitalism influences the characteristics of advertisements in cases of style, contain, and function.
This characteristic is changeable in order to go forward with consumers. An early advertisement is for achieving quality products the need of
consumers, it means that it closes to the quality, value, function and price of products, but now the advertisement is symbolic oriented, it means that
the consumers, which are constructed to be consumerist and always feel lack of needs, look for the symbolic value status, prestige, in social position.
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In the global information era of consumerist, an advertisement constructs a “style”. It means that advertisement may construct people’s life
style.
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There is difference people’s life style between old and contemporary advertisements, an advertisement belongs to exclusive class at
last time, but now people could imitate the “life style” from other which is constructed by advertisements.
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2. Effect of Advertisement Producers waste so much money to set the strategies of marketing in
mass media, advertisement, mean that there is something efficient roles
motif that inviting producers to waste their money. The producers believe that advertisement has the strong effects to change the people mainstream
state of mind which the effect of advertising makes audiences buy
37
Yasraf Amir Piliang, Hipersemiotika: Tafsir Cultural Studies atas Matinya Makna, Yogyakarta: Jalasutra, 2003, p. 288.
38
Dick Hebdige, Subculture: The Meaning of Style, London: Routledge, 1987, p. 100.
39
Yasraf Amir Piliang, Dunia Yang Di Lipat: Tamasya Melampui Batas-Batas Kebudayaan, Yogyakarta: Jalasutra, 2004, p. 302.
products where they do not need, advertising makes things cost more and helps to sell bad products and advertising could waste people’s money.
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As conclusion, technically, commercial advertisements should be smart manipulated to change the people’s mainstream and to seduce society.
As step, an advertisement may use everything that to manipulate, to seduce society like involving sensuality, beauty of women, or like verbal form not
to imperative way, “Buy our products now. An advertisement may take advice position or alternative order, for example determining the beneficial,
health, beauty of products. And the following statements above, the writer remembers the quote
which is from Pablo Picasso. He said that “art” is a lie that reveals the “truth”. It means that “a creation” which is from human resources to intend
and to give a lie to a community as simple intention to stabilize any intention, in the name of a community “truth”.
3. Elements of Advertisement
In advertising, especially for knowing the denotative and connotative meaning, the key format elements are logo, slogan, and signature.
a. Seals, Logos, and Signatures
A seal is awarded only when a product meets standards established
by a particular organization, such as the Good Housekeeping Institute or Underwriters Laboratories. Because these organizations are recognized
40
Ralph E. Hanson, Mass Communication Living in A Media World, New York: McGraw-Hill Companies, Inc, 2005, p. 413.
authorities, their seals provide an independent, valued endorsement for the advertiser’s product.
Logotypes logos and signatures are special designs of the
advertiser’s company or product name. They appear in all company advertisement and, like trademarks, give the product individuality and
provide quick recognition at the point of purchase.
b. Slogans
Many slogans also called themelines or taglines begin as
successful headlines. Slogans have two basic purposes: to provide continuity to a series of advertisement in a campaign and to reduce an
advertising message strategy to a brief, repeatable, and memorable positioning statement.
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Slogan is a word or phrase that is easy to remember; used for example by a political party or in advertising to attract people’s attention
or to suggest an idea quickly.
42
41
William F. Arens David H. Schaefer, Essentials of Contemporary Advertising, New York: McGraw-Hill, 2007, pp. 244-250.
42
A. S. Hornby, Op. Cit, p.126.
