The Definition of Advertisements
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decision to buy or consume at the first sight, the producers communicate to 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
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Alo Liliweri, Dasar Dasar Komunikasi Periklanan, Bandung: PT. Citra Adya Bakti, 1992, p.
47.
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Jalaluddin Rakhmad, Psikologi Komunikasi, Bandung: Remaja Rosda Karya, 2001, p. 188.
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that could be placed by any message shared information. This seems as single address, there is no interaction between addresser and addressee.
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 p eople could imitate the “life style” from other which is constructed by
advertisements.
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