A Semiotic Analysis of Youth Representation in SilverQueen Television Advertisements.
A Semiotic Analysis of Youth Representation in SilverQueen
Television Advertisements
A Research Paper
Submitted to the Department of English Education in Partial Fulfillment of the Requirement for Sarjana Sastra Degree
By:
Novia Mayasari
1002743
DEPARTMENT OF ENGLISH EDUCATION
FACULTY OF LANGUAGE AND LITERATURE EDUCATION
INDONESIA UNIVERSITY OF EDUCATION
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A Semiotic Analysis of Youth Representation in SilverQueen Television Advertisements
Oleh Novia Mayasari
Sebuah skripsi yang diajukan untuk memenuhi salah satu syarat memperoleh gelar Sarjana pada Fakultas Pendidikan Bahasa dan Sastra
© Novia Mayasari 2015 Universitas Pendidikan Indonesia
Oktober 2015
Hak Cipta dilindungi undang-undang.
Skripsi ini tidak boleh diperbanyak seluruhya atau sebagian, dengan dicetak ulang, difoto kopi, atau cara lainnya tanpa ijin dari penulis.
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS
A Research Paper by
Novia Mayasari 1002743
Approved by:
Main Supervisor Co-Supervisor
Prof. Dr. Didi Sukyadi, M.A. Ruswan Dallyono, S.Sos., M.Pd. NIP. 196706091994031003 NIP. 197008032005011002
The Head of English Education Department The Faculty of Language and Literature Education
Indonesia University of Education
Dr. Rd. Safrina, M.A. NIP. 196207291987032003
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS
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A Semiotic Analysis of Youth Representation in SilverQueen Television
Advertisements
Novia Mayasari
1, Didi Sukyadi
2, and Ruswan Dallyono
3Department of English Education, Faculty of Language and Literature Education, Indonesia University of Education
(Email: mayasari.novia02@yahoo.co.id)
Abstract: This qualitative study aims to analyze the youth representation in five versions of SilverQueen television advertisements and reveal the ideologies reflected in such representation. The data are five versions of SilverQueen television advertisements which are
broadcasted in Indonesia from 2002 until 2012. The theories used in this study are Barthes’
orders of signification (1957) and the theory of visual elements proposed by Dyer (1996). The findings of the study show that youth is represented in five versions of SilverQueen television advertisements (2002-2012) through similar ways. Youth is represented in SilverQueen television advertisements through three visual elements (actor, setting, and property): (1) the attractive young people as actors and actresses of the advertisements who are estimated to be about 18-25 years old. They wear casual clothes which represent informality and some accessories which make their appearances look more attractive; (2) the choices of setting which mostly take place outdoors represent the youth’s interest for spending their free time outdoors and enjoying nature; and (3) the choices of property reflect that young people love to relax, hang out with their friends, and have interest for exploration and visiting places. In terms of ideologies, this study found two ideologies behind such representation, namely freedom and hedonism.
Keywords: youth, representation, television advertisement, ideology
Abstrak: Penelitian yang bersifat kualitatif ini bertujuan untuk menganalisis representasi anak muda dalam lima versi iklan televisi SilverQueen dan mengungkap ideologi di balik representasi tersebut. Data penelitian ini terdiri dari lima versi iklan televisi SilverQueen yang disiarkan dari tahun 2002 sampai dengan 2012 di Indonesia. Teori yang digunakan di penelitian ini adalah teori urutan pemaknaan (orders of signification) yang dikemukakan oleh Barthes (1957) dan teori elemen visual yang dikemukakan oleh Dyer (1996). Temuan penelitian ini menunjukkan bahwa dalam lima versi iklan SilverQueen (2002-2012), anak muda direpresentasikan dengan cara yang sama. Anak muda direpresentasikan dalam lima iklan tersebut melalui tiga elemen visual (aktor, setting, dan properti): (1) pemilihan anak-anak muda yang berpenampilan menarik dan diperkirakan berumur sekitar 18-25 tahun sebagai aktor dan aktris. Mereka mengenakan pakaian santai yang merepresentasikan ketidakformalan dan beberapa aksesoris yang membuat penampilan mereka terlihat lebih menarik; (2) pemilihan setting yang kebanyakan berlokasi di luar ruangan merepresentasikan ketertarikan anak muda untuk menghabiskan waktu luangnya di luar ruangan dan menikmati alam, dan (3) pemilihan properti yang merefleksikan bahwa anak muda suka bersantai, bergaul dengan teman-temannya, dan memiliki ketertarikan akan eksplorasi tempat. Dalam
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS
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hal ideologi, studi ini menemukan bahwa ada dua ideologi dibalik representasi anak muda di iklan televisi SilverQueen, yaitu kebebasan dan hedonisme.
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Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu TABLE OF CONTENTS
STATEMENT OF AUTHORIZATION ... Error! Bookmark not defined. PREFACE ... Error! Bookmark not defined. ACKNOWLEDGEMENT ... Error! Bookmark not defined. ABSTRACT ... Error! Bookmark not defined. TABLE OF CONTENTS ... 1 LIST OF TABLES ... 4 LIST OF FIGURES ... 5 CHAPTER I ... Error! Bookmark not defined. INTRODUCTION ... Error! Bookmark not defined. 1.1 Background of the Study ... Error! Bookmark not defined. 1.2 Research Questions ... Error! Bookmark not defined. 1.3 Aims of the Study ... Error! Bookmark not defined. 1.4 Scope of the Study ... Error! Bookmark not defined. 1.5 Significance of the Study ... Error! Bookmark not defined. 1.6 Clarification of Key Terms ... Error! Bookmark not defined. 1.7 Organization of the Paper ... Error! Bookmark not defined. CHAPTER II ... Error! Bookmark not defined. THEORETICAL FRAMEWORK ... Error! Bookmark not defined. 2.1 Semiotics ... Error! Bookmark not defined.
2.1.1 The Saussure’s Model of Sign ... Error! Bookmark not defined.
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2.1.3 Barthes’s Orders of Signification ... Error! Bookmark not defined. 2.2 Advertisement ... Error! Bookmark not defined. 2.2.1 Television Advertisement ... Error! Bookmark not defined. 2.2.2 Types of Television Advertisements ... Error! Bookmark not defined. 2.2.3 Advertisement and Ideology ... Error! Bookmark not defined. 2.3 Representation ... Error! Bookmark not defined. 2.4 The Visual Elements of Television Advertisement . Error! Bookmark not defined. 2.5 Youth ... Error! Bookmark not defined. 2.6 About SilverQueen ... Error! Bookmark not defined. 2.7 Previous Studies ... Error! Bookmark not defined. CHAPTER III ... Error! Bookmark not defined. RESEARCH METHODOLOGY ... Error! Bookmark not defined. 3.1 Research Design ... Error! Bookmark not defined. 3.2 Data Collection ... Error! Bookmark not defined. 3.3 Data Analysis ... Error! Bookmark not defined. CHAPTER IV ... Error! Bookmark not defined. FINDINGS AND DISCUSSION ... Error! Bookmark not defined. 4.1 FINDINGS ... Error! Bookmark not defined. 4.1.1 The Youth Representation in SilverQueen Television Advertisement ‘Road Trip’ Version (2002) ... Error! Bookmark not defined. 4.1.2 The Youth Representation in SilverQueen Television Advertisement ‘Ocean’ Version (2004) ... Error! Bookmark not defined. 4.1.3 The Youth Representation in SilverQueen Television Advertisement ‘Balloon’ Version (2007) ... Error! Bookmark not defined.
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4.1.4 The Youth Representation in SilverQueen Television Advertisement ‘Moveable
Feast’ Version (2009) ... Error! Bookmark not defined. 4.1.5 The Youth Representation in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012) ... Error! Bookmark not defined. 4.2 DISCUSSION ... Error! Bookmark not defined. 4.2.1 Youth Representation in SilverQueen Television Advertisements ... Error! Bookmark not defined.
4.2.2 The Ideologies Reflected in Youth Representation in SilverQueen Television Advertisements ... Error! Bookmark not defined. CHAPTER V ... Error! Bookmark not defined. CONCLUSION AND SUGGESTIONS ... Error! Bookmark not defined. 5.1 Conclusion ... Error! Bookmark not defined. 5.2 Suggestions ... Error! Bookmark not defined. REFERENCES ... Error! Bookmark not defined.
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Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu LIST OF TABLES
Table 2.1 Connotation in Color …...….………..18 Table 3.1 Selected Scenes of SilverQueen television advertisement ‘Road Trip’
Version ………...23 Table 3.2 Selected Scenes of SilverQueen television advertisement ‘Ocean’ Version
………..………....………...……25
Table 3.3 Selected Scenes of SilverQueen television advertisement ‘Balloon’ Version
………...………. 26
Table 3.4 Selected Scenes of SilverQueen television advertisement ‘Moveable Feast’
Version ….. ...27 Table 3.5 Selected Scenes of SilverQueen television advertisement ‘Beautiful
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Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu LIST OF FIGURES
Figure 2.1 Saussure’s Model of Sign………..………...8 Figure 2.2 Peirce’s Model of Sign………...9 Figure 4.1 Main Actors and Actresses in SilverQueen Television Advertisement
‘Road Trip’ Version (2002)………….………...32
Figure 4.2 Additional Actors and Actresses in SilverQueen Television Advertisement
‘Road Trip’ Version (2002)……….………...40
Figure 4.3 The First Setting in SilverQueen Television Advertisement ‘Road Trip’
Version (2002) ………..……...43 Figure 4.4 The Second Setting in SilverQueen Television Advertisement ‘Road Trip’
Version (2002) ………...….44 Figure 4.5 The Third Setting in SilverQueen Television Advertisement ‘Road Trip’
Version (2002) ………...45 Figure 4.6 Property in SilverQueen Television Advertisement ‘Road Trip’ Version
(2002) ………...47 Figure 4.7 Actors and Actresses in SilverQueen Television Advertisement ‘Ocean’
Version (2004)………...49 Figure 4.8 The First Setting in SilverQueen Television Advertisement ‘Ocean’
Version (2004) ………...56 Figure 4.9 The Second Setting in SilverQueen Television Advertisement ‘Ocean’
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Figure 4.10 The Third Setting in SilverQueen Television Advertisement ‘Ocean’
Version (2004) ………...58 Figure 4.11 Property in SilverQueen Television Advertisement ‘Ocean’ Version
(2004) ………...60 Figure 4.12 Actors and Actresses in SilverQueen Television Advertisement ‘Balloon’
Version (2007)………...……….61 Figure 4.13 The First Setting in SilverQueen Television Advertisement ‘Balloon’
Version (2007) ………...69 Figure 4.14 The Second Setting in SilverQueen Television Advertisement ‘Balloon’
Version (2007) ………...70 Figure 4.15 Property in SilverQueen Television Advertisement ‘Balloon’ Version
(2007) ………...72 Figure 4.16 Actors and Actresses in SilverQueen Television Advertisement
‘Moveable Feast’ Version (2009)………...73
Figure 4.17 The First Setting in SilverQueen Television Advertisement ‘Moveable
Feast’ Version (2009)………...82
Figure 4.18 The Second Setting in SilverQueen Television Advertisement ‘Moveable
Feast’ Version (2009)………...83
Figure 4.19 Property in SilverQueen Television Advertisement ‘Moveable Feast’
Version (2009)………...84 Figure 4.20 Actors and Actresses in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012)………....86
Figure 4.21 The First Setting in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012)………....94
Figure 4.22 The Second Setting in SilverQueen Television Advertisement ‘Beautiful
Journey’ Version (2012)………....95
Figure 4.23 Property in SilverQueen Television Advertisement ‘Beautiful Journey’
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Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu CHAPTER I
INTRODUCTION
This chapter presents the introduction of the present study. It covers the background of the study, research questions, aims of the study, scope of the study, significance of the study, clarification of key terms, and organization of the paper.
1.1 Background of the Study
Nowadays, a large number of television advertisements use young people as their models. Some famous products such as Coca Cola, Beng Beng, Pocari Sweat, Indosat
IM3 and any other products use young people as their television advertisement’s
models. The tendency to use young people as models is probably motivated by the fact that young people have particular special qualities or images which can help the advertised products to get attention from television viewers. According to Mayo (2011), some core characteristics of young people today are bright, creative, optimist, good at sharing, global learners, active participant and question asker. Thus, those positive qualities will eventually attract the television viewers to pay attention to the advertisements.
Meanwhile, advertisement is one of the most effective media to communicate with everyone in this world. Oxford Dictionary online (2014) defines ‘advertisement’ as a notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy. Advertisement can be anywhere, it can be in the radio, the newspaper, Internet, and television. In many industries, advertisement is used to help the company markets their products. Moreover, advertisement also has a significant role to persuade people. Advertisement is used to convey certain messages, and sometimes some symbols are used to support the delivery of those
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messages to the people. Therefore, those messages and symbols need to be considered.
Advertisement not only promotes products, but it also indicates the ideology of a society. The notion of 'ideology' is commonly used in the social sciences, such as in politics and mass media (Van Dijk, 2000). Wodak and Meyer (2009, p.8) define ideology as “a logical and relatively standard set of beliefs or values”. Furthermore, Eagleton (1991) states that ideology is the process of producing meanings, signs and values in the social life. Therefore, ideology can be said as some beliefs and values shared in a certain society.
Ideology can be viewed through representation in advertisements. According to Chandler (2007), representation is the formation of reality in any medium. Additionally, Hall (1997) states that representation is a medium of social construction of meaning and values which is used by a group of people in a culture. In short, representation can be said as a medium that transmits reality to the society.
It appears interesting to analyze how youth is represented in SilverQueen television advertisements because SilverQueen television advertisements put a group of young people as the character or actor in their television advertisements from time to time. SilverQueen can be categorized as a famous brand of chocolate product in Indonesia which is owned by Petra Foods company. As seen in their television advertisements, the target market of SilverQueen products is presumably youth.
Therefore, this study attempts to investigate the representation of youth in
SilverQueen television advertisements and reveal the ideology reflected in such
representation. This study is limited to analyzing five SilverQueen television advertisements. The five versions of SilverQueen television advertisements chosen in this study are SilverQueen ‘Road Trip’ (2002), SilverQueen ‘Ocean’ (2004), SilverQueen ‘Balloon’ (2007), SilverQueen ‘Moveable Feast’ (2009), and
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SilverQueen ‘Beautiful Journey’ (2012). This study analyzes how youth is represented in those television advertisements through the visual elements found in those advertisements, namely actor, setting, and property. Those visual elements are analyzed by using Dyer’s theories of visual elements (1996).
Furthermore, a semiotics theory about the orders of signification proposed by Barthes (1957) is chosen as the tool of analysis of this study. There are three levels of meaning of Barthes’ signification orders: denotation (first order), connotation (second order), and myth or ideology (third order or the combination of denotation and connotation).
There are some studies about representation and ideology in advertisement had been conducted by some researchers, for example, Correa (2011), Martiana (2012) and Ririn (2011). First, Correa (2011) used a semiotic analysis to investigate how Indian television advertisements construct gender identity. The theory used in this study is the rhetoric of the image by Barthes (1977). The findings of this study show that Indian television advertisements emphasizes the traditional role of women as a wife and mother and tend to position men as a group which dominates the public sphere.
Second, Martiana (2012) conducted a study about how the new A Mild television advertisements represent the spirit of youth. This study used Barthes’ orders of signification as the guidance theory. The findings of this study shows that those television advertisements used young models in order to represent the spirit of youth, the use of warm (grey) color saturation that signifies young people as being hopeful, and the use of cool colors (green and light blue) to signify youth. Third, Ririn (2011) conducted a study to reveal the ideology in Axe Chocolate television advertisement. This study used Barthes’ model of sign to analyze each scene of Axe Chocolate
television advertisement. The findings of this study shows that masculinity appears as the ideology in Axe Chocolate television advertisement. Masculinity is considered
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both as positive and negative ideology. It is because in one side, masculinity itself is not contradictory with Indonesian culture, while in another side, masculinity values in Axe Chocolate television advertisement are narrowed down into the area of sexuality only.
1.2 Research Questions
This study attempts to answer two questions as follows:
1. How is youth represented in SilverQueen television advertisements? 2. What are the ideologies reflected in such representation?
1.3 Aims of the Study
Based on the research questions stated above, this study aims to:
1. Analyze the representation of youth in SilverQueen television advertisements.
2. Reveal the ideologies reflected in such representation.
1.4 Scope of the Study
This study only focuses on analyzing five versions of SilverQueen television advertisements which are broadcasted in Indonesia, namely SilverQueen ‘Road Trip’ (2002), SilverQueen ‘Ocean’ (2004), SilverQueen ‘Balloon’ (2007), SilverQueen ‘Moveable Feast’ (2009), and SilverQueen ‘Beautiful Journey’ (2012). This study focuses on analyzing how youth is represented in that advertisement and the ideology behind it based on semiotics analysis. Therefore, it does not cover any other advertisement of brand of chocolate bar which are distributed in Indonesia.
1.5 Significance of the Study
The results of this study are expected to offer new insights on youth’s representation in advertisement and forms of ideologies involved. The writer also hopes that the
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result of this study will be useful for the readers in general and helps the advertising industry to develop their advertisements.
1.6 Clarification of Key Terms
Youth
Youth is indicated as a person between the ages of 15 and 24 years old (UNESCO, 2014).
Representation
Representation is “the process of recording ideas, knowledge, or messages in various physical means” (Danesi, 2002, p. 3).
Advertisement
Advertisement is “a discourse that attempts to attract people’s attention and to make them turn towards it” (Goddard, 1998, p. 6).
Ideology
Ideology is as “a logical and relatively standard set of beliefs or values” (Wodak and Meyer, 2009, p. 8).
Denotative meaning
Denotative meaning is “a meaning that tends to be described as the definitional, literal, obvious, or logical” (Chandler, 2007, p. 137). Connotative meaning
Connotative meaning is “a meaning that has a certain underlying ‘cultural history’” (Danesi, 2002, p. 36).
1.7 Organization of the Paper
The paper is organized into five chapters as follows:
CHAPTER 1: Introduction
This chapter presents the introduction of the present study. It covers background of the study, research questions, aims of the study, scope of the
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study, significance of the study, research methodology, clarification of key terms, and organization of the paper.
CHAPTER 2: Theoretical Foundation
This chapter elaborates all the concepts and theories which provides a basis for conducting the study and also is applied for answering the research questions. It also provides previous studies related to this study.
CHAPTER 3: Research Methodology
This chapter describes how the study is conducted. This chapter also explains the research method, data collection, data analysis, and data presentation of the study.
CHAPTER 4: Findings and Discussion
This chapter provides the result of the analysis of the data and discussion of the result to answer research questions.
CHAPTER 5: Conclusion and Suggestions
This chapter draws a conclusion of the present study and presents suggestions for further studies.
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Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu CHAPTER III
RESEARCH METHODOLOGY
This chapter provides the research methodology which was employed in the study. It covers the research design, data collection, and data analysis.
3.1 Research Design
This study employed a qualitative method. This method is appropriate for this study because this study uses videos of SilverQueen television advertisements as the data and focuses on describing, analyzing, and interpreting the youth representation in
SilverQueen television advertisements. According to Denzin & Lincoln (2005), a
qualitative research requires a collection of interpretive and natural setting which is used to rationalize and interpret phenomenon in terms of human life’s meaning. In addition, Creswell (2009) says that qualitative research occurs in natural settings, where human behaviour and events occur. He also says that a study which involves visual materials data collection and interpretive information of overall findings can be categorized as a qualitative research.
Specifically, this present study employs a semiotic theory about the orders of signification proposed by Barthes (1957). There are three orders of signification: The first order of signification is denotation which consists of a signifier and a signified, the second order is connotation which consists of a signifier (signifier and signified of the denotative sign) and an additional signified attached to it, and the third order of signification is a myth or ideology (the combination of denotation and connotation). Denotation and connotation were used to analyze how youth is represented in five versions of SilverQueen television advertisements which are broadcasted in Indonesia since 2002 until 2012, while myth or ideology was used to reveal the ideologies reflected in such representation.
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Moreover, this present study also employed some theories from other theorists to reveal connotative meanings of the visual elements of television advertisements such as actor, setting and property proposed by Dyer (1996).
3.2 Data Collection a. Data Resources
The data were in the form of videos of Silver Queen television advertisements. There were five versions of Silver Queen television advertisements selected in this study and they are broadcasted in Indonesia:
1. SilverQueen ‘Road Trip’ version (2002) (duration: 32 seconds)
2. SilverQueen ‘Ocean’ version (2004) (duration: 31 seconds)
3. SilverQueen ‘Balloon’ version (2007) (duration: 31 seconds)
4. SilverQueen ‘Moveable Feast’ version (2009) (duration: 29 seconds) 5. SilverQueen ‘Beautiful Journey’ version (2012) (duration: 31 seconds)
All the advertisements were downloaded from www.youtube.com. Those advertisements were selected because those advertisements contain the issue of youth representation. After that, some scenes contain the issue of youth representation in each of those five television advertisements would be selected.
b. The Selected Scenes of SilverQueen Television Advertisements
1. SilverQueen ‘Road Trip’ version (2002)
There were seven scenes selected in this version of SilverQueen television advertisement. Those selected scenes are presented in the following table:
Table 3.1 Selected Scenes of SilverQueen television advertisement ‘Road
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Scene Visual Description
1 This scene shows five young
people in a convertible car during their road trip for a vacation together. They seem to be happy and excited.
2 This scene shows five young
people having fun in a buggy car at the beach. They seem to be happy.
3 This scene portrays five young
people (in a convertible car) who accidentally meet their friend (in a truck) while they are heading somewhere.
4 This scene depicts three young
people who are interacting with each other in the backside of a convertible car. The girl in the middle also seems to enjoy eating a chocolate bar.
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5 This scene depicts a girl who is
relaxing under a tree at the beach while eating a chocolate bar.
6 This scene illustrates a group of
young people who are hanging out together. There is a girl playing the guitar. Her friends also seem to be happy
7 This scene shows ten young
people who are spending their time together at the bridge. They seem to be having much fun.
2. SilverQueen ‘Ocean’ version (2004)
There were five scenes selected in this version of SilverQueen television advertisement. Those selected scenes are presented in the following table:
Table 3.2 Selected Scenes of SilverQueen television advertisement ‘Ocean’ Version
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1 This scene depicts a boat in
the middle of an ocean which seems to be heading somewhere. There are also a group of people on that boat.
2 This scene shows five young
people who are spending time together on the boat.
3 This scene depicts a young
man who is riding his bicycle at the grassy path with the ocean as the background.
4 This scene illustrates two girls
who are dropping their boy friend from a hammock intentionally. These two girls seem to be spirited and are doing it for fun.
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5 This scene illustrates five
young people who are hanging out together at the beach. They seem to be relaxing near a bonfire while one of them is playing the guitar.
3. SilverQueen ‘Balloon’ version (2007)
There were five scenes selected in this version of SilverQueen television advertisement. Those selected scenes are presented in the following table:
Table 3.3 Selected Scenes of SilverQueen television advertisement
‘Balloon’ Version
Scene Visual Description
1 This scene depicts three
young girls who are walking in a grassy field in a sunny day. They seem to be excited.
2 This scene shows three
young girls who are waving to their friends in a hot air balloon.
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3 This scene shows three
young girls who are running toward a hot air balloon.
4 This scene illustrates five
young people in a flying hot air balloon. They seem to be enjoying the view from the top.
5 This scene depicts three
young people who are excitedly jumping into a parachute of the hot air balloon. They seem to be happy.
4. SilverQueen ‘Moveable Feast’ version (2009)
There were six scenes selected in this version of SilverQueen television advertisement. Those selected scenes are presented in the following table:
Table 3.4 Selected Scenes of SilverQueen television advertisement
‘Moveable Feast’ Version
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1 This scene shows four
young people inside the car. They seem to be happy and excited.
2 This scene shows a
Volkswagen Kombi car which is heading somewhere.
3 This scene shows three
young people who are kidding around in the lakeside and two young people who are sitting on the top of the car. They seem to be enjoying a beautiful view of the lake and mountain.
4 This scene shows two
young people who are chatting and sitting on the top of the car.
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5 This scene depicts two
young people on the couch seems to be chatting and eating chocolate bar, while the other two young people behind the couch are walking toward them. Then, the young man behind the couch seems to be throwing something.
6 This scene shows the view
of those five young people in the cliff and the scenery around them.
5. SilverQueen ‘Beautiful Journey’ version (2012)
There were six scenes selected in this version of SilverQueen television advertisement. Those selected scenes are presented in the following table:
Table 3.5 Selected Scenes of SilverQueen television advertisement
‘Beautiful Journey’ Version
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS
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1 This scene describes five
young people who are running in a pier. They seem to be happy.
2 This scene shows five young
peole who are riding Segway.
3 This scene depicts young
people who enjoy riding
Segway.
4 This scene shows five young
people who are kidding around and chasing each other in the woods.
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS
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5 This scene shows a young
man who is holding his camera and taking picture of his friends. He seems to be happy.
6 This scene shows five young
people who are relaxing and sitting on a big rock in the lakeside with the mountain as the background.
3.3 Data Analysis
Three steps were accomplished in order to analyze the data. Firstly, five videos of SilverQueen televisions advertisements were downloaded from www.youtube.com and selected as the data. Secondly, those five versions of
SilverQueen television advertisements were watched and observed closely and
carefully. Specifically, the scenes which contain the issue of youth representation were selected. Thirdly, those scenes which contain the youth representation were captured and put in tabular form. Specifically, those selected scenes were put in tabular form based on each version. Fourthly, the visual elements found in each scene were analyzed. Those visual elements are actor, setting, and property. Lastly, the findings of the analysis were interpreted in order to reveal the ideologies reflected in such representation.
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Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu CHAPTER V
CONCLUSION AND SUGGESTIONS
This chapter is the last section of the study. It draws the conclusion of the present study and presents suggestions for further studies.
5.1 Conclusion
This study has investigated youth representation in five versions of
SilverQueen television advertisements and reveal the ideologies reflected in such
representation. The five versions of SilverQueen television advertisements chosen in this study are SilverQueen ‘Road Trip’ (2002), SilverQueen ‘Ocean’ (2004),
SilverQueen ‘Balloon’ (2007), SilverQueen ‘Moveable Feast’ (2009), and
SilverQueen ‘Beautiful Journey’ (2012). This study employs a semiotic theory about the orders of signification proposed by Barthes (1957) and the theory of visual elements proposed by Dyer (1996).
Based on the analysis of three visual elements (actor, setting, and property) found in the five versions of SilverQueen television advertisements, it can be concluded that the youth is represented in those SilverQueen television advertisements through similar ways.Youth is represented in SilverQueen television advertisements through three visual elements (actor, setting, and property).
Firstly, the choices of the actors and the actresses used in the five SilverQueen television advertisements are attractive young people who are estimated to be about 18-25 years old. They wear casual clothes which represent informality and some accessories which make their appearances look more attractive. Meanwhile, there are also some dominant colors used in the actors and actresses’ clothes and accessories, namely white, brown, red, green, and dark blue. Those colors are perceived as the
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS
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portrayal of positive characteristics of youth in those five advertisement. Through those colors, young people are represented as those who are active, strong, brave, affectionate, fresh, sincere, and cooperative.
Secondly, the choices of setting of SilverQueen television advertisements are always outdoors, namely the road, the beach, the bridge, the ocean, the island, the meadow, the lakeside, the cliff, the woods, and the seashore. Those choices of setting
represent the youth’s interest for spending their free time to do activities outdoors and
relaxing in nature. Through those choices of setting, youth is also represented as those who love to spend their free time to hang out with their friends outdoors.
Thirdly, in those five televison advertisements, youth is also represented through the use of some property, namely convertible car, buggy car, Volkswagen kombi car, boat, bicycle, hot air balloon, hammock, the guitar, bonfire, couch, and camera. Through those choices of property, youth is desribed as those who love to be free, relax and have leisure time outdoors, explore things, visit places, and hang out and have fun with their friends.
Furthermore, there are two ideologies reflected in youth representation in those five versions of SilverQueen television advertisements, namely freedom and hedonism. Freedom is viewed because young people described in those five versions of SilverQueen television advertisements are those who freely do what they want and go wherever they want without being guided or influenced by any authority figure. It can be seen that in those five television advertisements, young people are described as those who can do what they want, namely take a road trip, sail a boat, and fly in a hot air balloon without any involvement from any authority figure.
Hedonism is the second ideology reflected in youth representation in those television advertisements. Youth representation in SilverQueen television advertisements reflects hedonism because all of those television advertisements only
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highlight the ways young people have fun and pursue pleasure. It can be seen that all of those television advertisements only focus on one side of youth’s life, the ways they enjoy their free time in order to find happiness and pleasure.
5.2 Suggestions
Based on the conclusion of the present study, there is a list of suggestions for further studies regarding youth representation, visual elements, and television advertisement as follows:
1. The next researchers could try to discover other visual elements of television advertisements which can be analyzed in order to broaden the scope of the study.
2. The next researchers should use other theories which could support the analysis in order to enrich the results of the study.
3. In general, research regarding youth representation is still rare to find.
Thus, it is hoped that those who are interested in analyzing representation in the mass media should conduct research regarding youth representation in more various kinds of mass media.
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REFERENCES
Aaker, D. A., Batra, R., & Myers, J. G. (1992). Advertising management (4th ed.). New Jersey: Prentice Hall.
Amaglobeli, G. (2012). Semantic triangle and linguistic sign. Scientific Journal in
Humanities, 1(1), 37-40. Retrieved from
http://journal.ibsu.edu.ge/index.php/sjh/article/download/301/277 American Marketing Association (AMA). (2014). Dictionary. Retrieved from
https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=A#advertisement Australian Psychological Society (APS). (2015). Youth mental health services. Retrieved
from http://www.psychology.org.au/publications/inpsych/youth_mental_health/ Barnard, M. (2006). Fashion sebagai komunikasi. (I. S. Ibrahim, Trans.) Yoyakarta:
Jalasutra
Barthes, R. (1957). Mythologies. (A. Lavers, Trans.) New York: Hill & Wang.
Bezemer, J., & Kress, G. (2008). Writing in multimodal texts: A social semiotic account of designs for learning. Journal of Written Communication, 25(2), 166-195. Retrieved from http://jeffbezemer.wordpress.com/publications/
Berger, A. A. (2013). Media analysis techniques (5th ed.). London: Sage Publications.
Cambridge Dictionary online. (2015). Retrieved from
http://dictionary.cambridge.org/dictionary/english/hedonism Chandler, D. (1999). Semiotics for beginner [e-book]. Retrieved from
http://visual-memory.co.uk/daniel/Documents/S4B/sem02.html
Chandler, D. (2002). Semiotics: The basics. London: Routledge
Chandler, D. (2007). Semiotics: The basics, (2nd ed.). London: R outledge.
Cook, G. (2005). Discourse of advertising. New York: Taylor & Francis.
Correa, D. M. (2011). The construction of gender identity in India through television advertisement: A semiotic analysis (Doctoral dissertation, The Australian Catholic
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Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
University, Brisbane, Australia). Retrieved from
http://dlibrary.acu.edu.au/digitaltheses/public/adt-acuvp354.12032012/
Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed methods
approaches. Los Angeles: Sage Publication.
Croteau, D., & Hoynes, W. (2014). Media/society: Industries, images, and audiences (5th
ed.). London: Sage Publications. Retrieved from
http://www.sagepub.com/upm-data/5239_Croteau_Chapter_5.pdf
Danesi, M. (2002). Understanding media semiotics. London: Arnold.
Danesi, M. (2004). Messages, signs, and meanings: A basic textbook in semiotics and
communication theory (3rd ed.). Toronto: Canadian Scholars’ Press Inc.
Denzin, N. K., & Lincoln, Y. S. (2005). The SAGE handbook of qualitative research (3rd
ed.). California: Sage Publication, Inc.
Dyer, G. (1982). Advertising as communication. London: Routledge.
Dyer, G. (1996). Advertising as communication. London: Routledge.
Eagleton, T. (1991). Ideology: An introduction. London: Verso.
Eco, U. (1976). A theory of semiotics. Indiana: Indiana University Press.
Fiske, J. (1990). Introduction to communication studies, (2nd ed.). London: Routledge.
Gale, T. (2007). HighBeam Research: Television’s impact on American society and culture. Retrieved from http://www.highbeam.com/doc/1G2-2687300020.html
Goddard, A. (1998). The language of advertisements. London: Routledge.
Hall, S. (1997). The work of representation In S. Hall (Eds.), Representation: Cultural
representations and signifying practices (culture, media and identities series) (pp.
13-74). London: Sage Publications.
Hasanah, H. (2013). The representation of youth in Pocari Sweat television advertisements. Undergraduate Thesis. Universitas Pendidikan Indonesia.
(35)
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Khumaini, A. (2014, November 15). Sejarah iklan televisi di Indonesia. Merdeka.com. Retrieved from http://www.merdeka.com/peristiwa/sejarah-iklan-televisi-di-indonesia.html
Kotler, P., & Armstrong, G. (2011). Principles of marketing (14th ed.). New Jersey: Prentice Hall.
Larrain, J. (1979). The concept of ideology. London: Hutchinson.
Marketing Charts. (2014). Who’s still watching live TV? (Most people.) Retrieved from
http://www.marketingcharts.com/television/whos-still-watching-live-tv-most-people-42064/
Martiana, I. I. (2012). A semiotic analysis of A mild ‘go ahead’ advertisement. Undergraduate Thesis. Universitas Pendidikan Indonesia.
Mayo, C. R. (2011). Core characteristics of young people today. Pennsylvania: ASD Bulletin, Allentown School District.
Mayr, S. W. (2013). A semiotic analysis of a TV commercial for the purpose of teaching culture to foreign language students. International Journal of Arts and Commerce,
2(1), 86-100. Retrieved from
http://www.ijac.org.uk/images/frontImages/gallery/Vol.2_No._1/8.pdf Mcdermott, R. J. & Albrecht, T. L. (2002). Mass media. Retrieved from
http://www.encyclopedia.com/topic/Mass_media.aspx
Merrell, F. (2001). Charles Sanders Peirce’s concept of the sign. In P. Cobley (Ed.), The routledge companion to semiotics and linguistics (1st ed., pp. 28-29). London:
Routledge.
Merriam-Webster Dictionary online. (2014). Retrieved from
http://www.merriam-webster.com/dictionary/semiotics
Ministry for Youth and Sports Affairs. (2013). Peraturan Menteri pemuda dan olahraga
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
pemuda. Retrieved from
http://kemenpora.go.id/index/preview/statistik/7455/2013-04
Mohammadi, A. H. (2011). Critical analysis of women’s representation in TV
advertisements from a cultural studies perspective. International Journal of Womens
Research, 1(1), 107-122. Retrieved from http://ijwr.ut.ac.ir/article_21844_0.html
Najafian, M., & Dabaghi, A. (2012). Hidden language of advertising: A semiotic approach. Retrieved from
http://arts.kmutt.ac.th/dral/.../20-26_Hidden_Language_of_Advertising.pdf
Nielsen. (2014). Nielsen: Konsumsi media lebih tinggi di luar Jawa. Retrieved from http://www.nielsen.com/id/en/press-room/2014/nielsen-konsumsi-media-lebih-tinggi-di-luar-jawa.html
Orlebar, J. (2009). Understanding ideology. Retrieved from http://media.edusites.co.uk/article/understanding-ideology/
Oxford Dictionary online. (2014). Retrieved from http://www.oxforddictionaries.com/
Parsa, A. F. (2004). Visual semiotics: How still images mean? Interpreting still images by
using semiotic approaches. Paper presented at 2nd International Symposium
Communication in the Millennium: A Dialogue between Turkish and American Scholars, Istanbul, Turkey. Retrieved from
http://cim.anadolu.edu.tr/pdf/2004/1130853696.pdf Petra Foods Limited. (2011). About petra foods. Retrieved from
http://www.petrafoods.com/about.html
Ririn, B. (2011). Ideology in ‘Axe Chocolate’ advertisement. Undergradute Thesis. Universitas Pendidikan Indonesia.
Seiler, R. M. (2005). Semiology/Semiotics. Retrieved from http://people.ucalgary.ca/~rseiler/semiolog.htm
Top Brand Award. (2014). Top Brand Index 2014 fase 2 kategori makanan dan minuman. Retrieved from http://www.topbrand-award.com/top-brand-survey/survey-result/top_brand_index_2014_fase_2
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
UNESCO. (2014). What do we mean by “youth”?. Retrieved from http://www.unesco.org/new/en/social-and-human-sciences/themes/youth/youth-definition/
Van Dijk, T. A. (2000). Ideology and discourse: A multidisciplinary introduction. Retrieved from
http://www.discourses.org/UnpublishedArticles/Ideology%20and%20discourse.pdf.
Vlach, M. (2012). Hedonism. Retrieved from http://theologicalstudies.org/resource-library/philosophy-dictionary/125-hedonism
Widaningsih, W. (2011). Representation of oppression against youth in A Mild television
advertisements. Undergraduate Thesis. Universitas Pendidikan Indonesia.
Widyatama, R. (2005). Pengantar Periklanan. Jakarta, Indonesia: Buana Pustaka.
Wilfred, T. (1962). Color organ. In Compton’s pictured encyclopedia (pp. 235-237). Chicago: F. E. Compton & Company.
Wilson, K. (2011). Representation in the media. Retrieved from
http://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID =represent
Wodak, R., & Meyer, M. (2009). Methods of critical discourse analysis: 2nd edition.
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highlight the ways young people have fun and pursue pleasure. It can be seen that all of those television advertisements only focus on one side of youth’s life, the ways they enjoy their free time in order to find happiness and pleasure.
5.2 Suggestions
Based on the conclusion of the present study, there is a list of suggestions for further studies regarding youth representation, visual elements, and television advertisement as follows:
1. The next researchers could try to discover other visual elements of television advertisements which can be analyzed in order to broaden the scope of the study.
2. The next researchers should use other theories which could support the analysis in order to enrich the results of the study.
3. In general, research regarding youth representation is still rare to find. Thus, it is hoped that those who are interested in analyzing representation in the mass media should conduct research regarding youth representation in more various kinds of mass media.
(2)
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
REFERENCES
Aaker, D. A., Batra, R., & Myers, J. G. (1992). Advertising management (4th ed.). New Jersey: Prentice Hall.
Amaglobeli, G. (2012). Semantic triangle and linguistic sign. Scientific Journal in Humanities, 1(1), 37-40. Retrieved from
http://journal.ibsu.edu.ge/index.php/sjh/article/download/301/277 American Marketing Association (AMA). (2014). Dictionary. Retrieved from
https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=A#advertisement Australian Psychological Society (APS). (2015). Youth mental health services. Retrieved
from http://www.psychology.org.au/publications/inpsych/youth_mental_health/ Barnard, M. (2006). Fashion sebagai komunikasi. (I. S. Ibrahim, Trans.) Yoyakarta:
Jalasutra
Barthes, R. (1957). Mythologies. (A. Lavers, Trans.) New York: Hill & Wang.
Bezemer, J., & Kress, G. (2008). Writing in multimodal texts: A social semiotic account of designs for learning. Journal of Written Communication, 25(2), 166-195. Retrieved from http://jeffbezemer.wordpress.com/publications/
Berger, A. A. (2013). Media analysis techniques (5th ed.). London: Sage Publications. Cambridge Dictionary online. (2015). Retrieved from
http://dictionary.cambridge.org/dictionary/english/hedonism Chandler, D. (1999). Semiotics for beginner [e-book]. Retrieved from
http://visual-memory.co.uk/daniel/Documents/S4B/sem02.html Chandler, D. (2002). Semiotics: The basics. London: Routledge
Chandler, D. (2007). Semiotics: The basics, (2nd ed.). London: R outledge. Cook, G. (2005). Discourse of advertising. New York: Taylor & Francis.
Correa, D. M. (2011). The construction of gender identity in India through television advertisement: A semiotic analysis (Doctoral dissertation, The Australian Catholic
(3)
Novia Mayasari, 2015
A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu University, Brisbane, Australia). Retrieved from
http://dlibrary.acu.edu.au/digitaltheses/public/adt-acuvp354.12032012/
Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed methods approaches. Los Angeles: Sage Publication.
Croteau, D., & Hoynes, W. (2014). Media/society: Industries, images, and audiences (5th ed.). London: Sage Publications. Retrieved from http://www.sagepub.com/upm-data/5239_Croteau_Chapter_5.pdf
Danesi, M. (2002). Understanding media semiotics. London: Arnold.
Danesi, M. (2004). Messages, signs, and meanings: A basic textbook in semiotics and communication theory (3rd ed.). Toronto: Canadian Scholars’ Press Inc.
Denzin, N. K., & Lincoln, Y. S. (2005). The SAGE handbook of qualitative research (3rd ed.). California: Sage Publication, Inc.
Dyer, G. (1982). Advertising as communication. London: Routledge. Dyer, G. (1996). Advertising as communication. London: Routledge. Eagleton, T. (1991). Ideology: An introduction. London: Verso.
Eco, U. (1976). A theory of semiotics. Indiana: Indiana University Press.
Fiske, J. (1990). Introduction to communication studies, (2nd ed.). London: Routledge. Gale, T. (2007). HighBeam Research: Television’s impact on American society and culture.
Retrieved from http://www.highbeam.com/doc/1G2-2687300020.html Goddard, A. (1998). The language of advertisements. London: Routledge.
Hall, S. (1997). The work of representation In S. Hall (Eds.), Representation: Cultural representations and signifying practices (culture, media and identities series) (pp. 13-74). London: Sage Publications.
Hasanah, H. (2013). The representation of youth in Pocari Sweat television advertisements. Undergraduate Thesis. Universitas Pendidikan Indonesia.
(4)
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Khumaini, A. (2014, November 15). Sejarah iklan televisi di Indonesia. Merdeka.com. Retrieved from http://www.merdeka.com/peristiwa/sejarah-iklan-televisi-di-indonesia.html
Kotler, P., & Armstrong, G. (2011). Principles of marketing (14th ed.). New Jersey: Prentice Hall.
Larrain, J. (1979). The concept of ideology. London: Hutchinson.
Marketing Charts. (2014). Who’s still watching live TV? (Most people.) Retrieved from http://www.marketingcharts.com/television/whos-still-watching-live-tv-most-people-42064/
Martiana, I. I. (2012). A semiotic analysis of A mild ‘go ahead’ advertisement. Undergraduate Thesis. Universitas Pendidikan Indonesia.
Mayo, C. R. (2011). Core characteristics of young people today. Pennsylvania: ASD Bulletin, Allentown School District.
Mayr, S. W. (2013). A semiotic analysis of a TV commercial for the purpose of teaching culture to foreign language students. International Journal of Arts and Commerce, 2(1), 86-100. Retrieved from
http://www.ijac.org.uk/images/frontImages/gallery/Vol.2_No._1/8.pdf Mcdermott, R. J. & Albrecht, T. L. (2002). Mass media. Retrieved from
http://www.encyclopedia.com/topic/Mass_media.aspx
Merrell, F. (2001). Charles Sanders Peirce’s concept of the sign. In P. Cobley (Ed.), The routledge companion to semiotics and linguistics (1st ed., pp. 28-29). London: Routledge.
Merriam-Webster Dictionary online. (2014). Retrieved from http://www.merriam-webster.com/dictionary/semiotics
Ministry for Youth and Sports Affairs. (2013). Peraturan Menteri pemuda dan olahraga republik Indonesia nomor 0059 tahun 2013 tentang pengembangan kepemimpinan
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS
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pemuda. Retrieved from http://kemenpora.go.id/index/preview/statistik/7455/2013-04
Mohammadi, A. H. (2011). Critical analysis of women’s representation in TV
advertisements from a cultural studies perspective. International Journal of Womens Research, 1(1), 107-122. Retrieved from http://ijwr.ut.ac.ir/article_21844_0.html Najafian, M., & Dabaghi, A. (2012). Hidden language of advertising: A semiotic approach.
Retrieved from http://arts.kmutt.ac.th/dral/.../20-26_Hidden_Language_of_Advertising.pdf
Nielsen. (2014). Nielsen: Konsumsi media lebih tinggi di luar Jawa. Retrieved from http://www.nielsen.com/id/en/press-room/2014/nielsen-konsumsi-media-lebih-tinggi-di-luar-jawa.html
Orlebar, J. (2009). Understanding ideology. Retrieved from http://media.edusites.co.uk/article/understanding-ideology/
Oxford Dictionary online. (2014). Retrieved from http://www.oxforddictionaries.com/ Parsa, A. F. (2004). Visual semiotics: How still images mean? Interpreting still images by
using semiotic approaches. Paper presented at 2nd International Symposium Communication in the Millennium: A Dialogue between Turkish and American Scholars, Istanbul, Turkey. Retrieved from
http://cim.anadolu.edu.tr/pdf/2004/1130853696.pdf Petra Foods Limited. (2011). About petra foods. Retrieved from
http://www.petrafoods.com/about.html
Ririn, B. (2011). Ideology in ‘Axe Chocolate’ advertisement. Undergradute Thesis. Universitas Pendidikan Indonesia.
Seiler, R. M. (2005). Semiology/Semiotics. Retrieved from http://people.ucalgary.ca/~rseiler/semiolog.htm
Top Brand Award. (2014). Top Brand Index 2014 fase 2 kategori makanan dan minuman. Retrieved from http://www.topbrand-award.com/top-brand-survey/survey-result/top_brand_index_2014_fase_2
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A SEMIOTIC ANALYSIS OF YOUTH REPRESENTATION IN SILVERQUEEN TELEVISION ADVERTISEMENTS
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UNESCO. (2014). What do we mean by “youth”?. Retrieved from http://www.unesco.org/new/en/social-and-human-sciences/themes/youth/youth-definition/
Van Dijk, T. A. (2000). Ideology and discourse: A multidisciplinary introduction. Retrieved from
http://www.discourses.org/UnpublishedArticles/Ideology%20and%20discourse.pdf. Vlach, M. (2012). Hedonism. Retrieved from
http://theologicalstudies.org/resource-library/philosophy-dictionary/125-hedonism
Widaningsih, W. (2011). Representation of oppression against youth in A Mild television advertisements. Undergraduate Thesis. Universitas Pendidikan Indonesia.
Widyatama, R. (2005). Pengantar Periklanan. Jakarta, Indonesia: Buana Pustaka. Wilfred, T. (1962). Color organ. In Compton’s pictured encyclopedia (pp. 235-237).
Chicago: F. E. Compton & Company.
Wilson, K. (2011). Representation in the media. Retrieved from
http://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID =represent
Wodak, R., & Meyer, M. (2009). Methods of critical discourse analysis: 2nd edition. London: Sage Publications.