THEREPRESENTATION OF YOUTH INPOCARI SWEAT TELEVISION ADVERTISEMENTS.

THEREPRESENTATION OF YOUTH INPOCARI SWEAT
TELEVISION ADVERTISEMENTS

A Research Paper
Submitted to the English Education Department ofIndonesia University of
Education as a Partial Fulfillment of the Requirements for SarjanaSastra Degree

Arranged by:
HasahHasanah
(0908078)

ENGLISH EDUCATION DEPARTMENT
THE FACULTY OF LANGUAGEAND ARTS EDUCATION
INDONESIA UNIVERSITY OF EDUCATION
2013

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The Representation of Youth in

Pocari Sweat Television
Advertisements

Oleh
Hasah Hasanah

Sebuah skripsi yang diajukan untuk memenuhi salah satu syarat memperoleh gelar
Sarjana Sastra pada Fakultas Pendidikan Bahasa dan Seni

© Hasah Hasanah 2013
Universitas Pendidikan Indonesia
Agustus 2013

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.

Hasah Hasanah, 2013
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Hasah Hasanah, 2013
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Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

ABSTRACT

This study entitled The Representation of Youth in Pocari Sweat Television
Advertisements. This study aims to reveal the representation of youth in Pocari
Sweat television advertisements and the ideologies behind that representation.
This study used a qualitative descriptive method. The theory used in this study is
the orders of signification proposed by Barthes (1957). The findings of this study
show that youth is represented through the use of the visual elements of television
advertisement (actors or actresses, settings, properties, frame sizes, camera angle,
color saturation, and video editing) which show the positive characteristics of
youth. In terms of ideologies, this study found three ideologies behind the
representation of youth in Pocari Sweat television advertisements: feminism,
nationalism, and commercialism. From those three ideologies, commercialism is
the dominant ideology found in that representation.
Keywords: Representation, Youth, Advertisements, and Ideologies.

ABSTRAK

Penelitian ini berjudul The Representation of Youth in Pocari Sweat Television
Advertisements. Penelitian ini bertujuan untuk mengungkap representasi kaum
muda dalam iklan televisi Pocari Sweat dan ideologi dibalik representasi itu.
Penelitian ini menggunakan sebuah metode kualitatif deskriptif. Teori yang
digunakan adalah teori tentang tingkatan signifikansi yang diusulkan oleh Barthes
(1957). Penemuan penelitian ini menunjukkan bahwa kaum muda
direpresentasikan melalui elemen-elemen visual iklan televisi yang menunjukkan
karakteristik positif kaum muda. Berkaitan dengan ideologi, penelitian ini
menemukan tiga ideologi dibalik representasi kaum muda dalam iklan Pocari
Sweat: feminisme, nasionalisme, dan komersialisme. Dari ketiga ideologi
tersebut, komersialisme adalah ideologi dominan yang ditemukan dalam
representasi itu.
Kata Kunci: Representasi, Kaum Muda, Iklan, dan Ideologi.

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TABLE OF CONTENTS

STATEMENT OF AUTHORIZATION .............................................................. i
PREFACE .............................................................................................................. ii
ACKNOWLEDGMENT ..................................................................................... iii
ABSTRACT ........................................................................................................... v
TABLE OF CONTENTS ..................................................................................... vi
LIST OF FIGURES .............................................................................................. x
LIST OF TABLES ............................................................................................... xi
CHAPTER I INTRODUCTION.......................................................................... 1
1.1

Background of the Study .......................................................................... 1

1.2

Statement of Problems.............................................................................. 5

1.3

Aims of the Study ..................................................................................... 6

1.4

Research Methodology ............................................................................. 6

1.4.1

Research Method ............................................................................... 6

1.4.2

Research Procedures ......................................................................... 6

1.5

Clarification of Terms .............................................................................. 8

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1.6

Organization of the Paper ......................................................................... 9

CHAPTER II THEORETICAL FOUNDATION ............................................ 11
2.1

Semiotics ................................................................................................ 11

2.1.1

The Saussure’s Model of Sign ........................................................ 12

2.1.2

The Peirce’s Model of Sign............................................................. 13

2.2

Representation ........................................................................................ 14

2.3

Barthes’ Orders of Signification............................................................. 15

2.4

Advertisement ........................................................................................ 17

2.4.1

Types of Advertisement .................................................................. 18

2.4.2

Isotonic Drink Advertisement ......................................................... 24

2.4.3

The Visual Elements of Television Advertisements ....................... 26

2.4.4

The Role of Color in Advertisement ............................................... 31

2.4.5

Advertisement and Ideology ........................................................... 33

2.5

Youth ...................................................................................................... 35

2.5.1
2.6

Youth and Representation ............................................................... 36

Previous Studies ..................................................................................... 37

CHAPTER III RESEARCH METHODOLOGY ............................................ 41

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3.1

Statement of Problems............................................................................ 41

3.2

Research Method .................................................................................... 41

3.3

Research Procedures ............................................................................... 42

3.3.1

Data Collection................................................................................ 42

3.3.2

Data Analysis .................................................................................. 53

3.3.3

Data Presentation ............................................................................ 54

CHAPTER IV FINDINGS AND DISCUSSION .............................................. 57
4.1 The

Representation

of

Youth

in

Pocari

Sweat

Television

Advertisements...........................................................................................57
4.1.1

The Representation of Youth in Pocari Sweat Television
Advertisements “Build the Dream” Version................................... 57

4.1.2

The Representation of Youth in Pocari Sweat Television
Advertisements “Love Letter” Version .......................................... 75

4.1.3

The Representation of Youth in Pocari Sweat Television
Advertisements “Movie” Version .................................................. 87

4.1.4

The Representation of Youth in Pocari Sweat Television
Advertisements “Presentation” Version ...................................... 101

4.1.5

The Representation of Youth in Pocari Sweat Television
Advertisements “Riding Bicycle Part 1” Version ........................ 118

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4.1.6

The Representation of Youth in Pocari Sweat Television
Advertisements “Riding Bicycle Part 2” Version ........................ 130

4.1.7

The Representation of Youth in Pocari Sweat Television
Advertisements “Jogging” Version.............................................. 141

4.1.8

Overall Findings from the Representation of Youth in Pocari Sweat
Television Advertisements ............................................................ 149

4.2 The Ideologies Behind the Representation of Youth in Pocari Sweat
Television Advertisements.......................................................................154
CHAPTER V CONCLUSIONS AND SUGGESTIONS................................ 156
5.1

Conclusions .......................................................................................... 156

5.2

Suggestions ........................................................................................... 160

BIBLIOGRAPHY ............................................................................................. 161
APPENDICES ................................................................................................... 166

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CHAPTER I
INTRODUCTION

This is an introductory part of this paper. It covers background of the
study, statement of problems, aims of the study, research methodology,
clarification of terms, and organization of the paper.
1.1

Background of the Study
There are many advertisements nowadays. It can be seen or heard in the

television, radio, the Internet, and print media. The word „advertisement‟ comes
from the Latin verb „advertere‟ meaning „to turn towards‟. Goddard (1998)
defines advertisement as a text which attempts to attract people‟s attention.
Meanwhile, according to Oxford Dictionaries (2013), advertisement is a notice or
announcement in a public medium promoting a product, service, or event or
publicizing a job vacancy. It can be inferred from those definitions that
advertisement is made to attract people‟s attention by promoting and publicizing
something.
Advertisement actually has other functions besides promoting and
publicizing. According to Schwartz and Sagiv (1995, cited in Branchik and
Chowdhury, 2012), advertisement expresses societal values or desirable goals that
serve as guiding principles in the society. In addition, Hynes and Janson (2007, p.
322) also says that “advertisement must be considered to be „relics‟ thriving on
what is going on in society”. From those statements, it indicates that

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advertisement provides societal values obtained from relics and those societal
values have become the guidelines in society.
The societal values contained in advertisement can construct ideologies.
An ideology is a logical and relatively fixed set of beliefs or values (Wodak and
Meyer, 2009). Thus, ideology reflects the common beliefs or values of society.
According to Correa (2011), advertisement is a vehicle for ideologies
which reflect ideas, beliefs and opinions of the society. Advertisement also invites
people to participate in ideological ways of considering themselves and the world
(Williamson, 1978, cited in Najafian, 2011). Those statements show that
advertisement also functions as the media to convey ideologies to the society.
Ideologies usually can be conveyed through representation in the
advertisement. Representation is the construction of aspects of reality in any
medium (Chandler, 2002). Representation may reflect ideologies because it
constructs the aspects of reality which in turn will be the set of beliefs or values in
the society. The aspects of reality can involve people, objects, events, cultural
identities, and other abstract concepts.
Youth is one of the subjects who is usually represented in advertisement.
Youth is represented in advertisement because youth is sometimes an interesting
and complicated group in the society. It is also sometimes an interesting and
complicated period in people‟s lives.
There are also other reasons why youth is interesting to be represented in
advertisement. Those reasons are related to some issues and statements about
youth, for instance, youth is the future of their countries development (Shafik,

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2010), youth often reports that they are not given opportunities to participate in
the activities that affect their lives (Emry, 2010), and youth is a group which face
many challenges such as youth unemployment and other social problems (Baer,
2009).
Research about the representation of youth in advertisement has been
conducted by some researchers, for instance, Widaningsih (2011) discusses how
the oppression against youth is represented in A Mild television advertisements
and Martiana (2012) discusses how the spirit of youth is represented in A Mild
television advertisements.
The research above analyzed the representation of youth in two A Mild
television advertisements. It does not expand the numbers of advertisement‟s
versions which become the object of investigation. The research also analyzed the
representation of youth in a cigarette advertisement. It does not analyze the
representation of youth in other kinds of advertisement. In addition, the research
just analyzed the representation of youth in that advertisement without revealing
the ideologies behind that representation.
Based on the matters above, this study aims to analyze more about the
representation of youth in the television advertisement by investigating another
kind of advertisement with expanded numbers of advertisement‟s versions and by
revealing the ideologies behind the representation.
Pocari Sweat is one of the brand names for packed isotonic drink. A brand
is a system of signs and symbols which engages the consumers in a symbolic
process that contributes real value to a product offered (Ranjan, 2010). A brand is

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made to influence the consumers so that they will buy the product. In relation to
this brand, there are many Pocari Sweat advertisements found in electronic and
mass media. One of the concepts represented in Pocari Sweat advertisements is
youth.
It appears interesting to analyze how youth is represented in Pocari Sweat
television advertisements because those advertisements are usually represented
with attractive and trendy ways. It also uses young models as the actors or
actresses in the advertisements, for example, Pocari Sweat television
advertisement (version: Build the Dream) uses the members of JKT48 as the
actresses in that advertisement. JKT48 is a girl band which consists of young
people. In that advertisement, the members of JKT48 become the actresses who
represent youth in that advertisement.
This present study investigated the representation of youth in Pocari Sweat
television advertisements. It was limited to analyzing seven Pocari Sweat
television advertisements. The versions of those Pocari Sweat television
advertisements were build the dream, love letter, movie, presentation, riding
bicycle part 1, riding bicycle part 2, and jogging.
The representation of youth in Pocari Sweat television advertisements was
analyzed through the visual elements found in those advertisements. There are
some visual elements of television advertisements: actor, setting, property,
product offered, frame size, camera angle, color saturation and video editing
(Dyer, 1996; Selby and Coedery, 1995). However, the visual elements analyzed in
this study are actor, setting, property, frame size, camera angle, color saturation

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and video editing. Those visual elements were analyzed because they belong to
the visual signs in Semiotics. Moreover, this study revealed the ideologies behind
that representation.
The theoretical foundation applied in this study is a semiotic theory about
the orders of signification proposed by Barthes (1957). According to Barthes
(1957), there are three levels of representation or three orders of signification. The
first order of signification is denotation consisting of a signifier and a signified,
the second order of signification is connotation consisting of a signifier and an
additional signified attached to it, and the third order of signification is myth or
ideology which is viewed as a combination of denotation and connotation. This
theory is appropriate to be used because it helps to reveal the representation of
youth and its ideologies in Pocari Sweat television advertisements.
This study is geared towards providing theoretical and practical benefits.
In relation to theoretical benefits, the findings of this study are expected to
develop knowledge about semiotics, especially in the semiotic analysis of
advertisement. Meanwhile, in terms of practical benefits, the study and its
findings are expected to be useful for the researcher and readers in building a
critical awareness towards the advertisements seen in daily life.
1.2

Statement of Problems
The following questions were used to investigate the representation of

youth in Pocari Sweat television advertisements:
1. How is youth represented in Pocari Sweat television advertisements?
2. What are the ideologies behind that representation?

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1.3

Aims of the Study
The aims of this study are as follows:
1. To investigate how youth is represented in Pocari Sweat television
advertisements.
2. To reveal the ideologies behind that representation.

1.4

Research Methodology

1.4.1 Research Method
This study used a qualitative descriptive method. A qualitative method is
the method which is “interpretative and subjective” (Belk, 2006, p. 3). The
qualitative method stresses on qualities not entities (Denzin & Lincoln, 2005).
Thus, it is also committed to a deep understanding of particular phenomenon (Gay
et al., 2006). Meanwhile, the descriptive method is an investigation that attempts
to describe and examine the particular phenomena and current situation (Travers,
1978, cited in Sevilla et al., 1992).
Therefore, the qualitative descriptive method is an appropriate method for
this study because this study aims to analyze, describe and interpret the
representation of youth in Pocari Sweat television advertisements. In addition, a
deep investigation on the data selected was conducted, so that method is
appropriate to be used in this study.
1.4.2

Research Procedures

a. Data Collecting Procedures
The data were in the form of videos of Pocari Sweat television
advertisements. There were seven Pocari Sweat television advertisements

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collected in this study. The versions of those advertisements were build the
dream (duration: 30 seconds), love letter (duration: 29 seconds), movie
(duration: 30 seconds), presentation (duration: 29 seconds), riding bicycle
part 1 (duration: 30 seconds), riding bicycle part 2 (duration: 29 seconds), and
jogging (duration: 29 seconds). All of the advertisements were downloaded
from www.youtube.com.
The data above were collected based on the advertisements which
present the issue of how youth is represented in those advertisements. Then,
each advertisement was categorized and analyzed based on the scenes
containing the issue of how youth is represented in that advertisement. Scene
is a part of action done by the actors or actresses in the advertisement. An
example of scene in Pocari Sweat television advertisement (version:
Presentation) which presents the issue of how youth is represented in that
advertisement is the scene which shows a young person delivers her
presentation in front of other people in the meeting.
b. Data Analysis Procedures
There were three steps in analyzing how youth is represented in Pocari
Sweat television advertisements. The first step was taken by transforming each
advertisement selected in this study into the scenes containing the issue of
how youth is represented in that advertisement. This step was taken by
watching the advertisements carefully to identify which scene contained the
issue of how youth is represented in the advertisement and then putting the
scenes in the tabular form. The second step was done by analyzing the visual

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elements found in each scene. The analysis was conducted by identifying
actor, setting, property, frame size, camera angle, color saturation, and video
editing used in that scene. The last step was interpreting the findings based on
the previous analyses to reveal the ideologies behind the representation.
1.5

Clarification of Terms


Youth
Youth is “young people considered to be a group” (Bull, 2011, p. 518).
According to The United Nations (cited in Ministry of Labour and Youth
Development, 1996), youth is categorized as a person aged between 15
and 24.



Representation
Representation is the construction of aspects of reality (people, objects,
events, cultural identities, and other abstract concepts) in any medium
(Chandler, 2002).



Advertisement
Advertisement is a text which attempts to attract people‟s attention
(Goddard, 1998).



Ideology
Ideology is a logical and relatively fixed set of beliefs or values (Wodak
and Meyer, 2009).

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

Denotative meaning
Denotative meaning refers to the literal or common meanings of a sign
(Chandler, 2002).



Connotative meaning
Connotative meaning refers to personal and socio-cultural interpretation of
the sign (Chandler, 2002).

1.6

Organization of the Paper
The research paper is organized as follows:
1. The first chapter: Introduction.
It contains background of the study, statement of problems, aims of the
study, research methodology, clarification of terms, and organization of
the paper.
2. The second chapter: Theoretical Foundation.
It discusses the theories and concepts that are used in answering every
research question.
3. The third chapter: Research Methodology.
This chapter deals with the procedures taken in conducting the research,
including data collection and data presentation.
4. The fourth chapter: Findings and Discussion.
This chapter consists of the result of the research and the answer of
research questions as well as the discussion and the interpretation of the
findings.

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5. The fifth chapter: Conclusions and Suggestions.
This chapter consists of conclusions of the research and suggestions for
further study.

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CHAPTER III
RESEARCH METHODOLOGY

This chapter provides the methodological aspects of the research. It covers
the statement of problems, research method, and research procedures.
3.1

Statement of Problems
The following questions were used to investigate the representation of

youth in Pocari Sweat television advertisements:
1. How is youth represented in Pocari Sweat television advertisements?
2. What are the ideologies behind that representation?
3.2

Research Method
This study used a qualitative descriptive method. A qualitative method is

the method which is “interpretative and subjective” (Belk, 2006, p. 3). The
qualitative method stresses on qualities not entities (Denzin & Lincoln, 2005).
Thus, it is also committed to a deep understanding of particular phenomenon (Gay
et al., 2006). Meanwhile, the descriptive method is an investigation that attempts
to describe and examine the particular phenomena and current situation (Travers,
1978, cited in Sevilla et al., 1992).
Therefore, the qualitative descriptive method is an appropriate method for
this study because this study aims to analyze, describe and interpret the
representation of youth in Pocari Sweat television advertisements. In addition, a

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deep investigation on the data selected was conducted, so that method is
appropriate to be used in this study.
3.3

Research Procedures
This study used a semiotic theory about the orders of signification

proposed by Barthes (1957). According to Barthes (1957), there are three orders
of signification: denotation, connotation, and myth (ideology). Denotation and
connotation were used to analyze how youth is represented in Pocari Sweat
television advertisements. Meanwhile, myth (ideology) was used to reveal the
ideologies behind the representation of youth in Pocari Sweat television
advertisements.
In addition, this study used some theories from other theorists to reveal
connotative meanings of the visual elements of television advertisements, for
example, connotation in fashion and physical appearance proposed by Barnard
(2006), connotation in techniques of video shooting and editing proposed by
Selby and Coedery (1995), and connotation of color proposed by Wilfred (1962).
3.3.1

Data Collection

a. Data Resources
The data were in the form of videos of Pocari Sweat television
advertisements. There were seven Pocari Sweat television advertisements
selected in this study:
1. Pocari Sweat television advertisement “Build the Dream” version
(duration: 30 seconds)

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2. Pocari Sweat television advertisement “Love Letter” version
(duration: 29 seconds)
3. Pocari Sweat television advertisement “Movie” version (duration:
30 seconds)
4. Pocari Sweat television advertisement “Presentation” version
(duration: 29 seconds)
5. Pocari Sweat television advertisement “Riding Bicycle Part 1”
version (duration: 30 seconds)
6. Pocari Sweat television advertisement “Riding Bicycle Part 2”
version (duration: 29 seconds)
7. Pocari

Sweat

television

advertisement

“Jogging”

version

(duration: 29 seconds)
Those advertisements were selected because those advertisements
contain the issue of how youth is represented in those advertisements.
Those advertisements were downloaded from www.youtube.com. In terms
of sufficiency, these data were thought to suffice to present valid findings
in Chapter Four.
b. Selected Scenes in Pocari Sweat Television advertisements
Seven advertisements collected in this study were categorized and
analyzed based on the scenes containing the issue of how youth is
represented in that advertisement. The selected scenes from those
advertisements are presented in the following:

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1) Selected Scenes in Pocari Sweat Television Advertisement “Build
the Dream” Version
There were eight scenes selected in Pocari Sweat television
advertisement “Build the Dream” version. Those selected scenes
are presented in the following table:
Table 3.1 Selected Scenes in Pocari Sweat Television
Advertisement “Build the Dream” Version
Scene
1

2

3

Visual

Description
This scene depicts six young
people (youth) who are
running. They seem to be
spending their time together on
the beach. They also seem to
be happy.

This scene portrays twelve
young people (youth) who are
working together to tidy up
everything. Some of them are
lifting the tables and some of
them are painting the house.
They seem to be spending their
vacation together on the beach.
They also seem to be spirited
in doing it.
This scene shows two young
people (youth) who are
painting house wall. They
work together to do it. They
seem to be happy and spirited
in doing it.

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4

This scene depicts two young
people (youth) who are
painting the roof of a house.
They are working together to
do it. They seem to be happy
and spirited in doing it.

5&8

These scenes describe thirteen
young people (youth) who are
dancing together. They seem to
be spirited and happy.

6

This scene represents two
young people (youth) who are
trying to open the umbrella
together.

9

This scene illustrates two
young people (youth) who
seem to be happy. They are
laughing and one of those
young people sticks two Pocari
Sweat’s bottles to her friend’s
cheeks.

2) Selected Scenes in Pocari Sweat Television Advertisement
“Love Letter” Version
There were four scenes selected in Pocari Sweat television
advertisement “Love Letter” version. Those selected scenes are
presented in the following table:

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Table 3.2 Selected Scenes in Pocari Sweat Television
Advertisement “Love Letter” Version
Scene
1

Visual

Description
This scene shows a girl
(youth) who wants to give a
letter to the boy in the
classroom, but she is shy and
reluctant.
However,
her
friends give her spirit to be
brave in giving it.

2

This scene depicts a girl
(youth) who is finally brave
to give a letter to the boy
because of her friends’
support.

3

This scene illustrates four
girls (youth) who are running
after one of their friends give
a love letter to the boy. They
run because they are shy.

4

This scene describes four
young people (youth) who are
happy because one of their
friends has been successful in
giving a letter to someone
that she adores.

3) Selected Scenes in Pocari Sweat Television Advertisement
“Movie” Version
There were four scenes selected in Pocari Sweat television
advertisement “Movie” version. Those selected scenes are
presented in the following table:

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Table 3.3 Selected Scenes in Pocari Sweat
Television Advertisement “Movie” Version
Scene
1

Visual

2

Description
This scene depicts four young
people (youth) who are
watching a romantic movie
together. They become sad
and then cry because of that
romantic movie.
This scene shows three young
people (youth) who are trying
to entertain their friend. Their
friend is sad and crying
because of the romantic
movie. Those young people
(youth) also give Pocari
Sweat to their friend.
This scene illustrates four
young people (youth) who go
outside after they have
watched a romantic movie.
They seem to be happy.

3

4

This scene represents four
young people (youth) who are
spending their time together
in the garden after they have
watched a romantic movie.

4) Selected Scenes in Pocari Sweat Television Advertisement
“Presentation” Version
There were ten scenes selected in Pocari Sweat television
advertisement “Presentation” version. Those selected scenes are
presented in the following table:

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Table 3.4 Selected Scenes in Pocari Sweat
Television Advertisement “Presentation” Version
Scene
1

Visual

Description
This scene depicts a young
person (youth) who is working.
She seems to be busy with her
work. She has to finish her
work and present it in front of
people.

2

This scene shows a young
person (youth) who is in a
hurry. She will present her
work and she is being waited
by people.

3

This scene shows a young
person (youth) who is surprised
because she has been waited by
other people (the managers of a
company) who want to listen to
her presentation.

4

This scene describes the
managers of a company who
are waiting for the presentation
of a young person (youth).

5

This scene depicts a young
person
(youth)
who
is
preparing
herself
for
presentation in front of
important people.

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6

This scene shows an old person
(boss) who is waiting for the
presentation of a young person
(youth).

7

This scene depicts a young
person (youth) who is nervous
before her presentation in front
of important people.

8

This scene describes a young
person
(youth)
who
is
presenting her presentation.
She looks happy and confident
in presenting it.

9

This scene illustrates a young
person (youth) who finally can
present her presentation well.
Other people in the room give
applause to her.

10

This scene depicts four young
people (youth) who are happy
because one of their friends has
been successful in delivering
her presentation.

5) Selected Scenes in Pocari Sweat Television Advertisement
“Riding Bicycle Part 1” Version
There were seven scenes selected in Pocari Sweat
television advertisement “Riding Bicycle Part 1” version. Those
selected scenes are presented in the following table:

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Table 3.5 Selected Scenes in Pocari Sweat
Television Advertisement “Riding Bicycle Part 1” Version
Scene
1

Visual

Description
This scene shows a young
person (youth) who is riding a
bicycle. She will meet her
friends who have been waiting
for her.

2

This scene depicts a young
person (youth) who is waiting
for her friend. They will go
together by riding bicycles with
other friends who have been
waiting for them.

3

This scene shows two young
people (youth) who are riding
bicycles. They will meet their
friends who have been waiting
for them.

4

This scene describes two young
people (youth) who are waiting
for their friends. They will go
together by riding bicycles.

5

This scene depicts four young
people (youth) who are going
together by riding bicycles.

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6

This scene describes four young
people (youth) who are riding
bicycles. They compete to reach
the destination.

7

This scene illustrates four young
people (youth) who have
reached in their destination.
They seem to be enjoying the
scenery.

6) Selected Scenes in Pocari Sweat Television Advertisement
“Riding Bicycle Part 2” Version
There were seven scenes selected in Pocari Sweat
television advertisement “Riding Bicycle Part 2” version. Those
selected scenes are presented in the following table:
Table 3.6 Selected Scenes in Pocari Sweat
Television Advertisement “Riding Bicycle Part 2” Version
Scene
1

2

Visual

Description
This scene depicts a girl (youth)
who is riding a bicycle. She will
go home after studying in the
school.

This scene shows a boy (youth)
who is riding a bicycle. He will
also go home after studying in
the school.

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3

This scene describes a girl
(youth) who wants to return a
book to a boy because the book
has dropped from that boy’s bag
and that boy does not know
about it.

4

This scene represents a girl
(youth) who wants to return a
book to the boy although she
should follow that boy and face
a barrier.

5

This scene depicts a girl (youth)
who struggles to pursue the boy
because she really wants to give
the boy’s book.

6

This scene shows a boy (youth)
who is drinking Pocari Sweat
after riding a bicycle. He does
not realize that his book has
dropped.

7

This scene portrays a girl
(youth) who finally can give the
book to the boy.

7) Selected Scenes in Pocari Sweat Television Advertisement
“Jogging” Version
There were two scenes selected in Pocari Sweat television
advertisement “Jogging” version. Those selected scenes are
presented in the following table:

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Table 3.7 Selected Scenes in Pocari Sweat
Television Advertisement “Jogging” Version
Scene
1

Visual

2

3.3.2

Description
This scene depicts a young
person (youth) who is drinking
Pocari Sweat after jogging.

This scene shows six young
people (youth) who are
jogging. They seem to be doing
an exercise.

Data Analysis
There were three steps in analyzing how youth is represented in Pocari

Sweat television advertisements. The first step was taken by transforming each
advertisement selected in this study into the scenes containing the issue of how
youth is represented in that advertisement. This step was taken by watching the
advertisements carefully to identify which scene contained the issue of how youth
is represented in the advertisement and then putting the scenes in tabular form.
The second step was done by analyzing the visual elements found in each scene.
The analysis was conducted by identifying actor, setting, property, frame size,
camera angle, color saturation, and video editing used in that scene. The last step
was interpreting the findings based on the previous analyses to reveal the
ideologies behind the representation.

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3.3.3

Data Presentation
The analyzed data from the selected scenes in Pocari Sweat television

advertisements are presented such as the following:
Table 3.8 The Example of Orders of Signification of Visual Elements in Scene
1 of Pocari Sweat Television Advertisement “Love Letter” Version
Scene 1

First Order of
Signification
Physical Appearances:
-Young people
-Japanese oriental faces
-White or bright skin
-Japanese
hairstyle
(actor)
-White or bright skin
-Medium and long hair
(actresses)

Second Order of
Signification

Third Order of
Signification

-Young people (youth)
represent a group of
people who have fresh
physical conditions and
vigorous souls.

-Young people (youth)
are a group of people
who
are
energetic,
enthusiastic, and full of
story.

-Japanese oriental faces -Japanese oriental faces
and hairstyle show that and hairstyle are the
the actor and actresses symbols of Japan.
are the Japanese or have
Japanese descent.
-White or bright skin -Handsome or beautiful
signifies beauty
and and healthy youth is the
healthiness.
youth who has white or
bright skin. In terms of
the product, the youth
who drinks Pocari Sweat
will be handsome or
beautiful and healthy

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Clothes:
Actor:
-White collar shirt
-Grey waistcoat
-Black trousers
Actresses:
-White collar shirts
-Grey waistcoats
-Striped skirts (light
blue, white, and black)
-Striped bowties (light
blue, white, and black)

Accessory:
Black bag

Setting and Properties
Background setting:
-Classroom

Properties:
-Tables, chairs, and AC

-White
collar
shirts -Actor and actresses’
represent formality.
clothes signify that youth
is a group of people who
-Grey
signifies are in the good time for
independence, stability, studying.
seriousness and critic.
-Grey represents that
-Black
signifies youth is critical and
formality.
independent in giving the
opinions.
-Light blue signifies
peace, spiritually calm, -Light blue is a suitable
young, and sportiveness. color to represent youth
because
it
signifies
-Bowties
signify young and sportive.
formality.
-White reflects the youth
-White
signifies who
likes
peaceful
pureness, naivety, peace condition, acts as the way
and goodness.
they are, and has morally
good characters.

-Black signifies formality -Black
supports
the
and elegance.
signification of clothes
worn by the actor. The
signification is that youth
is the good period of time
for studying.

-Classroom signifies that -Classroom connotes that
this advertisement takes youth is the good period
place in the school of time for studying.
(especially
in
the
classroom).
-These properties signify -These properties support
that the setting of the the idea that youth is the
advertisement is in the good period of time for
classroom.
studying.

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Additional property:
-Love letter

Frame size:
Long shot
Long shot (of actress 14 and actor 5) is a type
of frame size taken
from head to thigh.

Camera angle:
Low angle
Low angle (of actress 14 and actor 5) is a
camera angle taken
from the position below
the object.

-The love letter signifies
that there is a love story
that happens in the
school
among
the
students (youth).

-The
love
letter
represents that youth is
the group of people who
are in the process of
transition
between
childhood and adulthood.
“Love” usually happens
in that transition.

Long shot represents a
clear description of the
object with the public or
environment.

Long shot shows the
actor and actresses’
physical
appearances,
clothes, actions, and the
background setting in
this scene.

Low angle represents Low angle is used to
being
dominated, show a power difference
controlled,
and between youth and other
unauthorized.
people in spending their
lives. Youth is enjoying
their lives by feeling
emotion and doing an
activity as represented in
the scene.

Color saturation
Warm color saturation Warm color saturation
(grey)
(grey)
signifies
optimism, hope, desire,
and agitation.

This
warm
color
saturation signifies that
youth is a group of
people
who
are
optimistic, hopeful, and
full of desire in the life.

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CHAPTER V
CONCLUSIONS AND SUGGESTIONS

This section is divided into two parts. The first one conveys the
conclusions of the present study as the findings and discussion from the previous
section. The second one presents some suggestions for further studies.
5.1

Conclusions
By using a semiotic analysis especially the orders of signification

proposed by Barthes (1957), this study investigated the television advertisements.
In this case, this study investigated how youth is represented in Pocari Sweat
television advertisements and the ideologies behind that representation.
Pocari Sweat television advertisements “Build the Dream”, “Love
Letter”, “Movie”, “Presentation”, “Riding Bicycle Part 1”, “Riding Bicycle Part
2”, and “Running” versions represent youth through some ways. The
representation of youth in those advertisements was revealed through the analyses
of the visual elements of television advertisement (actors or actresses, settings and
properties, frame sizes, camera angles, color saturation, and video editing).
First, in terms of actors or actresses, Pocari Sweat television
advertisements represent youth through the use of young actors and actresses who
have Japanese oriental faces and white or bright skin in the advertisements. Most
actors and actresses in Pocari Sweat television advertisements have Japanese
oriental faces, except the actors and actresses in Pocari Sweat television

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advertisement “Jogging” version and all actors and actresses in Pocari Sweat
television advertisements have white or bright skin.
Second, concerning the colors used in the actors and actresses’ clothes and
accessories and in the settings and properties, Pocari Sweat television
advertisements represent youth through the use of light blue and white as the
dominant colors found in those advertisements. Those colors signify the positive
characters of youth, such as calm, sportive, and young.
Third, in relation to the settings of advertisements, Pocari Sweat television
advertisements represent youth through the use of settings which signify different
characteristics of youth. Indoor settings tend to represent youth as the group of
people who have emotional feelings, such as love, nervousness, and sensitiveness.
Meanwhile, outdoor settings tend to represent youth as the group of people who
like doing physical and challenging activities. Outdoor settings also show that
youth is active, energetic, and sportive.
Fourth, in terms of frame sizes, Pocari Sweat television advertisements
represent youth through the use of long shot and extreme long shot as the
dominant frame sizes found in the advertisements. These shots show the idea that
youth is an active, productive, sportive, and creative group in the society. The use
of these shots also indicates that youth is the group of people that should be
respected because of their actions which can change the world.
Fifth, in line with camera angles, Pocari Sweat television advertisements
represent youth through the use of low angle as the dominant camera angle used
in those advertisements. Low angle represents power differences between youth

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and other people in spending their lives. Youth seems to be more powerful than
other people by doing some activities that make them happy and satisfied in
spending their lives.
Sixth, in connection with color saturation, Pocari Sweat television
advertisements represent youth through the use of warm color saturation (grey and
red). This warm color saturation signifies optimism, hope, and desire of youth.
Lastly, in relation to video editing, Pocari Sweat television advertisements
represent youth through the use of cut-video editing as the dominant video editing
found in the advertisements. The use of this video editing describes youth as the
group of people who have beautiful stories in their lives.
From the ways of Pocari Sweat television advertisements represent youth
above, it is inferred that those advertisements tend to represent youth as the group
of people who have positive characteristics, such as they have handsome or
beautiful faces, they are calm, but they are active, energetic, and sportive, they are
spirited in doing the activities in this life, they have their own ways and stories to
spend their lives, and they are optimistic, hopeful, and full of desires in this life.
In terms of ideologies found behind the representation of youth in Pocari
Sweat television advertisements, there are some ideologies found behind that
representation: feminism, nationalism, and commercialism.
Feminism is viewed from the use of more actresses than actors in those
advertisements. The young actresses used in those advertisements are 84.4 %
from the total number of actresses and actors, while the young actors used in those
advertisements are 15.8 % from the total number of actresses and actors.

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Next, nationalism is reflected from the use of actors or ac