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All Journal INFORMASI Jurnal Pendidikan dan Pengajaran Humanus: Jurnal ilmiah Ilmu-ilmu Humaniora Historia: Jurnal Pendidik dan Peneliti Sejarah Jurnal Pendidikan Indonesia Lingua Cultura Jurnal Al-Maqayis ANDHARUPA International Journal of Science and Applied Science: Conference Series MUDRA Jurnal Seni Budaya Lekesan: Interdisciplinary Journal of Asia Pacific Arts Panggung Journal of Education Technology Brikolase : Jurnal Kajian Teori, Praktik dan Wacana Seni Budaya Rupa Capture : Jurnal Seni Media Rekam Dewa Ruci : Jurnal Pengkajian dan Penciptaan Seni JTP - Jurnal Teknologi Pendidikan Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan Bahasa: Jurnal Keilmuan Pendidikan Bahasa dan Sastra Indonesia Jurnal Pendidikan Sejarah Indonesia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Jurnal Strategi Desain dan Inovasi Sosial JOURNAL SCIENTIFIC OF MANDALIKA (JSM) These proceedings represent the work of researchers participating in The International Conference on Elementary Education (ICEE) which is being hosted by the Elementary Education Study Programme School of Postgraduate Studies, Universitas Pendidikan Jurnal Abdi Masyarakat Indonesia Jurnal Komunikasi Islam Frasa: English Education and Literature Journal Paradigma: Jurnal Kajian Budaya ICONESTH Journal of Applied Economics in Developing Countries Panggung International Conference On Social Science Education Proceeding
Deny Tri Ardianto
Universitas Sebelas Maret, Surakarta, Indonesia
Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Mathematics Neuroscience Nursing Physics Public Health Social Sciences Other

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Journal : informasi

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Aqua ads as an instrument of Indonesia national identity development Narendra, Asnurul Novia; Habsari, Sri Kusuma; Ardianto, Deny Tri
Informasi Vol 49, No 2 (2019): Informasi
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2627.175 KB) | DOI: 10.21831/informasi.v49i2.27815

Abstract

Advertising is not only present as a media that is able to introduce products of goods and service to encourage people to consume based on their needs, but rather to simulate life models and create fake needs made by producers. The research focused on analyzing the signs found on 600ml Aqua mineral water bottle labels with themed Temukan Indonesiamu. The study aims to find implicit purpose of using themed labels Temukan Indonesiamu in a 600 ml size Aqua mineral water bottle through the signs that appear on the ads. The study uses Rolland Barthes’s semiotics method to five motions advertisements namely friendly, polite, mutual cooperation, sharing, and kindship advertisement to find the meaning of denotation – connotations contained in the advertisement so as to produce myths or implicit goals from the production of the advertisement themed Temukan Indonesiamu. The result showed that changes of Aqua packaging using themed labels Temukan Indonesiamu with the theme of polite (santun), friendly (ramah), cooperation (gotong royong), sharing (berbagi) and kinship (kekeluargaan) not only as a Nation’s talent search program and a media representation of identity and culture of Indonesia, but encouragement of Aqua mineral water producers to consumers to buy Aqua mineral water not only based on the need of mineral water, but also based on simulations and false need created by advertisement, namely love for the Indonesia Nation as reflected in the 600ml Aqua bottle label. The author’s creation of the theme Aqua bottle was also seen by the author as a diversion of public attention by Aqua mineral water producers to the increasingly uncontrolled problem of plastic waste in Indonesia and the way to maintain the existence of products from Aqua mineral water producers. Iklan tidak hanya hadir sebagai media yang mampu memperkenalkan produk atau barang dan jasa untuk mendorong masyarakat berkonsumsi berdasarkan kebutuhan dirinya, melainkan menjadi simulasi model kehidupan dan menciptakan kebutuhan palsu yang dibuat oleh produser. Penelitian berfokus kepada penganalisisan tanda-tanda yang terdapat pada label botol air mineral Aqua ukuran 600ml bertema Temukan Indonesiamu. Penelitian bertujuan menemukan tujuan implisit digunakannya label bertema Temukan Indonesiamu pada botol air mineral Aqua ukuran 600ml melalui tanda-tanda yang muncul pada iklan. Penelitian menggunakan metode semiotika Rolland Barthes kepada kelima iklan gambar bergerak yaitu iklan versi ramah, santun, gotong royong, berbagi, dan kekeluargaan untuk menemukan makna denotasi – konotasi yang terkandung pada iklan sehingga menghasilkan mitos atau tujuan implisit dari diproduksinya iklan bertema Temukan Indonesiamu. Hasil penelitian menunjukan bahwa perubahan kemasan Aqua dengan menggunakan label bertema Temukan Indonesiamu bertema Santun, Ramah, Gotong Royong, Berbagi, dan Kekeluargaan tidak hanya sebagai program pencarian bakat anak Bangsa dan media representasi jati diri dan kebudayaan Indonesia, melainkan dorongan produsen air mineral Aqua kepada konsumen untuk membeli air mineral Aqua tidak hanya berdasarkan kebutuhan akan air mineralnya, namun juga berdasarkan simulasi dan kebutuhan palsu yang diciptakan oleh iklan yaitu rasa cinta kepada Bangsa Indonesia yang tercermin pada gambar label botol Aqua ukuran 600ml. Penciptaan botol Aqua bertema Temukan Indonesiamu juga dilihat penulis sebagai pengalihan perhatian masyarakat oleh produser air mineral Aqua terhadap semakin tidak terkendalinya persoalan sampah plastik di Indonesia dan cara mempertahankan eksistensi produk dari produser air mineral Aqua.
Co-Authors A, Muhammad Abror Ady Salim Tantono Agus Purwantoro Agus Sanjaya Hartono Ajie, Purwoko Albert Christianus Albert Christianus Albertus Ivan Wicaksono Amelia Tania Tanumihardja Amelia Tania Tanumihardja Andre Mustofa Meihan Andreas Kevin Setiono Andrew Aliffiansyah Ariyanto Anshori, Siroj Ibnu Hajar Al Arif Ranu Wicaksono Arif Ranu Wicaksono, Arif Ranu Arnoldus Yuvens Wijaya Arsya Aurasalwa Aulia Fitri Istiana Ayob, Norhayati Bahtiar Afwan Bambang Sulistyo Beby Kezia Beby Kezia, Beby Bedjo Riyanto Bedjo Riyanto Bhetany Chrysti Andriyani bobby hartanto Brian Nathaniel Lesiangi Brian Nathaniel Lesiangi, Brian Nathaniel Celine Jardinia Tanuwidjaja Clarence Tanto Claudya Ika Saputri Dewabrata, Leonardus Dian Purnamasari Dian Purnamasari Diana Rosari Sutanto Dini Anggraheni Dwi Anom Kusumo Dwi Anom Kusumo Dwi Susanto Emi Widiyanti Emka Satya Putra Emka Satya Putra Erandaru - Erandaru Erandaru Erandaru Erandaru Erandaru Erandaru Erandaru Erandaru Erandaru Erandaru Erandaru Srisanto Erandaru Srisanto Erandaru Srisanto Erandaru Srisanto Fanny Yuwono Fanny Yuwono, Fanny Fatihaturrizky, Sabrina Felicia Amanda Fransiska Angelina Fransiska Angelina Fransiska Angelina Grace Octaviani Budihargono Habsari, SettingsSri Kusuma Habsari, Sri Kusuma Halim, Andreas Santoso Harahap, Aqiilah Bilqiis Salsabiil Henry, Welly Winata Herlambang, Rudy Wicaksono Herwindo Setyawan I Gede Septian Adi Saputra Ida Ayu Putu Sri Widnyani Ika Andayani Wijaya ilIsma, Anugrah Irfan Inocenty Loe, Yohanes B. Jefry Yosua Siswanto Jefry Yosua Siswanto Jenada Gabriella Paillin Jessica Jessica Jessica Jessica Jessica Laurentia Saksono Jesslyn Budianto Jesslyn Budianto, Jesslyn Kian Raynaldi Kiki Anggraeni Puspitasari Kiki Anggraeni Puspitasari Koirudin, Kolik Kolik Koirudin Kurniawan, Samuel Laimeheriwa, Michael Angelo Laksana, Deddy Award Widya Leni Diana Leni Diana Leo Agung S Leonardus Dewabrata Liana Atmaja Mahendra Wijaya Mailani, Nino Melkias Maria Cayadi Mataram, Sayid Mibtadin Michael Angelo Laimeheriwa Moh. Muchtarom Mohammad Aziz Budiman Mohammad Aziz Budiman, Mohammad Aziz Morris Tradana Muhammad, Fahreza Aulia Narendra, Asnurul Novia Natalia Christina Setiawan Nico Pangestu Novita Dewi Satriawan Novita Dewi Satriawan Nunuk Suryani Nunuk Suryani Nurbaiti Islami Chotimah, Anisa Nurcahyanti, Desy Pambudi, Bima Pangestu, Nico Paramanandana, Satrya Patricia Pamela Pariury Paulus Benny Setiawan Paulus Benny Setyawan Paulus Kristiadi Sukmana Philipus Nicolaus Karamoy Purwantoro, Agus Putri, Febi Rahma Putu Arista Setiawan Rahmanu Widayat Rahmanu Widayat RahmanuWidayat Ricky Chandra Rike Irnanda Utomo Rike Irnanda Utomo Roemintoyo , Roemintoyo Sahid Teguh Widodo Samuel Kurniawan Sariyatun Sariyatun Sariyatun Sariyatun Sariyatun Sariyatun Satyanugraha, Stephen Chandra Sayid Mataram Seiki Decuellar Setiawan, Paulus Benny Setiawan, Putu Arista Setiono, Andreas Kevin Setyawan, Herwindo Setyawan, Paulus Benny Silvia Andriani Sri Kusuma Habsari Sri Kusumo Habsari Stefany Yonatan Stephanie Tandya Steven Mulyono Stevie Kristiadi Setiadarma Stevie Kristiadi Setiadarma, Stevie Kristiadi Sudiyanto Sukmana, Paulus Kristiadi Sunardi Sunardi Sunardi Sunardi Surya Parulian Halim Surya Parulian Halim Sutimin, Leo Agung Syahputra, M. Afrillyan Dwi Titis Srimuda Pitana, Titis Srimuda Triana Rejekiningsih Triana Rejekiningsih dkk Tristanto Winner Tristanto Winner, Tristanto Umaro, Mada Victor Vicitra Njoto Viola Dinda Dwi Hapsari Welly Winata Henry Wijaya, Arnoldus Yuvens Yamtinah, Sri Yohanes B. Inocenty Loe Yuda, Jotika Purnama Yunita Salim Zuefa Choirunnisa