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All Journal Journal of Administrative and Sosial Science (JASS)
Nadia Nailun Naja
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Persimpangan Etika, Materialisme, dan Branding dalam Iklan Televisi Produk Konsumen Bayu Erlangga; Nadia Nailun Naja; Nurul Isnaini; Sinta Nuriyah; Miftahul Huda
JOURNAL OF ADMINISTRATIVE AND SOCIAL SCIENCE Vol. 6 No. 2 (2025): Juli: Journal of Administrative and Sosial Science (JASS)
Publisher : Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jass.v6i2.1866

Abstract

This research discusses the role of television advertising as a medium for conveying cultural and ethical values ​​in consumer society. Through a semiotic analysis approach, this study highlights how messages in advertising implicitly and explicitly encourage consumption patterns and construct a social reality that associates happiness and success with material possessions. In addition, branding strategies in advertising are proven to play an important role in shaping consumer identity through the emotional associations built between products and lifestyle. However, advertising practices often ignore ethical principles such as honesty, fairness and social responsibility, especially towards vulnerable groups. The results of this research emphasize the importance of integrating ethical values ​​in the advertising creative process and increasing public media literacy in order to create a healthier and more sustainable communication environment.
Co-Authors Bayu Erlangga Miftahul Huda Nurul Isnaini Sinta Nuriyah