ESTETIKA IDEOLOGI MEDIA ABOVE THE LINE PRODUK SUPLEMEN MEREK “MADURASA” PT. AIR MANCUR

Pujiyanto Pujiyanto (Jurusan Seni dan Desain Fakultas Sastra Universitas Negeri Malang)

Bahasa dan Seni: Jurnal Bahasa, Sastra, Seni, dan Pengajarannya
Vol 41, No 2 (2013)

This study aims to determine the textual and contextual aesthetic ideology on above the line “Madurasa”. This research applied a case study using qualitative descriptive design drawing or writing on the ads published in newspapers, tabloids, and magazines. Data was obtained from observation, interviews, and documentation, while the analysis using the theory of ideology “hegemony” Antonio Gramsci. The result shows that the advertising  media  are  ideological strategy  of  “hegemony” through  the  elements of typography, images, colors, logos, and lay out