ANOMALI DALAM PESAN REINFORCEMENT ADVERTISING (STUDI DESKRIPTIF PADA IKLAN CITRA SPOTLESS WHITE UV VERSI MAIN TEBAK WARNA DAN IKLAN PEPSODENT EXPERT PROTECTION VERSI KOSULTASI KE DOKTER

HANDINI, NIM. 09730002 (2014) ANOMALI DALAM PESAN REINFORCEMENT ADVERTISING (STUDI DESKRIPTIF PADA IKLAN CITRA SPOTLESS WHITE UV VERSI MAIN TEBAK WARNA DAN IKLAN PEPSODENT EXPERT PROTECTION VERSI KOSULTASI KE DOKTER. Skripsi thesis, UIN SUNAN KALIJAGA.

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Abstract

This research uses descriptive qualitative research method by taking some messages of advertisements as the main focus of the research. The research which entitles Anomalies in Messages of Advertisments of Reinforcement Advertising (Analysis Semiotic in Advertising Unilever’s Products), the researcher takes two objects, the first is Citra Spotless White UV’s Product version “Main Tebak Warna”, the second is Pepsodent Expert Protection’s Product version “Konsultasi Kedokter Gigi”. The both were advertised from 2012 to 2013 year. A message in advertisement is the most important aspect that is advertised and made to attract public. However, sometimes an advertisement has no relation between the message and reality in real life. But, the anomaly is really formed to attract public. An anomaly in an advertisement, especially the messages in Citra Spotless White UV’s product version “Main Tebak Warna” become a fantasy and an illusion to claim its superiority. The anomalies in the messages are revealed based on analysis descriptive data completely. The data are verbal messages, non-verbal messages, and its visualization. There are messages and visualization that contradict each other. Then, these contradictory messages are called as anomalous messages or messages that are not advertised according to reality in real life. Besides, Pepsodent Expert Protection’s product version “Konsultasi Kedokter Gigi” has also its anomaly. The messages in this advertisement are delivered by showing visual style using high technology which seems like the product’s mine (made by high technology). The messages and visualization contradict each other. The anomaly does not relate to the fact. The anomalies in the two advertisements which contradict each other becoming the both as persuasion to public. They are not what they tell. These advertisements are real commodity to support the sale. Indeed, they both do not reflect a reality.The two advertisements are advertised repeatedly based on the contract. This repeat aims to remember and to inform the public about the product. The kind of these advertisements is reinforcement advertising which invites the public in believing the quality of the product. These advertisements ensure the public that the product is really the best choice based on their need.

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