IKLAN DAN PERSEPSI MAHASISWA (STUDI DESKRIPTIF KUALITATIF TAYANGAN IKLAN DJARUM 76 VERSI GAYUS PADA MAHASISWA PRODI ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN HUMANIORA)

Sri Haryati, NIM.: 07730059 (2011) IKLAN DAN PERSEPSI MAHASISWA (STUDI DESKRIPTIF KUALITATIF TAYANGAN IKLAN DJARUM 76 VERSI GAYUS PADA MAHASISWA PRODI ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN HUMANIORA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Serving advertisements on television in an advertisement of cigarettes Djarum 76 Gaius version, give the feel of a very thick with cases of corruption in the country Indonesia. Apparently the case gayus that often appears on television, creating a creative idea in an advertisement. 76 Djarum cigarette advertising representation Gaius version has nothing to do with the product being advertised, but the social reality led to an idea on making the ad itself. Therefore the purpose of this study was to determine how the audience's perception on the ad djarum 76 Gaius version of understanding of a cigarette ad. This study used descriptive qualitative research method that gives a description and explanation and described what are at issue, a qualitative descriptive analysis approach to advertising Djarum 76 Gaius version on television. Analysis of perception where the audience viewed as individuals who are always active in perceiving and producing the meaning of the message, not just be passive individuals who simply accept the meaning produced by the mass media

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