PEMAHAMAN KHALAYAK PEREMPUAN SURABAYA TERHADAP KEBEBASAN PEREMPUAN DALAM IKLAN 3 “ALWAYS ON” VERSI PEREMPUAN (Reception Analysis Khalayak Perempuan Surabaya Tentang Kebebasan Perempuan dalam Iklan 3 “Always On” Versi Perempuan)

MUHAMMAD , AKBAR JAMAL (2013) PEMAHAMAN KHALAYAK PEREMPUAN SURABAYA TERHADAP KEBEBASAN PEREMPUAN DALAM IKLAN 3 “ALWAYS ON” VERSI PEREMPUAN (Reception Analysis Khalayak Perempuan Surabaya Tentang Kebebasan Perempuan dalam Iklan 3 “Always On” Versi Perempuan). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.

Preview	PDF (Cover - Bab 1) - Published Version Download (447Kb) | Preview
	PDF (Daftar pustaka - Bab 2) - Published Version Restricted to Repository staff only Download (1510Kb)

Abstract

The study was based on the phenomena that occur in the community, where one provider in Indonesia named 3 launching an ad that called 3 always on the female version, this ad lasts approximately one minute, and many played on various television stations, so the station-television stations that play advertisements rose reprimanded KPI (Indonesian Broadcasting Commission) for committing breach of broadcasting code of conduct, and Standard programs broadcast. This ad has a narrative about female freedom is not free, and a visual that is the end of the ad, which is where, according to the visual KPI's as if depicting not use fashion. This research is put on understanding the female audience Surabaya against the freedom of women in the ads 3 always on the female version. 3 advertisers are always on the female version Production House (PH) Pantarei advertisers who deliberately depicting a liberty, which is limited by the parents' perceptions, norms, and culture in society, also wrapped in a line of "Think Again" in inciting people to think again about the current facts, deny the meaning of the word "freedom". Freedom is a theory, freedom is Illusion, is a false freedom, freedom of weird, funny freedom, and freedom is a fantasy. The method used in this study is an analysis of the reception which is included in the qualitative research. The data in the analysis is the result of in-depth interviews were conducted on the female audiences who've seen the ads 3 always on the female version, also a woman who has a background that is different, because the understanding of the individual with other individuals sometimes differ, all affected by culture, viewpoint, experiences, and others. There are 3 types of messages that can be received is the meaning of dominant audience: Audiences interpret the message the same as what is portrayed in the media, meaning Negotiation: Audiences do not fully accept the proffered meanings but they negotiate and adaptation in accordance with the values espoused, meaning Opposition : Audiences take opposing or opposite meaning of the message.

Actions (login required)