KOMODIFIKASI MASKULINITAS DAN REALITAS: IKLAN ROKOK BINTANG BUANA FILTER

Nadia , Sigi Prameswari (2014) KOMODIFIKASI MASKULINITAS DAN REALITAS: IKLAN ROKOK BINTANG BUANA FILTER. Createvitas: Jurnal Ilmiah Desain Komunikasi Visual, 3 (1). 91 p.-108 p.. ISSN 9-772301-480003

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Abstract

Today the development of cigarette advertisement is not at all likely to lift smoking as the main commodity traded. In other words, advertisement’s messages delivered as capitalism attempts to change the value of the function (use value) or to become an exchange (exchange value) for commercial purposes, or commonly referred to as commodification. It did not escape from the enactment of Government Regulation (PP) No. 19 of 2003 on Safety of Cigarettes for Health. Development of advertising and advertising in today's consumer society has led to a variety of social and cultural issues regarding advertisement. It is a reality show about an advertising product offered, or otherwise mask the reality. The purpose of this study is to reveal the hidden ideologies in visual language of cigarette advertising, knowing commodification raised in the visual language of cigarette advertisement, as well as revealing the relationship between the commodification of cigarette ads with actual reality.

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