Ideology In Advertising

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Advertisements are very common in this modern era. We encounter advertisements everywhere. They are made by the advertising agency to attract people‟s attention. Generally, there are two types of advertisement, electronic and printed advertisement. Electronic advertising describes advertising in an electronic medium such as television, radio, cinema, video games, internet, etc. Print advertising describes advertising in a printed medium such as a newspaper, magazine, journal, pamphlet, brochures, etc (as cited in http://en.wikipedia.org/wiki/Advertising, retrieved on Wednesday 10th August
2010, at 3.45 pm). They are unavoidable in today‟s consumer societies.
Advertisement is defined by Bovée and Arens (1986: 5) as “nonpersonal
communication
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Advertisements use a sign system which is comprised with verbal and non-verbal signs. In advertisement, language is the verbal sign, while illustration, color, etc is the non-verbal. To reveal the meaning behind that signs in an advertisement,
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semiotic analysis is needed. It is used to analyze signs and communication process within advertisement. The ideology is generated by the signs that represent the advertisement and its message. Ideology is the representation of imaginary relationship between real things. Products in advertisements are unarguably physical things (denotation) but they also represent of feelings (connotation).
Since the advertisements are made to attract the people‟s attention to persuade them to buy certain products and/or services, the writer is interested to analyze the image of Durex in printed advertisements. This study will be conducted by using semiotics proposed by Roland Barthes. There are four advertisements that are going to be analyzed. The writer chooses Durex to be analyzed is because Durex is a brand name of condoms that is well known all over the world. Durex is the trademarked name for a range of condoms made by UK-based multinational
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And the children will be aware of the importance of sexual matter that this thing can help them to prepare their important parts they take in their adulthood. However, one of the most interesting factors that BKKBN have mentioned is the role of the media. Since media function‟s is advertised the products and/or services, condom is the unexceptional advertisements to be advertised.
Consequently, condom provides a false sense of security in the people‟s mind.
They think that they can have sex with their partner whenever and wherever they
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want without fear or worry with all the risks that they may get by using condom.
Because it can be used in preventing pregnancy and giving protection against sexually transmitted diseases (STD‟s). Then, condom become a “band-aid” solution in their mind.
Therefore, based on the explanation above, the writer is interested to reveal what kind of image that Durex built through its advertisements, especially printed advertisements. The writer is going to analyze four Durex printed advertisements by using semiotic theory by Roland
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