CITRA PEREMPUAN DALAM BRANDINGIKLAN PRODUK DI
TELEVISI(Analisis Semiotik pada Iklan Shampo Pantene
Versi”Berkilaulah”)
Persaingan di setiap perusahaan dewasa ini adalah sebuah hal positif guna menunjukkan siapa yang terbaik dan yang unggul. Masing-masing perusahaan saling menunjukkan kelebihan produknya. Begitu pula dalam hal menarik konsumen maupun simpati khalayak (publik) dalam mengeluarkan produknya tidak lepas dari promosi yang berbentuk iklan.
Mengiklankan produk yang ada lewat media Televisi dewasa ini adalah hal yang wajar, Televisi merupakan media yang efektif dalam beriklan karena Televisi langsung ke sasaran iklan, yaitu publik secara umum. Berbagai perusahaan saling berlomba untuk menampilkan iklan yang dapat menarik simpati, cepat di kenal, dan melekat erat di ingatan publik. Dalam mengiklankan
produknya setiap perusahaan khususnya juga praktisi Public Relations Perusahaan tersebut harus berhati-hati dalam memilih tampilan iklan, karena akan berisiko pada image produk maupun image perusahaan itu sendiri. Karena dari sebuah iklan dapat di bangun Brand Image sebuah produk, yang secara langsung membentuk Image Building dari perusahaan itu sendiri.
Rumusan masalah: “Bagaimana Makna Tanda Citra Perempuan dalam Branding Iklan Produk
shampo PANTENE versi “Berkilaulah” di Televisi ?” Sumber data pada penelitian ini di peroleh
melalui : data primer, delain itu dengan kepustakaan yang ada, baik berupa buku, majalah, internet, maupun bahan tertulis lainnya yang berkaitan dengan pokok permasalahan yang ada guna menunjang kelengkapan data. Data yang terkumpul kemudian di deskripsikan sesuai dengan semiotik Barthes yang digunakan sebagai teknik analisis dalam penelitian ini. Berdasarkan hasil analisis yang telah diuraikan sebelumnya, maka sesuai dengan rumusan masalah yang diteliti disini dapat disimpulkan sebagai berikut: bahwa citra perempuan dalam
iklan pantene versi “Berkilaulah” di televisi ditinjau dari analisis semiotik telah difokuskan ke
ABSTRACT
Keywords: female image, commercial
Competition in every company nowadays is a positive thing to show who is the best and the superior. Each company showed their product superiority. There also in consumer or public
interest in product market, they couldn’t go far from promotion in commercial form.
Advertising existing product through television media is common, television is an effective media in advertising since television entered the target directly, general public. Various
companies competed to show interesting commercial and stuck in public memory. In advertising their product, every company, especially public relations should also careful in choosing the commercial look, since it would risk the product image or company image, since from the commercial, an image could be built. Brand image of a product, in direct way building the image of the company itself.
Statement of problems: “How the meaning of female image sign in branding commercial product of Pantene Shampoo “Shine On” version in television?”. Data source in the research found
through: primary data, also with library source whether books, magazines, internet articles or written sources related with the existing source to support the data completion. Data collection then described as Barthes semiotic concept used as analysis technique in this research.
According analysis result stated previously, there could be concluded that female image in
Pantene commercial “Shine On” version in television from semiotic analysis perspective had
focused into female image explanation. Female showed that female figure imaged by Pantene Shampoo product was a female as inspiration to progress and achieve, female as softness and beauty, and female as active personality in career and family. From the commercial there also sign that female who could become people attention was female who had image, it could be seen from various shampoo product commercial in television who used hair beautiness as the object.
Basically, beautiful hair became every women’s demand. It was targeted by the commercial
