THEREPRESENTATION OF YOUTH INPOCARI SWEAT TELEVISION ADVERTISEMENTS.

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THEREPRESENTATION OF YOUTH INPOCARI SWEAT

TELEVISION ADVERTISEMENTS

A Research Paper

Submitted to the English Education Department ofIndonesia University of

Education as a Partial Fulfillment of the Requirements for SarjanaSastra Degree

Arranged by:

HasahHasanah

(0908078)

ENGLISH EDUCATION DEPARTMENT

THE FACULTY OF LANGUAGEAND ARTS EDUCATION

INDONESIA UNIVERSITY OF EDUCATION

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The Representation of Youth in

Pocari Sweat

_Television

This study entitled The Representation of Youth in Pocari Sweat Television Advertisements. This study aims to reveal the representation of youth in Pocari Sweat television advertisements and the ideologies behind that representation. This study used a qualitative descriptive method. The theory used in this study is the orders of signification proposed by Barthes (1957). The findings of this study show that youth is represented through the use of the visual elements of television advertisement (actors or actresses, settings, properties, frame sizes, camera angle, color saturation, and video editing) which show the positive characteristics of youth. In terms of ideologies, this study found three ideologies behind the representation of youth in Pocari Sweat television advertisements: feminism, nationalism, and commercialism. From those three ideologies, commercialism is the dominant ideology found in that representation.

Keywords: Representation, Youth, Advertisements, and Ideologies.

ABSTRAK

Penelitian ini berjudul The Representation of Youth in Pocari Sweat Television Advertisements. Penelitian ini bertujuan untuk mengungkap representasi kaum muda dalam iklan televisi Pocari Sweat dan ideologi dibalik representasi itu. Penelitian ini menggunakan sebuah metode kualitatif deskriptif. Teori yang digunakan adalah teori tentang tingkatan signifikansi yang diusulkan oleh Barthes (1957). Penemuan penelitian ini menunjukkan bahwa kaum muda direpresentasikan melalui elemen-elemen visual iklan televisi yang menunjukkan karakteristik positif kaum muda. Berkaitan dengan ideologi, penelitian ini menemukan tiga ideologi dibalik representasi kaum muda dalam iklan Pocari Sweat: feminisme, nasionalisme, dan komersialisme. Dari ketiga ideologi tersebut, komersialisme adalah ideologi dominan yang ditemukan dalam representasi itu.

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TABLE OF CONTENTS

STATEMENT OF AUTHORIZATION ... i

PREFACE ... ii

ACKNOWLEDGMENT ... iii

ABSTRACT ... v

TABLE OF CONTENTS ... vi

LIST OF FIGURES ... x

LIST OF TABLES ... xi

CHAPTER I INTRODUCTION ... 1

1.1 Background of the Study ... 1

1.2 Statement of Problems ... 5

1.3 Aims of the Study ... 6

1.4 Research Methodology ... 6

1.4.1 Research Method ... 6

1.4.2 Research Procedures ... 6

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1.6 Organization of the Paper ... 9

CHAPTER II THEORETICAL FOUNDATION ... 11

2.1 Semiotics ... 11

2.1.1 The Saussure’s Model of Sign ... 12

2.1.2 The Peirce’s Model of Sign... 13

2.2 Representation ... 14

2.3 Barthes’ Orders of Signification ... 15

2.4 Advertisement ... 17

2.4.1 Types of Advertisement ... 18

2.4.2 Isotonic Drink Advertisement ... 24

2.4.3 The Visual Elements of Television Advertisements ... 26

2.4.4 The Role of Color in Advertisement ... 31

2.4.5 Advertisement and Ideology ... 33

2.5 Youth ... 35

2.5.1 Youth and Representation ... 36

2.6 Previous Studies ... 37

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3.1 Statement of Problems ... 41

3.2 Research Method ... 41

3.3 Research Procedures ... 42

3.3.1 Data Collection... 42

3.3.2 Data Analysis ... 53

3.3.3 Data Presentation ... 54

CHAPTER IV FINDINGS AND DISCUSSION ... 57

4.1 The Representation of Youth in Pocari Sweat Television Advertisements...57

4.1.1 The Representation of Youth in Pocari Sweat Television Advertisements “Build the Dream” Version... 57

4.1.2 The Representation of Youth in Pocari Sweat Television Advertisements “Love Letter” Version ... 75

4.1.3 The Representation of Youth in Pocari Sweat Television Advertisements “Movie” Version ... 87

4.1.4 The Representation of Youth in Pocari Sweat Television Advertisements “Presentation” Version ... 101

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4.1.6 The Representation of Youth in Pocari Sweat Television

Advertisements “Riding Bicycle Part 2” Version ... 130

4.1.7 The Representation of Youth in Pocari Sweat Television Advertisements “Jogging” Version ... 141

4.1.8 Overall Findings from the Representation of Youth in Pocari Sweat Television Advertisements ... 149

4.2 The Ideologies Behind the Representation of Youth in Pocari Sweat Television Advertisements...154

CHAPTER V CONCLUSIONS AND SUGGESTIONS ... 156

5.1 Conclusions ... 156

5.2 Suggestions ... 160

BIBLIOGRAPHY ... 161

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CHAPTER I

INTRODUCTION

This is an introductory part of this paper. It covers background of the

study, statement of problems, aims of the study, research methodology,

clarification of terms, and organization of the paper.

1.1 Background of the Study

There are many advertisements nowadays. It can be seen or heard in the

television, radio, the Internet, and print media. The word „advertisement‟ comes

from the Latin verb „advertere‟ meaning „to turn towards‟. Goddard (1998)

defines advertisement as a text which attempts to attract people‟s attention.

Meanwhile, according to Oxford Dictionaries (2013), advertisement is a notice or

announcement in a public medium promoting a product, service, or event or

publicizing a job vacancy. It can be inferred from those definitions that

advertisement is made to attract people‟s attention by promoting and publicizing

something.

Advertisement actually has other functions besides promoting and

publicizing. According to Schwartz and Sagiv (1995, cited in Branchik and

Chowdhury, 2012), advertisement expresses societal values or desirable goals that

serve as guiding principles in the society. In addition, Hynes and Janson (2007, p.

322) also says that “advertisement must be considered to be „relics‟ thriving on

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advertisement provides societal values obtained from relics and those societal

values have become the guidelines in society.

The societal values contained in advertisement can construct ideologies.

An ideology is a logical and relatively fixed set of beliefs or values (Wodak and

Meyer, 2009). Thus, ideology reflects the common beliefs or values of society.

According to Correa (2011), advertisement is a vehicle for ideologies

which reflect ideas, beliefs and opinions of the society. Advertisement also invites

people to participate in ideological ways of considering themselves and the world

(Williamson, 1978, cited in Najafian, 2011). Those statements show that

advertisement also functions as the media to convey ideologies to the society.

Ideologies usually can be conveyed through representation in the

advertisement. Representation is the construction of aspects of reality in any

medium (Chandler, 2002). Representation may reflect ideologies because it

constructs the aspects of reality which in turn will be the set of beliefs or values in

the society. The aspects of reality can involve people, objects, events, cultural

identities, and other abstract concepts.

Youth is one of the subjects who is usually represented in advertisement.

Youth is represented in advertisement because youth is sometimes an interesting

and complicated group in the society. It is also sometimes an interesting and

complicated period in people‟s lives.

There are also other reasons why youth is interesting to be represented in

advertisement. Those reasons are related to some issues and statements about

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2010), youth often reports that they are not given opportunities to participate in

the activities that affect their lives (Emry, 2010), and youth is a group which face

many challenges such as youth unemployment and other social problems (Baer,

2009).

Research about the representation of youth in advertisement has been

conducted by some researchers, for instance, Widaningsih (2011) discusses how

the oppression against youth is represented in A Mild television advertisements

and Martiana (2012) discusses how the spirit of youth is represented in A Mild

television advertisements.

The research above analyzed the representation of youth in two A Mild

television advertisements. It does not expand the numbers of advertisement‟s

versions which become the object of investigation. The research also analyzed the

representation of youth in a cigarette advertisement. It does not analyze the

representation of youth in other kinds of advertisement. In addition, the research

just analyzed the representation of youth in that advertisement without revealing

the ideologies behind that representation.

Based on the matters above, this study aims to analyze more about the

representation of youth in the television advertisement by investigating another

kind of advertisement with expanded numbers of advertisement‟s versions and by

revealing the ideologies behind the representation.

Pocari Sweat is one of the brand names for packed isotonic drink. A brand

is a system of signs and symbols which engages the consumers in a symbolic

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made to influence the consumers so that they will buy the product. In relation to

this brand, there are many Pocari Sweat advertisements found in electronic and

mass media. One of the concepts represented in Pocari Sweat advertisements is

youth.

It appears interesting to analyze how youth is represented in Pocari Sweat

television advertisements because those advertisements are usually represented

with attractive and trendy ways. It also uses young models as the actors or

actresses in the advertisements, for example, Pocari Sweat television

advertisement (version: Build the Dream) uses the members of JKT48 as the

actresses in that advertisement. JKT48 is a girl band which consists of young

people. In that advertisement, the members of JKT48 become the actresses who

represent youth in that advertisement.

This present study investigated the representation of youth in Pocari Sweat

television advertisements. It was limited to analyzing seven Pocari Sweat

television advertisements. The versions of those Pocari Sweat television

advertisements were build the dream, love letter, movie, presentation, riding

bicycle part 1, riding bicycle part 2, and jogging.

The representation of youth in Pocari Sweat television advertisements was

analyzed through the visual elements found in those advertisements. There are

some visual elements of television advertisements: actor, setting, property,

product offered, frame size, camera angle, color saturation and video editing

(Dyer, 1996; Selby and Coedery, 1995). However, the visual elements analyzed in

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and video editing. Those visual elements were analyzed because they belong to

the visual signs in Semiotics. Moreover, this study revealed the ideologies behind

that representation.

The theoretical foundation applied in this study is a semiotic theory about

the orders of signification proposed by Barthes (1957). According to Barthes

(1957), there are three levels of representation or three orders of signification. The

first order of signification is denotation consisting of a signifier and a signified,

the second order of signification is connotation consisting of a signifier and an

additional signified attached to it, and the third order of signification is myth or

ideology which is viewed as a combination of denotation and connotation. This

theory is appropriate to be used because it helps to reveal the representation of

youth and its ideologies in Pocari Sweat television advertisements.

This study is geared towards providing theoretical and practical benefits.

In relation to theoretical benefits, the findings of this study are expected to

develop knowledge about semiotics, especially in the semiotic analysis of

advertisement. Meanwhile, in terms of practical benefits, the study and its

findings are expected to be useful for the researcher and readers in building a

critical awareness towards the advertisements seen in daily life.

1.2 Statement of Problems

The following questions were used to investigate the representation of

youth in Pocari Sweat television advertisements:

1. How is youth represented in Pocari Sweat television advertisements?

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1.3 Aims of the Study

The aims of this study are as follows:

1. To investigate how youth is represented in Pocari Sweat television

advertisements.

2. To reveal the ideologies behind that representation.

1.4 Research Methodology

1.4.1 Research Method

This study used a qualitative descriptive method. A qualitative method is

the method which is “interpretative and subjective” (Belk, 2006, p. 3). The

qualitative method stresses on qualities not entities (Denzin & Lincoln, 2005).

Thus, it is also committed to a deep understanding of particular phenomenon (Gay

et al., 2006). Meanwhile, the descriptive method is an investigation that attempts

to describe and examine the particular phenomena and current situation (Travers,

1978, cited in Sevilla et al., 1992).

Therefore, the qualitative descriptive method is an appropriate method for

this study because this study aims to analyze, describe and interpret the

representation of youth in Pocari Sweat television advertisements. In addition, a

deep investigation on the data selected was conducted, so that method is

appropriate to be used in this study.

1.4.2 Research Procedures

a. Data Collecting Procedures

The data were in the form of videos of Pocari Sweat television

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collected in this study. The versions of those advertisements were build the

dream (duration: 30 seconds), love letter (duration: 29 seconds), movie

(duration: 30 seconds), presentation (duration: 29 seconds), riding bicycle

part 1 (duration: 30 seconds), riding bicycle part 2 (duration: 29 seconds), and

jogging (duration: 29 seconds). All of the advertisements were downloaded

from www.youtube.com.

The data above were collected based on the advertisements which

present the issue of how youth is represented in those advertisements. Then,

each advertisement was categorized and analyzed based on the scenes

containing the issue of how youth is represented in that advertisement. Scene

is a part of action done by the actors or actresses in the advertisement. An

example of scene in Pocari Sweat television advertisement (version:

Presentation) which presents the issue of how youth is represented in that

advertisement is the scene which shows a young person delivers her

presentation in front of other people in the meeting.

b. Data Analysis Procedures

There were three steps in analyzing how youth is represented in Pocari

Sweat television advertisements. The first step was taken by transforming each

advertisement selected in this study into the scenes containing the issue of

how youth is represented in that advertisement. This step was taken by

watching the advertisements carefully to identify which scene contained the

issue of how youth is represented in the advertisement and then putting the

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elements found in each scene. The analysis was conducted by identifying

actor, setting, property, frame size, camera angle, color saturation, and video

editing used in that scene. The last step was interpreting the findings based on

the previous analyses to reveal the ideologies behind the representation.

1.5 Clarification of Terms

 Youth

Youth is “young people considered to be a group” (Bull, 2011, p. 518).

According to The United Nations (cited in Ministry of Labour and Youth

Development, 1996), youth is categorized as a person aged between 15

and 24.

 Representation

Representation is the construction of aspects of reality (people, objects,

events, cultural identities, and other abstract concepts) in any medium

(Chandler, 2002).

 Advertisement

Advertisement is a text which attempts to attract people‟s attention

(Goddard, 1998).

 Ideology

Ideology is a logical and relatively fixed set of beliefs or values (Wodak

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 Denotative meaning

Denotative meaning refers to the literal or common meanings of a sign

(Chandler, 2002).

 Connotative meaning

Connotative meaning refers to personal and socio-cultural interpretation of

the sign (Chandler, 2002).

1.6 Organization of the Paper

The research paper is organized as follows:

1. The first chapter: Introduction.

It contains background of the study, statement of problems, aims of the

study, research methodology, clarification of terms, and organization of

the paper.

2. The second chapter: Theoretical Foundation.

It discusses the theories and concepts that are used in answering every

research question.

3. The third chapter: Research Methodology.

This chapter deals with the procedures taken in conducting the research,

including data collection and data presentation.

4. The fourth chapter: Findings and Discussion.

This chapter consists of the result of the research and the answer of

research questions as well as the discussion and the interpretation of the

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5. The fifth chapter: Conclusions and Suggestions.

This chapter consists of conclusions of the research and suggestions for

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CHAPTER III

RESEARCH METHODOLOGY

This chapter provides the methodological aspects of the research. It covers

the statement of problems, research method, and research procedures.

3.1 Statement of Problems

The following questions were used to investigate the representation of

youth in Pocari Sweat television advertisements:

1. How is youth represented in Pocari Sweat television advertisements?

2. What are the ideologies behind that representation?

3.2 Research Method

This study used a qualitative descriptive method. A qualitative method is

the method which is “interpretative and subjective” (Belk, 2006, p. 3). The

qualitative method stresses on qualities not entities (Denzin & Lincoln, 2005).

Thus, it is also committed to a deep understanding of particular phenomenon (Gay

et al., 2006). Meanwhile, the descriptive method is an investigation that attempts

to describe and examine the particular phenomena and current situation (Travers,

1978, cited in Sevilla et al., 1992).

Therefore, the qualitative descriptive method is an appropriate method for

this study because this study aims to analyze, describe and interpret the

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deep investigation on the data selected was conducted, so that method is

appropriate to be used in this study.

3.3 Research Procedures

This study used a semiotic theory about the orders of signification

proposed by Barthes (1957). According to Barthes (1957), there are three orders

of signification: denotation, connotation, and myth (ideology). Denotation and

connotation were used to analyze how youth is represented in Pocari Sweat

television advertisements. Meanwhile, myth (ideology) was used to reveal the

ideologies behind the representation of youth in Pocari Sweat television

advertisements.

In addition, this study used some theories from other theorists to reveal

connotative meanings of the visual elements of television advertisements, for

example, connotation in fashion and physical appearance proposed by Barnard

(2006), connotation in techniques of video shooting and editing proposed by

Selby and Coedery (1995), and connotation of color proposed by Wilfred (1962).

3.3.1 Data Collection

a. Data Resources

The data were in the form of videos of Pocari Sweat television

advertisements. There were seven Pocari Sweat television advertisements

selected in this study:

1. Pocari Sweat television advertisement “Build the Dream” version

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2. Pocari Sweat television advertisement “Love Letter” version

(duration: 29 seconds)

3. Pocari Sweat television advertisement “Movie” version (duration:

30 seconds)

4. Pocari Sweat television advertisement “Presentation” version

5. Pocari Sweat television advertisement “Riding Bicycle Part 1”

version (duration: 30 seconds)

6. Pocari Sweat television advertisement “Riding Bicycle Part 2”

version (duration: 29 seconds)

7. Pocari Sweat television advertisement “Jogging” version

Those advertisements were selected because those advertisements

contain the issue of how youth is represented in those advertisements.

Those advertisements were downloaded from www.youtube.com. In terms

of sufficiency, these data were thought to suffice to present valid findings

in Chapter Four.

b. Selected Scenes in Pocari Sweat Television advertisements

Seven advertisements collected in this study were categorized and

analyzed based on the scenes containing the issue of how youth is

represented in that advertisement. The selected scenes from those

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1) Selected Scenes in Pocari Sweat Television Advertisement “Build

the Dream” Version

There were eight scenes selected in Pocari Sweat television

advertisement “Build the Dream” version. Those selected scenes

are presented in the following table:

Table 3.1 Selected Scenes in Pocari Sweat Television

Advertisement “Build the Dream” Version

Scene Visual Description

1 This scene depicts six young

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4 This scene depicts two young people (youth) who are painting the roof of a house. They are working together to do it. They seem to be happy and spirited in doing it.

5 & 8 These scenes describe thirteen young people (youth) who are dancing together. They seem to be spirited and happy.

6 This scene represents two

young people (youth) who are trying to open the umbrella together.

9 This scene illustrates two

young people (youth) who seem to be happy. They are laughing and one of those young people sticks two Pocari Sweat’s bottles to her friend’s cheeks.

2) Selected Scenes in Pocari Sweat Television Advertisement

“Love Letter” Version

There were four scenes selected in Pocari Sweat television

advertisement “Love Letter” version. Those selected scenes are

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Table 3.2 Selected Scenes in Pocari Sweat Television

Advertisement “Love Letter” Version

1 This scene shows a girl

(youth) who wants to give a letter to the boy in the classroom, but she is shy and reluctant. However, her friends give her spirit to be

girls (youth) who are running after one of their friends give a love letter to the boy. They run because they are shy.

4 This scene describes four

young people (youth) who are happy because one of their friends has been successful in giving a letter to someone that she adores.

“Movie” Version

There were four scenes selected in Pocari Sweat television

advertisement “Movie” version. Those selected scenes are

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Table 3.3 Selected Scenes in Pocari Sweat

Television Advertisement “Movie” Version

1 This scene depicts four young

people (youth) who are watching a romantic movie together. They become sad and then cry because of that romantic movie.

2 This scene shows three young

people (youth) who are trying to entertain their friend. Their friend is sad and crying

young people (youth) who go outside after they have watched a romantic movie. They seem to be happy.

4 This scene represents four

young people (youth) who are spending their time together in the garden after they have watched a romantic movie.

“Presentation” Version

There were ten scenes selected in Pocari Sweat television

advertisement “Presentation” version. Those selected scenes are

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Television Advertisement “Presentation” Version

1 This scene depicts a young

person (youth) who is working. She seems to be busy with her work. She has to finish her work and present it in front of people.

2 This scene shows a young

person (youth) who is in a hurry. She will present her work and she is being waited by people.

3 This scene shows a young

person (youth) who is surprised because she has been waited by other people (the managers of a company) who want to listen to her presentation.

4 This scene describes the

managers of a company who are waiting for the presentation of a young person (youth).

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6 This scene shows an old person (boss) who is waiting for the presentation of a young person (youth).

person (youth) who is nervous before her presentation in front of important people.

8 This scene describes a young

person (youth) who is presenting her presentation. She looks happy and confident in presenting it.

9 This scene illustrates a young

person (youth) who finally can present her presentation well. Other people in the room give applause to her.

people (youth) who are happy because one of their friends has been successful in delivering her presentation.

“Riding Bicycle Part 1” Version

There were seven scenes selected in Pocari Sweat

television advertisement “Riding Bicycle Part 1” version. Those

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Television Advertisement “Riding Bicycle Part 1” Version

1

This scene shows a young person (youth) who is riding a bicycle. She will meet her friends who have been waiting for her.

person (youth) who is waiting for her friend. They will go together by riding bicycles with other friends who have been waiting for them.

3 This scene shows two young

people (youth) who are riding bicycles. They will meet their friends who have been waiting for them.

4 This scene describes two young

people (youth) who are waiting for their friends. They will go together by riding bicycles.

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6 This scene describes four young people (youth) who are riding bicycles. They compete to reach the destination.

7 This scene illustrates four young

people (youth) who have reached in their destination. They seem to be enjoying the scenery.

“Riding Bicycle Part 2” Version

There were seven scenes selected in Pocari Sweat

television advertisement “Riding Bicycle Part 2” version. Those

selected scenes are presented in the following table:

Television Advertisement “Riding Bicycle Part 2” Version

1 This scene depicts a girl (youth)

who is riding a bicycle. She will go home after studying in the school.

2 This scene shows a boy (youth)

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3 This scene describes a girl (youth) who wants to return a book to a boy because the book has dropped from that boy’s bag and that boy does not know about it.

4 This scene represents a girl

(youth) who wants to return a book to the boy although she should follow that boy and face a barrier.

5 This scene depicts a girl (youth)

who struggles to pursue the boy because she really wants to give the boy’s book.

6 This scene shows a boy (youth)

who is drinking Pocari Sweat after riding a bicycle. He does not realize that his book has dropped.

7 This scene portrays a girl

(youth) who finally can give the book to the boy.

“Jogging” Version

There were two scenes selected in Pocari Sweat television

advertisement “Jogging” version. Those selected scenes are

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Television Advertisement “Jogging” Version

person (youth) who is drinking Pocari Sweat after jogging.

2 This scene shows six young

people (youth) who are jogging. They seem to be doing an exercise.

3.3.2 Data Analysis

There were three steps in analyzing how youth is represented in Pocari

Sweat television advertisements. The first step was taken by transforming each

advertisement selected in this study into the scenes containing the issue of how

youth is represented in that advertisement. This step was taken by watching the

advertisements carefully to identify which scene contained the issue of how youth

is represented in the advertisement and then putting the scenes in tabular form.

The second step was done by analyzing the visual elements found in each scene.

The analysis was conducted by identifying actor, setting, property, frame size,

camera angle, color saturation, and video editing used in that scene. The last step

was interpreting the findings based on the previous analyses to reveal the

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3.3.3 Data Presentation

The analyzed data from the selected scenes in Pocari Sweat television

advertisements are presented such as the following:

Table 3.8 The Example of Orders of Signification of Visual Elements in Scene

1 of Pocari Sweat Television Advertisement “Love Letter” Version

Scene 1 physical conditions and vigorous souls.

-Japanese oriental faces and hairstyle show that

-Japanese oriental faces and hairstyle are the symbols of Japan.

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Clothes:

-Striped skirts (light blue, white, and black) -Striped bowties (light blue, white, and black)

-Light blue signifies peace, spiritually calm, young, and sportiveness.

-Bowties signify formality.

-White signifies pureness, naivety, peace and goodness.

-Grey represents that youth is critical and independent in giving the opinions.

-Light blue is a suitable color to represent youth because it signifies young and sportive.

-White reflects the youth who likes peaceful condition, acts as the way they are, and has morally good characters.

-Black supports the signification of clothes worn by the actor. The signification is that youth is the good period of time for studying.

-Classroom signifies that this advertisement takes place in the school (especially in the classroom).

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Additional property: “Love” usually happens in that transition. background setting in this scene.

Low angle represents being dominated,

Warm color saturation (grey) signifies optimism, hope, desire, and agitation.

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CHAPTER V

CONCLUSIONS AND SUGGESTIONS

This section is divided into two parts. The first one conveys the

conclusions of the present study as the findings and discussion from the previous

section. The second one presents some suggestions for further studies.

5.1 Conclusions

By using a semiotic analysis especially the orders of signification

proposed by Barthes (1957), this study investigated the television advertisements.

In this case, this study investigated how youth is represented in Pocari Sweat

television advertisements and the ideologies behind that representation.

Pocari Sweat television advertisements “Build the Dream”, “Love

Letter”, “Movie”, “Presentation”, “Riding Bicycle Part 1”, “Riding Bicycle Part

2”, and “Running” versions represent youth through some ways. The

representation of youth in those advertisements was revealed through the analyses

of the visual elements of television advertisement (actors or actresses, settings and

properties, frame sizes, camera angles, color saturation, and video editing).

First, in terms of actors or actresses, Pocari Sweat television

advertisements represent youth through the use of young actors and actresses who

have Japanese oriental faces and white or bright skin in the advertisements. Most

actors and actresses in Pocari Sweat television advertisements have Japanese

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advertisement “Jogging” version and all actors and actresses in Pocari Sweat

television advertisements have white or bright skin.

Second, concerning the colors used in the actors and actresses’ clothes and

accessories and in the settings and properties, Pocari Sweat television

advertisements represent youth through the use of light blue and white as the

dominant colors found in those advertisements. Those colors signify the positive

characters of youth, such as calm, sportive, and young.

Third, in relation to the settings of advertisements, Pocari Sweat television

advertisements represent youth through the use of settings which signify different

characteristics of youth. Indoor settings tend to represent youth as the group of

people who have emotional feelings, such as love, nervousness, and sensitiveness.

Meanwhile, outdoor settings tend to represent youth as the group of people who

like doing physical and challenging activities. Outdoor settings also show that

youth is active, energetic, and sportive.

Fourth, in terms of frame sizes, Pocari Sweat television advertisements

represent youth through the use of long shot and extreme long shot as the

dominant frame sizes found in the advertisements. These shots show the idea that

youth is an active, productive, sportive, and creative group in the society. The use

of these shots also indicates that youth is the group of people that should be

respected because of their actions which can change the world.

Fifth, in line with camera angles, Pocari Sweat television advertisements

represent youth through the use of low angle as the dominant camera angle used

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and other people in spending their lives. Youth seems to be more powerful than

other people by doing some activities that make them happy and satisfied in

spending their lives.

Sixth, in connection with color saturation, Pocari Sweat television

advertisements represent youth through the use of warm color saturation (grey and

red). This warm color saturation signifies optimism, hope, and desire of youth.

Lastly, in relation to video editing, Pocari Sweat television advertisements

represent youth through the use of cut-video editing as the dominant video editing

found in the advertisements. The use of this video editing describes youth as the

group of people who have beautiful stories in their lives.

From the ways of Pocari Sweat television advertisements represent youth

above, it is inferred that those advertisements tend to represent youth as the group

of people who have positive characteristics, such as they have handsome or

beautiful faces, they are calm, but they are active, energetic, and sportive, they are

spirited in doing the activities in this life, they have their own ways and stories to

spend their lives, and they are optimistic, hopeful, and full of desires in this life.

In terms of ideologies found behind the representation of youth in Pocari

Sweat television advertisements, there are some ideologies found behind that

representation: feminism, nationalism, and commercialism.

Feminism is viewed from the use of more actresses than actors in those

advertisements. The young actresses used in those advertisements are 84.4 %

from the total number of actresses and actors, while the young actors used in those

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Next, nationalism is reflected from the use of actors or actresses who have

Japanese oriental faces in those advertisements. The use of actors or actresses who

have Japanese oriental faces is in line with the origin of the product. Pocari Sweat

is a Japanese product, so by representing the actors or actresses who have

Japanese oriental faces, the advertiser wants to show that the Japanese product

especially Pocari Sweat is good because of its superiorities described in the

advertisements.

Lastly, commercialism is seen from the use of actors or actresses who

have white or bright skin and the representation of youth who has good

characteristics in this life. White or bright skin in those advertisements is used as

the image that anyone who drinks Pocari Sweat will be handsome or beautiful and

healthy and the representation of youth who has good characteristics, such as

hopeful, spirited, active, and energetic, constitute the attraction used by the

advertisements to sell the product offered.

From the three ideologies found above, the writer concludes that the

dominant ideology in the representation of youth in Pocari Sweat television

advertisements is commercialism because the main aim of making and publishing

an advertisement is to attract people’s attention, so that they will buy the product

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5.2 Suggestions

Based on the conclusions above, there are some suggestions proposed for

further studies. The next researchers should try to explore the representation of

youth in other kinds of advertisements. They can compare the representation of

youth in some kinds of isotonic drink advertisements or they can also do the

analyses to other kinds of advertisements besides isotonic drink advertisements.

They can also expand the numbers of advertisement that will be analyzed.

Concerning ideologies, the next researchers should also reveal the

ideologies behind the representation of “something” in the television

advertisements because the studies which reveal the ideologies behind the

representation of “something” in the television advertisements, especially the

ideologies behind the representation of youth, are still rare found.

In relation to the visual elements of television advertisements analyzed in

this study (actors, setting, property, frame size, camera angle, and video editing),

the next researchers can try to focus on analyzing some of those visual elements to

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