PERSEPSI IBU RUMAH TANGGA TERHADAP MODEL ANAK-ANAK DALAM IKLAN TV (studi kasus iklan susu formula merek SGM)

Authors

  • Muhammad Adi Sukma Nalendra Magister Desain Institut Teknologi Bandung
  • Riama Maslan Sihombing DKV Institut Teknologi Bandung
  • Yasraf Amir Piliang ITB

DOI:

https://doi.org/10.5614/jkvw.2019.10.1.1

Abstract

ABSTRACT

Housewives is the potential targeted market in terms of formula milk then it is necessary to understand very well about the children's visual characteristic strategy on milk formula advertisements. This research focuses on the perception of the homemakers where the appearance of the kids on TV advertisement SGM Explore 1+ version "manifesto" and "the artist" version as a reference in future design. Regarding the results of the FGD with five homemakers which hold to mining the perception about advertisement and the appearances of the kids inside it. Reaffirming the results that authors gain from FGD, founds that the child who loved visually characterized as active, smart, independent, cheerful and responsive, brave, easy to get along with, creative and close to parents. The kids during the advertisement act to construct the 'interest and relevance' of the housewives to construct the perception. There are metaphors and metonyms both the advertisement. Children in the "the artist" version have a chance to gain the attention and perception bigger that "manifesto" version. The child in the "manifesto" version perceived as not yet creative and less intelligent by the housewives, in contrast, the child through the "the artist" version has the strong persuasive potential rather than "manifesto" version. This research found that there was some noise during the advertisement for "manifesto" version and there was no noise during the advertisement for "the artist."

Keywords: mother, target audience, advertising, perception, child

Author Biography

Muhammad Adi Sukma Nalendra, Magister Desain Institut Teknologi Bandung

Magister Student

References

Hawkins, D. I., & Mothersbaugh, D. L. (2016). Consumer Behavior: Building Marketing Strategy (Thirteenth ed.). New York: McGraw-Hill Education.

Helmi, A. (2017). Analisis Peran Dalam Pengambilan Keputusan Pembelian Keluarga. Jurnal Ekonomi dan Bisnis Terapan, 10-13. Dipetik September 9, 2018

Kartajaya, H. (2005). Winning The Mom Market in Indonesia (Strategi Membidik Pasar Ibu). Jakarta: P.T Gramedia Pustaka Utama.

Kemala, I., & Antin, T. (2011). Ibu dan iklan televisi (tinjauan terhadap iklan produk Untuk balita di televisi). Marwah: Jurnal Perempuan, Agama dan Jender. Fakultas Dakwah & Ilmu Komunikasi UIN Suska Riau, 11.

Moriarty, S., Mitchell, N., & Wells, W. D. (2011). Advertising edisi 8. Jakarta: Kencana.

Nielsen Newsletter. (2011). Nielsen Newsletter EDISI 15 " 31 MARET 2011. Dipetik September 9, 2018, dari http://www.agbnielsen.net/ uploads/Indonesia/Nielsen_Newsletter_Mar_2011-Ind.pdf

Plessis, E. d., & Brown, M. (2005). The Advertised Mind. London N1 9JN: Scotprint.

Top Brand Award. (2018). Top Brand For Kids Index 2018 Kategori Makanan & Minuman Anak (Batita). Retrieved September 9, 2018, from Top Brand For Kids Index 2018: http://www.topbrand-a ward.com/top-brand-survey/ survey-result/top_brand_for_kids _index_2018

Downloads

Published

2019-07-15

Issue

Vol. 10 No. 1 (2019)

Section

Articles

License

The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Wimba jurnal Komunikasi Visual and KK Komunikasi Visual & Multimedia Fakultas Seni Rupa dan Desain Institut Teknologi Bandung as the publisher of the journal. Copyright encompasses rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms, and any other similar reproductions, as well as translations.

Wimba jurnal Komunikasi Visual and KK Komunikasi Visual & Multimedia Fakultas Seni Rupa dan Desain Institut Teknologi Bandung and the Editors make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in Wimba jurnal Komunikasi Visual are the sole and exclusive responsibility of their respective authors and advertisers.

Firmanda Satria. M.Ds (Editor-in-Chief)
Editorial Office of Wimba: Jurnal Komunikasi Visual KK Komunikasi Visual & Multimedia Fakultas Seni Rupa dan Desain Institut Teknologi Bandung

Jl. Ganesha 10
BANDUNG 40132
Tel / fax : 0222516567 / 0222516567


Email: jurnalwimba@gmail.com