Hiperrealitas Makna Kesenangan dalam Iklan Bertema Gaya Hidup di Media Sosial

https://doi.org/10.22146/kawistara.v11i2.64401

Anastasia Yuni Widyaningrum(1*), Yuli Nugraheni(2)

(1) Communication Faculty Widya Mandala Catholic University Surabaya
(2) Communication Faculty Widya Mandala Catholic University Surabaya
(*) Corresponding Author

Abstract


This study aims to reveal the meaning in the language used in pleasure-filled advertisements which are related to lifestyle. The concept of pleasure refers to hedonism which means prioritizing happiness and avoiding sadness or suffering. Ads about body care, travel and shopping are used as the subject of study. Using the analytical method of semiotic sign map of Charles Sanders Peirce, which consist of icons-indexes and symbols, this study analyzes the advertisements on Facebook and Istagram offering lifestyle from September through December 2020. Analysis is based on Baudrillard’s hyperreality and consumerism combined with the study of leisure time, hedonism and lifestyle. As the result, this research has identified terms used in verbal language of the advertisements i.e ‘lawan tanda penuaan’, ‘menyamarkan’, ‘mencerahkan’, ‘serasa’, ‘book now fly later’, ‘gajian’, ‘saatnya belanja’. Meanwhile, non-verbal signs consist of travel accommodation, lodging, blue sky, plants and temples in Bali. The analysis found that the advertising language leads to forgetting or getting away from real conditions and does not offer happiness itself. Pleasure capitalism is the heart of the advertisements offer. The conclusion of the research has shown that Semiotic sign system in the advertisements has became to maximize hyperreality.

 


Keywords


Hyperreality; hedonism; life style; social media; advertising.

Full Text:

PDF


References

Adorno, T. W., & Bernstein, J. M. (2005). The culture industry: Selected essays on mass culture. In J. . Bernstein (Ed.), The Culture Industry: Selected Essays on Mass Culture. London and New York. https://doi.org/10.4324/9780203996065

Akmal, S., Jarjani, J., & Farida, I. (2020). The Discourse of Propaganda in Traveloka’s YouTube Advertising Videos. Indonesian Journal of EFL and Linguistics, 5(1), 175. https://doi.org/10.21462/ijefl.v5i1.235

Burnett, R., A., B., & Nilsson, A. G. (2003). Perspectives on Multimedia Communication, Media and Information Technology. John Wiley & Sons Ltd.

Caruana, R., Glozer, S., & Eckhardt, G. M. (2019). ‘Alternative Hedonism’: Exploring the Role of Pleasure in Moral Markets. Journal of Business Ethics, 0(0), 0. https://doi.org/10.1007/s10551-019-04123-w

Elvira, N. (2020). Infografik: Belanja Iklan Selama Tujuh Bulan Pertama 2020 Mencapai Rp 122 Triliun. https://insight.kontan.co.id/news/infografik-belanja-iklan-selama-tujuh-bulan-pertama-2020-mencapai-rp-122-triliun

Ganguly, S. (2015). An Unbiased Critique of the Fluid Relationship Between Happiness and Advertising. The Indian Economic Journal, 63(2), 180–193. https://doi.org/10.1177/0019466220150202

Graham, R. (2017). Google and advertising: Digital capitalism in the context of Post-Fordism, the reification of language, and the rise of fake news. Palgrave Communications, 3(1). https://doi.org/10.1057/s41599-017-0021-4

Haryatmoko. (2007). Etika Komunikasi: Manipulasi Media, kekerasan dan Pornografi. Kanisius.

Haryatmoko. (2013). Manipulasi Tanda dan Politik pencitraan (Teori dan Aplikasinya). Pelatihan Analisa Wacana Kritis UK2JT Universitas Airlangga.

Heathwood, C. (2006). Desire satisfactionism and hedonism. Philosophical Studies, 128(3), 539–563. https://doi.org/10.1007/s11098-004-7817-y

Ibrahim, I. S., & Akhmad, B. A. (2014). Komunikasi dan Komodifikasi. Yayasan Pustaka Obor Indonesia.

Jayadi, E. K., Mahadewi, N. P. E., & Mananda, S. (2017). Karakteristik Dan Motivasi Wisatawan Berkunjung Ke Pantai Green Bowl , Ungasan , Kuta Selatan , Bali. Jurnal Analisis Pariwisata, 17(2), 69–77.

Kirgiz, A. (2014). Hedonism, A consumer disease of the modern age: Gender and Hedonic shopping in Turkey. Global Media Journal, 4(8), 200–213.

Kubro, R. A., & Suyitno, I. (2019). Persuasive Language in Advertisement Discourses ( Business Advertorial Analysis ). 3(2), 296–304.

Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332–341. https://doi.org/10.1080/02650487.2019.1642015

Lodhi, S., & Shoaib, M. (2017). “Impact of E-Marketing on Consumer Behaviour: a Case of Karachi, Pakistan.” IOSR Journal of Business and Management, 19(01), 90–101. https://doi.org/10.9790/487x-19010590101

Michel, C., Sovinsky, M., Proto, E., & Oswald, A. (2019). Advertising as a major source of human dissatisfaction: Cross-national evidence on one million Europeans. https://voxeu.org/article/advertising-major-source-human-dissatisfaction

O’Shaughnessy, J., & O’Shaughnessy, N. J. (2002). Marketing, the consumer society and hedonism. European Journal of Marketing, 36(5/6), 524–547. https://doi.org/10.1108/03090560210422871

Olsthoorn, J. (2020). On the Absence of Moral Goodness in Hobbes’s Ethics. Journal of Ethics, 24(2), 241–266. https://doi.org/10.1007/s10892-020-09324-4

Salehi, M., Mirzaei, H., Aghaei, M., & Abyari, M. (2012). Dissimilarity of E-marketing VS traditional marketing. International Journal of Business and Social Sciences, 2(1), 510–515.

Shippen, N. M. (2014). Decolonizing Time. Palgrave Macmillan.

Sindhunata. (2020). Teori Tindakan Komunikasi Habermas. Basis No 07-08, 4–20.

Sirgy, M. J., Gurel-Atay, E., Webb, D., Cicic, M., Husic, M., Ekici, A., Herrmann, A., Hegazy, I., Lee, D. J., & Johar, J. S. (2012). Linking Advertising, Materialism, and Life Satisfaction. Social Indicators Research, 107(1), 79–101. https://doi.org/10.1007/s11205-011-9829-2

Sklair, L. (2015). Culture-Ideology of Consumerism. The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies, 1–2. https://doi.org/10.1002/9781118989463.wbeccs089

Veenhoven, R. (2003). Happiness in society. Journal of Happiness Studies, 4, 437–457. https://doi.org/10.1093/0199286280.003.0011

Verlegh, P. W. J., Fransen, M. L., & Kirmani, A. (2015). Persuasion in advertising: When does it work, and when does it not? International Journal of Advertising, 34(1), 3–5. https://doi.org/10.1080/02650487.2014.994732

Wiranatha, A. A. P. A. S., Pujaastawa, I. B. G., Antara, M., Suryawardani, I. G. A. O., Ariana, N., & Kencana, I. P. E. N. (2018). Analisa Pasar Wisatawan Nusantara di Kota Denpasar. DINAS PARIWISATA KOTA DENPASAR.

Wolny, R. W. (2017). Hyperreality and Simulacrum: Jean Baudrillard and European Postmodernism. European Journal of Interdisciplinary Studies, 3(3), 76. https://doi.org/10.26417/ejis.v3i3.p76-80

Wulan, A. S., & Ariyanti, M. (2017). The Influence of Advertising on the Consumers Attitude Followers in Instagram Dagelan. American Scientific Research Journal for Engineering, Technology, and Sciences, 36(1), 58–74. http://asrjetsjournal.org/index.php/American_Scientific_Journal/article/view/3242



DOI: https://doi.org/10.22146/kawistara.v11i2.64401

Article Metrics

Abstract views : 5489 | views : 4442

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2021 Anastasia Yuni Widyaningrum, Yuli Nugraheni

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Jurnal Kawistara is published by the Graduate School, Universitas Gadjah Mada.