THE IDENTITY CONSTRUCTIONS IN TELKOMSEL ADVERTISEMENT (Kartu Halo FIT 125, SIMPATI dancelikeAgnes, Kartu AS PlayMania)

• Main Author: LUCKY PRASETYA AJI, 120810066
• Format: Theses and Dissertations NonPeerReviewed
• Language: English; English
• Published: 2016
• Subjects: HQ802.5 Matrimonial advertisements
• Online Access: http://repository.unair.ac.id/57175/1/ABSTRACT.pdf; http://repository.unair.ac.id/57175/2/FS.%20BE.%20152-16%20Aji%20i.pdf; http://repository.unair.ac.id/57175/; http://lib.unair.ac.id
• Institution: Universitas Airlangga

Every advertisement has a tool to attract and persuade the consumers through the verbal and visual elements. The relationship between the verbal and visual elements is recommended to the advertisers in order to support the visualization of the advertisement to capture the attention of the target market. Therefore, this study is intended to know what and how the advertiser constructs the identity in their advertisements. This study is conducted to analyze the identity constructions used in TELKOMSEL advertisements. This study uses the masculinity and femininity as an identity which is constructed by advertisement by Schroeder and Borgerson (2003) as the theoretical framework. Additionally, identity constructions also supported theory by Williamson (1978) about lifestyle. For analyzing how identity is constructed, multimodality concept by Kress and van Leuween (2006) become main theoretical framework. The sources of data were the TELKOMSEL advertisements video displayed on Youtube and on the television. Those data are SIMPATI dancelikeAgnes, Kartu AS PlayMania, and Kartu Halo FIT 125 video advertisements. The finding of this study is that the all of these advertisements depict its identity. Kartu Halo FIT 125 constructs the masculinity. The SIMPATI dancelikeAgnes construct the Femininity. And in the last advertisement, Kartu AS PlayMania constructs the lifestyle. Secondly, from the ideational metafunctions analysis; the SIMPATI dancelikeAgnes implied narrative patterns. From the interpersonal metafunctions analysis; the SIMPATI dancelikeAgnes advertisement chooses the image which offered information to the audience. In the textual metafunctions, SIMPATI dancelike Agnes advertisement use the multimodality text; given and new relationship. SIMPATI dancelikeAgnes advertisement constructs the identity as femininity.