KAJIAN IKONOLOGI IKLAN TELEVISI SUSU FORMULA NUTRILON ROYAL 3 VERSI “LIFE IS AN ADVENTURE”

Sulaiman, Naniwati (2016) KAJIAN IKONOLOGI IKLAN TELEVISI SUSU FORMULA NUTRILON ROYAL 3 VERSI “LIFE IS AN ADVENTURE”. Serat Rupa Journal of Design, 1 (1). pp. 1-13. ISSN ISSN: 2338-3348 | e-ISSN: 2477-586X

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Abstract

Abstrak Dibanding iklan-iklan susu formula lain, iklan susu formula merek Nutrilon Royal 3 versi “Life is an Adventure” adalah salah satu iklan televisi yang mendapat apresiasi dan sambutan positif dari berbagai kalangan masyarakat. Keberhasilan iklan tersebut tidak semata-mata terletak pada kreativitas visualnya, tetapi juga ditentukan oleh kesesuaian iklan dengan kondisi psikososiokultural masyarakat. Penelitian ini hendak mengungkapkan pesan dan makna di balik tampilan visual iklan Nutrilon Royal yang mampu memikat para konsumen dengan mempergunakan teori analisis ikonologi dari Erwin Panofsky. Iklan TV Nutrilon Royal 3 mempergunakan pendekatan tak langsung, spontan, outdoor, anak-anak multi ras, natural dan puitis.. Sasaran utama Nutrilon Royal adalah ibu-ibu muda yang tinggal di kota besar dengan anakanak yang umumnya menghabiskan waktunya di dalam ruangan. Strategi Nutrilon Royal dalam memikat minat ibu di kota besar antara lain: menampilkan adegan anak-anak yang bebas, berani beraktivitas di alam yang asli dan luas merepresentasikan keberanian serta kekuatan fisik dalam menghadapi alam sekaligus juga bersahabat, adaptif, menikmati, bahkan menyatu dengan alam. Melalui film iklan ini ditanamkan citra Nutrilon Royal 3 sebagai susu formula yang memberi kesehatan, kebebasan, kekuatan, keberanian pada anak dalam menjalani hidup. Abstract Comparing to other milk-formula advertisements, Nutrilon Royal 3 “Life is an Adventure” version is one of the TV commercial which has got the most appreciation and positive response from various circles of society.The success of this ads does not solely lie in its visual creativity but is also determined by its suitability with the psychosocial cultural of the society. This research would like to reveal the message and the meaning behind the visual appearance of the Nutrilon Royal ads which is able to enchant the consumers by using the theory of analytic iconology of Erwin Panofsky. The TV commercial of Nutrilon Royal 3 is using the indirect approach, spontaneous, outdoor, multi-racial children, natural and poetic. Nutrilon Royal main target is the young mothers who live in big cities with the children who generally spend their time indoors. Nutrilon Royal strategy in attracting the metropolis interest is, among others showing the scenes of children who are free and dare to be active in the broad of nature, representing the courage and physical strength in facing the nature as well as friendly, adaptive, even enjoy and become one with the nature. Through this film, embedded the image of Nutrilon Royal 3 as a milk-formula that gives health, freedom, strength and courage to the children in going through their lives.

Item Type:	Article
Uncontrolled Keywords:	Kata kunci: alam, anak, iklan, susu formula, kebebasan. Keywords: advertisement, children, free, milk formula, nature.
Subjects:	N Fine Arts > NC Drawing Design Illustration
Divisions:	Fakultas Seni Rupa dan Desain > S-1 Desain Komunikasi Visual
Depositing User:	admin LPPM
Date Deposited:	23 Aug 2017 02:58
Last Modified:	23 Aug 2017 03:15
URI:	http://repository.lppm.maranatha.edu/id/eprint/202

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