THE IDEOLOGY OF "AXE CHOCOLATE" ADVERTISEMENT

• Main Author: Bernadeta Ririn, - (Author)
• Format: Book
• Published: 2011-03-25.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/103737/4/s_ing_044751_table_of_content.pdf; http://repository.upi.edu/103737/1/s_ing_044751_chapter_1.pdf; http://repository.upi.edu/103737/6/s_ing_044751_chapter_2.pdf; http://repository.upi.edu/103737/5/s_ing_044751_chapter_3.pdf; http://repository.upi.edu/103737/3/s_ing_044751_chapter_4.pdf; http://repository.upi.edu/103737/4/s_ing_044751_chapter_5.pdf; http://repository.upi.edu/103737/2/s_ing_044751_bibliography.pdf
• Keywords: L Education (General); PE English

An advertisement has never been departed from an ideology. Furthermore, although it occurs implicitly, an ideology in an advertisement is able to make someone believe in particular value of life. All this time, advertisement analysis mostly analyzes representation, or even if it analyzes ideology the analysis only arrives at the positive meaning of ideology. Therefore, this study tries to reveal the ideology both in positive meaning as a belief system which marks certain group and in negative meaning as a false consciousness. Besides that, this study also tries to reveal the way of illustrating the ideology that lies within the Axe Chocolate advertisement. In order to obtain the ideology, each scene in the Axe Chocolate advertisement is analyzed by Barthes' model of sign. Then, to find the way of illustrating the ideology, the connotative meaning of mass media codes which applied in the advertisement, i.e. fashion codes, color codes, non-verbal codes and technical codes, is analyzed. The result of this study shows that masculinity appears as the ideology in Axe Chocolate advertisement. Masculinity is considered as positive ideology and negative ideology. It is because masculinity itself is not contradictory with Indonesian culture. However, masculinity is also considered as negative ideology because the value of masculinity which is shown by the advertiser is narrowed down into the area of sexuality only. In addition to this, the way of illustrating the ideology of masculinity in sexuality area also gives negative stereotype to women, for instance by showing women figures wearing costumes which expose their bodies.