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"Advertising industry in Indonesia is growing faster than ever, but the truth is, when we talk about morality in advertising, it is terrified. We can see that from some advertisements which has women as talents. There is never going to be the good advertisements, or the bad advertisement, especially when they are judged only by 'true or false'. But, advertisement can be evaluated by the etiquette manner (polite or impolite), and by moral manner (morale or immorale; human dignity, conscience, and justice). It is critical to concern on moral reality. At least four factor should be concemed: human dignity, conscience, justice, and faith to God. Adveritisement should not be seen only as commercial and publication tools that requires aesthetical stuff. It is should be seen also as a moral substance. Therefore, advertisement which uses woman talent taken into some accounts: (1) the reflection of woman's role and attitude change proportionally and contextually, (2) it is not allowed to picture woman and place her to be harrased, exploited, prettified, and as an object that anyhow could decrease her dignity, (3) the equality of gender should not be confronted or biased in whole ordinary day aspect ."

"ABSTRAKTubuh perempuan seringkali menjadi poin penting dalam suatu iklan yang digunakan untuk menarik perhatian masyarakat, bahkan pada iklan yang tidak memiliki ikatan langsung dengan tubuh perempuan. Penempatan perempuan sebagai objek, atau dikenal dengan istilah objektifikasi, menjadi fokus penelitian ini. Dengan menganalisis iklan sebuah produk minuman kopi instan dalam kaleng, „K-fee turbo drink‟, penelitian ini membuktikan adanya objektifikasi terhadap tubuh perempuan dalam iklan tersebut. Analisis terhadap iklan yang menjadi korpus data penelitian ini memperlihatkan adanya objektifikasi seksual terhadap tubuh perempuan. Penelitian ini mendasari analisis dengan pemikiran Martha C. Nussbaum mengenai objektifikasi. Metode yang digunakan dalam penelitian ini adalah analisis tekstual, yaitu dengan menganalisis gambar dan teks dalam iklan „K-fee turbo drink‟.

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ABSTRACTWomen‟s body are frequently positioned as the selling point in advertising. Female‟s body is projected as sexual object to attract people‟s attention. Sexual objectification to women‟s body is the focus of this research. By analizing an advertisement of instant coffee, „K-fee turbo drink‟, this research aims to see how female‟s body part is used to attract people‟s attention and how it is presented and positioned equally with canned coffee. The method used in this research is textual analysis, within the framework of Nussbaum‟s theory objectification. The potrayal of female‟s body part in this advertisement shows how objectified women is reduced to nothing more than object to draw mass attention and sell products."

"Penelitian ini bertujuan untuk mengetahui representasi perempuan bertubuh besardalam iklan karena hasil studi terdahulu menunjukkan adanya perbedaan representasitubuh besar dengan tubuh langsing di media. Media seringkali menampilkan tubuhlangsing sebagai standar tubuh ideal bagi perempuan, sebaliknya perempuan bertubuhbesar direpresentasikan sebagai sosok yang minder, tidak produktif, tidak pandai bergaul, dan lain-lain. Nivea muncul dengan iklan yang menggunakan model perempuan bertubuh besar sebagai model utamanya. Untuk mengkaji iklan ini peneliti menggunakan teori representasi dari Stuart Hall dan menggunakan metode analisis semiotika Charles Peirce. Hasil penelitian menunjukan, di satu sisi, nilai-nilai edukasi melalui pesan moral bahwa model perempuan bertubuh besar memiliki rasa percaya diri. Selain itu, model iklanmenunjukan kemampuan pengembangan diri dan dapat berinteraksi dengan baik denganorang lain. Namun, dalam iklan tersebut masih merefleksikan budaya patriarki denganmengkonstruksi perempuan bertubuh besar yang feminin dan berkulit putih

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This study discusses the representation of obese women in advertisements because the results of previous studies show differences in representation of obese bodies with slim bodies in the media. Media that release the body as an ideal body standard for women, on the other hand, an obese woman is represented as a figure who is inferior, unproductive, not sociable, and others. Nivea appeared with an advertisement that used an obese female model as the main model. To analyze this ad, researchers used the theory of representation from Stuart Hall and used Charles Peirces semiotic analysis method. The results showed,

on the one hand, the values of education through the moral message of the obese female models have self-confidence. In addition, the advertising model shows self-development abilities and can interact with others. However, the ad still reflects patriarchal culture by constructing an obese woman who is feminine and white."

"Makalah ini menyajikan bibliografi beranotasi artikel jurnal akademik yang membahas penggunaan daya tarik baik emotional appeal maupun rational appeal dalam iklan danpemasaran. Belakangan ini emotional appeal terlihat dimana-mana dan dipakai oleh brand-brand besar sebagai cara mereka mendiferensiasikan diri dalam pasar-pasar yang terus berkembang dan semakin ketat. Meskipun begitu,bukan berarti rational appeal dilupakan saja dalam iklan dan pemasaran. Keduanya memiliki kekuatan dan kekurangan masing-masing dan masih banyak faktor-faktor yang mempengaruhi performa iklan dengan daya tarik tertentu terhadap konsumen.

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This paper presents an annotated bibliography of academic journal articles discussing use of appeals both emotional appeal and rational appeal in advertising andmarketing. Emotional appeal these days is seen everywhere and used by big brands as a way of differentiating themselves in constantly though, changing, and growing markets. Even so, it does not mean that rational appeals are forgotten in advertising and marketing. Both have their own strengths and weaknesses and there are still many factors that affect the performance of advertisements with a certain appeal to consumers."

"Kata scheiβe merupakan salah satu contoh kata vulgar dalam bahasa Jerman yang memiliki fungsi komunikatif. Di samping itu, kata ini adalah kata umpatan yang paling sering digunakan di negara berbahasa Jerman. Kata ini memiliki lebih dari satu makna dan dapat diaplikasikan dalam berbagai ujaran. Penggunaannya juga dapat ditemukan dalam iklan. Kemunculan kata scheiβe dalam iklan turut menimbulkan makna afektif yang tergantung dari konteks iklannya. Penelitian ini bertujuan untuk mengetahui jenis makna apa yang muncul dari penggunaan kata-kata Vulgarismen scheiβe yang ditampilkan iklan Astra, Media Markt, dan TOOM, serta ada tidaknya perubahan makna kata tersebut beserta fungsi komunikatifnya yang digunakan dalam iklan. Berdasarkan hasil penelitian, makna kata scheiβe yang muncul dalam iklan memiliki makna yang berbeda-beda sesuai dengan konteks kalimat dalam iklan. Penggunaan kata ini dalam iklan juga memiliki makna afektif yang berbeda sesuai dengan konteks masing-masing iklan.

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Scheiβe is one of the examples of the vulgar words in German that has communicative function. Beside that, this word is one of the frequently used German swearwords in German speaking countries. It has more than one meaning and it can also be applied in so many different uses. The use of this word can be found in advertisement as well. The appearance of this word in ads has the affective meaning based on the ads context.

This research aims to know what kind of meaning does this word have which is shown in the Astra, Media Markt, and Toom's ads; to know whether it has different meaning as well as its communicative function in ads. Based on the result,the word scheiβe in ad have different meanings according to the context of the sentence in the ad. The use of this word in ad also has an affective different meanings according to the context of each ad"

"Advertisement has become one of the most important marketing strategy in readyto-drink (Ready-to-Drink) tea industry. Statistically, national advertisement expenditure for the tea category in the last ten years has always been growing double digits. In advertisement, there are two important antecedents that believed to influence the purchase intention, which are attitude toward advertisement and attitude toward brand. This study attempts to investigate whether consumers’ attitude toward advertisement that they are exposed (Aad) to have an influence on their attitude towards brand (Ab) and purchase intention (PI) of the advertised product. The study is empirical in nature and focusing on Indonesian consumers. Approximately 384 respondents participated in this study by answering a structured questionnaire with online survey method. This study found that consumers’ attitude toward advertisement has significant and positive influence on their attitude toward brand as well as on their purchase intention. The results also showed that attitude toward brand partially mediates between attitude toward advertisement and purchase intention. The findings in this study seek to give insight about the importance of advertisement to be adopted by practitioners in their strategic marketing as it helps in communicating positive brand attitude and influencing consumers’ intention to purchase the advertised product, especially in the growing Indonesian market."

"Makna merupakan pemahaman pengungkapan bahasa. Dalam iklan, produsen menggunakan berbagai cara dalam pemilihan kata agar makna yang mereka maksudkan dapat ditangkap oleh para pembaca iklan. Penelitian ini bertujuan mengetahui bagaimana konsep kecantikan ditampilkan dalam iklan Dove melalui kata dan gambar. Metode yang digunakan dalam penelitian ini adalah metode kualitatif yang bersumber pada kajian pustaka. Analisis yang dilakukan adalah dengan menganalisis unsur utama dalam iklan antara lain headline dan image. Berdasarkan hasil penelitian, beberapa iklan Dove menggunakan kata-kata yang memiliki makna afektif dan berkonotasi positif dan makna asosiatif dengan kata cantik dalam iklan untuk menampilkan konsep kecantikan. Produsen iklan menggunakan kata-kata yang memiliki makna-makna tersebut dengan kata cantik agar target iklan dapat dengan lebih mudah mengerti konsep kecantikan yang ingin disampaikan. Pemilihan kata dan gambar yang ditampilkan dalam iklan berkaitan erat dengan latar belakang budaya dari kedua negara masing-masing, yaitu Jerman dan Indonesia.

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Meaning is the comprehension of language disclosure. In advertising, producers use various ways in diction in order to deliver the right sense that they are intended to give to the advertisement target audience. This research aims to know how the beauty concept is displayed in Dove advertisement through words and images. The research method is qualitative method which is from literary view. What are being analyzed in this research, are the main elements of the advertisement, such as; headline and images.

Based on the result, there are few Dove advertisements that use affective meaningwith positive connotation and associative meaningwith the word “beauty” in displaying the beauty concept. The producers use the words with those meanings to make the advertisement target audience easier to get the beauty concept. The diction and the selection of images that being shown in the advertisements linked with the both countries’ (Germany and Indonesia) culture background."

"Tesis ini membahas mengenai bagaimana iklan calon presiden dapat mempengaruhi proses pembentukan brand attitude dan intention to vote pada calon presiden menggunakan cognitive respond model. Penelitian ini mengangkat mengenai efektivitas dari iklan politik yang saat ini mulai gencar dilakukan oleh partai ataupun tokoh politik sebagai bagian dari media kampanye mereka.Berdasarkan 151 sampel responden, peneliti menemukan bahwa pada iklan Rizal Mallarangeng, pesan dan sumber informasi pada iklan tidak efektif dalam mempengaruhi pembentukan brand attitude. Sementara pada iklan Prabowo Subianto ditemukan bahwa pesan tidak berpengaruh dan hanya source yang berpengaruh terhadap pembentukan brand attitude. Faktor familiarity responden terhadap tokoh berpengaruh secara signifikan sehingga ditemukan perbedaan hubungan antar variabel pada kedua objek penelitian.

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This thesis studied on how president candidate advertisement can affects the audience brand attitude and intention to vote toward the candidates, using the cognitive respond model. This research is brought up by questioning the political advertisement effectiveness, that has been used extensively by political parties or figures as a part of their main campaign media.Based on 151 respondents, researcher has found that on Rizal Mallaranggeng advertisement, the message and source of the advertisement are not effectively affecting the process. Meanwhile, the source factors on Prabowo Subianto advertisement has been found effectively affecting the brand attitude, even though the message is not. Familiarity to the figures has been found to be factors that difference the relationship model between the two research object."

"Penelitian ini membahas mengenai pengaruh kesesuaian antara artis dengan konsumennya terhadap sikap konsumen pada iklan, merek produk dan pengaruhnya pada intensi pembelian konsumen. Penelitian ini menggunakan iklan fiktif dengan menggunakan dua artis, yaitu artis like (Agnes) dan artis dislike (Syahrini) dan dua produk (Smartphone dan Parfum). Sampel dalam penelitian ini adalah orang-orang yang tinggal di wilayah Jabodetabek yang berusia di atas 18 tahun. Hasil penelitian menunjukkan bahwa kesesuaian antara artis dengan konsumen mempengaruhi sikap konsumen terhadap iklan dan intensi pembelian konsumen, namun tidak pada sikap konsumen terhadap merek. Selain itu, hasil juga menunjukkan bahwa kesesuaian antara artis dengan produk dalam iklan mempengaruhi sikap konsumen terhadap iklan, merek, dan intensi pembelian dari konsumen. Hasil yang diperoleh pun menunjukkan pengaruh dari masing-masing variabel penelitian yang berbeda tergantung pada artis yang digunakan dalam iklan.

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The main focus of this study is the influence between celebrity-consumer congruence on attitude toward the ad, attitude toward the brand, and purchase intention. This study is using a fictions advertising using two different celebrities, like celebrity (Agnes) and dislike celebrity (Syahrini) and also products (Smartphone and Perfume). The sampel in this study is people lived in Jabodetabek area aged more than 18 years old.

The result shows the congruence between celebrity and consumer influencing consumer's attitude toward the ad and purchase intention, but not consumer's attitude toward the brand. This study also shows the congruence between celebrity and the product influencing consumer's attitude toward the ad, attitude toward the brand, and purchase intention. The result in this study also shows that the influence between each variables will be different depending on the celebrity used (Agnes and Syahrini)."