PERAN MEDIA IKLAN TELEVISI SEBAGAI MEDIA KRITIK SOSIAL KASUS KORUPSI (STUDI KASUS PADA IKLAN DJARUM 76 VERSI “KONTES JIN”)
Abstract: Corruption should be
viewed as an extraordinary crime, are therefore also require tremendous efforts
to eradicate it. Efforts to combat corruption which is composed of two major
parts, namely (1) the prosecution, and (2) prevention -not will never work optimally
if it is only done by government alone without involving the participation to
people's media industry. Therefore, advertising media can be used as an
important part that can act as a medium of social criticism on the issue of
corruption in Indonesia.
Djarum 76 for example, ads Djarum 76 as we know it often featured social
themes which then can be understood as a form of social criticism. By
generating genie figure in each advertisement, Djarum 76 trying to tell its
products as manufacturers concentrated on social issues. Image that emerges
from these ads is Djarum 76 care social problems that exist, which is then
displayed in the form of parody, but full of meaning and social criticism.
The method used in this study is case study method which is a research
method that uses a variety of data sources that can be used to examine,
comprehensively describe and explain the various aspects of individual, group,
program, organization or event systematically.
The conclusion shows that overall this ad is a form of social criticism
that talks about corruption. The elimination of corruption cases were warmly
welcomed by everyone who is represented by the audience. However, there is an
allusion encountered, which is waiting for the appearance of the genie to resolve
corruption cases. Satire is focused on the relevant parties are in fact not
able to investigate all cases of corruption. One case took a long time to be
completed, while a genie completed all in the blink of an eye.
Penulis: Ita Suryani
Kode Jurnal: jpkomunikasidd150716
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