A VISUAL AND VERBAL ANALYSIS OF CHILDREN REPRESENTATION IN TELEVISION ADVERTISEMENT

Budi Hermawan, Elka Zenereshynta Nuvra Ardhernas

Abstract


Abstract: The study investigates the representation of children in television advertisement of 3 Indie+ cellular phone operator. The study is descriptive qualitative and has employed Kress & Leuween’s Reading Images (2006) to analyze the visual data, and Halliday’ Transitivity System (1994, 2004) which is simplified by Gerot and Wignell (1995) for the analyzing the verbal data. The aim of the study is to examine the representation of children visually and verbally in the 3 Indie+ cellular phone operator advertisement. Based on the data analysis, the study finds that visually children are represented as a naive person who is “pretending to know†adult life when in fact they are still a child through the use of setting, layout composition, and perspective (shot, gaze). Children are verbally represented through the use of mental and material processes as somebody who tells about their hope, obsession, and aspirations in the future, and their naive imaginations of how an adult life is In relation to the product advertised the representation signifies that unlike other providers, using 3 Indie+ is very easy; it is not as hard as to live as adults.

Keywords: advertisement, cellular phone, representation, semiotic, text, and visual grammar.


Full Text:

PDF

References


Ahsan, S. M. H., Mamun, A., Mowla, M. M., & Ibrahim, M. (2013). Impact of television commercials on children’s attitudes in Bangladesh: An empirical study. Journal of Educational and Social Research, 3(3), 69-78.

Arima, A. N. (2003). Gender stereotypes in Japanese television advertisement. Sex Roles, 49(1/2), 81+.

Barnard, M. (2006). Fashion sebagai komunikasi. Yogyakarta: Jalasutra.

Chandler. D. (2002). Semiotics: The basics. London: Routledge.

Chick, K., & Hunter, M. (2009). An analysis of human images and advertisement in four popular children’s magazines. Language and Literacy, 11(1), n/a.

Danesi, M. (1946). The quest for meaning: A guide to semiotic theory and practice. Canada: University of Toronto Press Inc.

Fisher, J. (2004). Colors: Their connotations and perceived meanings. Retrieved from http://ezinearticles.com/?Colors:-Their-Connotations-and-Perceived-Meanings&id=4510

Gerot, L., & Wignell, P. (1995). Making sense of functional grammar: An introductory workbook. Australia: Gerd Stabler.

Goddard, A. (1998). The language of advertising. London and New York: Routledge.

Gwiasda, G.W. (2001). Network news coverage of campaign advertisement: Media’s ability to reinforce campaign messages. AmericanPolitics Research, 29(5): 461-482.

Halford, J. C., Boyland, E. J., Hughes, G. M., Stacey, L., McKean, S., & Dovey, T. M. (2008). Beyond-brand effect of television food advertisements on food choice in children: The effects of weight status. Public Health Nutrition, 11(9), 897-904.

Hall, S. (1997). Representation: Cultural representations and signifying practices. London: SAGE Publication Ltd.

Halliday, M.A.K. (1994). An introduction to functional grammar, 2nd edition. New York: Routledge, Chapman and Hall, Inc.

Halliday, M.A.K., & Matthiessen, C.M.I.M. (2004) An introduction to functional grammar. Great Britain: Arnold.

Hancock, B., Ockleford, E., & Windridge, K. (2009). An introduction to qualitative research. Retrieved from: www.rds-eastmidlands.nihr.ac.uk

Haroon, M., Qureshi, T. M., Zia-ur-Rehman, M., & Nisar, M. (2011). Does the food advertisement on television have the impact on children’s food purchasing behavior? A study based on Pakistan food advertisement. International Journal of Business and Management, 6(1), 283-289.

Kasali, R. (1995). Manajemen periklanan: Konsep dan aplikasinya di Indonesia. Jakarta: Grafitti.

Kim, K., & Lowry, D. (2005). Television commercials as a lagging social indicator: Gender role stereotypes in Korean television advertising. Sex Roles, 53(11-12), 901-910.

Kress, G., & Leeuwen, T. V. (2001). Multimodal discourse: The modes and media of contemporary communication. London: Bloomsbury Academic.

Kress, G., & Leeuwen, T. (2006). Reading images: The grammar of visual design. USA and Canada: Routledge.

Luyt, R. (2011). Representation of gender in South African television advertising: A content analysis. Sex Roles, 65(5-6), 356-370.

Mahsud, M, N., Mirza, M, I., & Riaz, S. (2009). Portrayal of women in Pakistani magazines: Do magazines stereotype women as model. Gender & Behaviour, 7(2), 2557-2577.

Marcellus, J. (2006). Woman as machine: Representation of secretaries in interwar magazines. Journalism and Mass Communication Quarterly, 83(1), 101-115.

Martinez, E., Nicolas, M., & Salas, A. (2013). Gender representation in advertising of toys in the Christmas period (2009-12). Scientific Journal of Media Education, 21(41), 187-194.

Nassar, M. A., & Abdulaziz, A. Z. (2012). Effects of television advertising on children in the Middle East. Education, Business, and Society: Contemporary Middle Eastern Issues, 5(4), 267-280.

Nassif, A., & Gunter, B. (2008). Gender representation in television advertisements in Britain and Saudi Arabia. Sex Roles, 58(11-12), 752-760.

Neto, F., & Pinto, I. (1998). Gender stereotypes in Portuguese television advertisements. Sex Roles, 39(1-2), 153-164.

Prieler, M., Kohlbacher, F., Hagiwara, S., & Arima, A. (2011). Gender representation of older people in Japanese television advertisements. Sex Roles, 64(5-6), 405-415.

Priya, P., Baisya, R. K., & Sharma, S. (2010). Television advertisements and children’s buying behavior. Marketing Intelligence & Planning, 28(2), 151-169.

Rowman, A. (2008). Images of women and minorities in advertising (third aedition). New York: Littlefield Publishers, Inc.

Selby, K., & Coedery, R. (1995). How to study television. London: McMillisan.

Sinaga, E, K. (2013, June 29). KPI: Iklan 3 parah !. Tribun News. Retrieved from http://www.tribunnews.com/2013/06/29/kpi-iklan-3-parah

Siu, W., & Au, A. (1997). Women in advertising: A comparison of television advertisements in China and Singapore. Marketing Intelligence & Planning, 15(5), 235.

Stankiewicz, J. M., & Rosselli, F. (2008). Women as sex objects and victims in print advertisements. Sex Roles, 58(7-8), 579-589.

Sukyadi, D. (2011). Teori dan analisis semiotika. Bandung: Rizqi Press.

Taflinger, R. F. (1996). A definition of advertising. Retrieved from http://public.wsu.edu/~taflinge/addefine.html

Uray, N., & Burnaz, S. (2003). An analysis of the portrayal of gender roles in Turkish televison advertisements. Sex Roles, 48(1-2), 77-87.

Valls-Fernandez, F., & Martinez-Vicente, J. (2007). Gender stereotypes in Spanish television commercials. Sex Roles, 56(9-10), 691-699.

Varghese, A., & Vilanilam, J. V. (2004). Advertising basics. New Delhi: Response Books.

Wilfred, T. (1962). Color organ, in Compton’s pictured encyclopedia. Chicago: F. E. Compton & Company.


Refbacks

  • There are currently no refbacks.


Copyright (c)

View My Stats

Creative Commons License” style=
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License