ETIKA, MATERIALISME DAN BRANDING PRODUK PADA IKLAN TELEVISI : STUDI DESKRIPTIF KUALITATIF TERHADAP TAYANGAN IKLAN DI STASIUN TELEVISI NASIONAL
Keywords:
Etika Periklanan, Materialisme, Strategi Branding , Iklan TelevisiAbstract
Penelitian ini mengkaji representasi nilai-nilai etika, materialisme, dan strategi branding dalam iklan televisi produk konsumen di stasiun televisi nasional Indonesia menggunakan pendekatan deskriptif kualitatif. Dengan menganalisis iklan televisi dari berbagai kategori produk yang ditayangkan pada prime time di lima stasiun televisi nasional, penelitian ini menggunakan metode observasi mendalam dan analisis tematik untuk mengeksplorasi isu-isu etika periklanan, konstruksi pesan materialistik, serta strategi branding yang digunakan. Hasil penelitian menunjukkan bahwa iklan televisi Indonesia menghadapi dilema etis antara tujuan komersial dan tanggung jawab sosial, dengan ditemukannya praktik klaim berlebihan, stereotip gender, dan objektifikasi dalam berbagai iklan. Orientasi materialisme ditampilkan melalui konstruksi narasi yang mengaitkan kepemilikan produk dengan status sosial, identitas diri, dan kebahagiaan. Strategi branding yang dominan menggunakan emotional appeal dan celebrity endorsement dengan memanfaatkan aspirasi konsumen terhadap gaya hidup ideal. Penelitian ini merekomendasikan perlunya peningkatan kesadaran etis di kalangan praktisi periklanan dan penguatan regulasi untuk menciptakan ekosistem periklanan yang bertanggung jawab.
Downloads
References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356. Ardianto, E. (2011). Komunikasi Massa: Suatu Pengantar. Bandung: Simbiosa Rekatama Media.
Baker, S., & Martinson, D. L. (2001). The TARES Test: Five Principles for Ethical Persuasion. Journal of Mass Media Ethics, 16(2-3), 148-175.
Barthes, R. (1977). Image-Music-Text. London: Fontana Press.
Baudrillard, J. (1998). The Consumer Society: Myths and Structures. London: SAGE Publications.
Belk, R. W. (1985). Materialism: Trait Aspects of Living in the Material World. Journal of Consumer Research, 12(3), 265-280.
Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168.
Berger, P. L., & Luckmann, T. (1966). The Social Construction of Reality: A Treatise in the Sociology of Knowledge. New York: Anchor Books.
Bogdan, R., & Taylor, S. J. (1975). Introduction to Qualitative Research Methods: A Phenomenological Approach to the Social Sciences. New York: Wiley.
Braun, V., & Clarke, V. (2006). Using Thematic Analysis in Psychology. Qualitative Research in Psychology, 3(2), 77-101.
Burroughs, J. E., & Rindfleisch, A. (2002). Materialism and Well-Being: A Conflicting Values Perspective.
Journal of Consumer Research, 29(3), 348-370.
Campbell, C. (1987). The Romantic Ethic and the Spirit of Modern Consumerism. Oxford: Basil Blackwell. Cialdini, R. B. (2006). Influence: The Psychology of Persuasion (Revised Edition). New York: Harper Business.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). Thousand Oaks, CA: SAGE Publications.
Cunningham, P. H. (1999). Ethics of Advertising. In J. P. Jones (Ed.), The Advertising Business (pp. 499-513). Thousand Oaks, CA: SAGE Publications.
Dewan Periklanan Indonesia. (2014). Etika Pariwara Indonesia. Jakarta: Dewan Periklanan Indonesia.
Drumwright, M. E., & Murphy, P. E. (2009). The Current State of Advertising Ethics: Industry and Academic Perspectives. Journal of Advertising, 38(1), 83-108.
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291-314.
Featherstone, M. (2007). Consumer Culture and Postmodernism (2nd ed.). London: SAGE Publications.
Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2010). Storytelling: Branding in Practice (2nd ed.). Berlin: Springer.
Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1980). The "Mainstreaming" of America: Violence Profile No. 11. Journal of Communication, 30(3), 10-29.
Goffman, E. (1979). Gender Advertisements. New York: Harper & Row.
Holsti, O. R. (1969). Content Analysis for the Social Sciences and Humanities. Reading, MA: Addison-Wesley.
Jhally, S. (1990). The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society. New York: Routledge.
Kasser, T., & Ryan, R. M. (1993). A Dark Side of the American Dream: Correlates of Financial Success as a Central Life Aspiration. Journal of Personality and Social Psychology, 65(4), 410-422.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Essex: Pearson Education Limited.
Krippendorff, K. (2004). Content Analysis: An Introduction to Its Methodology (2nd ed.). Thousand Oaks, CA: SAGE Publications.
Kunkel, D., Wilcox, B. L., Cantor, J., Palmer, E., Linn, S., & Dowrick, P. (2004). Report of the APA Task Force on Advertising and Children. Washington, DC: American Psychological Association.
MacIntyre, A. (1981). After Virtue: A Study in Moral Theory. Notre Dame: University of Notre Dame Press.
Maffesoli, M. (1996). The Time of the Tribes: The Decline of Individualism in Mass Society. London: SAGE Publications.
McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process.
Journal of Consumer Research, 16(3), 310-321.
Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook (2nd ed.). Thousand Oaks, CA: SAGE Publications.
Nielsen. (2023). Nielsen Television Audience Measurement Report Indonesia. Jakarta: Nielsen Indonesia.
O'Guinn, T. C., & Shrum, L. J. (1997). The Role of Television in the Construction of Consumer Reality. Journal of Consumer Research, 23(4), 278-294.
Pollay, R. W. (1986). The Distorted Mirror: Reflections on the Unintended Consequences of Advertising.
Richins, M. L., & Dawson, S. (1992). A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation. Journal of Consumer Research, 19(3), 303-316.
Ries, A., & Trout, J. (2001). Positioning: The Battle for Your Mind (20th Anniversary Edition). New York: McGraw-Hill.
Roberts, K. (2004). Lovemarks: The Future Beyond Brands. New York: PowerHouse Books.
Shimp, T. A. (2010). Integrated Marketing Communication in Advertising and Promotion (8th ed.). Mason, OH: South-Western Cengage Learning.
Spence, E. H., & Van Heekeren, B. (2005). Advertising Ethics. Upper Saddle River, NJ: Pearson Prentice Hall.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Tamam, B. (2012). Iklan Televisi dan Perilaku Konsumtif Remaja. Jurnal Komunikasi, 6(2), 147-158.
Wachtel, P. L. (1989). The Poverty of Affluence: A Psychological Portrait of the American Way of Life. Philadelphia: New Society Publishers.
