Fajriyah, Nur Izzati (2011) Think black: think of masculinity and cosmopolitanism / Nur Izzati Fajriyah. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
Keywords Djarum Black Advertisement (DBA) audience text visual image black masculinity cosmopolitanism In the era of corporations and capitalism today advertisement is seen as the one of effective ways to monopolize the means of production in the society and keep the society pacified and consuming. In the development of advertisement the texts and visual images are built and presented not only to introduce certain product but also to bring the audiences into certain identity and lifestyle. This thesis discusses the texts and visual images of Djarum Black Advertisement (DBA) advertised on its official site http //www.blackexperience.com since it is the one of advertisements that promotes not only the product but also some ideas that ultimately delivers the audience into certain identity and lifestyle constructions. This particular advertisement is persuasive and effective enough to switch the audience attention about the controversial issues of the harmful effect of smoking to the human s health into some special characteristics that should be favored. In addition DBA personifies the quality of car and human s body for some cases. Moreover DBA has attracted the audiences attention including the smoking and non-smoking audiences to smoke DB as well as join the activities held by DB. This thesis mainly questions what ideas are represented by DBA through its texts and visual images why such representations are used and how the texts and images work ideologically to achieve the aim of DBA. It questions the hegemonic tendencies behind the texts and visual images as well. Norman Fairclough s model of discourse analysis is chosen to conduct the research. Fairclough s model of discourse analysis includes three areas textual practice discourse practice and socio-cultural practice. The study of DBA texts and visual images finds out that DBA represents the idea of masculinity and cosmopolitanism. Black and automotive finally become the brand images of DB. In addition DBA equates black with power style and speed and finally it drives the audience into a conclusion the audience should think of black to be powerful agile and stylish men and think of black here means smoke Djarum Black. When people buy and smoke DB they basically and indirectly participate in maintaining the existence of Djarum as one of the corporations in Indonesia this is what Fairclough calls hidden power relation.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | ?? ?? |
| Divisions: | Fakultas Sastra (FS) > Departemen Sastra Inggris (ING) > S1 Bahasa dan Sastra Inggris |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 18 Apr 2011 04:29 |
| Last Modified: | 09 Sep 2011 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/11032 |
Actions (login required)
 |
View Item |