AUDIENCE AND PUBLIC SERVICE ADVERTISEMENT ABOUT THE DANGERS OF SMOKING
Journal Title: INFORMASI - Year 2018, Vol 48, Issue 2
Abstract
Public service advertisement which said “Berhentilah Menikmati Rokok Sebelum Rokok Menikmati Anda” is a warning the dangers of smoking which is aired on television. This advertisement is produced by the government to make smokers realize the dangers of smoking among young people especially students. However, this aim cannot be so easily achieved because the community nowadays is not a passive audience but it has moved into active audience. By taking four informants, this study tries to answer the question of how the student smokers among gang understand the advertising messages in public service advertisement which said “Berhentilah Menikmati Rokok Sebelum Rokok Menikmati Anda” on television. A reception analysis is chosen as the research method because this method can see how the audience understands the media messages based on the difference background they have. Based on the results of the study, it is found that four informants are able to negotiate with the advertising message on public service advertisement which said “Berhentilah Menikmati Rokok Sebelum Rokok Menikmati Anda”. The four informants are able to understand the messages from that advertising by using their own point of view. The difference of meaning is affected by two things: the family environment and the existence as a gang member. Two informants receive the advertisement, while two other informants assume that the public service advertisement does not correspond to the reality.
Authors and Affiliations
Awanis Akalili
Keywords
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- EP ID EP438177
- DOI 10.21831/informasi.v48i2.22527
- Views 58
- Downloads 0
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