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DEKONSTRUKSI STRATEGI BRANDING IKLAN FIESTA:
Mirasari, Endang
Mirasari, Endang
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paper_endang.doc
Microsoft Word, 893 KB
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Abstract
In a competitive trade era, advertising becomes effective strategy to introduce products to potential customers and to maintain the existence of product market competition among others. Branding or it can simply be understood as political imagery is a part of the strategy developed by the agency to attract consumers and stimulate the purchasing. What's interesting about this branding strategy is that it may become a constructing way to stimulate what is called pseudo-needs.. In this case the industry has been collaborating with the media in the frame to make the commodities as an absorption in the unconscious needs. It will be very likely to occur, rather than a purchase is made for the function but the function is raised after the purchase. One phenomenon that will be discussed in this paper is about advertising of condoms as a commodity. Problematization that will be my focus is the consumption of condoms as contraceptives are associated with sexual behavior. With the branding strategy, condoms are advertised and sold freely on the market no longer be understood as a form of control over sexual behavior. Consumption of condoms as a product would also related to the liberalization of sexual behavior. For the branding strategy through advertising, there is stimulation of desire that exceeds its own product functions. Critical review of branding advertising of condoms is significant to understand beyond the exposure of branding and its relation to patterns of consumption. Comparative discourse for my proposed is ethics from an Islamic perspective, particularly with regard to issue of sexuality control.
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With permission of the license/copyright holder