Mistifikasi Jalinan Komunikasi Pada TVC Air Minum Dalam Kemasan

Irwanto Irwanto, Laurensia Retno Hariatiningsih, Dito Anjasmoro Ningtyas


Abstract - This is a study that reveals how mystification is packaged using the narrative of mother-child communication in the Mother's Day version of the Aqua branded beverage product advertisement. The mother's day version of Aqua's advertising communicator takes advantage of the nature of a mother who always loves and protects, especially to her children and the momentum is released to coincide with the events of Mother's Day. This study uses a qualitative approach by using a critical paradigm. then analyze the sign of communication used in advertising by using Barthes semiotics. The unit of analysis is taken purposively and in the form of audio, visual and text. Barthes' idea about the relation between signifier, sign and then the meaning of denotation, connotation and myth led researchers to a finding that advertising communicators perform mystification very subtly. There is a personification of Aqua water as if it has love and protection like a mother The construction process carried out by Aqua advertising communicators is also a myth. Next, he packs the scene of the child's communication relationship with his parents as his denotative aspect and the scene of giving gifts as the connotation of the gimmick he uses. In this study, it was also found that capitalism cannot be separated from the ideology that underlies the communicators of the Mother's Day version of Aqua advertising to do mystification.

Keywords : Mystification, Advertising, Capitalist, Construction, Semiotics


Ilmu Komunikasi, Penyiaran, Periklanan

Full Text:



Baudrillard, Jean. 1997. System of Objects (Trans. James Benedict). London: Verso.

Bouzida, Feyrouz. 2014. “The Semiology Analysis In Media Studies - Roland Barthes Approach -.” Pp. 1001–7 in. Istanbul, Turkey: Proceedings of SOCIOINT14.

Bungin, Burhan. 2000. “Konstruksi Sosial Media Massa: Makna Realitas Sosial Iklan Televisi Dalam Masyarakat Kapitalistik , Disertasi Thesis, Univeritas Airlangga.”

Devito, Joseph A. 2011. Komunikasi Antarmanusia. Tanggerang: Karisma.

Fasenfest, David. 2018. Media Ideology and Hegemony - Series Editor. Leiden: Koninkklijke Brill NV.

Harms, John, and Douglas Kellner. 2016. “Communication in Advertising by Sut Jhally, Stephen Kline and William Leiss/ Codes of Advertising by Sut Jhally.” Border/Lines 0(15).

Hennink, Monique, Inge Hutter, and Ajay Bailey. 2020. Qualitative Research Methods. California: SAGE Publications.

Hoed, Benny H. 2011. Semiotik Dan Dinamika Sosial Budaya. Second Edition. Depok: Komunitas Bambu.

Huda, C. 2016. “EKONOMI ISLAM DAN KAPITALISME (Merunut Benih Kapitalisme Dalam Ekonomi Islam).” Economica: Jurnal Ekonomi Islam 27–49. doi: http://dx.doi.org/10.21580/economica.2016.7.1.1031.

Idris, Muhammad. 2020. “Sejarah Aqua, Didirikan Tirto Utomo Hingga Dibeli Danone Perancis.” KOMPAS.COM, April 11.

Lewy, Guenter. 20117. False Consciousnes An Essay on Mystification. New York: Routledge.

Luhmann, Niklas. 2000. The Reality of the Mass Media. California: Stanford University Press.

Piliang, Yasraf Amir. 2018. Hipersemiotika Tafsir Cultural Studies Atas Matinya Makna. Yogyakarta: Jalasutra.

Recep, Yilmaz. 2019. Handbook Of Research On Narrative Advertising. Pennsylvania: IGI Global.

Rogers, Carl R., and F. J. Roethlisberger. 1991. “Barriers and Gateway to Communication.”

Rukmananda, Naratama. 2014. Menjadi Sutradara Televisi - Dengan Single Dan Multi Camera. Jakarta: Grasindo.

Swanson, Paul. 2013. An Introduction to Capitalism. New York: Routledge.

West, Richard, and Lynn H. Turner. 2018. Interpersonal Communication. California: Sage Publicatation.

Zoonen, Liesbet van. 2017. “False Consciousness and Media Effects.”

DOI: https://doi.org/10.31294/jkom.v13i1.11522


Dipublikasikan oleh LPPM Universitas Bina Sarana Informatika

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License