Gaya Berkendara dalam Iklan: Antara Representasi Ketangguhan dan Kecerobohan

Ivan Kurniawan, Irma Rochmawati

Abstract


Nowadays, transportation needs in urban area are increasing continuously. This certainly has an impact on the marketing policy of transportation producers, including the motorcycle industry. Among them, the series of television commercials ads distributed by Yamaha Motor Indonesia in 2016 are the most interesting; because of the way advertising through visuals have similarities. Despite the fact that these ads contain different product information and motorcycle genres, this condition has influenced the viewer’s perception of the company’s image through the products in the ads and how the products were treated. Visual representation studies of Yamaha ads are very important, especially related to the perception of motorcycle users in the context of the driving style that was presented in advertisements. This research uses descriptive research method by using visual and content analysis approach. The study will also reveal public perceptions involving respondents in the age of 18 to 30 years as the age range that dominate the purchase figure in Indonesia. The study concluded that Yamaha is trying to give an idea of the toughness of its engine technology, but is represented in advertisements through ‘aggressive’ and ‘fast’ driving styles. The perception of the driving force captured by society is an aggressive and arrogant driving style.

Keywords


motorcycle, riding style, image, advertising.

Full Text:

PDF

References


Creswell, J. W. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 3rd Edition. USA: Sage Publications Inc.

Darmawan, F. (2007). Bahasa Rupa Wimba dalam Komik “Flapbook” Anak-Anak: Studi Analisis Isi. Jurnal Mediator, Vol. 8(1), hal. 15—24. http://ejournal. unisba.ac.id/index.php/mediator/ article/view/1229, diunduh pada 26 Agustus 2017.

Feinberg, S. L., Dufur, M. J., Famelos, A., dan Fisher, V. (2014) Senseless Messaging: Advertising Images of

Illegal Driving and Deviant Behavior, Deviant Behavior, Vol. 35(11), hal.

-858. http://dx.doi.org/10.1080/0 1639625.2014.897114, diunduh pada 30 Agustus 2017.

Kalro, A. D., Sivakumaran, B., dan Marathe, R. R. (2010) Comparative Advertising in India: A Content Analysis of English Print Advertisements, Journal of International Consumer Marketing, Vol. 22(4), hal. 377-394. http://dx.doi. org/10.1080/08961530.2010.505887, diunduh pada 30 Agustus 2017.

Kotler, P. (2001). Marketing Management, Millenium Edition. 10th Edition. New Jersey: Prentice-Hall, Inc.

Myers, J., dan Jung, J. M. (2016): The Interplay Between Consumer Selfview, Cognitive Style, And Creative Visual Metaphors In Print Advertising, Journal of Marketing Communications, hal. 1-18. http:// dx.doi.org/10.1080/13527266.2016.11 97296, diunduh pada 30 Agustus 2017.

NN. (2012). Buku Panduan Safety Riding dan Safety Driving, edisi 2. http://www.imi. co.id/pdf/buku/IMISafetyRidingGuide. zip, diunduh pada 27 April 2017

Ramaprasad, J., Wu, L., dan Gao, D. (1995). A Conceptual Framework For Understanding The Content of Advertising: Its Application to The Specific Case of Chinese Television Commercials, Asian Journal of Communication,

Vol.5(1), hal. 88-109. http://dx.doi. org/10.1080/01292989509364715, diunduh pada 30 Agustus 2017.

Tunnicliff, D., Watson, B., White, K. M., Lewis, I., dan Wishart, D., (2011) The Social Context of Motorcycle Riding and the Key Determinants Influencing Rider Behavior: A Qualitative Investigation, Traffic Injury Prevention, Vol. 12(4), hal. 363376. http://dx.doi.org/10.1080/1538 9588.2011.577653, diunduh pada 25 Agustus 2017.




DOI: https://doi.org/10.29313/mediator.v11i1.3154

Refbacks

  • There are currently no refbacks.




 

   

 


Creative Commons License
This work is licensed under a 
Creative Commons Attribution 4.0 International License
  • https://www.giathinhphatinterior.com/
  • https://www.okethelabel.com/
  • https://journal.moseskotaneinstitute.com/nas/liga367-pola-rtp/
  • https://my-klasiber.polhas.ac.id/sj/
  • https://international.unitomo.ac.id/wp-content/languages/hl/
  • https://bpm.unitomo.ac.id/wp-content/uploads/yi/
  • https://library.stieppi.ac.id/stam/
  • https://sastrainggris.ipbcirebon.ac.id/slsa/
  • https://prodi.sisteminformasi.global.ac.id/sris/
  • https://jurnal.fpok.upgripnk.ac.id/public/sloto/
  • https://ejournalperawat.poltekkes-kaltim.ac.id/sesmi/
  • https://library.stieppi.ac.id/xthailand/
  • https://sastrainggris.ipbcirebon.ac.id/xmahjong/
  • https://prodi.sisteminformasi.global.ac.id/xpulsa/
  • https://jurnal.fpok.ikippgriptk.ac.id/public/xqris/
  • https://ejournalperawat.poltekkes-kaltim.ac.id/xdana/
  • https://sumateraconnect.or.id
  • https://pt-ads.co.id/
  • https://bandungprecast.com/
  • https://jasaaspalhotmixbandung.my.id/
  • https://tjvs.tu.edu.iq/
  • https://ojs.al-adab-journal.com/
  • https://insightfuljournals.com/
  • https://interaction.id/
  • https://satpolpp.inhilkab.go.id/sthailand/
  • https://satpolpp.inhilkab.go.id/smahjong//
  • https://my-klasiber.polhas.ac.id/xthailand/
  • https://my-klasiber.polhas.ac.id/xmahjong/
  • https://my-klasiber.polhas.ac.id/slqris/
  • https://my-klasiber.polhas.ac.id/schitam/
  • https://satpolpp.inhilkab.go.id/scahitam/
  • https://satpolpp.inhilkab.go.id/slopulsa/
  • https://satpolpp.inhilkab.go.id/sloqris/
  • stmedj.com
  • inmovil.org
  • journal.fisil.ubhara.ac.id
  • https://egyptscholars.org//
  • Slot Thailand
  • Thailand Slot
  • Slot Deposit Pulsa 10k
  • Slot
  • https://egyptscholars.org/slot-thailand/
  • Slot Thailand
  • Thailand Slot/
  • Slot
  • Slot Deposit Pulsa 10k
  • Slot Maxwin
  • https://v2.stieputrabangsa.ac.id/nity/
  • https://siakad-pben.unida-aceh.ac.id/infy/
  • https://ct.pt-sultra.go.id/site/
  • https://ct.pn-probolinggo.go.id/file/
  • https://sipp.pa-bawean.go.id/site/