Reading Consumerism on Displaying M&M’s Chocolate Product

Miftahul Adi Suminto

2017

Abstract

This study discusses the value of a mark from a display device of M & M's Chocolate at a store that is viewed as a consumerism pattern by a product on a consumer. Consumption as an essential form of self-expression, the language used in consumption activity is a benchmark is the value of the brand/brand brought by a product to communicate and interpret cultural signs. In a shopping centre the in-store retail store arrangement, with a variety of display shelves and uniqueness of the merchandising visual appearance of products can be understood as part of the mark, part of a commercialised cultural artefact, with the purpose of the mark having a value. Signs in M & M's chocolate products that appear in the consumer society are understood to substitute the value for an object of consumption. Similarly, when one thinks of colourful chocolates with a unique form of character, one will think of M & M's. It is formed because of the construction created by a brand, to be able to generate awareness of the product. The product is considered to provide satisfaction in meeting the needs of self. In the product, there are functions and information brought to guide people to consume them. So that in this case any means and facilities are used to meet these needs, in the form of products that can provide satisfaction in meeting the needs of self. This research is critical to a qualitative-interpretative design using the semiotic method. The results of the study provide an insert that it is necessary to do more crucial research on the objects of consumption, considering these objects are artefacts of development, so that the objects can be seen the ideological elements of a developing discourse, where the object produced, distributed, and consumed.

Paper Citation

in Harvard Style

Adi Suminto M. (2017). Reading Consumerism on Displaying M&M’s Chocolate Product.In Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC, ISBN 978-989-758-337-7, pages 238-243. DOI: 10.5220/0007327302380243

in Bibtex Style

@conference{ipcomc17,
author={Miftahul Adi Suminto},
title={Reading Consumerism on Displaying M&M’s Chocolate Product},
booktitle={Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,},
year={2017},
pages={238-243},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007327302380243},
isbn={978-989-758-337-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,
TI - Reading Consumerism on Displaying M&M’s Chocolate Product
SN - 978-989-758-337-7
AU - Adi Suminto M.
PY - 2017
SP - 238
EP - 243
DO - 10.5220/0007327302380243