The Baby’s Identity in Indonesian Television Commercials

Clara Inestya Pratama

2017

Abstract

This study focused on the representation of the baby’s identity in Johnson’s Baby Indonesia television commercials. Consumers’ interest in a product may be a sign manifestation by the advertiser, as advertisers use symbols to visualize text and audio. In the commercials, the baby’s identity is constructed. Thus, the identity of the baby is no longer neutral but has been chosen according to the desired construction and is likely to be influenced by various interests. This was the motivation for this study. To describe the construction of the baby’s identity in the television commercials, the researcher used Roland Barthes’ semiotic method to analyze the signs at the denotative and connotative levels. As a result, the baby’s identity signs that emerge are “the naked baby”, the ideal body of a white baby, “the smiling baby”, and the baby’s dependence on and closeness with the mother.

Paper Citation

in Harvard Style

Inestya Pratama C. (2017). The Baby’s Identity in Indonesian Television Commercials.In Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC, ISBN 978-989-758-337-7, pages 313-318. DOI: 10.5220/0007328703130318

in Bibtex Style

@conference{ipcomc17,
author={Clara Inestya Pratama},
title={The Baby’s Identity in Indonesian Television Commercials},
booktitle={Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,},
year={2017},
pages={313-318},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007328703130318},
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 - The Baby’s Identity in Indonesian Television Commercials
SN - 978-989-758-337-7
AU - Inestya Pratama C.
PY - 2017
SP - 313
EP - 318
DO - 10.5220/0007328703130318