Subjectivity in Miracle Aesthetic Clinic Ambient Media Advertisement
| Main Authors: | Murwonugroho, Wegig, W, Agung EB |
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| Format: | Article PeerReviewed |
| Terbitan: |
International Institute for Science, Technology & Education
, 2015
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| Subjects: | |
| Online Access: |
http://libprint.trisakti.ac.id/55/ http://iiste.org/Journals/index.php/ADS/article/view/21260 |
Daftar Isi:
- Subjectivity in advertisement is a 'power'possessed by advertisement to construct trend, concept, truth, and ideology through subconscious mind. Advertisement , in performing their functions as message conveyors, use such visual representation as metaphors bridging imagination and reality. Ambient media is advertising medium making the best use of the environment where the advertisement located. Miracle Aesthetics Clinic ( Muracle) popularizes the viusal representation of its ambient media advertisement through the omission of face image of both female mannequints that function as its ambient media models. The face of a model in advertisement is an image commodity having selling values, however, the faces of ambient media models in MIracle advertisement campaign are suppressed over the table and wall. This face concealing aspect creates not only a paradox of subjectivity but also plurality of meaning. This research applies critical discources analysis method to analyze subjectivity in obtaining the insignt of ambient media's meaning. First, in the stage of textual analysis, the embedding attributes upon female mannequins imply that the models are denoted as the representation of modern women, which are identical with the identities of their social milieus. The communication signs aimed to be constructed are the women who lose their subjectivities and feel embrrasses to flaunt their faces to the public because of pimples on their faces.