BUDAYA KONSUMEN: IDEALISASI FIGUR ANAK-ANAK SEHAT DALAM IKLAN SUSU FORMULA UNTUK ANAK

Abstract

Advertising is one product that is persuasive mass media in building public perception behavior. The tendency of public behavior that arises as a result of one of them is duplicated ads, regardless of the desire to have a product that is offered. The existence of quite a role in accommodating the television broadcast of television ads that display ads to be the most perfect in the display on other media such as newspapers and the internet. Thus occurs because television has massive strength in building cultural dynamics through audio-visual content is presented. Lifestyle become one of the phenomena that arise from the presence of television discourse. Society has been constructed to be certain figures are ready to be "play" in a media perspective. Idealization be one way to build a figure that represented through advertising. Television advertising of formula milk for infants is one of the ads that have the idealization charge. Construction "healthy toddler" which appeared in advertisements toddler formula to show the figure of a toddler "crossbreed", was white, and the body contains a proof that the figure trying to "shift" the public's understanding of the health aspects of healthy toddlers. Idealization of the figure of "healthy toddler" in a television advertisement toddler formula implies that the symptoms occur so heavily pierced poskolonialisme media, especially television.

Keywords: Idealization, Figure, Ads