Studi Iklan Axe Versi "Axe University"

Authors

  • Mutia Rahmi Pratiwi Program Studi Ilmu Komuikasi Fakultas Ilmu Komputer Universitas Dian Nuswantoro

DOI:

https://doi.org/10.33633/andharupa.v2i01.1037

Abstract

AbstrakKomunikasi antara laki-laki dan perempuan menjadi bagian yang menarik untuk ditelisik lebih dalam kajian ilmu komunikasi interpersonal. Laki-laki memiliki trik-trik untuk mendekati perempuan dan hal ini dibahas secara menarik dalam iklan AXE. Inilah tema besar yang diangkat oleh AXE dalam versi iklan “Axe University†di media online (Youtube). Konsep iklan ini adalah diadakannya tiga sesi perkuliahan, yaitu: perkuliahan biologi, psikologi dan bahasa. Terdapat tiga orang perempuan seksi yang berperan sebagai dosen, yaitu: Nadine Alexandra, Zivanna Letisha dan Laras Moncha. Tujuan penelitian ini adalah untuk menjawab pertanyaan apakah pesan dalam iklan “AXE University†diterima dengan baik oleh audiens. Penelitian ini merupakan studi deskriptif dengan menggunakan teknik indept interview kepada 5 orang pengguna AXE. Hasil penelitian menunjukan bahwa kehadiran perempuan seksi yang berperan sebagai dosen dalam iklan “AXE University†justru tidak mendukung pesan iklan yang disampaikan dan para narasumber merasa terganggu dengan bahasa non verbal yang ditunjukan oleh para perempuan seksi (dosen). Kata Kunci: Iklan, AXE University, Komunikasi Interpersonal AbstractCommunication between men and women become interesting topic in field of interpersonal communication. Men are considered to have some tricks to get women’s attention, and it is shown by AXE advertisement. The best appointed theme is “Axe University†which has loaded in Youtube. This advertisement uses three concept; biology class, psychology class, and language class. Three sexy girls act as lecturer named Nadine Alexandra, Zivanna Letisha and Laras Moncha. The aim of this research is to answer are the message of "AXE University" receivable by the audience or not. This research uses a descriptive study using indepth interview techniques to 5 users AXE. The results showed that the presence of a sexy woman who acted as a lecturer in "AXE University" did not support the message of the ad and the informant was disturbed by the non-verbal language by the women sexy (lecturer).Keywords: Advertising, AXE University, Interpersonal Communication

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Published

2024-07-04

Issue

Vol. 2 No. 01 (2016): February 2016

Section

Articles

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Copyright (c) 2016 ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia

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