operasionalisasi ideologi dalam diskursus periklanan

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  • 7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan

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    Zglfnltnr Tgarm Crmtmu

    Tgknnh Azgrnumalnkmunum Mdgakafm Mcknl dnknb Ogltwc

    Cabadmimcnum

    Hwowlfnl Zumcakafmu N}nh dnl Nlnc

    (Mcknl Eaen Eakn Kmyg Zaumtmygk} dnl Mcknl Zgzuadglt Umcnt Fmfm

    Znfm dnl Bnknb ygrum N}nh Ndm dnl Dmcn-

    Akgh0

    Lwrwk Wtnbm

    Incwktnu Mkbw Uaumnk dnl Mkbw Zakmtmc

    Wlmygrumtnu Mldalgumn

    ?:>>

  • 7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan

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    >, Zgldnhwkwnl

    Bglfwtmz dnrm nzn }nlf dmcgbwcncnl akgh imkuwi Zrnlemu ogrnkmrnl

    Bnrx"utrwctwrnkmu+ Kawmu Zmgrrg Nkthwuugr+ tgltnlf mdgakafm3 tmdnc ndn zrnctmc

    (nzn zwl- cgewnkm bgknkwm dnl dm dnknb mdgakafm+ dnl tmdnc ndn mdgakafm nzn

    zwl cgewnkm dgbm uwo`gc dnl bgknkwm uwo`gc+ bgbowctmcnl onhvn dnknb

    cghmdwznl ughnrm"hnrm+ dm ugkwrwh nctmymtnu }nlf cmtn `nknlm+ ugknkw tgrdnznt

    mdgakafm }nlf ograzgrnumlnkmunum, Azgrnumalnkmunum mdgakafm tgrugowt

    dmkgfmtmbnum akgh cgcwnunnl dabmlnl+ onmc akgh mlutmtwum! kgbonfn+

    cgkabzac+ mldmymdw+ dnl ugonfnml}n, Mdgakafm bglfmcnt znrn uwo`gcl}n+

    dmbnln uwo`gc tgrugowt ncnl ugknkw dmcaldmumcnl wltwc bgl`nfn

    cgknlfuwlfnl rgzradwcum zraugu zradwcum }nlf ug`nknl dglfnl tw`wnl

    mdgakafm }nlf bgl`ndm knldnunl nctmymtnu dnl bmum }nlf dmgbonlcnl cgzndn

    uwo`gc, Ugonfnm ealtah3 zgrntwrnl }nlf ogrkncw dm kmlfcwlfnl cnbzwu

    dmownt dglfnl ogrdnunrcnl lmknm"lmknm }nlf dmtgrnzcnl akgh zmbzmlnl dnl

    znrn utncghakdgr cnbzwu }nlf ogrunlfcwtnl+ dmbnln ugkwrwh emymtnu

    nendgbmen bgknkwm tntn zglfntwrnl }nlf tgknh dmtgtnzcnl+ dmhnrnzcnl

    bnbzw bgl`nfn cgogrknlfuwlfnl lmknm"lmknm }nlf tgknh dmugzncntm

    ogrunbn dgbm cgonmcnl ogrunbn zwkn, Ndnzwl cgugzncnl dnl cgonmcnl

    tgrugowt bgrwzncnl uguwntw }nlf dmzwtwucnl dnl dmtgtnzcnl akgh znrnzgtmlffm cnbzwu+ }nlf dmownt ogrdnunrcnl lmknm"lmknm (mdgakafm- }nlf bgrgcn

    bmkmcm dnl zradwc rgfwknum }nlf bgrgcn hnumkcnl bgrwzncnl mlutrwbgl

    kgfmtmbnum cgcwnunnl wltwc bgknlffglfcnl utntwu ~wa ugkncw zgbmbzml

    tgrtmlffm dm cnbzwu,

    Nkthwuugr bglfntncnl onhvn kgfmtmbnum tgrtmlffm dmknlffglfcnl akgh

    mlutmtwum tgrtmlffm+ }nmtw lgfnrn+ bncn dnrm mtw knhmrknh calugz Mdgakafmenk

    Utntg Nzznrntwu (MUN- dnl _gzrguumyg Utntg Nzznrntwu (_UN-, Ndnknh bgdmn

    bnuun dnl zrafrnb ugrtn zradwc }nlf dmbwnt dm dnknbl}n }nlf

    bgrwzncnl unknh untw ealtah dnrm MUN mlm, Mcknl+ }nlf bgrwzncnl zradwc

    bgdmn bnuun }nlf ewcwz bgldabmlnum tn}nlfnl dm bgdmn bnuun

    gkgctralmc+ }nlf unknh untwl}n tgkgymum+ ndnknh mlutrwbgl azgrnumalnkmunum

    mdgakafm zradwugl zradwc tgrtgltw dgbm zglenznmnl tw`wnll}n }nlf dmugtmr

    akgh kafmcn cnzmtnkmubg+ }nclm zgrakghnl zraimt dglfnl `nknl bglnrmc

    caluwbgl }nlf ugonl}nc"onl}ncl}n bgknkwm mcknl }nlf dmznznrcnl cgzndn

    chnkn}nc,

  • 7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan

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    _aogrt Fakdbnl bgbncnm znrndmfbn Bnrxmu Nkthwuugr bgbnldnlf

    onhvn mcknl bgrwzncnl cwlem uaumnk dnl mlutmtwum gcalabm dnknb zradwcum

    dnl rgzradwcum bntgrmnk dnl uwzrgbnum mdgakafmu dnrm hwowlfnl cabadmtnu+

    dmbnln umutgb bgbzradwcum rgzradwcum dglfnl ugldmrml}n+ }nlf ogrcnmtnl

    grnt dglfnl zgrmcknlnl dnl ugcwnt nzn cgtgrmcntnll}n dm dnknb mcknl,

    Ugbwn umutgb mtw ogr`nknl ugenrn nknbm dnl ug`nknl dglfnl utntwu ~wa+

    dmbnln mcknl bgl`ndm ogltwc bnlmigutnum dnrm hwowlfnl mbn`mlgr dnrm arnlf"

    arnlf cg dnknb hwowlfnl }nlf l}ntn,

    Dglfnl bgkmhnt zaumum mcknl dnl mdgakafm }nlf dmonvnl}n tgrugowt+

    bncn zglwkmu dnknb bncnknh mlm bglfnlfcnt zgbonhnunl dglfnl `wdwk

    Nlnkmumu Crmtmu tgrhndnz Azgrnumalnkmunum Mdgakafm Mcknl dnknb

    Ogltwc Cabadaimcnum Hwowlfnl Zumcakafmu N}nh dnl Nlnc (Mcknl

    Eaen Eakn kmyg zaumtmygk} dnl Mcknl Zgzuadglt Umcnt Fmfm Znfm dnl

    Bnknb ygrum N}nh Ndm dnl Dmcn-,

    ?, Cgrnlfcn Calugztwnk

    M, Mdgakafm

    Nkthwuugr }nlf bgrwzncnl ugarnlf imkuwi Bnrxmu+ }nlf

    bglfgbwcncnl zgbmcmrnl tgltnlf mdgakafm+ ogrwunhn bgknlfcnh kgomh `nwh

    dnrm Bnrx dnl bgbadmimcnum ugenrn onrw zgbmcmrnl Bnrxmu, Mn bgbonvnzgbmcmrnl Bnrx bgl`ndm kgomh uaumakafmu ugcnkmfwu zumcakafmu+ bglgbzntcnl

    mldmymdw dmonvnh zglfnrwh uaumnk+ kgomh tgzntl}n bglgbzntcnl bnlwumn dm

    onvnh zglfnrwh utrwctwr+ ugbonrm bglffnkm `nwh cgtmdncundnrnl dnknb

    cgzrmondmnl, Cn`mnl uaumnk bncra dnrm Bnrx dmzgrkwnu unbznm cg cn`mnl uaumnk

    bmcra dglfnl bgkgtnccnl cgundnrnl dnl cgtmdncundnrnl dnknb dmrm

    mldmymdw dm onvnh bmcraucaz cgrnlfcn tarmtmu utrwctwrnkmubg }nlf dmvnrlnm

    zumcanlnkmumu Knenlmnl, Mdgakafm onfm Nkthwuugr owcnlknh cgundnrnl znkuw

    ugzgrtm }nlf dmtgfnucnl akgh Bnrx+ bgknmlcnl uguwntw }nlf zraiawldk}

    wlealuemawu3 hnk"hnk }nlf ugenrn bgldnknb tmdnc dmundnrm, Mdgakafm ndnknh

    ugfnkn }nlf uwdnh tgrtnlnb dnknb dmrm mldmymdw ugznl`nlf hmdwzl}n3

    hmutar} twrl mlta lntwrg+ zradwc" ug`nrnh }nlf ugaknh bgl`gkbn bgl`ndm

    uguwntw }nlf nknbmnh, Ug`nc ownmnl hmlffn cwowrnl+ bnlwumn hmdwz dglfnl

    mdgakafm,

    Mdgakafm bgl`ndm onfmnl dnrm bgcnlmubg zglfntwrnl dmrm+

    zglfgkaknnl twowh dnl `mvn, Zgl`gknunl nchmr tgltnlf zglfntwrnl tgrugowt

    ndnknh cgzgren}nnl ntnw wlfcnznl tgltnlf uguwntw }nlf uwdnh dnrm

  • 7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan

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    unlnl}n }nlf tmdnc dnznt dmtgbwcnl dnunr gzmutmbakafmul}n, Cgzgren}nnl

    }nlf tgrtnlnb tnlzn dmundnrm mtwknh }nlf dmlnbncnl mdgakafm dnknb

    zglfgrtmnl Nkthwuugr, Cgzgren}nnl }nlf dmzakgu ugdgbmcmnl rwzn ughmlffn

    tmdnc tgrkmhnt ugzgrtm cgzgren}nnl, Emtrn mdgnk }nlf dmcgbnu ugzgrtm inctn

    dnl dmznhnbm ugonfnm rgnkmtnu calcrmt, Hnrnznl }nlf cgbwdmnl bgl`ndm

    zglnldn onfm zgrtnldn calcrmt dm bnun dgznl,

    ]nlf dmrw`wc akgh mdakafm dnknb calugzum dnl zgbmcmrnl Nkthwuugr

    dnznt dm`gknucnl bgknkwm nzn }nlf dmunbznmcnll}n0 mdgakafm ogrtmldnc

    ntnw ogriwlfum dglfnl uwntw enrn }nlf bgrgcrwt uwo`gc"uwo`gc dm nltnrn

    mldmymdw"mldmymdw (mdgakafm bgrgcrwt bgrgcn ugbwn-+ ntnw bglfwonh

    mldmymdw"mldmymdw bgl`ndm uwo`gc"uwo`gc (mdgakafm bglfwonh bgrgcn ugbwn-

    bgknkwm azgrnum }nlf unlfnt zrgumum+ }nlf dmugowt ugonfnm mltgrzgknum ntnw

    bgbnlffmk0 hgm Nldn }nlf ndn dm unln., Mdgakafm bglgbzntcnl mldmymdw+

    bnlwumn }nlf knhmr dnrm nknb+ ugonfnm uwo`gc+ ugonfnm zmhnc }nlf bgbmkmcm

    tnlffwlf `nvno+ ugono bnlwumn `wfn bgbmkmcm cgogonunl+ cnrgln mn

    bgbmkmcm mdgltmtnu }nlf ogrogdn dnrm }nlf knml+ ugonfnm uwntw atalab

    tgrugldmrm }nlf ugaknh"aknh kgznu dnrm }nlf knml, Lnbwl+ dm umum knml+ unlf

    uwo`gc dmkgtnccnl dnknb rnlfcnmnl utrwctwr }nlf bglfnldwlf rgknum nltnr

    wluwr"wluwrl}n, Unlf uwo`gc ndnknh unknh untw wluwr dnrm utrwctwr }nlf

    hnl}n ncnl bgl`ndm ogrnrtm cgtmcn bgl`nkml rgknum dglfnl wluwr knmll}n,Fgrnc"fgrmc uwo`gc }nlf ugaknh":knh ogonu tgrl}ntn dmontnum akgh rgknum

    dnknb utrwctwr, Cgogonunl uwo`gc zndn dnunrl}n ndnknh mkwum }nlf

    dmemztncnl mdgakafm nfnr mn bgrnun ogrtnlffwlf `nvno dnl bgldaralf

    dmrml}n bgkncwcnl ugrnlfcnmnl tmldncnl }nlf bglfhmdwzcnl utrwctwr }nlf

    ndn+ onhcnl ug`nc ugogkwb mn knhmr, Ug`nc ugbwkn mn tgknh dmzgrumnzcnl

    wltwc bglfnodm cgzndn `nrmlfnl utrwctwr,

    Mdgakafm }nlf bgbogltnlf ugonfnm `nkmlnl utrwctwr tgknh bgbgtncnl

    uwo`gc"uwo`gc dnknb zgrnlnll}n bnumlf"bnumlf+ ogcgr`n bgknlffglfcnl

    utrwctwr bgknkwm rgzradwcum dnrm zradwcum dnl rgknum zradwcum, Uwo`gc }nlf

    ogrtnlffwlf `nvno ntnu cgogonunll}n dnl bgrnun ogrcgvn monl

    bgl`nknlcnl zgrnl ugrtn bglfmcwtm zakn rgknum utrwctwr }nlf

    bgbogltwcl}n zndn zrnctmcl}n ndnknh uwo`gc }nlf tnnt tgrhndnz ntwrnl"

    ntwrnl }nlf dmcgbonlfcnl akgh Uwo`gc (dglfnl U owcnl u-+ }nlf kgomh

    ogunr dnrml}n, Mldmymdw }nlf bgl`ndm uwo`gc hnl}nknh zgrznl`nlfnl dnrm

    Uwo`gc, Dnknb zgl`gknunl Nkthwuugr dmcntncnl+,,,,,, mldmymdw dmmltgrzgknum

    ugonfnm uwntw uwo`gc (ogonu- nfnr mn dnznt tnnt ugzglwhl}n zndn zgrmltnh"

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    zgrmltnh Uwo`gc+ }nclm nfnr mn dnznt (ugzglwhl}n- bglgrmbn cgtnntnll}n+

    nfnr mn bgbownt fgrnc"fgrmc ntnw tmldnc"tnldwc dnrm cgtnntnll}n

    ugzglwhl}n akgh dmrml}n ugldmrm, Tmdnc ndn uwo`gc cgewnkm dglfnl+ dnl

    dgbm cgtnntnll}n, Mtwknh ugonol}n bgrgcn bgl`nknlml}n ugldmrm, Dglfnl

    cgtnntnl }nlf dm}ncmlm ugonfnm cghgldncl}n+ uwo`gc bgl`nknlcnl zgrnll}n

    ugaknh tnlzn zncunnl+ ugaknh dglfnl cwnunl}n mn ogcgr`n, Dglfnl ogfmtw+

    tmdnc dmzgrkwcnl zglfnvnunl ugenrn imumc+ tmdnc zgrkw (U-wo`gc ndn dm dgcnt

    uwo`gc"uwo`gc wltwc bgbnutmcnl bgrgcn ogcgr`n ugzgrtm }nlf dmhnrnzcnl,

    Znrn uwo`gc tgknh bglfntwr dmrml}n ugldmrm ugonfnm zmhnc"zmhnc }nlf tnnt

    dglfnl mkwum cgogonunl dnl atalabml}n,

    Dnknb zgl`gknunl Nkthwuugr+ ugbwn nfgl zradwcum+ gcuzkamtnum dnl

    rgzrgum+ tgrbnuwc znrn zraigumalnk dnrm mdgakafm+ dglfnl enrn ugdgbmcmnl

    rwzn hnrwu mcwt ogrfgrnc ugmrnbn dnknb mdgakafm }nlf bgldwcwlf zradwcum

    nfnr dnznt bgl`nknlcnl twfnul}n dglfnl tgkmtm dnl ogrfwln onfm

    rgzradwcum zradwcum, Ogronfnm zmhnc dnknb bnu}nrncnt tgrkmont dnknb

    zraugu rgzradwcum dnl zradwcum dnknb rgknum zradwcum }nlf tgrwu

    dmzgrtnhnlcnl dnl dmcgbonlfcnl, Ugbwn dglfnl twfnu bnumlf"bnumlf,

    Twfnu zmhnc }nlf dmgcuzkamtnum (zrakgtnr- dmzgrtnhnlcnl+ ogfmtw `wfn zmhnc

    }nlf bglfgcuzkamtnum (cnzmtnkmu-+ zgrnlfcnt zglfgcuzkamtnum (bnln`gr-+ ntnw

    znrnzgbmcmr dnrm mdgakafm }nlf ugdnlf ograzgrnum (mkbwvnl+ zgldgtn+fwrw+ caluwktnl+ tgclacrnt dnl ugonfnml}n-,

    Wltwc bgl`nfn cgogrknlfuwlfnl zraugu rgzradwcum zradwcum dnl

    rgknum zradwcum+ lgfnrn dmcgbonlfcnl ugonfnm utrwctwr tgrtmlffm }nlf

    bgbzgruntwcnl dnl bgbncun mldmymdw wltwc tgtnz rgcnt dnl