Analisis Perbandingan Iklan Kecap ABC 2018 dengan Poster Kecap ABC 1988 berdasarkan TAP-The-TV-3SID

Lydia Wahyuni Simanjuntak

7 Mar 202405:52

Summary

TLDRThe video script discusses the comparison between two Kecap ABC advertisements from different eras: 2018 and 1988. It highlights the differences in text types, with the 2018 ad being semiformal and the 1988 poster formal. Both aim to attract consumer interest but the 2018 ad reflects contemporary societal values and gender equality. The 1988 poster, however, perpetuates traditional gender roles. The script also covers the ads' themes, tonal differences reflecting cultural shifts, and the use of third-person narrative. It analyzes the ads' structure, syntax, symbols, imagery, and diction, showing how these elements align with the ads' objectives to engage viewers and convey messages effectively.

Takeaways

😀 The script discusses the comparison between two advertisements for ABC Soy Sauce, one from 2018 and a poster from 1988.
📈 The 2018 advertisement has a semiformal tone, while the 1988 poster is more formal.
👥 Both advertisements aim to appeal to a broad audience, with the message intended for the general public.
🎯 The purpose of both ads is to attract consumer interest, but the 2018 video includes attitudes and values that reflect contemporary societal experiences.
🚹🚺 The 2018 ad features a theme of gender equality, contrasting with the 1988 poster which suggests traditional gender roles, with the wife in the kitchen and the husband working.
🏡 The 1988 poster theme revolves around cooking as a means to strengthen the bond between husband and wife.
🗣️ The perspective used in both the ad and the poster is third-person omniscient, where the creator is aware of all the habits and feelings of the society.
📝 The 2018 ad is structured thematically, presenting facts and viewpoints, while the 1988 poster has a linear structure, facilitating reader comprehension.
🔤 The syntax in the 2018 ad uses phrases like 'a true husband cooks better', indicating a partial use of the SPOK (Subject-Predicate-Object-Kinship) structure to aid quick understanding.
🌐 The 1988 poster also uses a syntax that is not fully SPOK, with phrases like 'recipe to be loved by a husband', aiming for instant message reception.
👨‍🍳👩‍🍳 The ads contain contextual symbols, with the 2018 ad showing a wife taking a more active role than the husband, suggesting a non-traditional gender dynamic.
👩‍❤️‍👨 The 1988 poster symbolizes that a wife should be able to please her husband through cooking to be loved in return.

Q & A

What is the main topic of the video script?
-The main topic of the video script is a comparison between the ABC Soy Sauce advertisement from 2018 and the poster advertisement from 1988.
How is the language style of the 2018 advertisement described?
-The language style of the 2018 advertisement is described as semiformal.
What is the language style of the 1988 poster advertisement?
-The language style of the 1988 poster advertisement is described as formal.
Who is the target audience for both advertisements?
-The target audience for both advertisements is the general public.
What is the common purpose of both advertisements?
-The common purpose of both advertisements is to attract consumer interest.
What specific attitude and values are reflected in the 2018 advertisement?
-The 2018 advertisement reflects attitudes and values that align with contemporary societal experiences, including gender equality.
What is the theme of the 2018 ABC Soy Sauce advertisement?
-The theme of the 2018 ABC Soy Sauce advertisement is gender equality between men and women.
What theme is presented in the 1988 poster advertisement?
-The theme of the 1988 poster advertisement is about how cooking can strengthen the bond between husband and wife.
How is the cultural perspective different between the two advertisements?
-The cultural perspective in the 2018 advertisement is more modern, focusing on gender equality, while the 1988 poster advertisement still follows traditional cultural roles where the wife is in the kitchen and the husband works.
What is the narrative voice used in both the advertisement and the poster?
-The narrative voice used in both the advertisement and the poster is third-person omniscient, where the narrator knows everything about the characters' habits and feelings.
How is the structure of the 2018 advertisement described?
-The structure of the 2018 advertisement is thematic, presenting a fact and the narrator's viewpoint on the topic discussed in the advertisement.
What is the structure of the 1988 poster advertisement?
-The structure of the 1988 poster advertisement is linear, with a sequence or flow that helps the reader understand the message from top to bottom or left to right.
How does the syntax in the 2018 advertisement help the audience?
-The syntax in the 2018 advertisement uses phrases like 'a true husband cooks better' to simplify the message for the audience, making it easier to understand and accept the information quickly.
What is the syntax used in the 1988 poster advertisement?
-The syntax in the 1988 poster advertisement uses phrases like 'recipe to be loved by a husband' to simplify reading and help the reader instantly grasp the message.
What kind of symbols are present in the 2018 advertisement?
-The 2018 advertisement contains contextual symbols, such as the wife taking on a role beyond the husband, like cooking and working outside, similar to the husband, indicating a lack of gender equality in the advertisement's creation.
What contextual symbols are found in the 1988 poster advertisement?
-The 1988 poster advertisement contains contextual symbols where the wife and husband are depicted, symbolizing that the wife must be able to please her husband through cooking to be loved.
What are the differences in imagery between the two advertisements?
-The 2018 advertisement is presented in video format with roles that can easily help the audience understand the purpose of the advertisement. The 1988 poster uses visual imagery through text, pictures, and symbols to help the reader easily build an image of the message.
How is the diction in the 2018 advertisement described?
-The diction in the 2018 advertisement is chosen by the creators to be understandable by the audience and is coherent with the advertisement's purpose of attracting consumers.
What is the diction like in the 1988 poster advertisement?
-The diction in the 1988 poster advertisement is clear and precise, allowing readers to understand the meaning of the advertisement's writing, which is consistent with the purpose of its creation.

Outlines

00:00

📈 Analysis of Kecap ABC Advertisements: 1988 vs. 2018

This paragraph discusses the comparison between two Kecap ABC advertisements, one from 1988 and another from 2018. The focus is on the textual type, audience, purpose, themes, tone, voice, structure, syntax, and symbols. The 2018 video advertisement is described as semiformal and aimed at a general audience, reflecting societal values and attitudes of the time, with a focus on gender equality. In contrast, the 1988 poster advertisement is formal and traditional, suggesting a domestic role for women and a concern for marital relationships if women cannot cook. Both advertisements use a third-person voice, providing an omniscient perspective on societal norms and feelings. The structure of the 2018 video is thematic, presenting facts and viewpoints, while the 1988 poster has a linear structure, facilitating reader comprehension. Syntax in both is designed to be easily understood and to convey messages instantly. Symbols in the video advertisement suggest a non-traditional gender role, while the poster symbolizes the importance of a wife's cooking skills for marital harmony. The paragraph concludes with a discussion of imagery, with the video providing audiovisual content and the poster using text and symbols to convey its message.

05:00

🗣️ Language and Coherence in Kecap ABC Advertisements

The second paragraph delves into the language choices made in the Kecap ABC advertisements, emphasizing the importance of clear and coherent messaging that aligns with the advertisements' purpose of attracting consumers. The language used in the video advertisement is accessible to the audience and consistent with the goal of engaging consumers. The poster's language is described as precise and clear, allowing readers to easily grasp the intended message. The paragraph concludes with an expression of gratitude and an apology for any potential errors, highlighting the creators' attention to detail and commitment to effective communication.

Mindmap

Keywords

💡Semiformal

Semiformal refers to a style of communication that is more casual than formal but more structured than informal. In the context of the video, the 2018 Kecap ABC advertisement is described as semiformal, suggesting it adopts a tone that is approachable yet still professional. This style likely helps the advertisement connect with a broad audience while maintaining a certain level of respect and seriousness, as seen in the script where it is contrasted with the formal tone of the 1988 poster.

💡Audience

The audience is the collective group of people who are intended to receive and engage with the content of a message, such as an advertisement. The script mentions that the audience for both the 2018 video advertisement and the 1988 poster is the general public, indicating that the messages are designed to be widely accessible and relevant to a broad range of viewers.

💡Purpose

Purpose in the context of advertising refers to the intended goal or objective of the advertisement. The script highlights that both the 2018 and 1988 Kecap ABC advertisements share the same purpose: to attract consumer interest. This purpose is central to the theme of the video, as it underscores the consistent marketing strategy over time.

💡Gender Equality

Gender equality is the state of equal ease of access to resources and opportunities regardless of gender, and the absence of discrimination and prejudice. The 2018 Kecap ABC advertisement is noted to have a theme of gender equality, suggesting a modern approach to advertising that challenges traditional gender roles. This theme is relevant to the video's message as it reflects societal changes and a progressive stance on gender roles within the household, as opposed to the traditional views possibly implied in the 1988 poster.

💡Cultural Norms

Cultural norms are the shared expectations and standards that guide behavior in a society. The script contrasts the 2018 advertisement, which aligns with contemporary societal values, with the 1988 poster, which is said to reflect older cultural norms. This comparison is crucial to the video's narrative as it illustrates the evolution of societal values and how they are represented in advertising over time.

💡Narrative Voice

The narrative voice refers to the perspective from which a story or message is told. In the script, both the advertisement and the poster are said to use a third-person omniscient voice, which is a narrative style where the narrator has complete knowledge of all characters and events. This voice choice allows for a comprehensive and authoritative presentation of the advertisements' messages.

💡Thematic Structure

Thematic structure pertains to the arrangement of ideas or themes within a piece of content. The script describes the 2018 advertisement as having a thematic structure, where the creator presents a fact and their viewpoint on the topic to be discussed. This structure is integral to the video's theme as it organizes the advertisement's message in a logical and coherent manner, making it easier for the audience to follow and understand.

💡Linear Structure

Linear structure refers to a layout or sequence that follows a straight, logical progression. The 1988 poster is described as having a linear structure, which suggests that the information is presented in a straightforward, easy-to-follow manner. This is important for the video's theme as it reflects the straightforwardness and simplicity of the messaging in the poster, which contrasts with the more complex thematic structure of the 2018 advertisement.

💡Syntax

Syntax is the arrangement of words and phrases to create well-formed sentences in a language. The script mentions syntax in relation to the use of sentences that are structured to facilitate quick understanding and acceptance of the message by the audience. For example, the 2018 advertisement uses the phrase 'a true husband cooks better', which is an example of syntax that is not fully adhering to the Subject-Predicate-Object-Kinship (SPOK) rule but is used for clarity and instant message delivery.

💡Symbolism

Symbolism is the use of symbols to represent ideas or qualities. The script discusses the presence of contextual symbols in both the 2018 advertisement and the 1988 poster. For instance, the advertisement's portrayal of the wife taking on roles traditionally associated with the husband, such as cooking, is a symbolic representation of challenging gender stereotypes. This use of symbolism is key to the video's theme as it highlights the evolving portrayal of gender roles in advertising.

💡Visual Imagery

Visual imagery refers to the use of visual elements to convey a message or create a mental picture. The script distinguishes between the audio-visual imagery of the 2018 advertisement, which is presented in video format with roles that help the audience easily understand the advertisement's purpose, and the visual imagery of the 1988 poster, which uses text and symbols to help readers build a mental image of the message. This distinction is important to the video's theme as it showcases the different methods of communication used in advertising over time.

💡Diction

Diction is the choice of words used in speech or writing. The script notes that the diction in the 2018 advertisement is coherent with its purpose of attracting consumers, using language that is understandable and appealing to the audience. Similarly, the 1988 poster's diction is described as clear and precise, allowing readers to understand the message and its coherence with the purpose of the poster. This attention to diction is crucial to the video's theme as it demonstrates how language is carefully chosen to align with the objectives of the advertisements.

Highlights

Comparison between Kecap ABC advertisements from 2018 and 1988

2018 advertisement has a semiformal text type, while the 1988 poster is formal

Both advertisements aim to appeal to a general audience

The purpose of both advertisements is to attract consumer interest

2018 video advertisement reflects modern societal attitudes and values

2018 theme focuses on gender equality between men and women

1988 poster theme revolves around cooking as a means to strengthen marital bonds

The 1988 poster suggests a traditional cultural perspective where the wife is in the kitchen

The 1988 poster raises concerns about marital relationships if the wife cannot cook

Both advertisements use a third-person narrative perspective

2018 advertisement structure is thematic, presenting facts and viewpoints

1988 poster structure is linear, facilitating reader comprehension

Syntax in the 2018 advertisement uses SPOK structure to aid viewer understanding

Syntax in the 1988 poster also uses SPOK structure for reader convenience

The 2018 advertisement contains contextual symbols showing a non-traditional gender role

The 1988 poster contains contextual symbols suggesting the wife should please her husband through cooking

The 2018 advertisement uses audio-visual imagery to convey its message

The 1988 poster uses visual imagery with symbols and text to build a message

Word choice in the 2018 advertisement is coherent with the aim to attract consumers

The 1988 poster's language is clear and precise for reader understanding