IDEOLOGY OF FREEDOM IN ADVERTISEMENT OF TRI (3) PROVIDER “ALWAYS ONâ€
Abstract
Advertisement ―Always on‖ from the Tri (3) provider which aired in 2012 showed a woman who woke up in the morning. She opened a window, than stood in a river in a long skirt. The woman boarded a city bus carrying advertising provider leaflet at the end of sequence. The main idea of the advertisement "Always On" is about the ideology of freedom. The ideology are freedom of space, expression, time, and conected to other operators. The advertisement "Always On" is very interesting to
discuss because it seems to reconstruct the meaning of freedom that applies in the
social life. Documentary cinema studies use semiotic approach by Roland Barthes
to achieve the objectives of the analysis. The aim showed how the ideology of
reconstructed freedom is incorporated into the commercial ideology of Tri (3)
provider. If someone or a group of society wants to spread its ideology, present it
in one of cultural expression, both in verbal language and in other ways of
communicating (paintings, comics, advertisements, films, etc.). It means that will
create a myth. The problem is how will find that ideology in cultural expression?
The semiotic theory proposed by Roland Barthes can help us in this matter. The
results of the analysis of the narrative's elements (sequences; themes, plot,
characterizations, symbols, and metaphors) it was found that all these narrative
elements are closely related to the ideology of freedom reconstructed into the
commercial ideology of Tri (3) provider. The same connection is also found in the
cinematographic elements (images, movements, and sounds). The connection of
cinematographic elements with narrative elements reinforces the interrelationship
between the structure of the exhibition and the depiction of the ideology of
freedom. More specifically, the purpose of this qualitative research is to find out
how the relationship between narrative and cinematographic elements is in the
"Always On" advertisement with the meaning of true freedom offered by Tri (3)
provider.
Keywords: Advertisement, myth, ideology, freedom, semiotics, narrative,
cinematography
