Ideology of Evian VS Perrier Drinking Water Advertisement


Authors : Diah Vitri Widayanti; Fatur Rokhman; Astini Su’udi; Ida Zulaeha

Volume/Issue : Volume 6 - 2021, Issue 3 - March

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/3rXLWJ3

In introducing products and services to consumers, advertisers use communication strategies to grab consumers' attention. They raised the culture or the habits of consumer’s target. Through the culture displayed, it can be seen the position of advertisers on the cultural values or ideologies they insert. This study aims to compare the meanings and ideologies contained in Evian and Perrier drinking water advertisements. The data source is two drink advertisements taken from YouTube. The data used are spoken and written speech and visual elements. The approach used is semiotic of Barthes to reveal the meaning and ideology it carries. The data were analyzed hermeneutically with retroactive readings by triangulating the data sources to support the ideology expressed. The results of this study are 1) Evian's ad offers youth. Youth is represented by babies in the mirror reflection and the similarity of sound realization between l'Évian and Live Young. Meanwhile, Perrier offers freedom. This is represented by the Mona Lisa coming out of the picture frame and the slogan “Go for The Extraordinaire". The two advertisements on drinking water raise different ideologies, namely youth and freedom. Both are a false conscience: 1) water can help maintain youth but people cannot avoid aging, 2) freedom is limited by norms and laws.

Keywords : Advertisement, Drinking Water, Ideology

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