Masyarakat, Kebudayaan dan Politik
ISSN Lama 0216-2407, Baru 2086-7050
Vol. 25 / No. 1 / Published : 2012-01
Order : 7, and page :64 - 77
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Original Article :
Hubungan yang timpang antara csr, antaretnis, dan iklan korporat
Author :
- Ratih Puspa*1
- Departemen Komunikasi Fisip Universitas Airlangga Surabaya
Abstract :
In the world of advertising, corporate ads are used to communicate messages about organizations or corporations, and not to communicate messages about their products. Corporate ads usually used as part of organizations PR-ing activities, their efforts in building a positive image as a reputable organization. This research is about the messages contained within the corporate ads of a CSR Program conducted by a well known mineral water manufacturer in Indonesia. The purpose of this research is to uncover the styles of rhetorics used by the corporation in their ads to build their positive image. Furthermore, this research is also interested in how the corporation portray their relationship with the ethnic minority community who receive their CSR Program. To conduct the research a Rhetorical Analysis method is employed. The results show that the rhetorical elements used by the corporations are Ethos & Pathos. However, the portrayals depicted in the corporate ad about the corporation’s relationship with the community are far from balanced. The messages in its CSR ad are stereotypical. This research confirms that CSR practices are not free from imbalanced power relations between the giver/ donor and its receiver.
Keyword :
corporate ads, public relations practices, CSR, ethnic minority, rhetoric,
References :
Littlejohn SW,(1996) Theories of Human Communication Belmont, CA : Wadsworth Publishing Company
Griffin E,(1997) A First Look at Communication Theor). New York : McGraw-Hill
Archive Article
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 Volume : 25 / No. : 1 / Pub. : 2012-01 |
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