1. Dyna Herlina Suwarto, M.Sc Nurhidayati Kusumaningtyas, MA
Content Analysis of Cigarette Advertisement in Newspaper Kedaulatan Rakyat
Dyna Herlina Suwarto, M.Sc
Nurhidayati Kusumaningtyas, MA

2. Background
Cigarette industries are using “Advertisement” as one of their marketing strategy which is a popular strategy to promote a product
In order to achieve the goal the industries are using two approaches in their advertisements (Fill, 2005: 36):
Informational Approach
Transformative Approach
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3. Innovative Content
The findings will help Tobacco Control Activists to design and disseminate appropriate Public Service Announcements countering the Advertisement approach being used by the Tobacco Industry in an effective way.
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4. Objectives
To assess the information that is promoted through cigarette advertisement
To understand the symbols (images and language) cited by cigarette advertisement
To understand the values ​​that is offered by cigarette advertisement
To assess the message strategy that is used by cigarette advertisement
To understand the advertisement approach that is used by cigarette advertisement.
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5. Methodology
Research Design: textual research using quantitative content analysis with summative method
Research Object: A total of 234 cigarette product advertisement copies that published in ‘Kedaulatan Rakyat’ newspaper since from Province Public Library.
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6. Methodology (contd…)
Research Validity: coding scheme and procedure, enumerator briefing
Research Reliability : inter-coder procedure
Data analysis : unit analysis
determine key words/images
coding
percentage counting
interpretation
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7. Methodology (contd…) Variables: (Pollay, 1984) Information:
Basic Description
Information Dimensions
Symbols
Images: Setting, Model, Social Portrayal, Activities, Institutional
Words: Advertisement Copy, Tagline
Manifested Value
Message Strategy
Advertisement Approach
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8. Findings from Literature Review
Pollay (1991) research depicted that most of cigarette advertisement was dominated by visual displays and almost no information is commonly used by advertisers to influence consumers to buy the product
Based on Global Youth Tobacco (2006) cigarette ads promote: bravery, machoism, trendy, cool personality, friendship, relax, optimist, masculinity, adventure, creative, criticism, change, exclusive, glamour, slim, proudness.
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9.
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10. Result and Analysis Information Symbol Value Message Ads Approach
Low level nicotine
Popular culture artifacts but unrelated product property
Masculinity to approach the cigarette main market target which is male adult
Pathos approach that emphasizes on emotional persuasion
Transformative approach
Special flavor of kretek
Popular words, word play, rhyme, poems that are not related with the cigarette products itself
Active and happy to influence male young as starters.
The message strategy is to increase demand by involving the audience to do feel and learn
Rich of images without social context that are strengthen by ads copy that is not focus on product attribute.
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11. Result and Analysis (contd…)
Information
Symbol
Value
Message
Ads Approach
The best seller product
The model mostly are majority ethnic male adult and young in order to persuade their main target audience
Special quality to accentuate the different between kretek for male adult and filter for male young consumer
Humor is used to attract attention and reduce negative or irritate feeling to the product
Symbolic product personification in order to create consumer positive feeling
The models are depicting as middle class people in order to attract low class consumer that associate cigarette with the successful life.
Repetition to enhance the brand image and personification in consumer mind
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12. Conclusion
The information: low level of nicotine, the best quality of tobacco and the best seller cigarette
Images and words for establish brand images and personality
The manifested values : masculinity, active and happy, special quality (of kretek and filter) cigarette
Message strategy: humor and information that are not related to the product itself
Transformative approach.
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13. Recommendations
Anti- Tobacco messages should use transformative advertisement strategy
Anti-Tobacco messages should emphasize on masculinity, active and happy lifestyle without cigarette
A study should be done on cigarette company’s claim about low level nicotine and filtering cigarette that are considered less dangerous and youthful lifestyle.
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14. Further Research
Further research needs to examine ads in various media and different ads type in newspaper
It is necessary to examine the affectivity of public health ads using transformative approach to promote healthy life without cigarette.
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15. Research Limitations
The research only cover product ads in the newspaper however massive ads were publish on different kind of media
The research only analyze product ads meanwhile there are much more sponsorship and advertorial ads in the newspaper.
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