THEREPRESENTATION OF YOUTH INPOCARI SWEAT TELEVISION ADVERTISEMENTS

This study entitled The Representation of Youth in Pocari Sweat Television Advertisements. This study aims to reveal the representation of youth in Pocari Sweat television advertisements and the ideologies behind that representation. This study used a qualitative descriptive method. The theory used in this study is the orders of signification proposed by Barthes (1957). The findings of this study show that youth is represented through the use of the visual elements of television advertisement (actors or actresses, settings, properties, frame sizes, camera angle, color saturation, and video editing) which show the positive characteristics of youth. In terms of ideologies, this study found three ideologies behind the representation of youth in Pocari Sweat television advertisements: feminism, nationalism, and commercialism. From those three ideologies, commercialism is the dominant ideology found in that representation. Keywords: Representation, Youth, Advertisements, and Ideologies. Penelitian ini berjudul The Representation of Youth in Pocari Sweat Television Advertisements. Penelitian ini bertujuan untuk mengungkap representasi kaum muda dalam iklan televisi Pocari Sweat dan ideologi dibalik representasi itu. Penelitian ini menggunakan sebuah metode kualitatif deskriptif. Teori yang digunakan adalah teori tentang tingkatan signifikansi yang diusulkan oleh Barthes (1957). Penemuan penelitian ini menunjukkan bahwa kaum muda direpresentasikan melalui elemen-elemen visual iklan televisi yang menunjukkan karakteristik positif kaum muda. Berkaitan dengan ideologi, penelitian ini menemukan tiga ideologi dibalik representasi kaum muda dalam iklan Pocari Sweat: feminisme, nasionalisme, dan komersialisme. Dari ketiga ideologi tersebut, komersialisme adalah ideologi dominan yang ditemukan dalam representasi itu. Kata Kunci: Representasi, Kaum Muda, Iklan, dan Ideolog