IDEOLOGI DALAM IKLAN

Abstract

This paper discusses the ideology implied in an advertisement. The discussion does not focus upon
the busi» uf the ideology und its schools, but instead on how an advertisement acts as a means o f capitalism.
/\s the media o f an ideology, an advertisement not only reflects reality but also represents the social reality
that often transforms ideological meaning. As a social representation, an advertisement is a language,
covered by an accumulation o f values, choices and interests which are integrated within the capitalist system
and which eventually fosters the development o f consumerism.
Keywords: ideology, advertisement, capitalism.