Hilwa, Nakhla Aulia and Maulina Pia Wulandari, S.Sos., M.Kom., Ph.D (2024) Isu Etika Periklanan Pada Iklan Koleksi Hadiah Balenciaga di Indonesia. Sarjana thesis, Universitas Brawijaya.
Abstract
Isu etika dalam periklanan kerap terjadi di industri fashion, terutama pada brand-brand mewah seperti Balenciaga. Iklan kontroversial "Gift Collection" Balenciaga yang melibatkan anak-anak dan unsur BDSM menuai kecaman luas. Penelitian ini bertujuan untuk mengevaluasi kepatuhan iklan tersebut terhadap prinsip-prinsip etika periklanan berdasarkan TARES Model (Truthfulness, Authenticity, Respect, Equity, Social Responsibility). Metode penelitian yang digunakan adalah kualitatif deskriptif dengan teknik pengumpulan data melalui Focus Group Discussion (FGD) dan wawancara terfokus. Hasil penelitian menunjukkan bahwa iklan Balenciaga "Gift Collection" belum sepenuhnya memenuhi prinsip-prinsip etika dalam TARES Model. Iklan dinilai tidak jujur, tidak mencerminkan nilai-nilai Balenciaga, kurang menghormati sensitivitas budaya, melakukan eksploitasi terhadap anak-anak, dan gagal menunjukkan tanggung jawab sosial yang memadai. Penelitian ini menyimpulkan bahwa Balenciaga perlu melakukan evaluasi dan perbaikan secara menyeluruh dalam proses pembuatan iklan untuk menjaga kepercayaan konsumen, reputasi merek, dan menghindari dampak negatif bagi masyarakat.
English Abstract
Ethical issues in advertising often occur in the fashion industry, especially with luxury brands like Balenciaga. Balenciaga's controversial "Gift Collection" advertisement involving children and BDSM elements drew widespread criticism. This research aims to evaluate the ad's compliance with the principles of advertising ethics based on the TARES Model (Truthfulness, Authenticity, Respect, Equity, Social Responsibility). The research method used is descriptive qualitative with data collection techniques through Focus Group Discussion (FGD) and focused interviews. The results showed that the Balenciaga "Gift Collection" advertisement has not fully met the ethical principles in the TARES Model. The ad is considered dishonest, does not reflect Balenciaga's values, lacks respect for cultural sensitivity, exploits children, and fails to demonstrate adequate social responsibility. This research concludes that Balenciaga needs to conduct a thorough evaluation and improvement in the ad-making process to maintain consumer trust, brand reputation, and avoid negative impacts on society.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052411 |
| Uncontrolled Keywords: | Etika Periklanan, TARES Model, Balenciaga, Gift Collection, Industri Fashion-Advertising Ethics, TARES Model, Balenciaga, Gift Collection, Fashion Industry |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 05 Aug 2024 07:46 |
| Last Modified: | 05 Aug 2024 07:46 |
| URI: | http://repository.ub.ac.id/id/eprint/223505 |
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