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Opini Iklan Suzuki ERTIGA

Posted by Regina Sutanto in Indonesia 11 on Monday, September 9th, 2013 at 7:00 pm

Pernahkah anda melihat Iklan mobil Suzuki Ertiga yang mulai dipasarkan sekitar tiga atau empat bulan yang lalu? Mobil ini adalah mobil keluaran terbaru dari Suzuki. Nama mobil ini Ertiga berasal dari gabungan kata Er yang berarti ‘Row’ bisa dikatakan baris atau deretan dan tiga yang berarti angka 3. Mobil ini terdiri dari 3 baris kursi dan berkapasitas 7 orang. Iklannya pun banyak beredar dimana-mana maupun di televisi maupun di bioskop sebelum film tayang.

Iklan ini menggunakan lagu yang sangat mudah diingat dan dengan beat yang seru. Teknik ini banyak dilakukan para pembuat iklan karena ini membuat audiens tidak hanya ingat terhadap lagunya dengan cara ini audiens akan lebih mengingat iklan, produk dan kelebihannya.

Iklan Suzuki Ertiga ini memfokuskan kepada kenyamanan berkendara. Slogan yang mereka pakai dan sangat sering kita dengar adalah “Lebih Mengerti Keluarga”. Setelah melihat slogan ini kita diberitau bahwa iklan dan mobil ini ditujukan kepada orang yang sudah berkeluarga. Aspek yang penting dalam mobil keluarga adalah keamanan dan kenyamanan. Karena didesain khusus keluarga dapat berpergian secara mudah dan nyaman. Iklan ini menggunakan stereotipe gender untuk memperlihatkan mobil yang nyaman, automatic dan aman.

Dari iklan Ertiga yang ditayangkan memanfaatkan stereotipe gender untuk memperlihatkan kemudahan mengemudi mobil ini. Dari sloganpun sudah terlihat bahwa ada stereotipe gender. Mobil ini ditargetkan untuk kaum perempuan karena yang menjaga dan merawat sebuah keluarga sering kali lebih mengarah ke perempuan. Ini bisa dilihat dari pengemudi mobil tersebut.

Pengemudi mobil tersebut adalah perempuan. Hal tersebut memberikan gambaran bahwa perempuan membutuhkan mobil yang mudah dikemudi. Apa lagi dengan adanya tulisan automatic transmission yang terlihat sebanyak 3 kali dalam iklan tersebut. Tulisan tersebut muncul bersamaan dengan tangan sang ibu yang sedang memindahkan gigi. Cara sang pengemudi memindahkan gigi sangat lah pelan dan halus. Hal tersebut menekankan bahwa mobil dengan automatic transmission sangat mudah dikemudikan. Pada saat sang istri mengemudikan Suzuki Ertiga, terlihat jelas sang suami di sebelahnya dan ini memberi tanggapan bahwa istri hanya bisa mengemudikan mobil dengan automatic transmission sampai-sampai dia tidak mau digantikan oleh suaminya. Para audiens tentu akan bertanggapan bahwa kaum wanita memerlukan mobil yang mudah untuk dikendarai karena mereka kurang berpengalaman dalam menyetir.

Pada detik ke 16 sang istri menjemput anak dan suaminya setelah mereka berbelanja. Kalau diperhatikan lebih jelas kita bisa dengan mudah menafsirkan apa yang dikatakan oleh sang suami. Sang suami menanyakan ‘Mau disetirin?’. Seakan-akan perempuan tidak dapat menyetir. Sang ibu hanya melambaikan tangan seperti menolak tawaran sang suami. Di dalam konteks ini sang ibu sangatlah percaya diri untuk menyetir dan membuat audiens berpikir bahwa mobil ini sangat lah mudah dan nyaman untuk dikendarai. Selanjutnya adalah sang suami yang menawarkan bantuan kepada sang istri. Itu menunjukan bahwa biasanya ayahlah yang menyetir dan kaum prialah yang lebih mahir dalam hal ini.

Kesimpulan dari iklan ini adalah Suzuki Ertiga memiliki fitur automatic transmission, ruang duduk yang sangat luas, nyaman digunakan dan menjadikan perjalanan dalam kota maupun luar kota bersama keluarga lebih menyenangkan dan aman. Iklan ini sangatlah efektif tetapi sayangnya terdapat beberapa stereotipe gender kepada kaum perempuan didalam iklan ini karena kaum perempuan lebih diasosiasikan sebagai lemah dan tidak begitu tau cara menyetir.

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