PERSEPSI IBU RUMAH TANGGA TERHADAP MODEL ANAK-ANAK DALAM IKLAN TV (studi kasus iklan susu formula merek SGM)

ABSTRACT Housewives is the potential targeted market in terms of formula milk then it is necessary to understand very well about the children's visual characteristic strategy on milk formula advertisements. This research focuses on the perception of the homemakers where the appearance of the kids on TV advertisement SGM Explore 1+ version "manifesto" and "the artist" version as a reference in future design. Regarding the results of the FGD with five homemakers which hold to mining the perception about advertisement and the appearances of the kids inside it. Reaffirming the results that authors gain from FGD, founds that the child who loved visually characterized as active, smart, independent, cheerful and responsive, brave, easy to get along with, creative and close to parents. The kids during the advertisement act to construct the ‘interest and relevance' of the housewives to construct the perception. There are metaphors and metonyms both the advertisement. Children in the "the artist" version have a chance to gain the attention and perception bigger that "manifesto" version. The child in the "manifesto" version perceived as not yet creative and less intelligent by the housewives, in contrast, the child through the "the artist" version has the strong persuasive potential rather than "manifesto" version. This research found that there was some noise during the advertisement for "manifesto" version and there was no noise  during the advertisement for "the artist." Keywords : mother, target audience, advertising, perception, child