The Commercialization of the Myth of Santa Claus in Advertisements

Oleh :
Yuliani Puspita Sari - C1307534 - Fak. Sastra dan Seni Rupa

This Research is conducted to find out the presentation of The Commercialization of the Myth of Santa Claus in Advertisements by analyzing five advertisements which use Santa Claus as their image. This research is formulated in a question: how is the commercialization of the myth of Santa Claus in advertisements. The purpose of this research is to reveal the commercialization of the myth of Santa Claus in advertisement. The source of data used in this research is five advertisements featuring Santa Claus which are taken from Internet. These advertisements are chosen as they related to the topic or research. The supporting data are taken from books, articles, and websites. This research applies library research in the form of analytic qualitative research. Since this research is carried out within American Studies discipline, it employs interdisciplinary approaches. They are historical approach, mythological approach, and semiotic approach. From the analysis, it is found that Santa Claus is commercialized in the five advertisements. The five advertisements commercialize Santa Claus who is known as the mythical figure of gift giver in Christmas Eve to sell the product of the advertisements. Santa Claus is exploited in five advertisements through many sides, including captions, positions, colors, and the presence of the other persons. The five advertisements commercialize Santa Claus to attract the consumers to buy and consume the product by showing the message which is conveyed in these advertisements.