Contents

Contents1A. Introduction2B. Method3C. Analysis4D. Conclusion10E. References11

The Representation Of Prudential Sign Insurance In Prudential Television AdvertisementKebahagiaan Sejati

A. Introduction

Every person must realize that he or she will eventually die, but it is uncertain exactly when he or she would die which is make every individual feel indevinitive. When a breadwinner dies without leaving sufficient preparation for the family, it is certain that the surviving family members are not able to adjust and prepare for the change in the future that caused by the loss of family income drastically. This will not happen if the breadwinner prepares the financial advance. Furthermore, this cause is the occurrence of a growing industry rapidly life insurance services.Nowadays, life insurance become popular because of people lifestyle is complicated. Life insurance also has a part of economic development in this era beside the modernization. Modernization has made the people live instant and its make impact with their healthy. Modernization also makes the people aware about the wealthy of their family. The unconscious way to understand the probability of future makes this insurance business develop and stay still until today. The development of the life insurance industry in Indonesia has grown rapidly and plays a significant role in the economy in Indonesia today. It is nevertheless evident from the data issued by the Life Insurance Association of Indonesia (AAJI) as follows. As of the end of the second quarter of 2013, the national life insurance industry recorded a total premium income of life insurance approximately Rp.37 trillion, grew by 48% from the same period in 2010 amounted to IDR 25 trillion. Meanwhile, the number of individual life insurance policy holders until the second quarter of 2010 reached approximately 87,603,932 inhabitants, grew 23% from 2010. And this time, the total number of life insurance companies in Indonesia has reached 54 companies. (Data: prusalesacademy) this situation makes the author interested to examine the prudential television advertising as one of the largest life insurance services in Indonesia.Here, the author wants to tell about prudential profile company according to their web source. Established in 1995,PT Prudential Life Assurance (Prudential Indonesia)is a leading life insurer in Indonesia and is part of Prudential plc, the UK-based financial services group. Leveraging the Groups 165 years of experience in the life insurance industry, Prudential Indonesia is committed to providing the best investment, savings, and protection insurance solutions to customers across the country. Since the launch of its first life insurance-linked investment product in 1999, Prudential Indonesia has been the market leader of this innovative product category. As at 30 June 2014, Prudential Indonesia maintains a head office in Jakarta and sales offices in Medan, Surabaya, Bandung, Denpasar, Batam and Semarang. Prudential Indonesia serves more than 2.3 million customers through more than 200,000 sales forces in 371 agency offices. The author also part of their company since 2010 until 2012.

B. Method

According to Stuart Hall, that mass media create and define issues of public concern and interest through audience positioning (Hall, 1977). In advertisement, this statement concern with the relation between audience and producer. Advertisement also relies on the viewers to understand the messages they are producing and try to guess the knowledge of the viewers that they want to reach. Advertisement producers try to find images that support the product and that will help to sell the product. From a semiotic perspective, television advertisements consist of language and image information (both verbal and nonverbal signs) and provide particularly effective environment for examining the ambiguous nature of abductive inferencing, skilled copywriters value elusiveness and incorporate the incomplete reasoning of abduction into their messages (Langrehr, 2003).Besides that, in unconsciousness way the audiences actively look for meaning in a text or icon in the television advertisement. Stuart hall also states that meaning is encoded into text or icon by producers and decoded by the audience. The way audience decode these texts or icon become a messages that they get relies on their own experiences and social demographics, which are different for everyone (Hall, 1977).

C. Analysis

The relationship between the concepts of iconic companies within the advertising on Television is very closely linked. This is caused by the continuity between forms of advertising, marketing conditions, and the message you want to display to the audience. It must be more interested and usage in the life insurance industry. Before it leads to a form description of the icon, the author will explain about the sale applied by PT Prudential Life Assurance. PT Prudential Life Assurance has three product that they developed, insurance Investors (PIA), conventional insurance (PAA), and Syariah insurance. PIA Insurance is an insurance product with single premium payment that offers a wide selection of investment funds. Conventional insurance is insurance in general that apply periodic premium payments where customers can choose a combination of protection and investment that they needs in a life insurance policy. And then, Syariah insurance is intended to Islamic belief. The system is applied here which is a system where the participants of life insurance policyholders Syariah donate a half or full contributions funds that they pay to be used to pay claims for disaster experienced by participants in part.

1. Icon Concepts

a. Icon sign shape

The meaning of PT Prudential Life Assurance icons at the PT Prudential Life Assurance based web source as follows: The key symbol of Prudential and where the name of the company is taken from is the figure of Lady Prudence. Since the foundation of the company in 1848, Lady Prudence has provided a strong visual association. This figure represents one of the four cardinal virtues and signifies wise conduct. She always appears with an arrow, a snake and a mirror. The meaning behind the symbols:The Arrowthe confident sign of the skilled marksman

The Serpentthe symbolic representation of wisdom

The Mirrorsignifying the ability to see oneself as one really is

The shape of the above is a picture of the vision of PT Prudential Life Assurance consisting of: Arrow: to provide the best in customer service. Of course the most important customer has a role in a business Snake: give the best results for our shareholders. Mirror: hiring the best choice people who have integrity and knowledge.

b. Icon colour

According to Herman Cerrato, colours can affect you when you dont see them. Noted neuropsychologist Kurt Goldstein, The Organism that a blindfolded person will experience physiological reactions under rays of different colours. In other words, the skin reads colour, an our bodies, minds, and emotion respond. It means that the effect of colours attached to the human brain is the pineal gland, which controls the daily rhythms of life. The prudential logo has three colours, white, grey, and red.White is associated with coolness and cleanliness because its the colour of snow, associated with hospitals, doctors, and sterility, and also white is calming as it creates simplicity, organization and efficiency out of chaos, and clears the way forward (Cerrato, 2012). The purity of white, get a blessing that makes the consumer feels comfortable and calm while insurance services they receive.Red is the symbol of life, love, giving, warm, energy, passion, action, strength, excitement and positive colour (Cerrato, 2013). The red colour in headband and the letter of Prudential describe discussed by Cerrato. Prudential wants to give a positive way for customers or consumers to dare to live strong and live safely through life insurance services.Grey is the symbol of intellect, knowledge, wisdom, and security (Cerrato, 2012). This grey colour also symbolizes the form of security, knowledge, and wisdom in choosing life. Surely prudential wants the consumers to know the importance of having life insurance for the future of his family.

c. The connection between Sales or agent and icon

In addition, the figure of the lady who wore a headband Prudential here symbolizes the agent or sales figure prudential itself. The woman is a figure that is caring, understanding, gentle, and may give warmth to everyone. This has a relationship with the insurance agent who must provide to care, knowledge, tenderness, and warmth to any customer who is or after her to prospects. Headband is a symbol that symbolizes the persistent struggle of life. It can be shaped by the depiction of people who make speeches or ancient fighters persistent and large part depicted wearing a headband. So that it can be connected with how an agent can give life to a life insurance policy holders.

2. The marketing Three in one account in the Prudential television advertisement

Every insurance company must have different marketing process in selling the insurance. Meanwhile, PT Prudential Life Assurance that provide separate training for employees in work. In the marketing process, any agent or sales prudential taught to sale insurance services with 3 in 1 technique. It is education guarantee insurance, health insurance, and retirement benefits. Every form of the guarantees contained in section part of the scene or image contained in the prudential television advertisement.

education guarantee insurance

health insurance

retirement benefits

3. Slogan Always Listening Always Understanding

The slogan "Always Listening Always Understanding" has a very important part on the basis of PT Prudential Life Assurance. "Listening" could mean receiving any complaint before the problem came, and "understanding" could mean to understand and provide solutions that can be resolved. Indonesian society tends to think short term when they live well. For those reason, prudential taught people to think about their long term through the slogan "Always Listening Always Understanding" in any form of market they charge. Besides, in the role in this advertisement also contained the words "Customer Care" which suggests that the reference prudential is the most forward company if we want a prosperous life in the long term.D. Conclusion

At least, the signs or symbols can give a broad meaning to the audience. Circumstances where we do not realize that advertising has given the knowledge of the importance to us immediately have a life insurance policy is certainly shown in the form of a very good, so we will indirectly interested in the product. Provide good marking in television advertising is also useful for the life insurance agent to market the product without having to explain back a lot of things about the company that they carry. However, the authors also caution that a good insurance company is a company that the agent of the product carrier can provide security against reciprocal premiums they would give.

E. References

Academy, PRU sales. PRU Fast Start. Jakarta: PT. Prudential Live Insurance, 2009.Backer, Mumtaz Begum Aboo. Semiotics: Sign and Meaning in Contemporary Dance in Malaysia. Wacana Seni Journal Of Art Discourse (2007): 71-76.Bevins, Chelsea. A Visual Social Semiotic Analysis Of Target's Branding Using Instagram. (2014): 9-27.Cerrato, Herman. The Meaning Of Colors. Herman Cerrato Graphic Designer, 2012.Cobley, Paul. The Rouledge Companion To Semiotics And Linguistic. London: Routledge, 2001.Efimova, Lyudmila Vladimirovna. Semiotics As A Costume Sign System. Middle-East Journal Of Scientific Research (2014): 213-216.Gardiner, Judith Kegan. Men, Masculinities, And Feminist Theory. (2004): 35-47.Kusumawati. Analisis Pemakaian Gaya Bahasa Pada Iklan Produk Kecantikan Perawatan Wajah Di Televisi. Jurnal Penelitian (2010): 1-84.Makus, Anne. Stuart Hall's Theory Of Ideology: A Frame For Rhetorical Criticism. Western Journal Of Speech Communication (1990): 489-513.Papathanassopoulos, Stylianos. Media Commercialization and Journalism In Greece. European Journal Of Comunication (t.thn.): 505-519.Parsa, Alev Fatos. Interpreting Still Images By Using Semiotic Aproaches. Visual Semiotic: How Still Images Mean? (t.thn.): 843-852.Prudential. Our Logo. 2013. 1 January 2015 .Rowe, Nina. Studies In Iconography. Kalamazoo: The Board Of Trustees Of Western Michigan University, 2012.Tagg, Philip. Introductory Notes To The Semiotics Of Music. (1999): 1-48.Yurdaisik, Aysun. Visual Semiotics and Interpretation in the Television Commercial. Turkay Bulut (2005): 47-53.

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