PERANG TARIF DALAM INDUSTRI LAYANAN JASA TELEPON SELULER: ANALISIS WACANA IKLAN OPERATOR TELEPON SELULER DI MEDIA MASSA

Abstract

As a product of media, advertisements in both print and electronic media with
their hegemony are made to persuade readers or listeners to act as the advertisements wish,
namely buying the advertised products. Based on an analysis of mass media, in
advertisements by cellular phone operators, there is a price war as a strategy to attract
consumers. Each cellular phone operator tries to show an image that the company offers
the lowest price. This may influence and deceive consumers as the party that is forced to
use the company’s service. In practice, an offer with a low price usually needs a condition
and requirement that consumers have not known before. Therefore, it is necessary that
consumers should be selective and critical in digesting an advertisement made by a cellular
phone operator offering a low price.
Keywords: advertisement, cellular phone operator, mass media