ABSTRACT
Yuliani Puspita Sari. C1307534. 2011. The Commercialization of the Myth of
Santa Claus in Advertisements. Thesis. English Department. Faculty of letters
and Fine Arts. Sebelas Maret University Surakarta.
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