Contents

Contents

A. Introduction

B. Method

C. Analysis

D. Conclusion

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E. References

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The Representation Of Prudential Sign Insurance In

Prudential Television Advertisement
Kebahagiaan 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
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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 UKbased 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
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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 Arrow
the confident sign of the skilled marksman

The Serpent
the symbolic representation of wisdom

The Mirror
signifying 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

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that the agent of the product carrier can provide security against reciprocal premiums
they would give.

E. References

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Cerrato, Herman. The Meaning Of Colors. Herman Cerrato Graphic Designer,
2012.
Cobley, Paul. The Rouledge Companion To Semiotics And Linguistic. London:
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Efimova, Lyudmila Vladimirovna. Semiotics As A Costume Sign System. MiddleEast Journal Of Scientific Research (2014): 213-216.
Gardiner, Judith Kegan. Men, Masculinities, And Feminist Theory. (2004): 35-47.

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<http://www.prudential.co.id/corp/prudential_en_id/header/aboutus/ourlog
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Western Michigan University, 2012.
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