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This study observes the perceived meanings of McDonalds’ Happy Meal promotional videos produced by two different social classes of workers, which are White and Blue Collar workers as respondents. After finding out what the perceived meanings are from the respondents, writer proceeds on to the analyzing process in order to find out the differences between White and Blue Collar respondents’ perceived meanings. The study uses descriptive qualitative approach to explain the meaning of qualitative material in a more systematic way. The writer concludes that white collar respondents tend to prioritize pride, prestige and esteem. Meanwhile, blue collar respondents tend to prioritize their primary needs and responsibilities before spending on secondary needs. Keyword: Encoding; Decoding; Process of Signification; Perceived Meanings Introduction Advertisement is becoming more popular nowadays as it is known as a powerful and effective tool to empower brands and products by companies. Thus, the power of an advertisement is relying on the creativity of a particular company. The more creative an advertisement is, the more people will be attracted with it. Besides advertisements, according to sales promotion theory, consumers are really attracted with promotion or special offer for instance, cost reduction and free bonus. Usually, this way can really attract customers to come and buy that particular product (Drewniany and Jewler, 2005). The true purpose of an advertisement and promotion is to make customers understand what the advertiser implies and familiarizes people with their brand, which is the most vital aspect in making an advertisement. However, it is undeniable that people are divided into social classes, and different social classes may perceive different meanings from an advertisement, where differences may occur from internal premise or external influence. In this case, for further research, the writer picked McDonalds Happy Meal promotional videos to be researched as McDonalds is one of the biggest fast-food franchises around the world. The brand of McDonalds itself is already well-known by people, from teenagers to adults. Their “Golden Arch” has become their signifier and trademark and Ronald McDonalds has become their icon as well as McDonalds’s “I’m lovin’ it” phrase. Happy Meal itself is a meal which is bundled with a particular toy to conform children’s desire on toys and parents concerns on meal. The bundle itself costs thirty three thousand rupiahs which the writer is about to discover on how respondents from two social classes respond onto the value of McDonalds’s bundle. Nonetheless, despite of how successful McDonalds has advertised their brand amongst the people, in America, the homeland of fast-food, elitists have always looked down at fast food, criticizing how it tastes (Schlosser, 2002). White collars prefer having meal in a restaurant to having meal in fast-food outlets. On the other hand, blue collars prefer fast-food meals to restaurants as it is much more inexpensive and it can fulfill their daily diet. White collars tend to emphasize more on esteem and prestige meanwhile blue collars do not prioritize esteem and prestige and focus on fulfilling their primary needs (Peter and Olson, 1990). Referring to the survey, writer is eager to find out how white and blue collars in Indonesia K@ta Kita, Vol. 6, No. 2, May 2018, 224-229 DOI: 10.9744/k@takita.6.2. 224-229

Perceived Meaning on McDonalds’ Happy Meal® Promotional Videos by Blue and White Collar Workers in Surabaya