Makna Iklan Minuman di Televisi

Afdjani, Hadiono (2010) Makna Iklan Minuman di Televisi. Jurnal Ilmu Komunikasi, 8 (1). pp. 58-65. ISSN 1693-3029

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    Abstract

    Abstract This study aims to describe themeaning of audience for television ads“Kuku Bima Energi” versions of kolam susu, which also promotes the natural beauty of the East Nusa Tenggara. “Kuku Bima Energi” is a superior product PT Sido Muncul. Through television ads, PT Sido Muncul to strengthen the brand image of “Kuku Bima Energi” is also concerned about the development of Indonesian tourism. Approach or the attractiveness of PT Sido Muncul ad used “Kuku Bima Energi” is that audiences interpret television ads generate brand associations that lead to the formation of brand image. The research question is: How do viewers interpret television advertisment of “Kuku Bima Energi” version of kolam susu? Will viewers interpret television ads in the “Kuku Bima Energi” lead to the formation of brand image? The date is collected by Qualitative research using phenomenology. The subjects were in the public television audience at Jakarta. Object in this research is the television ad “Kuku Bima Energi” version of kolam susu. The collection of data obtained through observation, in-depth interviews conducted on public television viewers who become informants. Data was also obtained through the library and documentation from various media, both print and online. Research results revealed that brand image of “Kuku Bima Energi” similar with the benefits of the product, which is felt upon the experiences of each informant. Experience is the most influential in the creation of a brand in mind. Abstrak Penelitian ini bertujuan untuk mendeskripsikan arti iklan televisi “Kuku Bima Energi” versi kolamsusu, yang memromosikan keindahan alamNusa TenggaraTimur. “KukuBima Energi” adalah produk unggulan PT Sido Muncul.Melalui iklan televisi, PT Sido Muncul dapat memperkuat citra merek “KukuBima Energi” namun prihatin dengan perkembangan pariwisata Indonesia. Pertanyaan penelitian ini adalah; bagaimana pemirsa menafsirkan iklan televisi versi “KukuBima Energi” dari kolamsusu?Apakah pemirsa menafsirkan iklan televisi “Kuku Bima Energi” untuk pembentukan citra merek? Data dikumpulkan melalui penelitian kualitatif menggunakan pendekatan fenomenologi. Subjek penelitian adalah penonton televisi di Jakarta. Objek dalam penelitian ini adalah iklan televisi “Kuku Bima Energi” versi kolamsusu. Pengumpulan data diperoleh melalui observasi,wawancara mendalam yang dilakukan pada pemirsa televisi selaku informan. Data juga diperoleh melalui perpustakaan, dan dokumentasi dari berbagai media, baik cetak maupun online. Hasil penelitian menunjukkan bahwa citra merek “Kuku Bima Energi” serupa dengan manfaat dari produk, yang dirasakan berdasarkan pengalaman masing-masing informan. Pengalaman adalah yang paling berpengaruh dalam penciptaan sebuah merek. Kata kunci: iklan televisi dan makna

    Item Type: Article
    Subjects: 300 Ilmu Sosial
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Komunikasi
    Depositing User: lestari puji
    Date Deposited: 22 Mar 2012 10:18
    Last Modified: 22 Mar 2012 10:18
    URI: http://repository.upnyk.ac.id/id/eprint/2502

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