Usia dan Daya Tarik Model yang Dipersepsikan pada Iklan Rokok di Yogyakarta [English: Perceived Age and Attractiveness of Model in Cigarette Advertisements in Yogyakarta]

Wisnalmawati, Wisnalmawati and Ediningsih, Sri Isworo (2009) Usia dan Daya Tarik Model yang Dipersepsikan pada Iklan Rokok di Yogyakarta [English: Perceived Age and Attractiveness of Model in Cigarette Advertisements in Yogyakarta]. Jurnal KARISMA, IV (1). pp. 17-84. ISSN 1978-404X

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Abstract

The study investigated different perception of average age group of consumer about advertisement message of five cigarette brands, correlation between perceived age of model and advertisement targeting on magazine and youth generation, and attractiveness differences of average age group of model in cigarette advertisements. Using purposive sampling technique, 100 respondents of the study were selected among new students, students and employees of Faculty of Economic UPN “Veteran” Yogyakarta who had ever seen cigarette advertisements and had ever consumed the cigarettes of Djarum Super, Marlboro, Mezzo, Gudang Garam Merah and Star Mild. Data was collected with questionnaire and analyzed using Anova, Chi Square And Mann Whitney Test. The result showed that there was not different perception of average age group of consumer about advertisement message of four cigarette brands (Marlboro, Mezzo, Gudang Garam Merah and Star Mild) and there was differences in Djarum Super. There was no differences of image message of advertisement contents of the cigarette based on group of consumer age in Marlboro and Mezzo, and there was differences in Djarum Super, Gudang Garam Merah, and Star Mild. There was no correlation between perceived age of model and advertisement targeting on magazine and youth generation. There was no attractiveness differences of average age group of model in cigarette advertisements. Keywords: age, message, targeting, advertising attractiveness.

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