Santoso, Baskoro Budhi (2011) KREATIFITAS IKLAN PRODUK PERAWATAN WAJAH WANITA (Analisis Isi Elemen Kreatif Iklan Produk Perawatan Wajah Wanita di Tabloid NOVA Edisi Januari-Juni 2011). Other thesis, UPN "VETERAN" YOGYAKARTA.
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Abstract
ABSTRAK Pengaruh trend fashion yang berkembang pesat di tengah masyarakat telah membuat perubahan pada cara pandang wa nita tentang penampilan, terutama penampilan pada area wajah. Kesempatan in i tidak dilepaskan begitu saja oleh produsen produk perawatan wajah wanita untuk memproduksi berbagai macam jenis produk perawatan wajah wanita. Un tuk memenangi persaingan di tengah pasar yang sangat kompetitif ini, maka diperlukan kegiatan periklanan yang efektif dalam meraih konsumen. Dalam pe mbuatan suatu iklan di media cetak, pemilihan jenis elemen-elemen pendukung iklan perlu diperhatikan dengan serius agar iklan yang dihasilkan efektif da lam merebut pasar. Berdasarkan latar belakang tersebut, penelitian yang berj udul “Kreatifitas Ik lan Produk Perawatan Wajah Wanita” ini berusaha untuk mengeta hui kecendereungan isi elemen-elemen kreatif yang digunakan pada iklan produk perawatan wajah wanita di tabloid Nova edisi Januari hingga Juni 2011. Te knik yang digunakan dalam penelitian ini adalah teknik analisis isi. Populasi da lam penelitian ini adalah seluruh iklan produk perawatan wajah wanita yang terdap at dalam tabloid Nova selama bulan Januari hingga Juni 2011 yang total berjumlah 53 iklan. Teknik pengambilan sampel pada penelitian ini menggunakan teknik total sampling, dimana seluruh populasi dijadikan sampel karena jumlah populasi yang terdapat dalam penelitian ini tidak banyak. Dari hasil peneliti an yang telah dilakukan menunjukkan bahwa iklan-iklan produk perawatan wajah wan ita yang terdapat di tabloid Nova didominasi oleh iklan-iklan persuasif. Banyaknya jenis iklan persuasif yang muncul didukung oleh banyaknya penggunaan bodycopy jenis factual hard selling dan ilustrasi jenis illustration of benefit from the use of the product pada iklan- iklan produk perawatan wajah wanita, dan untuk mencuri perhatian pembaca digunakan headline dengan jenis curiosity headline . Elemen-elemen iklan tersebut diorganisir menjadi suatu layout iklan dengan menggunakan komposisi the law of balance untuk menampilkan pesan iklan dan ilu strasi secara selaras dan seimbang. Dalam hal variasi beriklan, Pond’s merupakan merek yang paling banyak menggunakan variasi pada elemen-elemen iklannya. ABSTRACT The influence of rapid growing fash ion trend in society have made changes to the way of how women view about their appearance, especially in facial appearance areas. This is a big chance that used by a woman's face care product manufacturers to produce various types of female facial care products. To win and survive the sales competition in this highly competitive market, it would require an advertising activities that ar e effectively reaching the customers. In making an ad in print media, the choice of advertising supporting elements need to be chosen seriously to make that advertisement can give a good result in the capture market. Based on that reason, this study titled " Creative Advertising for Women's Face Care Products" is trying to find out the contents about creative ads elements that are used in women's skin care product ads in Nova tabloid edition from January to June 2011. The method that used in this study is content analysis techniques. The research field of this study were all female facial care product advertisements that contained in the ta bloids “Nova” during the period January to June 2011, the total facial care ads amount during that period was 53 ads. And for the sampling technique in this study is using a total sampling technique, where all the entire ads is sampled because the samp le that collected in this study is not contained too much. The fina l results showed that th e advertisements woman's facial care products contai ned in the tabloids Nova dominated by persuasive advertisements. Many types of persuasive advertising that appears supported by massive use of bodycopy types of factual hard selling and illustration of the benefits from the use of the product in th is product advertisements, and to get the readers attention it's used the kind of curiosity headlines. These elements were organized into an ads layout by using the good composition balance to display advertising messages and illustrations in harmony and balance to the market. In terms of advertising variation, Pond's is the brand that most widely used many variations on their ads elements.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor |
| Depositing User: | Muji Isambina |
| Date Deposited: | 09 Jun 2016 07:31 |
| Last Modified: | 09 Jun 2016 07:31 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/3491 |
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