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.
Preview |
Text
ABSTRAK.pdf Download (24kB) | Preview |
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) |
|---|---|
| Subjek: | 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 |
Actions (login required)
 |
View Item |