[ ABSTRAK
Berawal dari pengalaman penulis yang memiliki adik di usia balita dan gemar menontontelevisi. Penulis berinisiatif untuk mengetahui lebih lanjut bagaimana dampak dan efek dariiklan yang tidak sesuai dengan etika periklanan. Etika Pariwara Indonesia (EPI) merupakanpedoman dari periklanan dan sebagai pengontrol sosial di dunia periklanan yangseharusnya dipatuhi. Gerry merupakan salah satu snack yang memiliki varian yang banyakdan juga memiliki banyak versi iklan. Dua versi iklan yang akan dianalisis oleh penulisadalah Gerry Bischoc Berhadiah Angry Bird, dan Gerry Pasta Versi Mencari Gerry Pastadi Dapur. Pada kedua Iklan ini ditemukan beberapa pelanggaran Etika Pariwara Indonesiaserta jika ditinjau pada Cognitive Response Model memiliki dampak yang signifikan kepadakhalayak yang dituju oleh iklan ini. Dalam teori tersebut dijelaskan pola perilaku konsumendalam menerima iklan hingga tindakan membeli. Hal tersebut berkaitan dengan penulisan iniyang menganalisis pola seorang anakyang masih memiliki daya rengek (pester power)kepada orang tuanya untuk mendorong membelikan suatu produk.
ABSTRACTStarting from the experience of the authors has a toddler age sister and likes to watchtelevision. The author took the initiative to find out more about what is the impact and effectsof advertising that does not comply with the ethics of advertising. Indonesia AdvertisingEthics (Etika Pariwara Indonesia/EPI) as a guideline of advertising and as social control inthe world of advertising that should be obeyed by advertising practitioner. Gerry is a brandthat has a lot of variants and also has a lot of versions of ads. Two versions of the ad that willbe analyzed by the authors is “Gerry Bischoc - Berhadiah Angry Birds”, and “Gerry Pasta –Mencari Gerry Pasta di Dapur”. In both ads were found several violations of Ethics and ifthis case were evaluated on Cognitive Response Model has a significant impact on theintended audience of this ad.This is related to this paper is to analyze the buying pattern of achild who has a pester power to his parents and could encourage parents to buy a product.;Starting from the experience of the authors has a toddler age sister and likes to watchtelevision. The author took the initiative to find out more about what is the impact and effectsof advertising that does not comply with the ethics of advertising. Indonesia AdvertisingEthics (Etika Pariwara Indonesia/EPI) as a guideline of advertising and as social control inthe world of advertising that should be obeyed by advertising practitioner. Gerry is a brandthat has a lot of variants and also has a lot of versions of ads. Two versions of the ad that willbe analyzed by the authors is “Gerry Bischoc - Berhadiah Angry Birds”, and “Gerry Pasta –Mencari Gerry Pasta di Dapur”. In both ads were found several violations of Ethics and ifthis case were evaluated on Cognitive Response Model has a significant impact on theintended audience of this ad.This is related to this paper is to analyze the buying pattern of achild who has a pester power to his parents and could encourage parents to buy a product., Starting from the experience of the authors has a toddler age sister and likes to watchtelevision. The author took the initiative to find out more about what is the impact and effectsof advertising that does not comply with the ethics of advertising. Indonesia AdvertisingEthics (Etika Pariwara Indonesia/EPI) as a guideline of advertising and as social control inthe world of advertising that should be obeyed by advertising practitioner. Gerry is a brandthat has a lot of variants and also has a lot of versions of ads. Two versions of the ad that willbe analyzed by the authors is “Gerry Bischoc - Berhadiah Angry Birds”, and “Gerry Pasta –Mencari Gerry Pasta di Dapur”. In both ads were found several violations of Ethics and ifthis case were evaluated on Cognitive Response Model has a significant impact on theintended audience of this ad.This is related to this paper is to analyze the buying pattern of achild who has a pester power to his parents and could encourage parents to buy a product.] |
MK-Savira Hanza R.pdf :: Unduh