ANALISIS IKLAN PANTENE #RAMBUTCAPEK VERSI KEANU DI YOUTUBE BERDASARKAN ETIKA PARIWARA INDONESIA

KURNIA, DELA and Nisyak, Hoirun and Murti, Krisna (2022) ANALISIS IKLAN PANTENE #RAMBUTCAPEK VERSI KEANU DI YOUTUBE BERDASARKAN ETIKA PARIWARA INDONESIA. Undergraduate thesis, Sriwijaya University.

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Abstract

Advertising competition through social media is quite tight at this time, making every company try to design unique advertisements. In making an advertisement must also be in accordance with the ethics of Indonesian Pariwara (EPI). The purpose of this study was to determine the suitability of the Indonesian Pariwara ethics in the Pantene Miracle Hair Supplement #RelukCapek Keanu version. The research method used is a qualitative content analysis method. Data in this study uses observation, documentation and interview techniques. Then analyzed based on Indonesian Pariwara ethics with three points, namely language, hyperbolization and product benefits. From the results of the analysis based on the EPI Pantene advertisement is in accordance with the rules. The use of advertising models with concepts that are not always formal in an advertisement is also widely liked by the use of slang with appropriate placement that makes many viewers like it, especially in the segment of young people or millennials. Keywords: Advertising, Indonesian Pariwara Ethics, new masculinity, Qualitative Content Analysis

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	iklan, Etika Pariwara Indonesia
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Dela Kurnia
Date Deposited:	30 Mar 2023 03:12
Last Modified:	30 Mar 2023 03:12
URI:	http://repository.unsri.ac.id/id/eprint/91880

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