Lena, Dwi Mei (2018) Teknik Penyusunan Pesan Kreatif Iklan PT Mara Advertising Peraih Agency Of The Year Baskara Pinasthika Award 2017. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memilih PT. MARA ADVERTISING karena merupakan advertising agency yang berasal dari Yogyakarta dan memperoleh penghargaan Agency Of The Year Baskara Pinasthika Creativestival 2017. Tujuan dari penelitian adalah untuk memperoleh penjelasan mengenai teknik penyusunan pesan kreatif iklan kreatif PT Mara Advertising dalam mendesain iklan yang mengikuti kompetisi Pinasthika Creativestifal Award 2017. Metode yang digunakan untuk mengungkap penyusunan pesan kreatif iklan dalam mendesain iklan tersebut adalah analisis isi dengan instrumen penelitian coding sheet yang menggunakan 3 koder, yaitu teknik penelitian untuk memaparkan isi yang dinyatakan secara objektif, sistematis dan kuantitatif. Populasi penelitian ini adalah tiga puluh iklan karya PT. Mara Advertising dengan kategori iklan meliputi desain grafis, online video, poster, radio, dan TVC. Adapun kategori yang digunakan dalam penelitian ini adalah desain iklan menurut Clow and Baack (2010) yaitu messages strategy, executional framework, appeals, dan source and spokepersons. Hasil penelitian menunjukkan bahwa penyusunan pesan kreatif iklan yang digunakan PT Mara Advertising berdasarkan indikator dari masing-masing kategori desain iklan menurut Clow and Baack (2010) presentase tertinggi adalah Afektif, slice-of-life, emotion dan typical person. Maka, iklan meraih penghargaan sehingga membawa PT. Mara Advertising menjadi Agency Of The Year Baskara Pinasthika Creativestival tahun 2017. Penelitian ini mampu mempermudah para insan kreatif untuk memahami teknik penyusunan pesan kreatif iklan apasajakah yang bisa dipenuhi agar iklan tersebut menjadi iklan yang mengandung pesan kreatif kemudian dapat membantu tercapainya goal dari tujuan iklan itu dibuat sehingga nantinya akan memperoleh penghargaan dalam ajang advertising award berikutnya.
English Abstract
This study chose PT. MARA ADVERTISING because it is an advertising agency from Yogyakarta and win the nominee Agency Of The Year Baskara Pinasthika Creativestival 2017. The purpose of the study was to obtain an explanation of the advertising message creative techniques of PT Mara Advertising in designing ads that took part in Pinasthika Creativestifal Award 2017. The method used to uncover the preparation of creative advertising messages in designing these advertisements are content analysis with coding sheet research instruments that use 3 coders, which are research techniques to expose content that is stated objectively, systematically and quantitatively. The population of this study was thirty advertisements by PT. Mara Advertising with advertising categories include graphic design, online video, posters, radio, and TVC. The categories used in this study are ad design according to Clow and Baack (2010), message strategy, executional framework, appeals, and source and spokepersons. The result of the study showed that the compilation of advertising creative messages used by PT Mara Advertising was based on indicators from each ad design category according to Clow and Baack (2010) the highest percentage was Affective, slice-of-life, emotion and typical person. So, the ad won awards and brought PT. Mara Advertising became the Agency of the Year Baskara Pinasthika Creativestival 2017. This research was able to facilitate creative people to understand the creative advertising message preparation techniques. What can be fulfilled so that the ad becomes an advertisement containing creative messages can then help achieve the goal of the ad's purpose. so that, they will get an award on the next advertising award.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/1001/051901295 |
| Uncontrolled Keywords: | Analisis Isi, Iklan PT. Mara Advertising, dan Desain Iklan-Content Analysis, Advertisement PT. Mara Advertising, and Advertising Design. |
| Subjects: | 600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 24 Jun 2019 02:45 |
| Last Modified: | 15 Dec 2020 04:45 |
| URI: | http://repository.ub.ac.id/id/eprint/163732 |
Actions (login required)
 |
View Item |