Silalahi, Hizkia Johan Andika and Maya Diah Nirwana, S.Sos, M.Si (2024) Iklan Bank Indonesia “Karya Kreatif Indonesia Ulos” di Mata Audiens. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilatarbelakangi oleh strategi marketing Bank Indonesia dalam menggunakan iklan yang menampilkan Ulos dalam mempromosikan event “Karya Kreatif Indonesia”. Penelitian ini membahas bagaimana para khalayak dengan rentang usia yang berbeda-beda menangkap pesan pada iklan tersebut, mengacu pada asumsi teori socioemotional selectivity. Penelitian ini bertujuan untuk mengetahui dan melihat strategi Bank Indonesia melalui iklan berjudul “Karya Kreatif Indonesia: Ulos” yang dikaji menggunakan teori socioemotional selectivity. Melalui metode penelitian kualitatif, data dikumpulkan melalui wawancara semi-terstruktur yang dilakukan bersama empat orang informan. Hasil temuan dalam penelitian ini meliputi; (1) Reaksi Emosional dari Kategori Informan Older Adults Bersifat Dominan terhadap Iklan, Event KKI, serta Kerajinan Ulos, (2) Terdapat Perbedaan Penerimaan Pesan yang Bersifat Emosional maupun Rasional antar Informan dalam Menonton Iklan KKI, (3) Peran Penting Copywriting Iklan KKI terhadap Penerimaan Pesan Emosional Informan Kategori Older Adults, (4) Perspektif Socioemotional Selectivity dalam Memahami Perbedaan Motivasi (Salience of Social Motives) Informan dalam Merespon Iklan KKI.
English Abstract
This research was motivated by Bank Indonesia's marketing strategy in using advertisements featuring Ulos to promote the “Indonesian Creative Work” event. This research discusses how audiences of different age ranges perceive the message in the advertisement, referring to the assumptions of socioemotional selectivity theory. This research aims to find out and see Bank Indonesia's strategy through an advertisement entitled "Indonesian Creative Work: Ulos" which is studied using socioemotional selectivity theory. Using qualitative research methods, data was collected through semi-structured interviews, conducted with four informants. The findings in this research include; (1) The emotional reactions of the Older Adults category of informants are dominant towards advertisements, KKI events, and Ulos crafts, (2) There are differences in the reception of emotional and rational messages between informants when watching KKI advertisements, (3) The important role of KKI advertisement copywriting on Reception of Emotional Messages of Informants in the Older Adults Category, (4) Socioemotional Selectivity Perspective in Understanding Differences in Motivations (Salience of Social Motives) of Informants in Responding to KKI Advertisements.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524110223 |
| Uncontrolled Keywords: | Iklan, Keaslian Indonesia, Ulos, Teori Selektivitas Sosioemosional.Advertisement, Indonesian Authenticity, Ulos, Socioemotional Selectivity Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 24 Dec 2024 07:05 |
| Last Modified: | 24 Dec 2024 07:05 |
| URI: | http://repository.ub.ac.id/id/eprint/233096 |
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