INTERPRETASI KHALAYAK TERHADAP IKLAN HUMOR TVC Analisis Resepsi Mahasiswa kelas karyawan Universitas Mercu Buana Menteng terhadap Iklan Humor TVC Bloopers Joe Taslim Head & Shoulders #Moveonbro 2019

PARULIAN, ILHAM HADI (2021) INTERPRETASI KHALAYAK TERHADAP IKLAN HUMOR TVC Analisis Resepsi Mahasiswa kelas karyawan Universitas Mercu Buana Menteng terhadap Iklan Humor TVC Bloopers Joe Taslim Head & Shoulders #Moveonbro 2019. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The increasing competition in the advertising market at this time makes producers or companies have to create new and creative things in promoting their products and services. One of the strategies that can be taken is by using discourse and humor in advertising. Head & Shoulders packs their marketing content by releasing Joe Taslim's version of the ad in the form of a blooper video. Since this ad was aired, it has gone viral and has reaped many reactions among the public. This study aims to understand and explain the audience's interpretation of the message of humorous advertising Television Commercial bloopers Joe Taslim Head & Shoulders #moveonbro. The research was conducted using the constructivism paradigm. The research method used is a reception analysis by conducting in-depth interviews with the informants. The research results reveal that this advertisement is not simply accepted by the audience. The audience does not understand the message conveyed from the advertisement, but the humorous element of the advertisement is interpreted in various ways by the audience. The concept of humor in thead is Head & Shoulders attractive and unique when compared to the other shampoo product advertisements. The public views that this ad is only for raising brand awareness Head & Shoulders and encourage the public to switch using their shampoo by using #moveonbro. This research is expected to be used as a reference and comparison for further research as well as a reference for communication practitioners, especially with regard to the study of humorous advertising and audience interpretation using reception analysis. Keywords: Reception Analysis, Humor Advertising, Interpretation Persaingan pasar iklan yang semakin pesat pada saat ini membuat produsen atau perusahaan harus menciptakan hal baru dan kreatif dalam mempromosikan produk dan jasanya. Salah satu strategi yang dapat ditempuh dengan menggunakan wacana dan unsur humor dalam iklan. Head & Shoulders mengemas konten pemasaran mereka dengan mengeluarkan iklan versi Joe Taslim dalam bentuk video blooper. Sejak ditayangkan iklan ini menjadi viral dan menuai banyak reaksi dikalangan masyarakat. Penelitian ini bertujuan untuk memahami dan menjelaskan interpretasi khalayak pada pesan iklan humor TVC bloopers Joe Taslim Head & Shoulders #moveonbro. Penelitian dilakukan menggunakan paradigma konstruktivisme. Metode penelitian yang digunakan adalah analisis resepsi dengan melakukan wawancara mendalam kepada narasumber. Hasil penelitian mengungkapkan bahwa iklan ini tidak begitu saja diterima oleh khalayak. Khalayak belum memahami dengan pesan apa yang disampaikan dari iklan, namun unsur humor dari iklan dimaknai beragam oleh khalayak. Konsep humor dalam iklan Head & Shoulders menjadi daya tarik dan keunikan yang diberikan jika dibandingkan dengan iklan produk shampoo lainnya. Khalayak memandang bahwa iklan ini hanya untuk menaikan brand awareness Head & Shoulders dan mengajak masyarakat untuk beralih menggunakan shampoo mereka dengan menggunakan #moveonbro. Penelitian ini diharapkan dapat dijadikan sebagai acuan dan pembanding untuk penelitian selanjutnya maupun referensi bagi praktisi komunikasi khususnya berkaitan dengan kajian mengenai iklan humor dan interpretasi khalayak dengan menggunakan analisis resepsi. Kata Kunci: Analisis Resepsi, Iklan Humor, Interpretasi

Item Type: Thesis (S1)
NIM/NIDN Creators: 44318120027
Uncontrolled Keywords: Analisis Resepsi, Iklan Humor, Interpretasi
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 16 Mar 2023 03:21
Last Modified: 16 Mar 2023 03:21
URI: http://repository.mercubuana.ac.id/id/eprint/75148

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