ADITYA MAULANA, RAFLI (2024) RESEPSI KHALAYAK MENGENAI PESAN KOMUNIKASI ANTARPRIBADI IBU DAN ANAK PADA IKLAN BANK CENTRAL ASIA EDISI “KASIH IBU SEPANJANG MASA” PERIODE 2023 – 2024. S1 thesis, Universitas Mercu Buana.
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Abstract
This research is essential to understand audience reception of interpersonal communication messages in the Bank Central Asia (BCA) advertisement titled "Kasih Ibu Sepanjang Masa" (A Mother's Love Throughout Time). The aim of the study is to examine how audiences receive and interpret these messages and to identify the role of the advertisement in shaping the relationship between a mother and child in the eyes of the audience. The research also seeks to provide insights into how advertisements can influence the emotional perceptions of the audience towards a brand. This study employs Stuart Hall's reception theory (Encoding-Decoding), which emphasizes that audiences do not passively accept media messages, but are active in the decoding or interpretation of the messages according to their personal experiences. The advertisement's message is analyzed from the perspective of verbal and non-verbal communication, as well as the symbolic roles represented in the interpersonal relationship between mother and child within the advertisement. A qualitative research method with a descriptive approach was used. Data were collected through in-depth interviews with informants who had watched the BCA advertisement "Kasih Ibu Sepanjang Masa" and were users of BCA products. Triangulation of sources was applied to ensure the validity of the obtained data. The research findings indicate that the audience responds differently to the advertisement's message, depending on their emotional and social backgrounds. Most informants found the advertisement to be touching and felt it effectively conveyed its emotional message. The audience's responses were categorized into dominant, negotiated, and oppositional positions, reflecting the variation in how they received and interpreted the advertisement's message. Penelitian ini penting untuk memahami resepsi khalayak terhadap pesan komunikasi antarpribadi dalam iklan Bank Central Asia (BCA) edisi "Kasih Ibu Sepanjang Masa." Penelitian ini bertujuan untuk mengetahui bagaimana audiens menerima dan menafsirkan pesan tersebut serta mengidentifikasi peran iklan dalam membentuk hubungan antara ibu dan anak di mata audiens. Penelitian ini juga bertujuan memberikan wawasan tentang bagaimana iklan dapat memengaruhi persepsi emosional khalayak terhadap sebuah merek. Penelitian ini menggunakan teori analisis resepsi (Encoding-Decoding) yang dikemukakan oleh Stuart Hall. Teori ini menekankan bahwa audiens tidak hanya menerima pesan media secara pasif, tetapi juga aktif dalam proses decoding atau interpretasi pesan sesuai dengan pengalaman pribadi mereka. Pesan iklan dianalisis dari perspektif komunikasi verbal dan nonverbal, serta peran simbolik yang diwakili dalam hubungan antarpribadi ibu dan anak dalam iklan tersebut. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Data dikumpulkan melalui wawancara mendalam dengan informan yang telah menonton iklan BCA edisi "Kasih Ibu Sepanjang Masa" dan menggunakan produk BCA. Teknik triangulasi sumber digunakan untuk memastikan validitas data yang diperoleh. Hasil penelitian menunjukkan bahwa audiens memberikan respons yang beragam terhadap pesan iklan, tergantung pada latar belakang emosional dan sosial mereka. Sebagian besar informan menganggap iklan ini menyentuh hati dan mampu menyampaikan pesan emosional dengan baik. Respon audiens dikategorikan dalam posisi dominan, negosiasi, dan oposisi, yang menunjukkan adanya variasi dalam cara mereka menerima dan memaknai pesan iklan tersebut
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PR. 24 248 |
| NIM/NIDN Creators: | 44218110109 |
| Uncontrolled Keywords: | Resepsi Khalayak, Komunikasi Antarpribadi, Iklan, Bank Central Asia, Analisis Resepsi |
| Subjects: | 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 > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | AFIFAH SALMA RAMADINA |
| Date Deposited: | 22 Nov 2024 03:16 |
| Last Modified: | 22 Nov 2024 03:16 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92895 |
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