Pengaruh Copywriting dan Ilustrasi Musik Terhadap Respon Konsumen

ARI, PUSPITANING FRANSISCA (2016) Pengaruh Copywriting dan Ilustrasi Musik Terhadap Respon Konsumen. Other thesis, Universitas Sebelas Maret.

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    Abstract

    Advertising is something more than just a promotional message which spend a place on the newspapers, magazines, and television. The fact is, advertising is a more complex shape of communication which work for many purpose and strategy that aim to various effect of mind, feel and action from the consumer. This activity is the most extravagant activity just than another promotion activity, so, the effectively of creative design elements in advertisement reputed as one way to get audience’s attention. The purpose of this study is to determine the effect of copywriting and music illustration in repetition-break advertisement toward student of communication science of 2013/2014’s affective and cognitive FISIP UNS. The research was conducted at the Faculty of Social and Political Sciences, Universitas Sebelas Maret, Surakarta. Model Hierarchy of Effect thinking reference was used by researcher to see audience’s response where these two models exposed how message of communication in this case advertisement was defined by its audiences. This was a quantitative study with experimental research method. Experimental process was conducted by dividing sample into 4 groups. The academic year 2013 divided into two groups A1 and B1, which shown advertisement with music country and informational copywriting for group A1, advertisement with music pop and informational copywriting for group B1. Meanwhile the academic year 2014 divided into two groups A2 which shown advertisement with music country and emotional copywriting and B2 which shown advertisement with music pop and emotional copywriting. After that all the student will be given a questionnaire to determine the effectively of the music illustration and copywriting in repetition-break advertisement. After receive valid data, the researcher can testing those data and take a final conclusion. From all result which researcher got, researcher conclude that there is a significant different between cognitive and affective response among four groups which watched repetition-breaks ad with different copywriting and music illustration.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HF Commerce
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: fifit puspitasar
    Date Deposited: 10 May 2016 10:27
    Last Modified: 10 May 2016 10:27
    URI: https://eprints.uns.ac.id/id/eprint/25804

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