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EFEKTIVITAS PESAN ETIKA BERKENDARA PADA IKLAN LAYANAN MASYARAKAT ZEBRA BOSS EPISODE 1-4 DENGAN MENGGUNAKAN EPIC MODEL

Effendi, Ariel Pratama (2018) EFEKTIVITAS PESAN ETIKA BERKENDARA PADA IKLAN LAYANAN MASYARAKAT ZEBRA BOSS EPISODE 1-4 DENGAN MENGGUNAKAN EPIC MODEL. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This research was calculating about the level of effectiveness of message delivery on episode 1-4 of Zebra Boss public service advertisements with EPIC Model. This public service ad was an traffic appeal program form Traffic Unit of Malang Police Department. EPIC Model is effectiveness calculating instrument for advertisement that developed by AC Neilsen. On this methods, ads will be analized in four critical dimensions, those are Emphaty dimension, Persuassion dimension, Impact dimension, dan Communication dimension and the effectiveness will be caculate in each critical dimensions. This research used quantitative approach and the type of the research is descriptive research. This research was conducted on 44 students class of 2014 of Communication Science UMM with Likert scale questionnaire. On this research, there are 5 levels of effectiveness, those are, STE (very ineffective), TE (ineffective), CE (effective enough), E (effective) and SE (very effective). Besides using EPIC Model to determine the effectiveness level, on this research also uses Communication Effect Theory from Keith R. Stamm and John E Bowes, Mass Communication Effective Message Theory from Charles R. Berger and Effective Advertisment Theory by Terence A. Shimp to analized this public service ads. After analizing with those theory, Zebra Boss public service advertisement was included into effective public service advertisement category. According to the result of this research, episodes 1-4 of Zebra Boss pubic service advertisement got effective level from five level that has been determined before. On Emphaty dimensions this public service ad got 3,66 form 5 poin that include into effective category. On Persuassion dimension got 3,77 from 5 poin that include into effective category. On Impact dimension got 3,68 from 5 that include into effective category. And the last, on Communication dimension this public service ad got 3,65 from 5 poin that include into effective category too. From these results, it can be concluded that effectiveness level of message delivery of driving ethics on episodes 1-4 Zebra Boss public service advertisement tend to be positive. It means that episodes 1-4 of Zebra Boss public service advertisement are effective to deliver driving ethics messages according to the rules from Malang Police Departement.

Item Type: Thesis (Bachelors Degree (S1))
Additional Information: 201410040311264
Uncontrolled Keywords: AC Neilsen EPIC Model, Zebra Boss, Effectiveness
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Science
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 08 Jan 2019 01:54
Last Modified: 08 Jan 2019 01:54
URI : http://eprints.umm.ac.id/id/eprint/43021

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