DAMPAK DAYA TARIK IKLAN POND’S FLAWLESS WHITE VERSI CINTA SEGITIGA DI TELEVISI TERHADAP CITRA PRODUK (Suatu studi terhadap siswi kelas XI SMU Negeri 8 Kota Malang Tahun Ajaran 2007 / 2008)

Taufik, Imam (2008) DAMPAK DAYA TARIK IKLAN POND’S FLAWLESS WHITE VERSI CINTA SEGITIGA DI TELEVISI TERHADAP CITRA PRODUK (Suatu studi terhadap siswi kelas XI SMU Negeri 8 Kota Malang Tahun Ajaran 2007 / 2008). Other thesis, University of Muhammadiyah Malang.

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Abstract

This research was based on the development in strong communication flow and it resulted from the availability of great mass media facilities as information bridge between communicator and communion. Various mass media existing printed or electronic have given choices and chances for producers in order to easier their misinformation to consumers. However, the mass media was not enough to get company (producer) mission and vision, it needed support from design technique and genius and effective cover. Power of broadcasting Pond’s Flawless White advertisement in love triangle was the specialty that did not exist in other advertisements, that it was able to attract the audiences / public attention to see it. The specialty referred to beautiful design, characteristic model choice (good looking), and theme being revealed. In this case, Pond’s Flawless White advertisement in love triangle showed on TV have hypnotized audiences with its beautiful story. Though the advertisement told about classical love triangle story, it covered in modern design that able to get sympathy and make audiences astonished. In fact, based on advantage and functional parts, theproduct could not completely give true reality. It just the society, specially young female (mostly) in their growing process, who got minimum information of mass media, lack of guidance from their teachers and parents, become effective target for producer with their advertisement. Thus, it was too bad that finally they directly think good for the product and use it as priority of believable cosmetic product. Here, we can see how strong the effect of advertisement in TV could be toward someone perception, that unconsciously and without rational conflicting, the society have been pushed to the way that producer’s want. The research problem covered whether any effect of attraction in Pond’s Flawless White advertisement in love triangle in TV toward product image, specially in female students in IX level of SMU Negeri 8 Malang in year 2007/2008 and to what extent the advertisement attraction toward product image of Pond’s Flawless White cosmetic. In very high business competition today, Pond’s have ability to find line of attack and create good image though there were various cosmetic products that offered their advantages. The society became hard to choose what product should be the choice . In this case, PR division was inquired its contribution in gaining company vision and mission, of course with stake of company brand and credibility, and so far Pond’s Institute PR was able to create positive image, such as advertisement broadcasting. Surprise for this product (Flawless White), PR practitioner chose love triangle that belong to classical story. However, its cover was arranged in such a way related with AIDCA (in visual communication design system) standard, that it resulted in qualified output. The writer considered that the effect of Pond’s Flawless White advertisement in love triangle was interesting to study. Thus, it would reveal to what degree the image effect created in female young people. The research subject were female students in IX level of SMU Negeri 8 Malang in Year 2007/2008, with samples about 123 respondents using Taro Yamane formula and taken using Simple Random Sampling. The research method used quantitative approach with survey research, in which research took sample of population and used questionnaire as tool of main data collection. The questionnaire used product moment correlation technique to get its validity and split technique to get its reliability. To find out the effect of Pond’s Flawless White Design of TV Version toward Product Image, simple regression analysis formula, Y = a + bX, was implemented. The study showed that the Attraction of Pond’s Flawless White Advertisement in Love Triangle on TV have positive effect toward image product that resulted in Y= 4.512 + 0.862X. Moreover, to find out the effect degree of the Attraction of Pond’s Flawless White Advertisement in Love Triangle on TV, it showed in determinant coefficient value about 0.432. This level showed that dependent variable was influence about 43.2% by independent variable and the correlation coefficient value was 0.658. Therefore, the effect obtained referred to significant positive correlation. About 56.8% came from other variables outside the research. Knowing that Attraction of Pond’s Flawless White Advertisement have significant positive effect, meaning that have strong effect toward product image, it was hopefully Pond’s Institute keep its quality in creating idea in order to make better creation that the consumers constantly give good image toward its products, finally it resulted in increasing positive product image in society.

Item Type: Thesis (Other)
Subjects: N Fine Arts > NX Arts in general
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 12 Jun 2012 03:18
Last Modified: 12 Jun 2012 03:18
URI: http://eprints.umm.ac.id/id/eprint/7225

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