PENERIMAAN KHALAYAK MELALUI IKLAN MARJAN TAHUN 2023 “BARUNA SANG PENJAGA SAMUDERA” BERKAITAN DENGAN PENGGUNAAN CGI (Studi Resepsi Pada Mahasiswa/i Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik Angkatan 2020 Peminatan Public Relation, Audio Visual, dan Jurnalistik Universitas Muhammadiyah Malang)

Marjan continues to innovate in carrying out promotions using CGI, especially in the advertising series in 2023. By increasing promotions using CGI, Marjan continues to prioritize local wisdom without losing the message. The aim of this research is to determine the meaning of students of the 2020 UMM Communication Science study program regarding the messages conveyed in the use of CGI through the 2023 Marjan advertising promotion.
The theory used is reception theory, the focus of attention of this reception theory is on the reception of a text. The paradigm used in this research is the constructivism paradigm and uses qualitative methods with a reception analysis approach. Then it uses an interpretive type and the basic research used is reception study. The subjects of this research were students of the UMM Class of 2020 Communication Science study program using a purposive sampling technique with data collection methods using interviews and FGD.
The results of this research state that the audience remembers advertisements that use CGI better than traditional advertisements, then the audience can accept and explain the message conveyed, but the audience feels that the use of CGI is confusing but the message conveyed is still acceptable. So more processing is needed to be able to receive the message conveyed because of the CGI effects used in the 2023 Marjan advertisement.