KAJIAN STRATEGI KOMUNIKASI VISUAL IKLAN MINUMAN ENERGI PRODUKSI P.T. SIDO MUNCUL (Studi Kasus Iklan Kuku Bima Ener-G Versi Wisata pada Tayangan Televisi Tahun 2011-2013)

Sulaiman, Annas M. (2014) KAJIAN STRATEGI KOMUNIKASI VISUAL IKLAN MINUMAN ENERGI PRODUKSI P.T. SIDO MUNCUL (Studi Kasus Iklan Kuku Bima Ener-G Versi Wisata pada Tayangan Televisi Tahun 2011-2013). S2 thesis, INSTITUT SENI INDONESIA SURAKARTA.

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Abstract

ABSTRACT Thesis entitled: "Study of Visual Communication Strategies Againts Energy Drink Ads Produced By PT Sido Muncul (Case Study to The Kuku Bima Ener-G Television Ads version Mari Berwisata di Negeri Sendiri in the year 2011-2013)" examines the visual strategy Againts energy drink ads branded Kuku Bima Energy. This study aims to determine 1) the background PT. Sido Muncul presenting Kuku Bima Energy television ads version Mari Berwisata di Negeri Sendiri; 2) the visual strategy; and 3) the visual form in the television ads. This study used qualitative methods, the approach used is descriptive-analytic case study in the form of a detailed and in-depth narrative. The research process is based on data mining and correlation to accumulate information relating to visual strategies and advertising structures. The analysis used the aesthetics Monroe Beardsley, explains that there are three characteristics that become traits make good (beautiful) of aesthetic objects in general, (a) unity; (b) complexity; and (c) (intensity). Kuku Bima Energy is an energy drink brand produced by PT Sido Muncul Semarang, to maintain its market position and to strengthen customer loyalty to the brand, the company launched television ads version Mari Berwisata di Negeri Sendiri. Results from this study is that Kuku Bima Energi on the branding process had to use nationalism to make the consumers by raising the values of tourism and cultural arts through a television. So that the image of nationalist and passion for local cultural has attached to Kuku Bima Energi and has been tied consumer emotionally. Keywords: Kuku Bima Energy, brand, branding, visual strategies, aesthetics

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