PRODUCT PLACEMENT IN THE FILM ADA APA DENGAN CINTA

Amelia Putri Santika, Ana Rosmiati

Abstract


Nowdays film is not only a medium of entertainment, but also a medium for product promotion or as a medium for advertising products or public service advertisements. This function can be found in the film Ada Apa Dengan Cinta 2. The purpose of this study is to analyze the characteristic of the product advertisement inserted in the film Ada Apa dengan Cinta 2. The type of research used is Descriptive Qualitative. Data collection techniques using Purposive Sampling to obtain three research samples, namely Aqua, Loreal, and Line. Data analysis was done by Interpretative Video-Analysis. The results showed that in the film Ada Apa dengan Cinta 2 there are four adverts characteristic, namely: Public Presentation appears in 1 scene, Persuasiveness appears in 2 scenes, Amplified Expresiveness appears in 2 scenes, and Impersonality appears in 4 scenes. The product placement in this film appears that the Impersonality advertisement is very dominant, then followed by the Amplified Expresiveness and Persuasiveness advertisement. Meanwhile, advertising in a Public Presentation characteristic only appears in one scene.


Keywords


Film;advertising;product placement;and Ada Apa Dengan Cinta 2

Full Text:

PDF

References


Ali, Moh. M., & Sugihartono, R. A. (2015). Teknik Editing pada Film Rectoverso dalam Mewujudkan Cerita. CAPTURE : Jurnal Seni Media Rekam, 6(2), 69–84.

Avery, R. J., & Ferraro, R. (2000). Verisimilitude or Advertising? Brand Appearances on Prime-Time Television. The Journal of Consumer Affairs, 34(2), 217–244.

Danesi, M. (2010). Pengantar Memahami Semiotika Media. Jalasutra.

Kotler, P., & Keller, K. L. (2007). Manajemen Pemasaran (Terj. Benyamin Molan). Indeks.

Murtono, T. (2009). Identitas Lokal dan Global dalam Iklan. Acintya Jurnal Penelitian Seni Budaya, 1(1), 1–19.

Narendra, A. N., Habsari, S. K., & Ardianto, D. T. (2019). Form of Standardization and Stereotyping Practices through Message of Video Ads Buavita. CAPTURE : Jurnal Seni Media Rekam, 10(2), 107–125. https://doi.org/10.33153/capture.v10i2.2243

Shrum, L. J. (2010). Psikologi Media Entertainment. Jalasutra.

Sutopo, H. (1996). Metodologi Penelitian Kualitatif. UNS.

Tjiptono, F. (2005). Manajemen dan Strategi Merek. Andi.




DOI: https://doi.org/10.33153/capture.v11i2.2775

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

Capture has been Indexed by :


garudadikti.png   isjd.png sinta.png copernicusisi.png doaj.png

crossref.png                     

            

      

Capture Impact Factor


2338-428X (e-ISSN)      2086-308X (p-ISSN)