Proses kognitif penerimaan pesan pentingnya cairan tubuh dalam iklan aqua versi aadc 2

Brahim, Stephanie D. (2016) Proses kognitif penerimaan pesan pentingnya cairan tubuh dalam iklan aqua versi aadc 2. Masters thesis, Universitas Pelita Harapan.

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Abstract

Water is an essential mineral for human life. In doing outdoor activities, the human need flexibel water that can be taken anywhere, is bottled water. Aqua do buzz marketing to attract the attention of the audience by holding AADC2 movie trailer. Ad Aqua version AADC2 constructed that when the dehydration of the body then that person could lose his concentration. Audience persuasion process messages about the importance of body fluids to carry out the activities contained in the advertisement Aqua version AADC2. Cognitive processes receiving messages can be explained audience with elaboration likelihood model theory. This study uses a quantitative approach to survey research methods. The data collection is gathered by the primary data, questionnaires. Questionnaires were distributed to 100 respondents who watched the ad Aqua version AADC2 The results showed that the cognitive process of reception of advertising messages Aqua version AADC2 use both existing route in the concept Elaboration Likelihood Model, the central route and peripheral route. Cognitive processes reception of advertising messages Aqua version AADC2 amounted to 63.75% at the central route, while the processing of advertising messages via the peripheral route amounted to 36.25%. When a medium to ask the central and peripheral cue, the audience will pay more attention to process the information in the message received. / Air merupakan mineral yang penting untuk kehidupan manusia. Dalam melakukan aktivitas diluar ruangan, manusia memerlukan air yang bisa fleksibel dibawa kemana-mana, yaitu air minum dalam kemasan. Aqua melakukan buzz marketing untuk menarik perhatian audience dengan menggandeng trailer film AADC2. Iklan Aqua versi AADC2 dikonstruksikan bahwa ketika orang dehidrasi atau kekurangan cairan tubuh maka orang itu bisa kehilangan konsentrasi. Audience memproses pesan persuasi mengenai pentingnya cairan tubuh untuk melakukan aktivitas yang terkandung dalam iklan Aqua Versi AADC2. Proses kognitif penerimaan pesan audience dapat dijelaskan dengan pendekatan teori elaboration likelihood model. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian survey. Pengumpulan data penelitian dilakukan dengan data primer, yaitu kuesioner. Kuesioner disebarkan kepada 100 orang responden yang menonton iklan Aqua versi AADC2 Hasil penelitian menunjukkan bahwa proses kognitif penerimaan pesan iklan Aqua versi AADC2 menggunakan kedua rute yang ada dalam konsep Elaboration Likelihood Model, yaitu central route dan peripheral route. Proses kognitif penerimaan pesan iklan Aqua versi AADC2 adalah sebesar 63,75% pada central route, sementara pemrosesan pesan iklan melalui peripheral route sebesar 36,25%. Apabila sebuah media menampilkan isyarat sentral dan peripheral, maka audience akan lebih memperhatikan informasi dalam mengolah pesan yang diterimanya.

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