Irawati, Livia and , Joko Sutarso, SE., M.Si. (2023) Analisis Resepsi Khalayak Terhadap Tampilan Talent Laki-Laki Keanu Agl #Rambutcapek dalam Iklan Produk Pantene. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Advertising is an important part of a brand that acts as a medium that can make audiences know and be interested in the brand. Pantene always presents a unique concept and selects talent that can attract a wide audience. This time the talent chosen was Keanu Agl who appeared with long, shiny hair with an angry concept but set aside the female side in his gestures and speech style. The purpose of this study is to find out the audience's reception of the display of male talent Keanu Agl #rambutcapek in Pantene product advertisements. The research method used is descriptive qualitative with reception analysis by Stuart Hall. The sampling technique was carried out using a purposive sampling technique with several criteria, namely audiences aged 18-25 years and had watched Pantene advertisements with the talent Keanu Agl. Data sources were obtained through structured interviews with participants. The results of this study are several things that become the reasons or basis for the meaning of audiences, namely experience, identity, and beliefs that are held as the basis for interpreting and receiving a message in the media; presentation of messages in accordance with the development trend; and presentation of a different concept than before. Four of the six participants belong to the dominant hegemonic position, one participant belongs to negotiated reading, and one participant belongs to the oppositional position.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | reception analysis, Pantene ads, audiences |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | LIVIA IRAWATI |
| Date Deposited: | 16 Jun 2023 06:37 |
| Last Modified: | 16 Jun 2023 06:37 |
| URI: | http://eprints.ums.ac.id/id/eprint/113372 |
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