ETIKA DAN DAYA TARIK IKLAN PROVIDER SELULER AXIS
Abstract: Television cellular
provider advertisement is highly tight. To get viewer attention, the use some
short story which have a unique scene that may entertain them. Advertisement
power was built from the story idea,the mesage, the star or the dialog it self.
A good advertisement should have a high attention power but ethical.This
research want to see the application of general or social norm and religion
norm on advertisement and to know the variables that influencing the advertisement
attention power. I took two Axis advertisement as research samples, “Cowok
Hemat” and “Pisang Goreng” theme.This research finds that those advertisements
are funny, attractive but breaking the social and religion’s norm and have no
education climate . The “Cowok Hemat” version tells people to steal and
miserly. The “Piang Goreng” version teach to exploit children, and do not
appreciate the seller as well as the role of the mother showed no wise.This
reseach shows that stars of “Cowok Hemat” version is moderate significat and
the story idea is moderate significat. The stars of “Pisang Goreng” version has
strong significat and the flow of the story has moderatel significant. Mean
different test shows that these two version are significantly different.
Keywords: Social ethics;
Religion ethics and Attractiveness Advertisement
Penulis: Widyarini
Kode Jurnal: jpperadabanislamdd120112
