Analisis Resepsi Khalayak terhadap Iklan Televisi Kuku Bima Energy Versi "Mari Berwisata di Negeri Sendiri"

MAULIDA, Rizkiya Ayu, Widodo Agus Setianto

2013 | Skripsi | Ilmu Komunikasi

Abstract RECEPTION ANALYSIS OF AUDIENCE TOWARD KUKU BIMA ENERGY’S “MARI BERWISATA DI NEGERI SENDIRI” TELEVISON COMMERCIAL. BY: RIZKIYA AYU MAULIDA 08/267462/SP/22913 This research aimed to understand the reception of audiences to Kuku Bima Energy’s televion commercial, “Mari Berwisata di Negeri Sendiri”. Those ads persuaded audience to develop Indonesian tourism by visiting local tourist destinations. However, the ads implicitly promoted Kuku Bima Energy brand itself as well. The focus of its research is the interpretation of audiences with different backgrounds toward those ads. This research is a qualitative research, with reception analysis methods. Reception analysis method was chosen because of its depth. There were five audiences with various backgrounds in this research. The data collecting technique is by in depth interview and literature study. The result showed that not all the audiences understand completely the message of those ads. Some of the audiences assumed that those ads purely promote Indonesian tourism. Besides that, audience’s background affected the interpretation. Their background consists of their age, gender, geography, education, field of study and social economy status.

Kata Kunci : Iklan Televisi