STRATEGI KREATIF TEMA PAHLAWAN DALAM IKLAN MEDIA SOSIAL BUKALAPAK
DOI:
https://doi.org/10.26742/atrat.v6i2.522Abstract
The world of advertising is developing rapidly. This research aims to reveal the way creative strategy used in visual TVC of Bukalapak ad festival and the impacts of Bukalapak advertisement on consumer behaviour. The data were analyzed by theory of advertising, promotions, creative strategy, visual communication design, and AISAS. Qualitative method was employed in the study. The results show that Bukalapak advertisements are able to convey its messages to the target audience; humor elements in the ads are effective to attract the attention of target audience, persuade them and eventually increase their sales. Bukalapak has succeeded in its creative strategies to differ from its competitors. To sum up, it uses so effective visual tactics that it is able to persuade the target audience well.
Keywords: Bukalapak, Messages, Creative Strategy, Advertising, Competitors
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Dunia periklanan saat ini sedang berkembang dengan pesat, banyaknya pengiklan melakukan pemasaran dengan beragam strategi kreatif di media konvensional maupun digital. Penelitian ini dilakukan untuk mengetahui bagaimanakah strategi kreatif yang digunakan dalam visual TVC festival iklan Bukalapak dan bagaimanakah pengaruh iklan Bukalapak terhadap perilaku konsumen. Teori analisis yang digunakan adalah teori dari periklanan, promosi, strategi kreatif, DKV, dan AISAS. Metode penelitian yang digunakan yaitu metode kualitatif. Hasil penelitian yang didapatkan adalah Bukalapak mampu untuk menyampaikan pesan melalui iklannya dengan baik kepada khalayak, Unsur humor pada iklan Bukalapak mampu untuk mempersuasi,menarik perhatian, mengingatkan, dan meningkatkan penjualan, Bukalapak berhasil dalam strategi kreatifnya yang mampu mendiferensiasi. Bukalapak menggunakan taktik visual yang baik, mampu mempengaruhi khalayak dengan baik.
Kata Kunci: Bukalapak, Pesan, Strategi Kreatif, Iklan, Kompetitor
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