PERSEPSI PEMIRSA TERHADAP PESAN IKLAN HIPERBOLA: STUDI TERHADAP IKLAN TELEVISI MOTOR YAMAHA
DOI:
https://doi.org/10.26742/atrat.v3i1.386Abstrak
Commercials need good creative strategies, so that they attract attention and persuation as well. In every commercial, surely contain certain messages that are meant to be delivered to their targets. These messages will reach the targets mind, to be perceived on their own reasons. This research uses perseption approach and analytical-descriptive method. This method is intended to find the audience perception towards the messages. Research shows that different evaluative interpretations which occur between one person and another, the couse by first process, which is called sensation. Then, after the stimulus is connected to the factors which influence the audience, a perception emerges. However, there is generally a concord in perceiving the messages in motorcycles commercials which employ the consept of hyperboles. In addition, commercial sensation which is captured is already capable of representing perception because hyperbolic audio and visual communication in the commercial can be comprehended by the audience. Over all, it has been found that the general perception which is captured by the audience regarding the hyperbolic commercial is “speed”. Basically, the perception which are felt by the audience depend on the creative strategic of the hyperbolic classification contens.
Keywords: Commercial Message, Hyperbole, Audience, Perception
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Sebuah iklan perlu mempunyai strategi kreatif yang tepat, sehingga iklan tersebut dapat mempersuasi dan menarik perhatian, sekaligus pesan yang sampaikan dapat diterima. Dalam setiap iklan hiperbola, sudah pasti memuat sebuah pesan, dimana pesan tersebut akan sampai pada benak sasaran yang kemudian di persepsi berdasarkan alasan masing-masing. Metoda yang digunakan dalam penelitian ini adalah pendekatan persepsi melalui metoda deskriptif analisis, metoda tersebut bertujuan untuk mencari tahu persepsi pemirsa terhadap pesan iklan hiperbola. Hasil penelitian menunjukkan terjadi perbedaan `persepsi’ antara satu orang dengan orang yang lainnya, diakibatkan oleh proses sensasi, kemudian setelah stimulus dihubungkan dengan faktor-faktor yang mempengaruhi pemirsa/ orang, muncullah persepsi. Akan tetapi secara garis besar terjadi kesesuaian dalam mempersepsi pesan iklan otomotif `motor` dengan konsep hiperbola,. Selain itu juga sensasi iklan yang ditangkap sudah bisa mewakili persepsi pesan iklannya, dikarenakan komunikasi visual dan audio yang di hiperbola pada iklan tersebut dapat di cerna oleh otak pemirsanya, sehingga pesan dapat sampai dan diterima. Secara keseluruhan persepsi pesan (fenomena) yang ditangkap oleh pemirsa terhadap iklan motor yang menggunakan konsep hiperbola adalah ‘kecepatan’. Pada intinya persepsi yang dirasakan pemirsa terhadap pesan iklan hiperbola tergantung pada konsep kreatif muatan hiperbolanya.
Kata Kunci: Pesan Iklan, Hiperbola, Pemirsa, Persepsi
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