#TITLE_ALTERNATIVE#

• Main Author: PRAMESWARA (NIM 19005061), YODI
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/11640
• Institution: Institut Teknologi Bandung

Ponds is one of company that moved in cosmetic field. The impressive track record of Pond's began when Theron T. Pond, a pharmacist from Utica New York, introduced Pond's Golden Treasure's in 1846, a witch-hazel based wonder product. In 1886 it was relaunched as Pond's Extract and in 1914 Pond's Cold Cream and Vanishing Cream marked the brand's evolution to a beauty icon. By the mid-1920s it was reflecting this positioning with endorsements by society beauties. Its stylish image was underpinned by guarantees of product delivery and an understanding of women's beauty routines and needs. Many of competitors make Ponds to be more creative in sending their information about the product that already exist or a new product that they want to launch. That have mention above made them launch a continuously or series Ad that is Ponds Flawless White ad.<p> <br /> <br /> <br /> <br /> This study will conduct a research that compares the common Ponds ads with the Pond's Flawless White ads and also to know the perception that may occur after seeing this ad. Will the respondent receiving the message that Ponds want to deliver that white is beautiful or they will have their own perception about the ad. To answering it, questionnaire method has been done. The result that has been conduct will be use as source to have the result. The result is about the perception also the comparison.<p> <br /> <br /> <br /> <br /> It turns out that the perception that concluded by the respondent fit with what that Ponds want which is white is beautiful. In the other hand many of the respondent fall with the story plot that give by Ponds also there are another perception that came from the ad to the eye of the respondents. The one that very interesting is the perception that if the woman skin is not white so their partner will leave them or they will not have their life partner. From the questionnaire result the respondent also prefer the continuously or serial ads rather than the common ads because impress uniqueness or different from another ads that the respondents see usually.