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Nowadays, various marketing strategies have been doing so the products can get <br /> <br /> <br /> <br /> attention from the consumers and have a power of attraction for consumers to be <br /> <br /> <br /> <br /> consumed. Advertisement becomes...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/5810 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Nowadays, various marketing strategies have been doing so the products can get <br />
<br />
<br />
<br />
attention from the consumers and have a power of attraction for consumers to be <br />
<br />
<br />
<br />
consumed. Advertisement becomes one of the popular communication media <br />
<br />
<br />
<br />
and also an effective media in marketing world. The unique and also creative <br />
<br />
<br />
<br />
strategies in advertising become an added value in order to get consumers <br />
<br />
<br />
<br />
attention. Lux and Dove are two kinds of soap brands that famous in Indonesia, by <br />
<br />
<br />
<br />
bringing up a woman s beautiful image, those products have a place in <br />
<br />
<br />
<br />
consumers heart. Those products have two different image and also different <br />
<br />
<br />
<br />
ideas on each advertisement. A new thought is come out which called as inner <br />
<br />
<br />
<br />
beauty. A beauty definition that not always be measured by physical appearance <br />
<br />
<br />
<br />
but the other thing which is a beauty to perform just the way they are and <br />
<br />
<br />
<br />
having a good confidence. This theme can also be seen on both products <br />
<br />
<br />
<br />
advertisement. Advertisement can becomes one of communicative media <br />
<br />
<br />
<br />
because every people can have their own perception about an advertisement s <br />
<br />
<br />
<br />
content. Lux that brings up beauty theme that represented by beautiful celebrities and <br />
<br />
<br />
<br />
popular have get more consumers attention. Thus thing is supported by Lux s <br />
<br />
<br />
<br />
existence that still be consumed by consumers during about 78 years. And Dove <br />
<br />
<br />
<br />
that try to get into the market by providing a new different figure which are <br />
<br />
<br />
<br />
model who come from ordinary people and do not have a perfect beauty like an <br />
<br />
<br />
<br />
artist. If correlated with inner beauty theme that wants to be conveyed through <br />
<br />
<br />
<br />
media advertisement, consumers have different perception about this thing. The <br />
<br />
<br />
<br />
most of respondents have a perception that Dove advertisement can more <br />
<br />
<br />
<br />
interpret inner beauty theme than Lux advertisement. Thus thing is shown from <br />
<br />
<br />
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three advertisement elements which are image of the model, tagline, and also <br />
<br />
<br />
<br />
information or message that deliver on its advertisement. Consumers can accept <br />
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<br />
<br />
something new that offered by Dove. The beauty of celebrities to represent the <br />
<br />
<br />
<br />
beauty soap products is not a necessity anymore for the brand manager to be <br />
<br />
<br />
<br />
decided. Apparently, the models on Dove advertisement can also get attention <br />
<br />
<br />
<br />
from consumers and of course thus thing should be supported by creative and <br />
<br />
<br />
<br />
interesting advertisement packaging for consumers itself. Nowadays, inner <br />
<br />
<br />
<br />
beauty theme on an advertisement has become a new thing that can attract <br />
<br />
<br />
<br />
consumers attention. <br />
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