#TITLE_ALTERNATIVE#

• Main Author: Wahidah Chamdun NIP: 19004043, Aulia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5810
• Institution: Institut Teknologi Bandung

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 /> <br /> 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 /> <br /> <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 />