PENGARUH PELAYANAN, IKLAN DAN PUBLISITAS TERHADAP KEPUTUSAN NASABAH DALAM MENABUNG DI BANK BRI SYARIAH

This study aims to determine the effect of service, advertising, and publicity on customer decisions in saving at BRI Syariah Bank. The sampling method in this study using random sampling with a total sample of 100 customers of Bank BRI Syariah Stabat Langkat Regency. The data analysis method used is multiple linear regression analysis. The results of the partially tested research show that service and advertising have a significant effect on customer decisions to save at BRI Syariah Bank, while publicity has no significant effect on customer decisions in saving at BRI Syariah Bank. Simultaneous testing shows that service, advertising, and publicity have a significant effect on customer decisions in saving at BRI Syariah Bank

Gaya Bahasa Bidang Kesehatan dalam Iklan Layanan Masyarakat di Radio Kota Surakarta (Language Style of Health Field in Community Service Advertising on The Radio of Surakarta City)

Gaya bahasa merupakan salah satu kajian menarik pada linguistik deskriptif. Penulisan ini bertujuan untuk mendeskripsikan penggunaan gaya bahasa iklan layanan masyarakat di radio Kota Surakarta berpedoman pada pandangan gaya bahasa Gorys Keraf. Penulisan ini merupakan penulisan berjenis deskriptif kualitatif. Sumber data primer penulisan ini yaitu rekaman audio dan transkrip dari audio iklan layanan masyarakat di RRI Pro-2 FM, Solo Radio, dan PTPN Radio. Data yang digunakan berupa frasa, kalimat, dan ungkapan yang terdapat dalam iklan layanan masyarakat tersebut. Teknik pengumpulan data dalam penulisan ini meliputi teknik rekam, simak, catat, dan wawancara. Teknik analisis data menggunakan pendekatan stilistika dan analisis interaktif yang dicetuskan Milles Huberman. Hasil penulisan ini menunjukkan empat gaya bahasa bidang kesehatan pada iklan layanan masyarakat di radio Kota Surakarta, antara lain (1) gaya bahasa berdasarkan pilihan kata, (2) gaya bahasa berdasarkan nada, (3) gaya bahasa berdasarkan struktur kalimat, dan (4) gaya bahasa berdasarkan langsung tidaknya makna. Language style is one of the interesting studies in descriptive linguistics. This study aims to describe the use of public service advertising language style on radio in Surakarta City based on Gorys Keraf's stylistic view. This research is qualitative descriptive research. The primary data sources for this study were audio recordings and transcripts of community service advertising at RRI Pro-2 FM, Solo Radio, and PTPN Radio. The data used are in the form of phrases, sentences, and expressions contained in the community service advertising. Data collection techniques in this study include recording, listening, note-taking, and interviewing techniques. The data analysis technique used a stylistic approach and interactive analysis that was initiated by Milles Huberman. The results of this study indicate four styles of language in the health sector in community service advertising on radio in Surakarta, such as (1) language style based on word choice, (2) language style based on tone, (3) language style based on sentence structure, and (4) language style based on direct and indirect meaning.

Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type

Purpose Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native advertising on social media. Design/methodology/approach Two experiments were conducted on different social media platforms (i.e. Twitter and Instagram) with varied prosocial issues (i.e. healthy eating and environmental sustainability). Findings Experiment 1 indicated that the congruence between prosocial native ads and social media feeds elicited greater ad involvement and a more favorable ad attitude, regardless of ad position. Experiment 2 revealed that such an impact was contingent on whether the prosocial native ad was a public service ad or a CRB ad. The positive influence of ad-context congruence was pronounced among public service ads but was not observed among CRB ads. Perceived ad involvement mediated the interaction effects between ad-context congruence and ad type on ad attitude and behavioral intention. Originality/value The study extends ad-context congruence research to the context of prosocial native advertising on social media. Moreover, it identifies ad type as a boundary condition for the congruence effects and reveals that increased ad involvement is the mechanism underlying the positive effect of congruent PSA.

Semiotic Analysis of a Public Service Advertising I compost food waste

Most of the current researches on analyzing public service advertisings (PSA) about food waste into compost is concentrated on the interconnection between environmental, economic, and social aspects. This study has considered the semiotic analysis of the selected PSA through Barthes’ The Five Codes theory. Using the semiotic framework, the paper explains the messages of the PSA “I Compost Food Waste” and describes how this advertising provides insight into design innovation. The findings have shown that the PSA combined with the semiotics is capable of raising people’s awareness about food waste into compost.

CULTURE FORMING ASPECT OF PUBLIC SERVICE ADVERTISING

The advertising space acts as a global axiological translator at the present stage, forming a new anthropological type. Acting as a mechanism of persuasion, advertising has become a particular cultural consumption factor, forming a certain way of life and worldview of a person. Public service advertising is the most up-to-date, dynamic and accessible system among information and advertising technologies as to creativity. The purpose of the article is to analyse the peculiar workings of public service advertising discourse and determine the dominant sphere of advertising impact. The research methodology is based on the use of analytical, structural methods, and also objectivity and consistency standards for identifying the procedure, features and typology of public service advertising and functional features of forms of social advertising impact. The study’s scientific novelty consists of public service advertising as a cultural phenomenon, demonstrating the importance of a comprehensive study of cultural, anthropological and philosophical aspects of advertising activities. Conclusions. Thus, focused on the mass environment and reality, advertising is ontologically focused on material mediation and is the most profound intuition of social action. The art of advertising is an ability to convey information, prioritise skills and creativity, and attract the creative realities of a person’s identity and the subject of advertising discourse. It is proved that in advertising, virtual reality becomes a broad integrative mechanism in all its connotations, presentation, systems of human functioning and personal identity in the virtus space of contemporary culture. The culture of information and advertising presentations tries to assimilate, on the one hand, a cultural tradition, and on the other — makes it possible to escape from the brutal, primitive reality of complaint, the need to survive, compete for life. The entire advertising system is ontologically immersed in ethics and aesthetics.

ANALISIS KONSEP DAN KOMPONEN VISUAL DASAR POSTER “TOBACCO BREAK HEARTS”

In line with the increasing public need for information about health, public service advertisements are one of the appropriate media to be used by activists in carrying out health promotion. Media as a source of information must be designed as well as possible, starting from the concept to the visual form. During its development, public service advertising media in Indonesia still needs to be developed so that its quality can be globally equal. Increasing the quality of public service advertising media will have a positive impact on the target of delivering messages in a persuasive manner, creativity and innovation must continue to be implemented. Based on this, the field of visual communication design is here to collaborate in designing public service advertising media as a problem solver. The design process cannot be done instantly, there are several processes that must be passed, such as the process of drafting the concept and visual layout. In compiling basic visual concepts and layouts, there are several aspects that need to be considered, including communication and visual aspects. The communication aspect is needed as a form of a detailed communication strategy in conveying information to audiences, while the visual aspect is needed as a form of good presentation in perceiving ideas so that the media is easily accepted and remembered by the audience. The qualitative research method is used in analyzing the public service advertisement poster media as the research object. This understanding is expected to be able to improve the quality of the media, especially public service advertisements engaged in the health sector.