Professional Documents
Culture Documents
PENGANTAR
Whether or not you agree with communications guru Marshall McLuhan
that advertising was the greatest art form of the twentieth century, it is
a big part of modern culture. Shared references feed into it and it in
turn feeds into daily life: advertising catch phrases turn up in TV
comedy sketches and everyday conversation. And we become ironic
about advertising, perhaps to show that we think we are able to resist
it.
TUJUAN PERKULIAHAN
Setelah mempelajari materi perkuliahan, mahasiswa mampu:
Mengerti bahwa ada beberapa jenis sarana advertising.
Mengerti bahwa kekuatan terbesar dari iklan adalah word-of-mouth.
DESKRIPSI MATERI: ADVERTISING (PART 1)
TV advertising is still the most glamorous, even if its heyday is over
with the proliferation of channels and the saturation of the markets (at
least in advance economies) of the consumer goods it normally
promotes. But the other media are not to be ignored: radio, cinema
and the press, while hoardings (BrE) and billboards (AmE) are an
integral part of the urban landscape. All these will be around for some
time.
Internet advertising expenditure is on the increase again. Some
people find pop-up advertisements have become a major source of
irritation, but others find them a useful source of information.
Advertising can be continued by others means, with sponsorship of
particular events of product placement in films. This latter is where
the products makers negotiate for their products to appear and be
used by the films characters. A related phenomenon is product
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