RESPON REMAJA PUTRI TERHADAP TAYANGAN IKLAN PRODUK KOSMETIK DI TELEVISI SWASTA

Abstract

Advertising is one way to seek attention or interest of potential customers, for example by using symbols or words that are easily remembered by potential customers and creating tones (jingle). If the symbols, words and sounds acceptable by prospective customers. Ads variation can bring the attention of prospective customers. At least there is the impression, that the message is delivered only favor the product or service being advertised. In advertising products of Clear Shampoo, Pantene, and Sunslik using teens idol of figure as commercials or advertising model in order to make potential consumers to be interested and eventually buy the advertised product. Because the advertising model become role of teens to search for identity.The advertisements on private television has established a culture of consumption, television viewers are influenced to consume a cosmetic product as used by teenage idol, so teen can imitate the advertising model of teen idolized because of his impeccable beautiful, energetic, straight long hair.The purpose of this study was to describe the response of teens after seeing ad impressions kosmestik products are broadcast on private television. This research used a descriptive quantitative method that aims to describe the phenomenon of teenage response after seeing ad impressions kosmestik products are broadcast on private television. The results showed that the frequency of respondents (student) at the University of Bhayangkara Surabaya in watching cosmetics advertisements on television is quite high, because many respondents chose the category is always watching advertisements and expressed to ad cosmestik product on television. Respondents interested in the program because the ad interesting, but it is also there are well-known public figure, this means thatl well-known public figure became a force in commercials for role models of teens in finding identity.