Haris, Hakimullah (2024) The Strategy of Ambiguous Content Advertising Used by Nestle to Convince the Customers. Undergraduate thesis, Politeknik Negeri Bengkalis.
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Abstract
This study aim to describe on analyzing ambiguous advertising content from Nestle Company products. The research was conducted using qualitative descriptive analysis technique. The data are gathered, handled, processed, examined, and descriptively presented. Three videos were selected for study: "Bear Brand Bear Milk Advertisement from Nestle," "Take a Japanese-Inspired Break with KitKat Green Tea," and "Nestle MILO ad 2017 - Grow with sports." The results of study showed that a brand is better recalled and recognized when it is advertised on a creative medium instead of a traditional medium. Those selected advertisement contain the mediation effects of perceived surprise, perceived humor, and perceived persuasive intent on consumer cognitive, affective and behavioural responses. In conclusion, analyzing advertising content requires examining various elements, including visual and textual elements, target audience, emotional appeal, and placement and medium, as well as social and cultural impact.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Nestle, Ambiguous Advertising, Content | ||||||||
| Subjects: | 500 ILMU BAHASA > 530 ILMU BAHASA ASING > 531 Sastra (dan Bahasa) Inggris | ||||||||
| Divisions: | Jurusan Bahasa > Sarjana Terapan Bahasa Inggris untuk Komunikasi Bisnis dan Profesional > TUGAS AKHIR | ||||||||
| Depositing User: | Bispro Bispro | ||||||||
| Date Deposited: | 23 Aug 2024 03:13 | ||||||||
| Last Modified: | 23 Aug 2024 03:13 | ||||||||
| URI: | http://eprints.polbeng.ac.id/id/eprint/13397 |
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