CREATIVE ELEMENTS OF ADVERTISING IN DISPLAYING PRODUCT IDENTITY

Abstract

This research aimed to find out what ad creative elements contained Indomie Goreng advertising period 2003-2015 in displaying the product identity. This research used content analysis method, the reason for using this method is to describe the message contained in a television commercial advertising indomie in new media Youtube and to reveal the tendency of creative elements in advertising Indomie goreng. Reseacher uses three coders including researchers as judges coder or coder 1. Based on the result of descriptive analysis obtained from coding activity, there are 10 categories : Apeeal, Message Strategy, Fungsi iklan, Message strategy, Spokespersons, Excecutional Framework, Physique, Personality, Culture dan Relationship. On the category of Appeal the most frequent and dominant result appeared are Emotional, category message strategy are Affective, category Ad Function are Reminding, category Message Theme are Social gathering/friendship, category Spokespersons are Typical Person, category Excecutional Framework are  Slice of Life, category Physique are Product Packaging, category Personality are Happiness, category are Local Culture, category Relationship are No Relationship. Viewed from the results of research findings related to the ten categories, and each category has a dominant appearance. And given the importance of advertising, in fact advertising is directed at the audience to convey information about goods and services. It can be deduced that the ads have an enormous influence in displaying the brand identity.