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All Journal Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Jurnal Sinergitas PkM & CSR Jurnal Komunikasi Profesional Ultimacomm: Jurnal Ilmu Komunikasi Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis Journal of Media and Communication Science (JcommSci) Prosiding Konferensi Nasional PKM-CSR Jurnal Audiens
Endah Murwani
Universitas Multimedia Nusantara
Arts Humanities Control & Systems Engineering Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Nursing Public Health Social Sciences

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Konstruksi ‘Bentuk Tubuh Perempuan' Dalam Iklan Televisi Endah Murwani
ULTIMA Comm Vol 2 No 1 (2010): ULTIMA Comm
Publisher : Universitas Multimedia Nusantara

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The purpose of this research is to explain how mechanism of construction about healthy body shape created throughout advertising. The base theory which be used is social feminism with Critical Discourse Analysis. Result of the research showed that strategy of distinction and dramatization appear from power relations between subject in field of advertising production. Symbolic image about slim and healthy body shape for woman which are producted in advertising, is assumpted by peoples as cultural arbitrary. This social condition is being possible because there is a suitability between social mindset and advertising symbolic image. Keywords : symbolic image, body shape for woman, advertising
The Early Adopter Gets the Worm: Innovation Adoption of AI within a Multinational Agency Fazrah Lillah Rizki Heryanda; Endah Murwani; Nuria Astagini
ULTIMA Comm Vol 16 No 2 (2024): ULTIMACOMM
Publisher : Universitas Multimedia Nusantara

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Artificial Intelligence (AI) is rapidly advancing in the advertising industry, driving multinational agencies to adopt this innovation. This study explores the adoption of AI in advertising content production, focusing on characteristics and scalability. Everett M. Rogers' Diffusion of Innovation theory serves as the conceptual framework. The research employs a descriptive qualitative approach with a case study method, collecting data through in-depth interviews with creative teams from Dentsu Indonesia, a multinational agency, and analyzing it using pattern matching. The findings reveal that Dentsu Indonesia demonstrates a proactive understanding and attitude toward AI, supported by an innovative organizational culture. The agency provides comprehensive facilities for its creative teams and implements AI in a varied and extensive manner. However, the sustainability of AI adoption faces challenges, including regulations, copyright issues, and ethics. This study offers conceptual insights into AI adoption, providing strategic perspectives for optimizing AI to enhance efficiency and productivity in the advertising industry.
Co-Authors Agustinus Rusdianto Berto Agustisnus Rusdianto Berto Buko Vinaring Evlyn Genki Fazrah Lillah Rizki Heryanda Helga Liliani Cakra Dewi Maria Advenita Gita Elmada Muhammad Ardhanie Amrullah Nathanael Dewa Nuria Astagini Ratna Yustisia Purwaningtyas Rismi Juliadi Stephanie Adita Teguh Dwi Putranto Wa Ode Wulan Ratnaningsih Wildan Hakim