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Dewi Purnamasari
Prodi D-III Kebidanan, STIKes Kusuma Husada Surakarta
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Journal : Koneksi

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Analisis Pesan Persuasif dalam Kreativitas Iklan BCA “Anggun Ketipu? #AwasModus” Purnamasari, Dewi; Sukendro, Gregorius Genep
Koneksi Vol. 8 No. 2 (2024): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v8i2.27572

Abstract

The rise in BCA-related fraud cases in 2022 led to customer worries. To address this, BCA launched the “Anggun Ketipu? #AwasModus” creative ad, urging customers to reject personal banking data fraud. The focus of this research is to analyze how the persuasive message is in BCA’s advertising creativity “Anggun Ketipu? #AwasModus”. The theories and concepts used are advertising creativity and persuasive messages, which are elements of AIDCA (Attention, Interest, Desire, Conviction, Action). The author uses a descriptive qualitative research approach with a case study method. Data collection used observation, interview, and literature study techniques. The validity of the data was checked through triangulation of data sources and theory. The results of this research are that the presence of celebrity Anggun Cipta Sasmi is able to attract the audience's attention at the beginning of the advertisement; showing several examples of fraud cases and their solutions which are packaged with comedy elements and positioning the fraud targets, as heroes can stimulate the audience's curiosity; the phrase “Rejecting Fraud Elegantly” prompts immediate action; narratives, music, and appreciation evoke audience emotions; repetition of “Rejecting Fraud Elegantly” emphasizes the relevance and prompting action. The author concludes that the AIDCA concept can be realized well in this advertising creativity. Kasus penipuan yang mengatasnamakan BCA marak terjadi pada tahun 2022 sehingga menimbulkan kekhawatiran nasabah. BCA lalu merilis iklan kreatif dengan judul “Anggun Ketipu? #AwasModus”. Iklan ini menyampaikan pesan kepada nasabah untuk menolak berbagai jenis penipuan data pribadi perbankan. Fokus dalam penelitian ini adalah menganalisis bagaimana pesan persuasif dalam kreativitas iklan BCA “Anggun Ketipu? #AwasModus”. Teori dan konsep yang digunakan adalah kreativitas iklan dan pesan persuasif elemen AIDCA (Attention, Interest, Desire, Conviction, Action). Penulis menggunakan pendekatan penelitian kualitatif deskriptif dengan metode studi kasus. Pengumpulan data dengan menggunakan teknik observasi, wawancara, dan studi kepustakaan. Keabsahan data diperiksa melalui triangulasi sumber data dan teori. Hasil dari penelitian ini adalah kehadiran selebriti Anggun Cipta Sasmi mampu menarik perhatian audiens di awal penayangan iklan; tayangan beberapa contoh kasus penipuan beserta solusinya yang dikemas dengan unsur komedi dan memposisikan target penipuan sebagai pahlawan mampu merangsang rasa ingin tahu audiens; “Tolak dengan Anggun” menjadi kata kunci yang menggerakan keinginan audiens untuk segera melakukan penolakan; narasi yang diiringi latar musik serta adanya apresiasi dalam iklan mampu memengaruhi emosi audiens; pengulangan pesan “Tolak dengan Anggun” mampu menekankan relevansinya kepada audiens sehingga mendorong tindakan penolakan. Penulis menyimpulkan bahwa konsep AIDCA mampu terealisasi dengan baik dalam kreativitas iklan ini.
Co-Authors Afifah Novitasari Ahmad Riki Andreas Ahyar, Anissya J. Aida Rahmi Nasution, Aida Rahmi Akhmad Nayazik Alvenia, Nadya Aminuyati Andree Kurniawan Andriansyah Andriansyah Anis, Juli Apriliani Lusia W Aprivian, Muhammad Ichsan Dedi Ashshiddiqy, Hanif Astrie Kusuma Dewi, Astrie Kusuma Chairani, Anisa Cucunawangsih Cucunawangsih, Cucunawangsih Dialoka, Indah Didin Herlinudinkhaji, Didin DIMAS ANDRIANTO Dina Supriyati Djamaluddin Dr. Tite Juliantine,M.Pd Eka J. Wahjoepramono Erlyn Hapsari Eros Rosmiati Farid Amin, Ahmad Farizal, Teuku Fatikasari, Nia Fauzan A, M. Fauziyah, Zaky Fazlina, Rita Furyanah, Anah Gunawan Abdillah, Gunawan Guntur Gunawan Handini Arga Damar Rani Hidayat, Didin Nuruddin Indrajaya, Titus Ismail Ismaya, Sakti Brata Jordi, Setiyawan Jumrianto Jumrianto, Jumrianto Khairiah, Rahayu Komarudin, Agus Komarudin, Agus Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati, Lia Kusumaningrat, Donald Rinaldi Lestari, Rahayu Tri Lingga Kurnia Ramadhani M. Yogi Riyantama Isjoni Ma’mun, Amung Maria Denok Bekti Agustiningrum Mariam Makmur Marini . Marni Emmy Mustofa Masruroh, Nila Masalikul Mauludin, Muhammad Zairon Mega Safithri MS, Afin Ambarwati Muliati Muliati, Muliati NATA LUGITO, NATA Nindita Erwanti Nur Hakim Nurul Devi Ardiyani Pramudita Budi Rahayu, Pramudita Budi Prasetyani, Henny Putra, Rizal Ichsan Syah Putri, Thalyta Oktariana Rahmat, Fitri Hasdanita Ramlah, Sri Rianzah, M Fariz Dava Riffa Bella Wahyu Rinaldy Rita Yulianti, Rita Rosyihin, Ashof SITI MARIAM Soebandono, Joni Pasifiano Sofyan, Achmad Sukendro, Gregorius Genep Suriadi Sutarto Sutarto Veranita Wahyudi, Rifqi Nur Woro Utari Yeni Yeni Zamroni, Moh Zulyaden