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Journal : Jurnal Profetik

VARIETY OF “KOPIKO” PRODUCT PLACEMENT IN VINCENZO'S KOREAN DRAMA ON TELEVISION: WHAT ARE THE ETHICS? Ni Made Ras Amanda Gelgel; I Gusti Agung Ayu Rahma Praminia; Ni Luh Ramaswati Purnawan
Profetik: Jurnal Komunikasi Vol 15, No 2 (2022)
Publisher : Universitas Islam Negeri Sunan Kalijaga Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14421/pjk.v15i2.2562

Abstract

Product placement or embedded marketing is a marketing technique that unites products or brands in activation or program, such as television programs, events, sports, video games, or movies. This technique is now often found on the screen of Sinetron in Indonesia. For this reason, this study aims to identify the variety of product placement in Sinetron Indonesia to be studied from the perspective of broadcasting ethics in Indonesia. The object of this research is the Korean drama Vincenzo. The concept of product placement used in this research is according to d'Astous and Sequin and Přikrylová dan Jahodová. The research method is descriptive qualitative with a study of visual data documentation on these four episodes of the Korean drama Vincenzo. The research found that the variety of product placement used is Integrated Explicit Product Placement. The actor plays an active role in the scene and is expressed formally in the program or plot. The main star clearly shows the attributes and benefits of the central hat. This product placement is no longer implicit or sponsorship but more open. Ethically this can psychologically impact the audience that this is not part of an advertisement but a Sinetron scene. This strategy does not protect the audience. It is because the message is disguised not as an advertisement but as a persuasion function.
Co-Authors Ade Devia Pradipta Ade Dianasari, Kadek Ayu Anggara Putra, I Gusti Agung Putu Anggara, Oktava Anggrisari Animoy Borromeu, Gardenia Mega Apriliani, Ni Wayan Arie Rahayu, Ni Komang Mirah Aurora Simanjuntak Ayu Megasari, Ni Ketut Diana Ayu Nyoman Vinenda, Ayu Nyoman Azmir, Miranda Belinda, Indita Bramana, Yogi Marta Cahaya Pratiwi, Komang Putri Cahyani, Ni Luh Putu Ika Putri Cahyani, Siva Eka Putri Cinintya Manu, Ni Putu Dassy, Cynthia Novitasari Devi, Putu Sinta Kharisma Dewi Puji Rahayu Dewi Yuri Cahyani Diah Natalia, Ni Kadek Ayu Diah Utami Dewi, I Gusti Ayu Agung Dwi Adnyani, Ni Made Rosalia Dwi Pradita, Agus Multazam Dyah Ratmasanti, Ni Nyoman Irafani Elfani Wijaya, Catherine Fairya Arnantika, Ni Wayan Ganeshwara, I Komang Bayu Gesiradja, Asriyanti Saputri Gunawan Putri, Stephanie Gunther, Evangelin Baliata Handayani, Mery I Dewa Ayu Sugiarica Joni, I Dewa Ayu I Gde Pitana, I Gde I Gusti Agung Alit Suryawati I Gusti Agung Ayu Rahma Praminia I Ketut Sardiana I Nyoman Darma Putra I Wayan Suardiana Ida Ayu Laksmita Sari Indira Sawitri, Cokorda Istri Indriyanti, Laras Irva Dewi, Apricilia Ayu Jelita Ananda, Ni Made Diah Ayu Juniantari, Ni Ketut Kartikasari, Ni Putu Mega Laksminia Agustin, Ni Putu Jeni Lestari, Tanty Dwi Maharani, Wanda Erika Mahayuni, Putu Yurika Ari Makalam, Diandra Annisa Marheni, Ade Novi Marista, Aulia Masnugraheni, Dwiagata Mayreena Wibowo, Vinsensa Dianda Megayanti, Ni Luh Indah Meitri Cakraningsih, I Gusti Ayu Meyta Jayantri, Dsk. Gde Murfiyaningrum, Arita Nurul Murgawantari, Gusti Ayu Putu Yayang Ni Made Ras Amanda Gelgel Ni Nyoman Dewi Pascarani Ni Putu Sri Widyastini Susila Ni Wayan Siti Nino Leonita, Gusti Ayu Noviandani, Ni Kadek Wiwien Nur Fakih, Farah Isabella Nurbaiti, Ella Dia Octaviani, Cindy Prabasari, Ni Luh Putu Galuh Pradevi, Rinjani Pradnyandari, Ni Kadek Sri Rejeki Prameswari, Wigati Sita Pramudita, Galuh Pratiwi, Windy Puspa Warni, Komang Ayu Puspita Sari, Ni Putu Yuni Puspitaningrum, Putu Maharani Putri Pramesti, Luh Komang Putri Utari, Nyoman Larashati Putri, Elsa Savira Putu Cemerlang Santiyuda Putu Perdana Kusuma Wiguna R. Suyarto Ramadhan, Febiano Riyana, Minuk Romario, Bryan Sadrack Luden Pagiling Sihono, Miranda Elfanita Siswan Dewi, Ni Made Siswanto Putri, Anisha Rahma Sonia Lase, Silvy Mercy Ruth Sri Hartari, I Gusti Ayu Sugiantari, Ni Kadek Dilla Sutiawati, Ni Made Hana Tati Budi Kusmiyarti Tembang, Yonarlianto Triadnyani, Cantika Wangge, Katarina Miratriana Devi Gayatri Widayani, Ni Luh Ari Widiarta, Kadek Dharmayeni Putri Widiyanti, Luh Ning Wira Prananta, Putu Resta Wulandari, Putri Cening Yasa, Kadek Sutama Yuni Sugiantari, Ni Made