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All Journal Gorga : Jurnal Seni Rupa Adi Widya: Jurnal Pendidikan Dasar Jurnal Nawala Visual Jurnal SASAK : Desain Visual dan Komunikasi Berajah Journal ADMA: Jurnal Pengabdian dan Pemberdayaan Masyarakat International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) KNOWLEDGE: Jurnal Inovasi Hasil Penelitian dan Pengembangan ANUBHAVA: Jurnal Ilmu Komuniksi Hindu Prima Magistra: Jurnal Ilmiah Kependidikan Jurnal Ilmu Sosial dan Humaniora Jurnal Ilmiah Pengabdian dan Inovasi Jurnal Pengabdian kepada Masyarakat IPTEKS J-CEKI Anima Rupa: Jurnal Animasi TERAS: Jurnal Pengabdian Masyarakat Sosial Budaya Jurnal Pengabdian Pada Masyarakat IPTEKS
I Nyoman Miyarta Yasa
Universitas Bumigora
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THE ROLE OF PUBLIC SERVICE ADVERTISING AS SOCIAL MARKETING COMMUNICATION IN THE TRI HITA KARANA ANIMATED VIDEO NON-COMMERCIAL CAMPAIGN Ni Putu Sinta Dewi; I Nyoman Miyarta Yasa; Muhammad Fathoni; I Gede Anjas Kharisma Nata
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 9 (2025): AUGUST
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i9.1109

Abstract

This study examines the role of public service announcements as a non-commercial campaign medium with a focus on Tri Hita Karana animated videos. The purpose of this study is to analyze the role of public service announcements as a campaign medium in social marketing communications and to examine the implementation of persuasive communication processes contained in animated videos that represent the philosophical values ​​contained in Tri Hita Karana. The method used in this study is a descriptive qualitative approach, involving a review of documentation and a literature search. The results of the study indicate that public service announcements, as a non-commercial campaign medium, can be an effective strategy for conveying educational messages, increasing public awareness, and encouraging behavioral change. Non-commercial campaigns align with the principles of social marketing, which, in their implementation, aim to promote social values. The implementation of AIDDA (Attention, Interest, Desire, Decision, Action) in animated videos through visual messages, simple narratives that foster interest, delivery of visual narratives about the benefits of harmonious living, and invitations to encourage positive decisions in accordance with the values ​​of Tri Hita Karana. This study contributes to strengthening the understanding of the implementation of persuasive communication processes in Tri Hita Karana animated campaign videos as a strategic communication instrument relevant to social development.
Co-Authors Arfa, Muhammad Ashar Banyu Lazuardi Biagi, I Wayan Kusuma Di christofer satria Dedi Aprianto Dewi Puspita Ningsih Dewi, Ni Putu Sinta Gita sispratiwi Faja HARYONO Haryono Haryono Hasbullah Hasbullah Hasbullah Hasbullah I Gede Anjas Kharisma Nata I Gede Anjas Kharismana Nata I Wayan Kusuma Di Biagi Ihsan Ihsan Irfan Hidayat Irfan Hidayat, Irfan Lalu Zazuli Azhar Mardedy Mardedi, Lalu Zazuli Azhar Mohamad Yudisa Putrajip Muhammad Alief Wardana, Lalu Nakzim Khalid Siddiq Nata, I Gede Anjas Kharisma Ni Luh Kadek Mei Ananda Sari Ni Putu Sinta Dewi Perdana, Sasa Bella Cintia Riski Puspita Dewi, Puspita Putrajip, Mohamad Yudisa Qatrunnada Qatrunnada, Qatrunnada Randa Januario Pratama Risyaf Kudus Pranasa Sasih Gunalan Sinta Dewi, Ni Putu Sirojul Hadi Siti Soraya Suriadi Ardiansyah Suryadmaja, Galih Susi Handayani Syamsiar, Syamsiar Utari, Retno Wahyu Kamil Syarifaturrahman Yunika, Regina Pricilia Zainudin Abdussamad