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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 Aaron Reghanada Prasetyawibowo Abdi Pakumara, Pande Ngurah Raditya Ade Devia Pradipta Adhyatmanta, Made Adi Pratiwi, Ni Komang Agung Mataram, Gusti Gede Aloysia Vira Herawati Andriyani, Putu Yunia Anggara Putra, I Gusti Agung Putu Anggara, Oktava Anggrisari Animoy Borromeu, Gardenia Mega Apriliani, Ni Wayan Asla Eva Setya Ayu Safitri, Ni Kadek Diah Baracha Kaban, Silya Christine Baskhara, Ida Bagus Aditya Belinda, Indita Berdianti, Dian Bidayanti, Made Putri Br Tarigan, Della Ayu Lopiga Cahyani, Ni Luh Putu Ika Putri Cahyaning Dewi, Ni Luh Manik Candra, Shelviani Damasemil, Calvin Darmawan, Deri Devi Dharmayanti, Putu Ayu Devi Redana, Ni Putu Saraswati Devi, Putu Sinta Kharisma Dewi Gili Amritha, Dewa Ayu Agung Dewi Yuri Cahyani dewi, Aulia Anggradita Dewi, K. Ade Yulia Dewi, Saffira Nusa Dharmayanti, Ni Putu Gita Diah Desvi Arina, Ni Luh Putu Diah Utami Dewi, I Gusti Ayu Agung Ditha Sasmitha, Ni Wayan Duta Prasatya, I Gede Anang Dwi Pradita, Agus Multazam Enik Trijayanti, Ni Komang Eriyanti, Andiana Dwi Eva Irene, Ni Made Ayu Dwi Fayani, Adinda Febriana, Ruth Gavriella Godeliva GItamaharani Arya, Ni Made Amalika Guntari, Ni Wayan Henny Gunther, Evangelin Baliata Haresvari, Made Amanda Hermarani, Putu Arina I Dewa Ayu Sugiarica Joni, I Dewa Ayu I Gede Girinatha Surya I Gusti Agung Alit Suryawati I Gusti Agung Ayu Rahma Praminia I Nyoman Darma Putra Iftinani, Sheila Zalfa Julianditya Dharmayanti, Pande Made Juniantari, Ni Ketut Kadek Dwita Apriani Kadek Tomi Kencana Putra, Kadek Tomi Kencana Kartika, Hernanda Kartikasari, Ni Putu Mega Kertayasa, I Putu Agus Nanda Krisna Arsani, Cok. Istri Ari Kumbara, Ngurah Anom Kusuma Yanti, Ni Made Wiwin Kusuma, Arya Pramana Kusuma, Ida Bagus Eka Dharma Latuputty, Jennifer Brigita Lestari, Lidya Mulya Maharani, Puan Ega Maharani, Wanda Erika Maheni, I Gusti Ayu Maheswari, I Gst. Ag. Dyah Masnugraheni, Dwiagata Megayanti, Ni Luh Indah Melitasari, Indriana Meyta Jayantri, Dsk. Gde Monangin, Tesalonika Mutiara, Wahyu Narayani Murti, Dewa Ayu Putu Jiyestha Ni Kadek Novi Febriani, Ni Kadek Novi Ni Luh Ramaswati Purnawan Ni Nyoman Dewi Pascarani Nino Leonita, Gusti Ayu Nugraha, Putri Larasati Octaviani, Cindy Oka Candrakusuma, I Gusti Ngurah Oktaviani, Ni Luh Putu Murni Pangesti, Ajeng Widjaya Pebriyanti, Komang Gina Praasada, Ni Nyoman Cita Pradnyandari, Ni Kadek Sri Rejeki Pradnyani Kawiswari, I Dewa Agung Ayu Pramesti, I Gusti Ayu Diah Pranisitha, Ayu Khania Pratiwi, Ayu Pramitria Pratiwi, Intan Nathasa Pratiwi, Windy Prayoga, Dimas Eza Puji Rianto Purwaningsih, Ni Putu Indriana Puspa Warni, Komang Ayu Puspita Rini, Ni Putu Yulia Putri Utari, Nyoman Larashati Putu Arina Hermarani Putu Cemerlang Santiyuda Rachmad, Radinda Annisa Rajagukguk, Sonya Theresia Ramindra, Lintang Pratama Lian Ratih Mayuni, I Gst. Ayu Agung Regelinda Janggat, Martha Gloria Richard Togaranta Ginting, Richard Rinikah, Lia Ruben Elizer Sitepu Salijar, Hasna Qhotrunnadaa Santoso, Fitriani Dyah Satria Dwipayana, I Made Krisna Setiyawan, Anang Putra Shinta Maharani Sihono, Miranda Elfanita Simatupang, Rebecca Aprilia Siregar, Nia Venina Siswanto Putri, Anisha Rahma Sri Hartari, I Gusti Ayu Sri Lestari, Ni Putu Indah Subhan Afifi Surya Ascaya, Gede Andre Suryadipta Wardhana, Anak Agung Ngurah Agung Sutiawati, Ni Made Hana Tania, Najma Ayu Tatik Inggriani, Ni Made Tedi Erviantono Utami, Putu Hardayani Verwis, Muhammad Siraj Viola Deviyanthi, Ni Wayan Wahyudi, Risky Waluyan, Elsa Engelina Widarini, Dwi Ajeng Widiasari, Hairunnisa Widiyanti, Luh Ning Wiguna, I Putu Kumara Wijaya, Marini Fransiska Wulandari, Putri Cening Yasa, Kadek Sutama Yunantari Dewi, Ni Made Yuni Uttari, Ni Luh Putu Yusningtyas, Yusningtyas