THE ROLE OF PERSUASIVE COMMUNICATION IN TELEVISION ADVERTISING REJECT THE WIND IN IMPROVING BRAND IMAGE

tommy prasetyawan; tommy; Sekarwangi; Maya; Siswanta; Siswanta

Development and Business Communications

Universitas Slamet Riyadi

📄 Abstract

Researchers aimed to investigate the role of persuasive communication in Tolak Angin television advertising in improving brand image. This study used a qualitative approach using AIDA Theory (Attention, Interest, Decision, Action) by interviewing three informants from different backgrounds, namely an entrepreneur, an academic lecturer, and a journalist and entrepreneur. The results showed that Tolak Angin television advertisements used the tagline "Smart People Drink Tolak Angin" with endorser figures who have the image of smart, modern, and successful people to help consumers understand the benefits of the product. The research provides insight for marketers and advertisers on how to use persuasive communication in television advertising to improve brand image.

🔖 Keywords

#Iklan Tolak Angin #Citra Merek #Endorser; Iklan Tolak Angin; Citra Merek; Endorser

ℹ️ Informasi Publikasi

Tanggal Publikasi

30 June 2025

Volume / Nomor / Tahun

Volume 2, Nomor 1, Tahun 2025

📝 HOW TO CITE

tommy prasetyawan, tommy; Sekarwangi, Maya; Siswanta, Siswanta, "THE ROLE OF PERSUASIVE COMMUNICATION IN TELEVISION ADVERTISING REJECT THE WIND IN IMPROVING BRAND IMAGE," Development and Business Communications, vol. 2, no. 1, Jun. 2025.

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