Kaulah Segalanya - Ruth Sahanaya

JINGLE

"Nyot nyot dikenyot nyot
nyot nyot dikenyot nyot
nyot nyot dikenyot"

The advertisment use these jingle to attract children to buy this product. They use such easy word like "nyot" which meaningto sucks the milk, when the children want to buy this product they just say "susu nyot nyot" and they dont say brand of this product which is susu real good

http://www.youtube.com/watch?v=czqAdID9CnE

Copy Right

Copy Rights

Nama Kelompok :        1. Nindy N

                                       2. Hanna Permata M

                                       3. Dwi Annisa

                                       4. Deviana Kurnia N

                                       5. Riska K

1.         STACKING

List of reasons way the product or service is good

·            Vasseline body lotion:  this product has many ingredients such as SPF which has the possibilities for protecting body skin from UV and vitamin E for skin nutrition.

·            Olay Total White:  this product lists the reasons why the product is good, such as:  spotless face, balancing your skin tone, and for brighter skin.

2.         REPITITION

Makes the product or service familiar to consumer

·            Sosis So Nice:  the way the advertiser makes this product familiar to consumers is by adding catchy jingles to the advertisement to make the product name linger in the minds of the consumers.

·            Mc. Donald:  this advertisement has a well-known logo that makes this product more familiar, and has jingle “Im Lovin’ it”

3.         SLOGAN

Identifies product or service with an idea

·            Larutan Penyegar Cap Badak:  this advertisement can be considered a slogan because it is identified with an idea.  The idea is by purchasing this product we will help saving rhinoceros.

·            Bumbu Racik Indofood:  we all know that it is recommended to eat different meal every single day.  Thisadvertisement identifies the product with that idea.  What this advertisement trying to tell us is if you use Bumbu Racik Indofood, you can cook a variety of food using this instant seasoning.  Moreover, this product can be useful for those of us who can’t cook or who doesn’t know what the ingredients are for a particular recipe.

4.         LOGO

Identifies product or service with a symbol

·            Puma:  Puma is one of the famous sportswear alongside Nike, Adidas and some other brands.  The symbol of this product is a mountain lion or cougar.  One of the advertisement of this product showed a group of people play basketball with the camera focusing on their shoes.  At the end of the advertisement, a mountain lion jumped as a symbol for this product brand, Puma.

·            Apple:  we can easily recognize Apple products just by looking at its symbol, which is an apple that has a bitten mark on the top right corner.  There was an advertisements about iPad that just showed a hand touching the screen of the iPad.  At the end of the advertisement, there was a symbol of Apple, which we know right away that it is an Apple product.

5.         SNOB APPEAL

Associates product or service with a personality or lifestyle

·            Acer Slim (Laptop):  in the advertisement, because this product is so slim, it can fits in between the escalator doors when it was about to close.  What we can conclude from this advertisement is that the slimness of this product is perfect for those of us who has a hectic life.  Slim means it doesn’t weight as heavy as the regular laptop that we have now, which is why this product fits into your lifestyle.

·            Ferrari:  this advertisement shows the consumers that this product is provided with elegant feature and design that can make the users feel statisfied and this product would make you keep up with today’s lifestyle.

6.         CAUSE AND EFFECT

Use this product and your problem will disappear

·            Dermatics:  this product has a potential to make your scars less visible.  The advertiser wanted to show this effect to the consumers in the advertisement.

·            E-Z Hoover:  the advertisement shows that this powerful facum cleaner is not only can vacum dirt or dust on your carpet, but also germs that difffen under your mattrasses.  By using this product, your carpet will be free of germs. http://www.youtube.com/watch?v=ezkmaQaXBBQ

7.         EMOTIONAL APPEAL

Uses emotion to sale the product or service

·            XL:  in this advertisment there are a couple who have a problem, with using this product can be resolved and the get back together

·            Ponds Age Miracel:  the advertisment has a sweet moments on their wedding anniversary  10th, because the woman using the product and the man still love her

8.         PRICE APPEAL

Consumers will be getting something extra for less money

·            Happy Call:  if we buy 2 of this product you will get a discount.

·            DAIA:  this product can be consider as one of the cheapest detergent products; however, with less money can make your cloths softer, smells good, and would make your clothes spotless. 

9.         TESTIMONIAL

Someone endorses their product

·            Larutan Penyegar Cap Kaki 3:  Mamah Dedeh said she drinks this product since she was a kid up until now, and this product keeps her healty.  The advertiser was hoping by involving her in the advertisement it can attract people to buy this product, because she is one of the famous religious (Islam) speakers in Indonesia.  

·            Dove:  celebrities give comments to this products.  Instead of involving religious speaker, this time the advertiser involving celebrities like, Maia Estianti and Ersa Mayori.  http://www.youtube.com/watch?v=fk6IqwtN6Z0

10.     SEX APPEAL

The product will enhance your sexual attractiveness

·            Axe Deodorant:   in the advertisement, when the man was wearing this product an angle fell from the sky right into his room.  He became more confident and when he uses it again, another angle fell from the sky again.  So this product would probably make man more confident and the some women like the smell.

·            Proman:  this product make men stay longer on the bed until 5 hours, which is good for both you and your partner.

11.     BANDWAGON

Use peer pressure to influence the customers.  If everyone else is doing it so should you

·         Sosis So Nice:  this advertisement is considered to be an example of bandwagon because there is a phrase that said “semua makan So Nice” that we can interpret that everybody in Indonesia eats this product.  The advertisement also shown how people from the age of grade school, working class people and even champions eats this product which back up the statement “semua makan So Nice”.

·         Top Coffee:  similar to So Nice that has a statement “semua makan So Nice”, Top Coffee has a statement “kopinya orang Indonesia”.  The advertiser also said that bravery, strong, and that we have art in our soul is the characteristic of Indonesian.  We can conclude that if you consider yourselves to be Indonesian; you have to drink this to be a part of Indonesia. http://www.youtube.com/watch?v=rNI1932P0ss&feature=related

12.     CONFUSION

Gains the customer’s attention by confusing them, and then retains the attention as the customer tries to figure out the message

·         Magnum Gold:  this advertisement is confusing because if you don’t watch the advertisement until the end, you would not find out what this advertisement is all about.  The advertisement begins with a woman who asked her friend to join her in hunting for a million-dollar treasure.  In the end, turns out what the girl meant as a million-dollar treasure is a locked room full of Magnum Gold ice cream. http://www.youtube.com/watch?v=dnobIs0UPEc&feature=endscreen&NR=1

·         Nutrilon Royal: this advertisement is confusing because neither there is list the reasons why this product is good nor someone endorses this product.  The advertisement was only showed a group of children explored or doing things what adults do.  For example:  one kid was driving a car, diving into the ocean, and other things that your kids would not do, but never once that they show one of these kids drink this product.

13.     TECHNICAL JARGON

Uses technical words to impress the consumer

·         Lactogen 3:  prebiotic lactobacillus reuteri.  Those are the words that were said in the advertisement that said to help child’s digesting system.  Because those are words that we don’t commonly hear, we cannot be sure if that really does help our child’s digesting system.  The advertiser uses these technical words just to impress the consumer.

·         Dancow:  this time its, h-nutri, prebio 1, bifidus bl, la, ala that the advertiser use to this productsounds better by using technical words. http://www.youtube.com/watch?v=OO8XVyI8QKg

14.     TRANSFER

Associates the product with words or ideas that may or may not be related to the product the association seeks to transfer certain qualities to the product

·         Cerebrofit X-cel:  in this advertisement, a drug addict was sent to rehabilitation by his parents.  After got out of the rehabilitation, this young adult did what he was supposed to do like finishing college, getting busy in an organization, and getting involved in a band.  In the end of the advertisement the advertiser said that there are a lot of useful things that you can do while you are still young and drugs just make your life miserable.  This product sponsored the idea of ‘say no to drugs’.

·         BKKBN:  this advertisement introduced more about how “Keluarga Berencana” it’s a must for Indonesian’s family. The advertiser seeks to transfer the idea of two kids only in a family to reduce the population growth in Indonesia.

15.     NAME CALLING

The advertiser compares its product or service to the competition in a way that is favorable to the advertiser

·         Surf:  the advertiser wants to make consumers believe that their product is better than the other by comparing them.  In this advertisement one woman said that her detergent is good because not only that it makes her clothes white and bright she also gets a plate every time she buys detergent X.  Apparently, the advertiser shows that Surf detergent is better even though it doesn’t give out plates.

·         Hits:  in this advertisement, the advertiser said “yang lebih mahal banyak”.  What this statement means is this product is cheaper than other brands, but we have better quality.

16.     PLAIN FOLKS

The advertiser tries to identify its product with common people just like you

·         AP Boots:  the advertiser casts only ordinary people, who ride their motorcycle in the middle of a flooded street, for this advertisement in order for the consumers to feel that they were related to the people in the advertisement.  By doing this, the advertiser tries to convince people just like us to also use this product because this product made for common people like us.

·          ISA Insurance:  in the advertisement, we can see one or two families, each family stood under an umbrella on a raining day.  This umbrella is like the ISA Insurance that protected each of the family.  The advertiser wants to show us that common family just like you needs an insurance to protect you and your family just like the families in the advertisement. 

17.     GLITTERING GENERALITY

The viewer is given a general feeling about the product, but not much else

·         Gulaku:  the advertisement shows a little girl who is surrounded by sugar and lemons.  What the advertiser tries to do is making this product familiar to the consumer.  But come to think of it, this product is not any different than sugar that we usually find in traditional markets.  This product is an example of glittering generality because if there wasn’t any regular sugar, without brand, this product will not be as popular as now.  People buy this product because they look at the brand and think that product with brands are better.  But really, this product and sugar without brand can still gives a sweet taste to your foods or drinks. http://www.youtube.com/watch?v=n_JtZDHnGqY

·         Ladaku:  similar to Gulaku, this product is also just giving the common ground peppers that we find in traditional market a brand so that people can recognize it by its brand.  Again, without the ground peppers in the traditional market, this product will not shine as it is now. http://www.youtube.com/watch?v=U3VPBQhPmLo

18.     AVANTE GARDE

The suggestion that using this product puts the users ahead of the time

·         Ford All New Focus:  what makes this product puts the users ahead of time is because this car is provided with censors.  With these censors, we can call someone by just saying their name without even have to grab your phone; the car will also stop itself when it detects that another car in the front suddenly stopped, and it said that it can parked by itself.  The consumers will be ahead of the time with these new discoveries in this product.

·         LG AC Hybrid:  this new product from LG can set the temperature based on how many people were in the room.  This product will puts you ahead of the time because you may not need a remote to control the temperature anymore.  The censors in the air conditioner will do all the works for you.

19.     FACT AND FIGURES

Statistic and objective factual information are used to prove the superiority of the product

·         So Klin Liquid:  this product includes some statistic in the advertisement.  Some of the statistics are:  50% more concentrate, 99% bacterial free, 2 times cleaner, and 2 times more washing.  http://www.youtube.com/watch?v=VuSYuGzGn5k

·         Garnier:  it is said in the advertisement that 7 out of 10 people use this product.  “7 out of 10” are the example of the statistic that the advertiser uses to try to convince people to use their product.

20.     WEASEL WORDS

Are used to suggest a positive meaning without actually really making any guarantee

·         Albothil:  in the advertisement, the advertiser said that this product is painless and it would heal sore cold.  We saw the advertiser put the product on her sore cold and it does look painless.  But the advertiser didn’t make any guarantee about the product being really painless.  Some of us who had been used this product may know that it is painful when the product touch your sore cold, which means that this advertisement is just weasel words.

·         Sensodyn:  this product also shows some people who was testing out the product in the advertisement.  They all said that their problem of sensitive tooth go away in an instant.  Should we believe what they said? Because there isn’t any guarantee given on the product, what they said may or may not be true.

21.     MAGIC INGREDIENTS

The suggestion that some or most miraculous discovery makes the product exceptionally effective

·         Soffel:  geraniums are the magic ingredients on this product.  It is said that geraniums seems to be mosquitoes repellent and also make this product smells nice.

·         Citra (soap):  in this product, Japanese rice and camellia oil are so called believed to brighten your skin and make your skin looks like you just been to a spa.  http://www.youtube.com/watch?v=NdE0zjXrB58

22.     PATRIOTISM

The suggestion that purchasing this product shows your love to your country

·         Larutan Penyegar Cap Badak:  we already explained that by purchasing this product, we will help saving the rhinoceros.  This act is part of patriotism because as some of us know that rhinoceros population in Indonesia becomes less and less each year.  So by purchasing this product, hopefully we can do something to save the rhinoceros which is part of our country.

·         Luwak White Coffee:  Luwak coffee is one of Indonesian products that is known world-wide.  If people from other countries respect or appreciate Indonesian product, so should we.  By showing this advertisement, the advertiser tries to remind everyone to love Indonesian product and to show our love to our country.

23.     BRIBERY

Seems to give a desirable extra something

·         Happy Call : the consumers will get extra pan and a free recipe book if they buy tree items, which is such a great deal.

·         Sofa Bed :  You can have a couch, a bed, and a lazy chair just by purchasing one product.  The extra something that the advertiser gives here is the multifunction of the product.  The product can be changed into different shape as you wish.

24.     WIT AND HUMOUR

Customers are attracted to product that divert the audience by giving viewers a reason to laugh or to be entertain by clever use or visual oral language

·         Kartu As:  A lot of audiences are attracted to the product because of the funny advertisement.  The comedian Sule is one of the reasons that make it funny. There is also a girl who said, “telpon ngga pernah, sms ngga pernah!” in a tone that the audience found it funny. 

·         Susu Real Good:  in this advertisement a group of kids were consuming the product, and all of them said, “nyot, nyot, di kenyot, nyot” which is funny especially to kids. http://www.youtube.com/watch?v=czqAdID9CnE&feature=related