SELECTIVE EXPOSURE OF PERSUASIVE COMMUNICATION IN COMMERCIAL ADVERTISING BOTTLED DRINKING WATER PRODUCTS

Abstract

Advertising has a very important role in influencing and attracting the attention of the audience. Effective advertising will build awareness and create perceptions in minds and purchasing decisions. Packaged beverage products are products that still rely on advertising in their marketing. Le Minerale is one of the products that consistently issues advertisements when offering its products. One of the advertisements for Le Mineral products is an advertisement that has a persuasive communication with selective exposure which is very strongly remembered by the audience. The aim of this research is to determine the effectiveness of persuasive communication carried out through selective exposure to aspects of the message that are easily remembered by the audience. This research uses a persuasive communication analysis method through selective message exposure. Le Minerale advertisements build messages selectively in certain parts of the overall message conveyed. Selective exposure to persuasive communication strengthens the message fragments received by the audience to form a special stimulus that the audience tends to pay attention to. In the Le Minerale advertisement, there is a strengthening of the message “kaya ada manis-manisnya” rich, there is sweetness as a form of selective exposure that is strongly remembered and built in the minds of the target audience. In conclusion, the advertising approach tends to use rational appeals with a frequency or duration that is high enough so that a memorable message will be created, whereas with selective exposure the emphasis is emphasized to become the strength of the message that is remembered. Meanwhile, in placing arguments, climax and anticlimax message structures are used, namely placing the most significant arguments at the beginning and end of the advertisement. This research has an impact on the power of selective exposure which plays a very significant role in building persuasive communication.