An Examination of the Massage Production of Ambient Media Advertising

Wijaya, Bambang Sukma (2011) An Examination of the Massage Production of Ambient Media Advertising. Jurnal Ilmu Komunikasi, Vol.09 (03). pp. 344-359. ISSN 1693-3029

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This study aims to uncover the knowledge used by creators in producing the message of ambient media ad and compare it with Action Assembly Theory, a message production theory by John Greene who revealed that a message is formed from several knowledges possessed and managed by communicator. By using exploratory-qualitative method through an interpretive approach, the researcher interviewed in depth some subjects or informant namely ambient media ad creators from various backgrounds, ranging from executive creative director to Visual Communication Design student who ever win an ambient media ad competition. Researcher found that the creators of ambient media ad use subjective knowledge derived from personal experience and objective knowledge derived from creative brief as content knowledge in producing the message of ambient media ads.

Item Type: Article
Uncontrolled Keywords: produksi pesan, iklan ambient media, action assembly theory, pengetahuan isi (content knowledge), pengetahuan prosedural (procedural knowledge), pengetahuan konteks(context knowledge)
Subjects: Business > Advertising
Marketing > Advertising

Marketing > Branding (Marketing)
Marketing > Commercial Products
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Ali Syahbana
Date Deposited: 27 Jul 2016 07:55
Last Modified: 27 Jul 2016 07:55

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