Iklan Ambient Media dan Pengaruh Modernitas Budaya Komunikasi Dunia Barat

Wijaya, Bambang Sukma (2009) Iklan Ambient Media dan Pengaruh Modernitas Budaya Komunikasi Dunia Barat. Jurnal Marcommers, Vol.01 (01). pp. 108-115. ISSN 2066-5615

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Official URL: https://www.researchgate.net/publication/273632359...

Abstract

Ambient Media Advertising is a form of alternative marketing communication that is unconventional. Developing earliest in European countries, Ambient Media Advertising has captivated many ad creators and advertisers to create unusual creative ads in communicating brand messages of their products, not least in Indonesia. In various advertising competitions, Ambient Media Advertising always attracts the audience and the judges because of the uniqueness of the idea and its ‘extraordinary-ness’ of execution. As a product of the modernity of Western communication culture which is a womb of capitalism, Ambient Media Advertising in Indonesia has become a mirror of what is assumed in the theory of modernization that "less developed societies must follow the path that has been taken by societies who are more developed, following the same steps, or standing on the lower ladder in the same escalator". Therefore, though adopting the techniques and styles of Western-style communication, Ambient Media Advertising which is made in and for the Indonesian people should pay attention to the conformity factors of local consumer audiences.

Item Type: Article
Uncontrolled Keywords: Ambient Media Advertising, Modernity, Communication Culture
Subjects: Business > Advertising
Marketing > Advertising

Marketing > Commercial Products
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Ali Syahbana
Date Deposited: 28 Jul 2016 07:51
Last Modified: 28 Jul 2016 07:51
URI: http://repository.bakrie.ac.id/id/eprint/165

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