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Local Online Courier and Ride-Hailing Service Social Media Marketing Lampe, Ilyas; Alatas, Raisa; Orynka, Nifi; Saputra, Gemilang Bayu Ragil
Komunikator Vol 13, No 1 (2021)
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jkm.131051

Abstract

Topokeni was a local online courier and ride-hailing service in Palu. In this study, we tried to understand the social media marketing strategies used by Topokeni, as we assumed that Topokeni had specific strategies to compete with national and international scale ride-hailing services such as Grab and Gojek. Thus, this study was focused and aimed to understand and describe the Instagram marketing strategies of Topokeni based on four aspects of social media marketing in a qualitative-case study approach. Data were collected through in-depth interviews, observations, and document study on social media and other relevant archives. The results showed that social media became an alternative to survive and increase tenants and consumers. In the context aspect, Topokeni admins used nicknames such as kakak (bro/sis) to their customers to reach broader targets. In the communication aspect, Topokeni used graphic elements in photos, videos, infographics, and testimonials posts. In the collaboration aspect, Topokeni merged the tenant’s market with Topokeni’s customers. In the connectivity aspect, Topokeni synergized the contents, themes, and brand positioning using #kurirpalu and #deliverypalu, also @(mention) feature on partner tenant accounts and personal customers as a form of appreciation and responsibility.
Adult humour in advertisement: a semiotic study of don’t aviation and mint video Saputra, Gemilang Bayu Ragil; Santoso, Edi
Jurnal Komunikasi Profesional Vol. 5 No. 5 (2021)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1906.291 KB) | DOI: 10.25139/jkp.v5i5.3913

Abstract

Humour was and is commonly used as a creative means in advertisements. Adult humour specifically commonly used in mature focused products advertisements or in a restrictive timeslot. Don’t Aviation and Mint itself was an advertisement for both an alcohol beverages and mobile phone services with plenty of sexual innuendos that uploaded in Ryan Reynolds’ Youtube channel in which could be accessed even in restricted mode of Youtube. Thus, this study aims to (1) analyse the Don’t Aviation and Mint video for semiotic patterns and (2) elaborate how humour is used in the aforementioned video. It was carried out using a descriptive qualitative approach with semiotic analysis based on the Saussure model of sign. The narrative analysis of the signs unravels the use of humour as an explanatory tool, creative ways in structuring the advertisement and inciting audiences’ attraction. This study also shows that Don’t Aviation and Mint used adult humour in various ways in both monologue and visual aspects. The adult humour itself was presented with varying degree of clarity through farce, slangs, a swear word and emojis.