Analisis Etika Periklanan dan Dampak Sosial Iklan Sabun Mandi Lifebuoy “5 Tahun Bisa untuk NTT” pada Desa Bitobe, Nusa Tenggara Timur, Tahun 2023

Authors

  • Syaiful Abdy Universitas Muhammadiyah Jakarta
  • Reidhia Salsabila Universitas Muhammadiyah Jakarta
  • Fitalia Bunga Universitas Muhammadiyah Jakarta
  • Daniel Handoko Universitas Muhammadiyah Jakarta

DOI:

https://doi.org/10.59841/saber.v2i3.1455

Keywords:

Advertising Ethics, Social Impact, Bitobe Village, East Nusa Tenggara

Abstract

This study examines the advertising ethics and social impact of Lifebuoy soap advertisement with the theme "5 Tahun Bisa untuk NTT" (5 Years for NTT), aired in Bitobe Village, East Nusa Tenggara in 2023. Bitobe Village was chosen due to its representation of the typical socio-economic conditions in East Nusa Tenggara, often facing challenges related to sanitation and health. The research aims to analyze how the advertisement message is understood and received by the local community, as well as the implications of this message on hygiene-related behaviors and attitudes. The methods employed include content analysis of the advertisement and a social impact study through interviews and direct observations with the residents of Bitobe Village. The findings are expected to provide deeper insights into advertising ethics practices in a local context and their contribution to social change in marginalized communities.

References

Buku

Lutfi, M. (2020). Etika periklanan: Prinsip dan praktik. Jakarta: Penerbit Bumi Aksara.

Pattyn, B. (2015). Business ethics and advertising. New York: Routledge.

Jurnal

Rachmawati, R., & Widodo, P. (2019). The impact of advertising ethics on consumer trust: A case study on the Indonesian market. Journal of Business Ethics, 162(2), 311-328.

Santoso, D., & Fajar, M. (2021). Advertising and social change: The role of ethical campaigns in Indonesia. Journal of Marketing and Public Policy, 28(3), 205-223.

Artikel Akademik

Ismail, H. (2018). The role of advertising in promoting health awareness: A study on personal hygiene products. Asian Journal of Health Promotion, 12(1), 45-62.

Nugraha, E. (2022). Evaluating the ethical dimensions of advertising in emerging markets. International Journal of Advertising Research, 34(1), 89-107.

Laporan Penelitian

Siregar, A. (2021). Social impact of advertising on rural communities in Indonesia. Field study report, Universitas Gadjah Mada.

Yulianti, S., & Prasetyo, T. (2020). Advertising ethics and consumer protection in Indonesia. Research report, Universitas Indonesia.

Lain-lain

Dewan Periklanan Indonesia. (2018). Etika Pariwara Indonesia (EPI). Jakarta: DPI.

World Health Organization. (2019). Guidelines on hand hygiene in health care. Geneva: WHO Press.

Sumber Online

Lifebuoy Official Website. (2023). Campaigns and initiatives. Retrieved from http://www.lifebuoy.com

Ministry of Health, Indonesia. (2023). Health promotion through media campaigns. Retrieved from http://www.kemkes.go.id

Published

2024-07-03

How to Cite

Syaiful Abdy, Reidhia Salsabila, Fitalia Bunga, & Daniel Handoko. (2024). Analisis Etika Periklanan dan Dampak Sosial Iklan Sabun Mandi Lifebuoy “5 Tahun Bisa untuk NTT” pada Desa Bitobe, Nusa Tenggara Timur, Tahun 2023. SABER : Jurnal Teknik Informatika, Sains Dan Ilmu Komunikasi, 2(3), 229–237. https://doi.org/10.59841/saber.v2i3.1455

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