Second assigment penulisan bahasa iklan

WRITING LANGUAGE ADVERTISEMENT by NurIzzahRahmani 1SA03
1. Definition of Advertising

      According to Kotler (2002: 658), advertising is defined as a form of presentation and promotion of ideas, goods or services nonpersonal by a particular sponsor that requires payment.According Rhenald Kasali (1992: 21), simply defined as the advertising message that offers a product aimed by a society through a medium. However, to distinguish it from the usual announcements, advertising is more geared to get people to buy.GN according to its website, there is a definition that advertising as any form of message about a product that is delivered through a, financed by the initiator is known, and is aimed at the partial or entire communities.In general, advertising is a form of communication that conveys information nonpersonal paid according to desire of the institution / sponsor particular through the mass media that aims to influence / persuade the public to buy a product or service.
                 Definition or understanding of advertising according to KBBI is "news or messages to encourage, persuade the general public that is interested in the goods and services offered." From the above definition, there are several major components in an advertisement that "encourage and persuade".While the word advertising (advertising) is derived from the Greek, which means approximately adalah'menggiring people on the idea '. The understanding in a comprehensive advertising is "all forms of activity to present and promote ideas, goods, or services that are paid by the sponsor nonpersonal certain ..." In general, ad serving tangible nonpersonal information about a product, brand, company, or store run with compensation of certain costs. Dengandemikian, advertising is a communication process that aims to persuade or lead people to take action that is beneficial to the advertisers.
2. Types of Ads
1. Characteristics Ad
       Advertising has several characteristics, among others:a. A form of communication that is paid.b. Nonpersonal communication.c. Using the mass media as massifikasi message.d. Using the identified sponsor.e. Is persuade audiences.f. Aiming to reach as many audiences.

3. Ad Types
       Based on the objective, advertising is classified into 3 types, namely:a. Informative advertising (Advertising Informative)
       This ad has the following characteristics:- Aiming to establish or create awareness / recognition and knowledge of the product or new features of existing products.- Indicates changes in prices and product packaging.- Describes how the product works.- Reducing consumer fears.- Correcting the product.b. Persuasive advertising (Persuasive Advertising)
        This ad has the following characteristics:- Aiming to create preferences, preferences and beliefs so that consumers want to buy and use goods and services.- Mempersuasif audience to choose a particular brand.- Advise to buy.- Changing consumer perceptions.- Persuading to buy now.c. Ad Reminder (Reminder Advertising)
        This ad has the following characteristics:- Aiming to encourage repeat purchases of goods and services.- Reminding that a product likely will be needed in the near future.- Remind buyers where to buy these products.- Maintaining awareness of products (consumer's state of mind).- Establish good relationships with consumers.
4. Example Ada. Informative ads- Advertising Sony Ericsson Z550iThis ad is informative advertising for forming or creating awareness / recognition and knowledge of the product or new features of existing products.
- Advertising Dji Sam SoeThese ads are also classified as informative advertising for informing the public about the product packaging Dji Sam Soe a new, packing 10 are shown with large posts. Not to forget this ad also tried to convince the audience that the product quality remains the same since 1913, although the packaging is presented differently.


- Advertising Coca ColaThese ads classified advertising informative as inform the public about the product, the packaging as well as the latest prices. It also promotes ease when purchasing new products.
b. Persuasive advertising
- Advertising Samsung Slim Fit TVThis ad is persuasive ad for trying mempersuasif audience to buy a TV brands Samsung by informing qualities and advantages owned by Samsung, so that the audience can change the perception of the other and TV brands Samsung considers superior.
- Advertising Canon PIXMA iP1200 PrinterThese ads are also classified advertising persuasive as it seeks mempersuasif audience to buy Canon PIXMA iP1200 Printer by informing the privilege yangbdimiliki this product.
c. Reminder ads
- Advertising Vita ZoneThis advertisement is an advertisement reminder for reminding the audience that Vita Zone likely will be needed in the near future, ie at the time of the fasting month when the ad is published (this ad was published on 27 September 2006).
- Ad Hotel Santika MalangThis ad is also a reminder ad because it reminds the audience that the services offered Hotel Santika Malang likely will be needed in the near future, namely on Valentine's Day when the advertisement is published (this ad was published on February 8, 2006). It also reminded the audience where to get these services.
- Advertising Sympathy JituThis advertising includes ads reminder as to encourage repeat purchases of goods and services Jitu sympathy. It also maintain awareness of products (consumer's state of mind), and establish good relationships with consumers by providing services and cheaper rates to customers of Telkomsel, especially users Sympathy Jitu.
Alo Liliweri (1992) has his own opinion about the distribution of other types of advertising. He split them into two major groups, namely the division in general and in particular the division.

 A. Distribution Advertising General



   1. Advertising Social Responsibility
Namely advertising which aims to spread the message that is informative, information, education in order to establish the attitude of the citizens so that they are responsible for certain social and community issues. Eg advertising and advertising portrayals of social recommendation.
2. Rebuttal AdvertisementNamely advertising used to argue or fight over something that is detrimental to the issues and improve the image of a person, company or brand which is polluted due to incorrect information. Characteristic of this ad is to put the communicator (can be individual or institution) as the abused or harmed by others. The purpose of the ad rebuttal include: eliminating the ads that are not true and are not profitable; straightening (deflect) the issue in the correct portion, according to the intention of the company; build public sympathy; building a public opinion that the company is in the correct position.

 3. Defense AdvertisementThis ad is an 'opponent' of advertising rebuttal. When rebuttal ad the advertiser is in a position to argue, then in advocacy advertising, communicators actually be in a position to defend communicator. The purpose of this ad is to obtain the sympathy of the audience that the company is in the correct position. Ditemunkan normally example of this type of advertising is advertising that is associated with the patent.
4. Repair AdvertisementNamely to improve the advertising messages about something already wrong and disseminated through the media. Another term this ad is an ad or ad misprint correction. This ad aims to rectify incorrect information, so that the public will still get the correct information. The negative side of this ad is to deliver advertising improvement, impressed that advertisers are not careful in the planning of something, so that the credibility of advertisers will drop.



    5. Family Advertisement
That is where the advertising content of the messages is a notification of advertisers on the occurrence of an event of family to family / other audiences. ads are usually more family-shaped columns and display advertising, not many contain illustrations, and rely more on written messages. Examples of these ads are ads about death, weddings, graduations, and others.

    B. Distribution of Advertising By Specialty

    Based Media Used
In general, the division of advertising based media used is divided into two, namely advertising above the line and below the line advertising.

    Media advertising above the line is the nature of mass media. Mass is meant is that the target audience and throws a large amount of advertising messages simultaneously. Media are categorized above the line are: newspapers, magazines, tabloids, television, film, radio, and internet.
    Below the line advertising is advertising that uses special media. Which includes the media below the line are: leaflets, posters, banners, billboards, bus panels, bus stop, point of purchase (POP), stickers, shop sign, flayers, display, and others.
In addition by general category, ads are also divided into specific categories based on the type of media used. Based on the medium used, advertisements can be divided into several types, as follows:



    Print Ads
Namely ads created and installed using a printing technique, fine print with simple technology and high technology. Some forms of print advertising namely newspaper print ads, print ikaln billboards, print advertising posters, advertising banners, and others. Based on the extensive space that is used, especially for print media newspapers, magazines, and tabloids, the ads in these media recognized in the three forms of advertising, namely:

    Classified ad
This ad is called the classified ads because the message is made only consists of a few lines of words / sentences and the fees charged is calculated per line, and relatively cheap. The classified ads are usually no more than 3-4 lines with an area of ​​no more than one column. The language used in the classified advertisements are generally short, meaningful, and very simple. Goods advertised in the classifieds is very diverse, covering goods, services, thanksgiving, congratulations, find a mate, and so forth.

    Ad Column
Adverts had stu column the column width, but higher than the classified ads. In addition to verbal messages written, it is possible ula nonverbal messages as illustrations, symbols, emblems and other visual signs walu not too varied and very limited. Examples advertisement congratulations, condolences, offer goods and services, education, call (against someone, auction, etc.), warning (trade patents, etc.), an open invitation, as well as job openings.

    Advertising Advertorial
Berkesa ads as news. Tatarama advertising in Indonesia, the ad with this tnik required given the description of the "advertorial" or "advertising" to distinguish it berita.Isi advertorial message is very diverse, among others: advertising services alternative medicine, health, services of organizing events, attractions, nstitutonal advertising, and etc. When dipasag by the government, usually contains a message about tourism, regional development and the potential of nature, arouse awareness of participating in the construction, education, social solidarity, orderly and conscious ukum, etc.

    Display ads
Wider than klom that can display advertisements (show) illustrations of pictures both photos and graphics in a larger size disampng verbal messages written Commonly used by both business and social organizations. For example, advertising the sale of goods or services, congratulations, pemberitauan, maa demand, warning of commerce, etc. It can be performed by private and pemerinta, social organizations, private and family. For installation of personal and family grief for example in the form of advertising, advertising congratulations, apology, etc.
 Electronic advertising

    Radio Advertising
Ads are placed through the medium of radio. Radio ads have unique characteristics that can only be heard melelui audio (sound) are a blend dar words (voice), music and sound effects.

    Television ads
Television is one medium that terasuk preformance category Television advertising above the line mengandun Unsu sound, image and movement.
 2. Based on Purpose
        Commercial advertising
Also called business advertisement aims to gain economic advantage, taanya increase in sales in which the intended target of the message is for a person or institution that will process and or sell the advertised product to the end consumer. Commercial advertising can be divided into three jeis advertising, namely advertising for consumers, for businesses and advertising for pofesional.

    Non-Commercial Ads (Public Service)
Ads that are used to convey information, persuade or menidik audience where the ultimate goal is not economic benefits but social benefits
3.Based on Field Contents Message
        Political advertising
        Education ad
        Advertisement Health
        Advertising beauty and body treatments
        Tourism advertising
        Entertainment advertising
        Advertisement Sports
        Advertising Law
        Vacancy Jobs / Recruitment
        Ad Condolence
        Marriage ads
        Advertisement Food and Drink
        Automotive ads
        Environment ad
        Advertising Media
 4.Based on Communicator
        Personal ads
        Family ad
        Ad instuons
 5. Based on the scope / target region
        Local advertising
Ads that are the intended target audience coverage only in local regions, such as rural or urban, or a district only. Usually done by small shops, salon primary schools, kindergartens, where the target khalayaknyan live in the surrounding area.

    Regional advertising
coverage audience of more than one local region, but too far away to be called to the national territory, eg, Prov. Central Java, South Sumatra, etc.

    National advertising
Advertising that targets customers located throughout the territory of a country.

    International advertisement
Ads that target audience that reaches trans-national or more than one country.



 6.Based on Function
    Advertisement InformationFocuses its contents as an information to the public.

    Advertisement Persuasion
Focuses on an effort to influence the audience to do something.

    Educate ad
Focuses on the goals of educating the public, so that the audience understand and have knowledge about something.

    Ad parody / Entertainment
Made for entertainment purposes only,

 Conclusion
based definitions ads above we can infer that the ads are short messages that are persuade / encourage people to see these ads because the message is presented briefly by using words or writing that is interesting to read / viewed and ultimately even the audience will be tempted for reading the goods / services that the diiklan. Moreover, coupled with good graphics graphics, unique and eye-catching can be a plus for an ad itself. 

3. Writing Ads Good

1. Must SpecificFor example you want to sell shoes, if you write "Sell Cheap Shoes". Said shoes here are still too general try to write more specific like men's shoes, women's shoes, children's shoes, jogging shoes, soccer shoes, ballet shoes, and so forth. By writing more specific then certainly a visitor who clicks on your ads are more targeted visitors to market your product.

2. Provide Added Value Of Your ProductsValue added is the main attraction for your product, the added value you offer is what distinguishes your product with a similar product of your competitor. Examples of writing such as:Title: Women's Sports ShoesDescription: Beautiful, Durable & CheapestIn the title we write specific types of products and the descriptions we wrote the added value of the product being advertised.

3. Add "Call to Action"What is the call to action? call to action is a call or a call to take action today by providing offerings that only applies if visitors make a purchase right away or you love the chance only for a limited time. Examples like this:Title: Women's Sports Shoes1 Description: Beautiful, Durable & CheapestDescription 2: Discount 60% Just For TodayThe phrase "Discount 60% Just For Today" is a call or invitation to the visitors when they make a purchase at that moment they will get a discount of 60% and the discount will not apply if they procrastinate until tomorrow or until whenever. This sentence is emotionally will affect the psychological visitors who are interested in sport shoes woman to make a purchase right then and there without delay.