Andes Yushar Zulfikar, Agustrijanto Agustrijanto

Strategi Kreatif Iklan Chitato Lite Versi Lite Man VS Monster Kentang di Youtube

Introduction

Strategi kreatif iklan chitato lite versi lite man vs monster kentang di youtube. Analisis strategi kreatif iklan Chitato Lite 'Lite Man Vs Monster Kentang' di YouTube. Menampilkan gaya tokusatsu, humor, dan referensi Ultraman untuk daya tarik iklan.

Abstract

The tokusatsu style can be used as a creative strategy in advertising production. The combination of tokusatsu elements with retro visuals and the delivery of advertising messages through humor can be an attractive feature for advertisements. This is evident in the Chitato Lite Aburi Seaweed commercial titled “Lite Man Vs Monster Kentang.” This study applies Suyanto's concept of creative strategy, which includes appeals such as humor and music, along with execution styles like slice of life, demonstration, animation, fantasy, and dramatization. The aim of this study is to explore the creative strategy employed by the advertiser in producing the commercial. A qualitative descriptive approach with a case study method was used to analyze the strategy. The researcher conducted interviews with the production team from Popcult Group, the advertising agency behind the commercial. The results show that the Ultraman series was used as a reference due to its familiarity among the target audience. This aligns with the product’s tagline: “Japanese potato chips not sold in Japan.”

Review

This paper, titled "Strategi Kreatif Iklan Chitato Lite Versi Lite Man VS Monster Kentang di Youtube," presents a fascinating examination of creative strategy within modern advertising. The abstract effectively introduces the study's central focus: analyzing how the Chitato Lite "Lite Man Vs Monster Kentang" commercial creatively utilizes tokusatsu style, retro visuals, and humor. By grounding its analysis in Suyanto's concept of creative strategy, which encompasses various appeals and execution styles, the research aims to dissect the deliberate choices made by advertisers in producing this particular campaign. A notable strength of this study lies in its selection of a culturally specific and engaging case study. The decision to draw inspiration from the Ultraman series, capitalizing on its familiarity with the target audience and aligning it cleverly with the product's tagline ("Japanese potato chips not sold in Japan"), provides a rich context for analysis. The methodology outlined—a qualitative descriptive approach employing a case study method, complemented by interviews with the Popcult Group production team—is well-suited to gather direct, primary insights into the creative rationale and strategic thinking behind the advertisement's unique aesthetic and humorous delivery. While the abstract clearly articulates the "how" of the creative strategy, a full paper would benefit from a more comprehensive exploration of the "what happened next" or the "impact." Expanding on audience reception, engagement metrics, or the overall campaign effectiveness would provide valuable empirical evidence to complement the strategic insights from the production team. Furthermore, a deeper theoretical discussion on how this specific application of tokusatsu and humor either reinforces existing creative strategy frameworks or proposes new considerations would strengthen the paper's academic contribution, potentially comparing it to other cross-cultural advertising adaptations.

Full Text

Comments

You need to be logged in to post a comment.