Analisis Visual Product Placement Kopiko Pada Kanal Youtube Rans Entertainment Edisi Disneyland 2022. (Visual Analysis of Kopiko's Product Placement on the Disneyland 2022 Disneyland Rans Entertainment Youtube Channel).

Adyatma, Lovita Luh Kintani (2023) Analisis Visual Product Placement Kopiko Pada Kanal Youtube Rans Entertainment Edisi Disneyland 2022. (Visual Analysis of Kopiko's Product Placement on the Disneyland 2022 Disneyland Rans Entertainment Youtube Channel). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

One marketing technique that is often used in the modern era is soft selling with the concept of product placement with the aim of product promotion in a subtle and persuasive manner. The company PT Mayora Indonesia Tbk has carried out several product placement strategies to market their product, namely Kopiko candy in various media. This study focuses on finding out how the visual analysis of Kopiko's product placement on the Rans Entertainment Youtube channel. This research uses a qualitative approach and used a visual analysis research. The unit of observation in this study was a YouTube video on the Rans Entertainment channel and the unit of analysis in this study were scene at 9.18 to 12.34 minutes with data collection in the form of observation. The data analysis technique used is visual analysis from Rose and Russell. Based on the results of the analysis, it is found that Kopiko's product placement section is divided into the beginning, core, and ending, where the beginning and ending are transitions to refine the plot connection of the main story with the product placement scene. Based on the visual dimension, it is found that the product placement process is carried out by using natural color tones so that the audience focuses on the dialogue. In the auditory dimension, some backsound music is given at the beginning and end of the transition to further build the audience's atmosphere or emotion, while the main scene does not use backsound music, but only focuses on dialogue. Keywords: product placement, visual analysis, Youtube social media.

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