Product Placement The Alley Dalam Drama Korea The King Eternal Monarch. (Product Placement The Alley in the Korean Drama The King Eternal Monarch).

Afiffa, Dien Winnan (2023) Product Placement The Alley Dalam Drama Korea The King Eternal Monarch. (Product Placement The Alley in the Korean Drama The King Eternal Monarch). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Korean drama is a drama series originating in South Korea. Drakor itself has entered Indonesia since 2002, for the first time airing on the Trans TV television station. Korean drama, or what can be called Drakor, has had a lot of influence on the countries where it has entered the market. The influence of Korean culture itself has influenced the audience, for example, in the style of dress, lifestyle, and style of speaking, which is sometimes mixed with Korean. The popularity of Drakor has been used by entrepreneurs and business people for product and service promotion strategies. The promotion method used is called product placement. Product Placement is a way to promote a product or brand using mass media. In this study, the product placement used was The Alley product in the Korean Drama The King Eternal Monarch. The Alley itself is a beverage store that sells various kinds of tea�type drinks topped with boba. All the ingredients sold are natural ingredients that are processed by themselves. This research used descriptive research with a qualitative approach. The purpose of this study is to analyze the product placement in the drama using visual rhetoric theory. The data collection technique in this study was to collect several Korean Drama scenes that have The Alley product placement. The validity of the data in this study is due to the observer's persistence and referential adequacy. This study finds findings in the scene of the play The King Eternal Monarch, which uses a rhetorical triangle analysis according to Hesford and Brueggemann.

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