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PENGGUNAAN TEKNIK COPYWRITING PADA IKLAN AQUA EDISI 100% INDONESIA DALAM MEMBANGUN BRAND IMAGE
Copywriting is one of the ways that companies can utilize in building brand image with the aim of attracting audience attention. AQUA is a bottled drinking water company that uses copywriting techniques in advertisements to build brand image amid the boycott issue. This research aims to analyze the use of copywriting techniques in AQUA advertisements in building brand image. With a qualitative approach and descriptive analysis, this research examines copywriting techniques applied in advertisements. Data were obtained through observation and documentation on advertising posts on the @sehataqua Instagram account that used the word 100% Indonesia from November 2023 to February 2024. The results showed that there were 9 ads that used headlines as titles to attract audience attention, followed by the use of emotional appeal techniques in 6 ads to build a closer relationship with the audience. Despite the strong copywriting approach, there were mixed responses from the audience regarding the boycott issue, making it necessary to implement a transparent and responsive communication strategy to build consumer trust.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
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