Proceedings of the 1st International Conference on Islamic Civilization, ICIC 2020, 27th August 2020, Semarang, Indonesia

Research Article

The Behavior of Watching Television Media and the Effectivenes of Online Commercial Advertisement Messages in Young People

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  • @INPROCEEDINGS{10.4108/eai.27-8-2020.2303278,
        author={Dian Marhaeni Kurdaningsih and Genta  Maghvira},
        title={The Behavior of Watching Television Media and the Effectivenes of Online Commercial Advertisement Messages in Young People},
        proceedings={Proceedings of the 1st International Conference on Islamic Civilization, ICIC 2020, 27th August 2020, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={ICIC},
        year={2020},
        month={12},
        keywords={television advertising young audience interpretive watching behavior online media},
        doi={10.4108/eai.27-8-2020.2303278}
    }
    
  • Dian Marhaeni Kurdaningsih
    Genta Maghvira
    Year: 2020
    The Behavior of Watching Television Media and the Effectivenes of Online Commercial Advertisement Messages in Young People
    ICIC
    EAI
    DOI: 10.4108/eai.27-8-2020.2303278
Dian Marhaeni Kurdaningsih1,*, Genta Maghvira1
  • 1: Communication Science, Universitas Islam Sultan Agung, Indonesia
*Contact email: marhaeni@unissula.ac.id

Abstract

Commercial messages through advertisements on television media in this online media era continue showing its existence. Television advertisements are appearing and do not diminish gradually significant. Commercial messages are even more creative with smart ideas. The audience seems fascinated by the appearance of creative advertising works. This study aims to determine the viewing behavior of young people in consuming media television especially commercial messages through advertisements and know the effectiveness of commercial messages advertising on television media. This research used qualitative methods and an interpretive paradigm. Data analysis was performed interactively from Miles and Huberman and including Islamic values into one of his perspectives. The research results are showed accurate data about the behavior of television viewers among young people in watching commercial advertising messages in television. So that it can shows the effectiveness of television advertising commercial messages.