APPLICATION OF COPYWRITING ELEMENTS IN SOCIAL MEDIA ADVERTISING DRINKING PRODUCTS NOW IN CREATING CONSUMER INTEREST

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Published: May 17, 2021

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Authors

Jesslyn

Glorya Agustiningsih
Institut bisnis dan Informatika Kwik Kian Gie

Issue
Vol. 9 No. 1 (2021): Jurnal Komunikasi dan Bisnis Vol. 9 No. 1 Tahun 2021

Section
Articles

Author Biography

Glorya Agustiningsih, Institut bisnis dan Informatika Kwik Kian Gie

Program Studi Ilmu Komunikasi

Article Details


Abstract

ABSTRACT


Advertising in social media is becoming a trend in business circles. One of the ways is to create creative content in social media in order to attract target market’s attention. Creative content is a form of content which is currently being developed on social media, especially Instagram. Diverse forms of creative contents can be found easily on Instagram accounts. One of them is creative contents uploaded by @xingfutang_indonesia on Instagram. Creative content creation cannot be separated from visual and copywriting elemts. In this case, copywriting becomes important in providing information to the target market. Referring to the concept, this study aims to determine the applied elements of copywriting which include headline and slogans, company taglines, and call to action used in creative contents on @xingfutang_indonesia account on Instagram. The research method used is a descriptive qualitative approach with content collection documentation and interviews as data collection techniques. The results of the research are beneficial for the scientific development of the field of communication, especially for the advertising industry in a practical way.