Wacana Product Placement Tropicana Slim dalam Branded Web Series (The Discourse of Tropicana Slim’s Product Placement in Branded Web Series)
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Abstract
Youtube menjadi media sosial yang paling populer bagi masyarakat Indonesia. Brand Tropicana Slim memanfaatkan peluang itu dengan membuat iklan digital kreatif agar dapat beradaptasi dengan perkembangan teknologi. Strategi pemasaran yang digunakan adalah product placement untuk mengikuti perilaku konsumen yang lebih banyak mengakses internet. Pendekatan soft selling dipilih Tropicana Slim dalam membangun citra diri dengan menciptakan branded web series. Audiens disuguhkan cerita yang eksklusif dan dekat dengan kehidupan sehari-hari agar tidak merasa sedang menonton iklan. Riset ini menggunakan pendekatan deskriptif kualitatif untuk mengetahui wacana product placement Tropicana Slim yang muncul dalam web series “Sore” (2017) dan “Janji” (2019).. Metode pengumpulan data yang digunakan adalah observasi, dokumentasi dan studi pustaka. Hasil penelitian menyatakan bahwa wacana product placement yang digunakan Tropicana Slim adalah Implicit Brand dengan dimensi plot connection dimension.
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