AISYAH CANTIKA RAHMA HAUDY, - (2022) The Copywriting of Headlines and Formulas Used in Advertising the Products and Services on Kartiandco's Instagram Client. Tugas Akhir D3 thesis, Universitas Airlangga.

Text 151911813031.pdf Download (3MB)

Abstract

Nowadays, Instagram is one of the social media platforms business people use to do advertisements. One of the platforms that are widely used is Instagram. However, copywriting is not spared, namely the activity of writing commercial words. This final project was designed to determine how important copywriting is in advertising products and services. The first important aspect of copywriting is the type of headline. The writer studies eight types of headlines based on Bly's theory, namely direct headlines, indirect headlines, news headlines, how-to headlines, question headlines, command headlines, reason-why headlines, and testimonial headlines. The second important aspect of copywriting is the formula that the writer learned from Applegate's theory, AIDA, which stands for Attention, Interest, Desire, and Action. The writer uses two data to analyze: copywriting data samples and observation. As a result, only five types of headlines are used by the writer to be analyzed: direct headline, indirect headline, how-to headline, question headline, and command headline.

Actions (login required)

View Item