Efek Iklan Televisi Program Keluarga Berencana

Main Article Content

Irwansyah Irwansyah

Abstract

Abstrak

Penyebarluasan gagasan keluarga berencana (KB) secara massif dan jangkauan luas salah satunya dilakukan melalui iklan televisi. Iklan dapat menimbulkan efek yang dapat mengubah pengetahuan, sikap, keyakinan dan perilaku individu yang melihat iklan. Artikel ini mendiskusikan tiga level efek iklan televisi program KB terhadap level (1) kognitif, (2) afektif, dan (3) perilaku. Penelitian ini menunjukkan bahwa terpaan iklan KB memiliki efek pada level pengetahuan. Hal ini  dapat terukur dari memori terhadap pesan program KB. Kemudian, terpaan iklan KB juga terbukti tidak mempengaruhi perubahan sikap dan perilaku responden. Namun, responden memiliki sikap positif terhadap program KB dan adanya keinginan untuk menerapkan gagasan KB di masa akan datang. Terdapat juga indikasi bahwa penerimaan program KB tidak dipengaruhi dari iklan televisi saja melainkan melalui berbagai aspek lainnya seperti ekonomi, keluarga, lingkungan dan lain-lain. Sehingga iklan KB berperan sebagai stimulator yang dapat menggiring masyarakat untuk menerima program KB.

Abstract

One of family planning idea dissemination in massive and wide coverage is television ads. Ads could influence the change of people’s knowledge, attitude, belief dan behavior who watches the ads. This article discusses effects of television ads toward (1) cognitive, (2) affective, (3) behavior level. This study shows that exposure of television ads has affected knowledge level. Meanwhile, exposure of television ads does not have any effect on attitude and behavioral level. Respondents have positive attitude toward family planning program and strong willingness to adopt the program in the future. There is also indication that family planning program acceptance is not affected by only televion ads, but it could be influenced  by other aspects such as economy, family, environment and etc. Therefore, family planning television ads role as stimulator that could persuade people to adopt the program.

Article Details

How to Cite
Irwansyah, I. (2017). Efek Iklan Televisi Program Keluarga Berencana. Jurnal Komunikasi, 8(1), 12–24. https://doi.org/10.24912/jk.v8i1.45
Section
Articles
Author Biography

Irwansyah Irwansyah, Universitas Indonesia

Fakultas Ilmu Komunikasi

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