How Nostalgic are You?
An Experientially-meaningful Communication of #NutrisariBernostalgia Campaign
Abstract
In communicating its iconic glass bottle edition of Nutrisari Jeruk, Nutrisari released an attractive advertisement on October 7, 2023. This advertisement also marks Nutrisari's 45th anniversary. This advertising approach exploits longing and curiosity and evokes specific memories about when not everyone could enjoy this 'expensive' and 'exclusive' drink product. Tne could enjoy these 'expensive' and 'exclusive' beverage products. The copywriting also includes the importance of nostalgia, citing expert statements. By highlighting audience comments via Nutrisari's social media accounts, this article discusses the relatability of Nutrisari's nostalgic messages from the perspective of Komunikasi Berasa (experientially-meaningful communication) theory with its six dimensions (Wijaya, 2009): sensorial meaningfulness, emotional, rational, relevant, beneficial, and social. This study can be a reflection for brands in optimizing the meaningfulness of their campaign messages to be more connected and relevant to their consumer audiences.
Downloads
References
Amstrong, Gary & Philip, Kotler. (2012) Dasar-Dasar Pemasaran. Jilid I, Alih Bahasa Alexander Sindoro dan Benyamin Molan. Jakarta: Penerbit Prenhallindo.
Boone,Louis. E. Kurtz, David L. (2008). Pengantar Bisnis Kontemporer, buku I. Salemba Empat, Jakarta
Davis, Fred (1979), Kerinduan Kemarin: Sosiologi Nostalgia, New York: The Free Press.
Fatta, H. A. (2007). Analisis dan Perancangan Sistem Informasi untuk Keunggulan Bersaing Perusahaan dan Organisasi Modern. Yogyakarta: CV Andi Offset.
Havlena, William J. dan Susan L. Holak (1991), "The Good Old Days': Observations on Nostalgia and Its Role in Consumer Behavior. Dalam "Kemajuan dalam Riset Konsumen," Vol. 18, Rebecca H. Holman dan Michael R. Solomon, eds., Provo, UT: Asosiasi Riset Konsumen, 323-329.
Hofer, Johannes [terjemahan. Carolyn Kiser Anspach] (1934), "Disertasi Medis tentang Nostalgia oleh Johannes Hofer, 1688," Buletin Sejarah Kedokteran, 2, 376-391.
Nawas, M. Mike dan Jerome J. Platt (1965), "Teori Nostalgia Berorientasi Masa Depan," Jurnal Psikologi Individu, 21, 51-57.
Sugiarto, E. (2015). Menyusun Proporal Penelitian Kualitatif:Skripsi dan Tesis. Yogyakarta: Suaka Media
Wijaya, B. S. (2009. Produksi Pesan Iklan Ambient Media dalam Konteks Komunikasi Berasa: Sebuah Studi Eksploratoris. Tesis Magister Ilmu Komunikasi Universitas Mercu Buana, Jakarta
Wijaya, B. S. (2011). Model komunikasi Berasa dalam Komunikasi Pemasaran: Studi mengenai Iklan Ambient Media dalam Meraih Kepercayaan Khalayak Konsumen. Journal Communication Spectrum, 1(1), 55-74
Wijaya, B.S.. (2014), Membaca Gaya Komunikasi Pemimpin Kita: Jokowi dan Komunikasi Berasa, Political Communication Institute: Jakarta
Wijaya, B.S. (2016a). Brand Activation dan Komunikasi Berasa. Mix, Vol. 10/XIII/20 Oktober-16 November, p. 42
Wijaya, B. S. (2016b). The ‘Realness’ Discourse of a Political Leader: A Komunikasi Berasa Perspective. Journal of Government and Politics, 7(2), 310-340. http://dx.doi.org/10.18196/jgp.2016.0032
Wijaya, B. S. (2019). Ambient Communication: Memahami Iklan Ambient Media Sebagai Model Komunikasi. UB Press
Copyright (c) 2021 Jobmark: Journal of Branding and Marketing Communication
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
